The change in school district policy in 1982, which increases the options for children in lunch further reduce the milk consumption. * Milk industry spends less than 10 percent what beer spent on media. BRIEF OVERVIEW AND FACTS * According to the Exibit#1 from 1980 to 1993 annual milk consumption in California dropped from around 29 to 24 gallons of milk per person. The campaign was very successful in the USA.
