An recent survey found 7% of all American adults believe chocolate milk comes from brown cows, raising concerns that many Americans lack basic food knowledge. Dairy revealed that 7 percent of American adults—roughly 16 million people—think that brown cows produce chocolate milk. 7% of them still think that chocolate milk comes from brown cows. In the course of trying to dig into this simple clarification – the wording of one survey question – I kept thinking about how unreasonable it was to place such a burden on the news consumer. Success! There’s also the grain of salt that some respondents are certainly trolling the pollsters with a knowingly ridiculous answer. Over the course of several days, I spent dozens of hours reading every version of this reporting I could get my hands on, repeatedly went down rabbit holes following links I hoped would lead me to the raw source material, attempted to get spokespeople from three separate entities with ties to the story to respond to my request for clarification, and knew the entire time that none of it actually mattered in any big-picture way – an absurd waste of time, even for someone who works in journalism. A quarter of Americans have gone to the store before 6 a.m. just to get milk, and 95% of Americans currently have at least one kind of cheese in their fridge. Admit it, you’re laughing. Milk is produced by cows raised for the dairy industry. By the following day, NPR had picked up the story, running with a similarly lighthearted take. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. ), , on June 1 (World Milk Day), but the ball didn’t really get rolling until the, article uses the statistic as a hook to talk about food production and agriculture literacy, though presumably some people stopped reading after the funny lede. (WTVO) – According to a recent survey, seven percent of Americans believe chocolate milk comes from brown cows. “Comes from” is heavy-handed phrasing in and of itself, implying the chocolate milk emerges as is, without human intervention. A survey put together by the Innovation Center for US Dairy found that 7 percent of adults believe chocolate milk comes from brown cows! Perhaps even more shocking is 7 percent of adults think chocolate milk comes from … brown cows. The problem isn’t this one survey and subsequent coverage. “It is a bit surprising,” a spokeswoman for the campaign told CNN. The online survey polled 1,000 American adults over a five-day period in May. Seven percent of all American adults believe that chocolate milk comes from brown cows, according to a nationally representative online survey commissioned by the Innovation Center of U.S. According to a new survey, nearly half the US population (47 percent) are unsure about where chocolate milk comes from. A survey put together by the Innovation Center for US Dairy found that 7 percent of adults believe chocolate milk comes from brown cows! A survey of 1,000 people shows 7 percent of participants think chocolate milk comes from brown cows. It turns out: not very much. This week, as the headlines of major media outlets fixated on the threat to American democracy, the coronavirus pandemic continued to rage. This shouldn’t be a big deal – a little click-bait as a way into a deeper conversation, and a momentary distraction from the barrage of grim political news. RAGALIE-CARR: Well, there was brown cows or black-and-white cows, or they didn’t know. I first saw the story when a journalist I respect posted the link to Twitter. FREDERIC J. BROWN/AFP/Getty. And did this mean that even someone who plainly knew that chocolate milk was simply any milk that had been mixed with chocolate and sugar was not given the option of choosing anything resembling the correct response? ICYMI: The story behind “one of the best reported pieces of the year”. Claim: Nearly one out of ten Americans think chocolate milk comes from 'brown cows.' “Comes from” is heavy-handed phrasing in and of itself, implying the chocolate milk emerges as is, without human intervention. In all seriousness, … A spokesperson for the Innovation Center told me the purpose of the survey was to “gauge some interesting and fun facts about consumers’ perceptions of dairy,” and the chocolate milk stat was apparently a winner. The build-up/tear-down cycle is exhausting, and “the media” come off looking either lazy and gullible, or malicious for trying to mislead the public. Genuine “fake news” – stories drawn from thin air – may have had its 15 minutes even before the president co-opted the term to mean anything he personally disliked, but these subtler versions continue to haunt anyone invested in our collective ability to parse fact from fiction. A survey found 7% of American adults think chocolate milk comes from brown cows. But let’s move on. It’s been all over the