Got Milk ? Apparently not.
Following up on the previous posting, there is a curious new commercial sponsoring local milk products in the theatre these days. A young man in 'grunge style' (unkept hair and unshaven face), but wearing a black suit stands in the middle of a pasture surrounded by cows. It is a cute commercial implicitly criticizing 'boxed milk' ('leche de cajita'). The real cow's mouth is digitized to go along with the actor's monologue, comedically making sounds when the alusion to the foreign import occurs. While the advertisement is intended to humoristically support local milk production, it actually goes quite a way in demostrating its weaknesses: particularly its lack of technological innovation. Rather than meet the demand of foreign producers by adopting new technologies, the milk industry has instead sought the traditional (and easiest) route by seeking to directly modify consumer attitudes and behavior. What is not mentioned is that local milk tends to be of lower durability, at times lasting only 1 week before spoiling in a normal refridgerator, which makes the criticized product a much better purchase in real terms. The advertisement's criticism, that boxed milk sits for weeks on a supermarket shelf, is in fact its virtue: it is a 'durable' product. We hope our local producers take a more innovative approach by transfering these tecnologies to their facilities, that would enable them to make exportable goods. Commercially viable products are not necesarily the most complex, but often the most simple. While few have a need to purchase chemically-complex viagra pills, everyone certainly drinks milk or a milk derivative at some point during the day.