Dump Your Milk in the Potomac Day will take place along the banks of the Potomac River, in parkland between the Watergate Complex and the Lincoln Memorial. The day will be touted as an “anti-dairy” industry awareness day. The dairy industry has a very successful “drink milk” campaign, which those in the anti-dairy community believe to be misleading. The activity will be a staged media event, reminiscent of the “Boston Tea Party” where participants will be encouraged to dump milk into the Potomac River.

| Breakdown of Events | Map |

The event will be held around the lunch hour time frame, beginning with the ceremonial dumping of milk. This is followed by a nutritious non-dairy (vegetarian) lunch. Speeches will be given after lunch. Presentations by prominent anti-dairy experts will be heard. Included among the presenters will be groups of concerned medical doctors and researches, as well as highly respected dietitians and health experts.

There will be presentations on relevant related topics such as “Mad Cow Disease” and other human to animal transmitted illnesses, which plague agra-business. A lecture will be given on the negative dietary affects of providing milk products to African American children in schools through various breakfast programs. Other pediatric dietary experts will illustrate the harm milk products inflict on children. A group of leading Breast Cancer researchers will present findings that a specific enzyme produced by a mutant gene found in human breast cancer tumors also exists in the breast (udder) tumors of a cow, species bovines. This gene and enzyme exists in NO other mammals except humans and cows. The research was published in the Journal of American Medicine (JAMA) last year. There will be a guest celebrity present during the demonstration, who will assist in dumping the milk into the Potomac.

Newsworthiness of the Event

This event will attract media attention because the media and public are already sensitive to health concerns in the livestock and dairy industry; namely “Mad Cow” and Foot and Mouth disease in Europe. The combination of presentations by credible researchers and health experts along with the act of dumping milk in the Potomac River will attract media. The issue is relevant to most people, as many in western society consume large amounts of dairy products daily. Whenever warranted criticisms are brought up about food safety, the public and media are always concerned.