news lately: a survey by the Innovation Center for U.S. This is usually the part of the media critique where we’d look to assign blame, lament the decline of journalism training and the impossible speed of the online era, note that there are five PR specialists for every journalist, etc. Published This particular version of “fake news” is pervasive and insidious. There’s also the grain of salt that some respondents are certainly trolling the pollsters with a knowingly ridiculous answer. noted that it’s difficult to gauge reliability when you don’t have any context. Last week, a Washington Post headline provoked a collective groan of embarrassment: apparently “seven percent of all American adults” think that chocolate milk comes from brown cows. Every day, the United States reported more than two-hundred-thousand confirmed new cases of COVID-19; according to data from... headline provoked a collective groan of embarrassment: apparently “. (Amazingly, the Post followed up the next day with a piece about how this particular example isn’t a very worrying aspect of public ignorance. , running with a similarly lighthearted take. According to The Washington Post, this equates to roughly 16.4 million adults — slightly more than the Pennsylvania population. And we don’t need to be reminded that public trust in media is incredibly fragile right now. … The survey was conducted by the Innovation Center of … US survey: 7% of Americans think chocolate milk comes from brown cows A poll by a US dairy organisation found that nearly half of the respondents had no idea where chocolate milk came from. PHOTO: students can ask themselves as they try to evaluate the veracity of a new story. A recent survey finds that many people don't know where chocolate milk comes from, and some even think it comes from brown cows. And the kicker: In this context, if only 7 percent of respondents thought chocolate milk came from brown cows, shouldn’t the real story be that 93 percent thought it either came only from black-and-white cows or had no idea how chocolate milk was made? Dairy says 7 percent of American adults believe chocolate milk comes from brown cows - for … What are the sources? Admit it, you’re laughing. Some adults don’t know where chocolate milk comes from, and we’re a little concerned. Nearly half of them, 48 per cent, didn’t know where chocolate milk came from at all. Dairy found that 7 percent of American adults believe chocolate milk comes from brown cows. The Innovation Center for U.S. Unsurprisingly, The Internet took notice. Jokes about American intelligence were plentiful. and NPR ran with this story feels like a failure. According to an official survey, a disturbingly high number of Americans aren’t quite sure where chocolate milk actually comes from. All Rights Reserved. In fact, about half of 1,000 people polled said they weren’t sure where chocolate milk comes from. 7% of Americans equates to roughly 16.4 million people who are over 18. A survey has found an astonishing number of Americans think that chocolate milk comes from brown cows. RAGALIE-CARR: When we asked them, where does chocolate milk come from, they indicated that they thought it came from brown cows. heard hosts Ari Shapiro and Audie Cornish mix in audio clips from Jean Ragalie-Carr, president of the National Dairy Council: A careful listener’s ear may have perked up at this exchange. VICE, on highlighting the outrageous stupidity of those making the claim, and then spoon-fed its audience other stats from the survey, all of which may be equally dubious. It’s that last point that rankles in this particular situation. It’s been all over the news lately: a survey by the Innovation Center for U.S. Dairy suggests that 7 percent of American adults believe chocolate milk comes from brown cows. The NPR spot didn’t go into great depth about anything besides the chocolate milk tidbit. Sadly, seven percent of Americans think so. That serious, respected outlets like. The survey was conducted by the Innovation Center of US Dairy in April. Perhaps even more shocking is 7 percent of adults think chocolate milk comes from … brown cows. According to the survey, 7 percent of Americans think chocolate milk comes from brown cows while 48 percent were unaware of how it is made. 7 PERCENT… And did this mean that even someone who plainly knew that chocolate milk was simply any milk that had been mixed with chocolate and sugar was not given the option of choosing anything resembling the correct response? It’s that last point that rankles in this particular situation. © 2020 Cable News Network. This is not a process we should expect the average citizen to undertake every time they’re puzzled by a fact put forth by a major news outlet. An advocacy organization, the Innovation Center for U.S. A Warner Media Company. Like