Odd Lots

The Viral Milk That Helped Set Off America's Protein Boom

08 Nov 2025

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Protein seems to be everywhere these days, with brands from Starbucks to Pepsi jumping on the trend. But the obsession with protein may have started earlier — with a humble dairy product that defied the broader decline in US milk consumption. Fairlife, which uses a specialized filtering process to boost protein and cut sugar and lactose in its milk products, helped spark the modern protein craze that’s unfolded alongside the rise of Ozempic and other GLP-1 drugs. Since Coca-Cola acquired the brand in 2020, Fairlife has become one of the company’s biggest growth drivers. Yet its success also highlights deeper challenges facing the American dairy industry, where per capita milk consumption continues to fall. So how did Fairlife buck the trend? And what does its story reveal about the future of US dairy? On this episode, we speak with Corey Geiger, lead dairy economist at CoBank. Subscribe to the Odd Lots NewsletterJoin the conversation: discord.gg/oddlotsSee omnystudio.com/listener for privacy information.

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Odd Lots

The Viral Milk That Helped Set Off America's Protein Boom

This episode hasn't been transcribed yet

Other episodes from Odd Lots

The Iran War’s Lasting Scars Across Asia

Carmen Li's Plan to Build a Futures Market for Compute

Anjney Midha's Plan to Radically Lower the Price of Compute

How a Vibecoded Newsletter Is Making the Hay Market More Transparent

Why Tomatoes Are the Most Expensive They've Been in Four Decades

How CoreWeave Sees the Market for Compute Right Now

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