Altogether, Select is the fifth largest dairy cooperative in the United States. Select members are based primarily in Texas, New Mexico and the Midwest. Select Milk Producers was formed in 1994 by a group of dairy producers with high-quality milk and efficient dairy farm operations. Coca-Cola is the distribution partner for the products that fairlife creates, market and sells. It is a partnership between Select Milk Producers Inc., Artesia, N.M., and The Coca-Cola Co., Atlanta. The company describes itself as a health-and-wellness company that produces and markets premium-quality, value-added nutrition products that start with milk from farmers committed to sustainable and traceable agriculture. Of course, neither of the products, nor the ones in the works would be possible if it was not for the cows that the company sources its raw material supply. It is an aseptic high-protein drink targeted to athletes and sports enthusiasts. “Everything from better farming to better cow care to better nutrition that’s why we’re introducing fairlife ultra-filtered milk, a real milk that’s great tasting and more nutritious than regular milk.Ĭore Power is fairlife’s original value-added milk beverage. “At fairlife, we’ve always believed in better,” said Steve Jones, chief executive officer. The technology is not much different than that used to remove fat from whole milk to make skim, with that fat then being added back to whole milk to make cream. Once the process is complete, the milk has 50% more protein, 30% more calcium and half the sugar. The product is made using filters to remove lactose and concentrate protein and calcium. The product is a first-of-its-kind milk, which some commentators have been quick to call “franken milk” and suggesting it’s a laboratory experiment. Health and wellness start-up fairlife L.L.C., is making a bold move in the dairy case with its introduction of fairlife ultra-filtered milk, which is high-quality milk that’s cold-filtered for 50% more protein, 30% more calcium and half the sugar of ordinary milk.
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