most people, I recoiled in shame and horror, but also found the remainder of the article thought provoking and worthwhile. The same survey reported that 48 percent of American adults don’t know how chocolate milk … Were those the only three options – two cow colors or “I don’t know”? An advocacy organization, the Innovation Center for U.S. The survey was conducted by … The chocolate milk question was part of a survey, commissioned by a dairy advocacy group, ostensibly to gauge what Americans know about agriculture and food production. That's about 17.3 million people. But particularly now, journalists don’t have the luxury of playing fast and loose with the facts. Does the language seem geared to provoke outrage? Dairy found that 7% of American adults think chocolate milk comes from brown cows. A survey of 1,000 people shows 7 percent of participants think chocolate milk comes from brown cows. A 2017 survey found that nearly ten percent of Americans think chocolate milk comes from brown cows. ICYMI: The New York Times reporter who tweets like it’s going out of style. (She declined to respond to my queries about the wording of the questions, and said the full results of the survey were not intended to be published.) A recent survey conducted by the Innovation Center for U.S. Were those the only three options – two cow colors or “I don’t know”? The distinction between the 7 percent of 1,000 survey respondents and 7 percent of adult Americans was murky at best – the Post did the math and deduced that 16.4 million Americans must believe that chocolate milk comes from brown cows. Of all the survey participants, 48% said that they were not even sure where chocolate milk comes from. Seriously, let’s humor the 7% for a second here – if milk color is directly dependent on the color of the cow it comes from, why wouldn’t regular milk have scattered black spots? Seven per cent of American adults think chocolate milk comes from brown cows, according to a survey conducted by the Innovation Center … Dairy found that 7 percent of American adults think chocolate milk comes from brown cows. In a study by the Innovation Centre of US Dairy, it was found that seven per cent of Americans believe chocolate milk comes from brown cows. How exactly was the question phrased? VICE followed suit. Seven percent of adults in America think chocolate milk comes from brown cows, according to a new survey from the Innovation Center of U.S. Dairy. Many palms hit many faces. Fact: Actually, chocolate milk – or any flavored milk for that matter – is white cow’s milk with added flavoring and sweeteners. Seven percent of American adults believe that chocolate milk comes from brown cows, according to a new survey. did the math and deduced that 16.4 million Americans must believe that chocolate milk comes from brown cows. SHAPIRO: Seven percent of Americans thought that. exactly was the question phrased? Kind of a mystery eh? Unsurprisingly, The Internet took … Myth: Chocolate milk comes from brown cows. The answer did not surprise dietitians, who … It too, however, failed to ask any questions about the origins of the data it was citing, and added that 48 percent of survey respondents – a number cited by Food & Wine, too, but whose origin I haven’t been able to ascertain – claim not to know where chocolate milk comes from. The Post notes that the finding fits a general pattern of Americans being a bit fuzzy on where their food comes from. SEVEN per cent of Americans — about 16 million people — believe chocolate milk comes from brown cows. Dairy uncovered the fact that some Americans are pretty disconnected from how their food travels from the farm to their table.. The distinction between the 7 percent of 1,000 survey respondents and 7 percent of adult Americans was murky at best – the. There were a few hints of healthy skepticism. Last week, a Washington Post headline provoked a collective groan of embarrassment: apparently “seven percent of all American adults” think that chocolate milk comes from brown cows. It may feel a little silly to quibble with something so unimportant. Please click the button below to agree to our Terms and Conditions and acknowledge our Privacy Policy. “But we realize we need accurate information to make the best choices for ourselves and our families about what we eat.”. Success! Like so many stories, it seems this one was originally hatched as a PR pitch. A new survey conducted by the Innovation Center for U.S. But we’ve been here so many times before, and blame seems almost moot when the scale of the problem looms so large in America’s psyche. A new survey finds that 7 percent of Americans think chocolate milk actually comes from brown cows. Refreshing Delicious Chocolate Milk with Real Cocoa Getty Images. 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