The Price of Milk

The untold story behind the '90s "Got Milk" campaign leads a four-part investigative romp from the dairy farm to the White House, diving into Americans’ love/hate relationship with milk and the dairy industry's impact on pop culture.

EPISODE ONE: GOT MILKED? 
The “Got Milk?” campaign made white mustaches and “Aaron Burr” ubiquitous in the 1990s. But who paid for it? A government-mandated milk slush fund. Meet the husband-wife dairy farmers who tried to shut it down, facing-off with the admen and deep-pocketed corporate interests behind the creamy campaign.

EPISODE TWO: DAIRY NEVER DIES  
America’s unlikeliest tourism destination is a dairy-farm theme park in Indiana, featuring live calf births on stage and tens of thousands of cows behind-the-scenes. With hidden government records and surreptitious footage, journalists and activists uncover darkness behind the curtain of the so-called “Dairy Disneyland”.

EPISODE THREE: GOVERNMENT CHEESE  
The stuffed crust pizza, Taco Bell quesalupa, and caves filled with blocks of cheese. All are government-funded inducements to get Americans to eat their milk. Meanwhile, as money flows to corporate dairy innovations, small-time dairy farms are shutting down. A Wisconsin dairy farmer blows the whistle and finds herself up against “big milk”.

EPISODE FOUR: THE KIDS ARE NOT ALRIGHT   
Milk needs new mouths to survive. But students push back against mandatory milk-cartons in the school lunchroom. Climate activists call bullsh*t on cow manure’s magical greenwashing. Will Milk risk losing its hold on kids’ stomachs and minds?

Nicholas Bruckman directed the Emmy-nominated feature documentary NOT GOING QUIETLY which debuted at the 2021 SXSW and Tribeca Film Festivals and won the SXSW Audience Award. NOT GOING QUIETLY was released theatrically nationwide  by Greenwich Entertainment and released worldwide on PBS POV, Vice Media, and Hulu. He produced the Sundance Award-winning film VALLEY OF SAINTS, which was released on Netflix. His most recent feature documentary, MINTED, premiered at the Tribeca Film Festival and was acquired by Netflix. He is the founder of People’s Television, a creative studio that produces independent films and commercial content for global brands.

Yoni Brook is a Peabody-Award winning filmmaker whose films have premiered at Sundance, Berlinale, New York and Toronto Film Festivals. Brook co-created, co-directed and lensed the docuseries PHILLY D.A., called “the second coming of THE WIRE in docuseries form” by New York Magazine. The series premiered at Sundance, was the first series to screen at the Berlinale, and broadcast on PBS Independent Lens/Topic & BBC Storyville. Credits as a producer and DoP include HOLDING LIAT (Tribeca 2025, Berlinale Documentary Award), MENASHE (A24, Film Independent Spirit Nominee) and VALLEY OF SAINTS (Sundance World Dramatic Audience Award Winner). Brook’s debut film A SON’S SACRIFICE won Best Documentary Short at the Tribeca Film Festival.