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'Drink more milk': Japanese official pleads in cow costume as dairy industry struggles

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TOKYO (Bloomberg): Donned in a cow costume, an official in Japan's Ministry of Agriculture issued one humble request to the nation: Drink more milk.

"With schools and restaurants closed, consumption of milk products has dropped," Yoshio Shitamura, an official at MAFF's dairy products department, said in a video on Monday .

The quirky video is the latest example of the distressed dairy industry grappling with demand destruction triggered by the Covid-19 pandemic. Meanwhile, milk demand has dropped by as much as 30 per cent without daily school lunches, and consumption of raw cream has collapsed by 50 per cent as a slew of restaurants shut their doors, according to Asahi Shimbun.

The nation is also struggling with brimming warehouses full of premium products - such as silky wagyu beef, plump melons and the fattiest parts of tuna - as households stick to buying bare essentials.

 

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