Vegan Recipes

MAKING KALE TASTE EXCELLENT

GROWING AND COOKING BACKYARD GREENS IN WASHINGTON

SEARCH FOR WASHINGTON PROPERTIES FOR SALE

VEGAN COOKING IS EASY

One of the themes of this book is that cooking is easy and that vegan cooking is easy, and that men and boys should be able to cook for themselves and for the goddess in their lives – whether it is their busy, over-worked mother, their girl friends, or their wives.

Women like vegan food because they are always thinking about controlling their weight.

Women and girls like men and boys who can cook. Compatibility in the kitchen may indicate compatibility in other rooms. Cooking together makes a perfect first date.

So, boys and men: Learn some vegan recipes and cook them up for the goddess in your life, and they will love you for it.

 

 

 

RECIPES

Invented by Emelyn Deal and James Robert Deal

February 28, 2018

Click here for PDF

 

Philippine PastaBitter Mellon and Sprouted Soybean Noodles

 

 Ingredients

  3 bitter melons, medium size

  1 container of sprouted soybeans

  4 oz. vegan noodles by weight

(1/4 of a 1 pound package of Flour Sticks Noodles from the Philippines)

2 tbsp. dried basil

1 bunch of garlic cloves

1 medium onion chopped

1 medium onion chopped

¼ cup olive oil

Salt and soy sauce to taste

Sesame tahini butter to taste

Nutritional yeast to taste

 

 Instructions

Steam stir fry onions and garlic in olive oil and water for 4 minutes. Add sliced bitter melon, soy beans, and basil and cook for another 4 minutes. Take everything out of the pan except for the remaining water. Add the noodles and more water and boil the noodles for 4 minutes. Add the cooked bitter melon and soybeans back to the pan and cook together for another minute. Garnish with green onions.

 

On each individual serving sprinkle a generous amount of nutritional yeast or sesame butter.

 

Chick Peas and Cabbage

 

Ingredients

  1 cup sprouted chick peas

  5 potatoes diced

  ½ cup sprouted kamut

  Head of Chinese cabbage chopped

  1 head of garlic chopped

  2 inches of ginger, chopped

  ½ cup olive oil

  Salt to taste

  Pepper to taste

  Soy sauce to taste

  ¼ cup water

  1 bunch of parsley, chopped


 Instructions

Place chick peas and kamut in pressure cooker and cook for 10 minutes after steam begins to come out. After pressure is released, mash the contents with potato masher.

In a separate pot add olive oil and ¼ cup water, and steam stir fry garlic, ginger.   Occasionally stir for 3 minutes. Add diced potatoes. Add another ½ cup of water. Cook for 3 minutes. Add cabbage and parsley and cook for another 3 minutes. Add salt, soy sauce, and pepper to taste. Serve hot.

 

Flaxen Smoothie

 

Ingredients

  1/8 cup flax seeds, ground in a coffee grinder (to taste) 

  3 cups frozen watermelon, or other frozen fruit

  1 cup frozen grapes, or other frozen fruit

  1 cup coconut milk

  Maple syrup

(to taste, depending on how sweet or sour the fruit is)

  Other frozen fruit: bananas,

 

Instructions 

Flax has a strong flavor that you may gradually come to like. Remember that we all need to eat around 4 tablespoons of flax seed ground up or 1 tablespoon of flax oil on average each day. Start with a little flax and gradually work up. We are looking for creative ways to make flax seed taste acceptable.

 

Other fruit:

  Freeze grape, plum (cut out seed before freezing), watermelon

 

Emelyn’s Brown Rice Salad

 

 Ingredients:

  4 cups brown rice, 4 cups

  ½ cup walnuts

  1 bunch green onions

  Soy sauce to taste

  Pepper to taste

  1 bunch cilantro

  1 big cucumber

  1 big carrot

  ½ cup nutritional yeast (to taste)

  ¼ cup flax oil

 

 

 

 

 

 

Emelyn’s Nutritional Yeast Dressing

 

Ingredients:

2 tbsp. flax oil

2 tubs olive oil

1 tbsp. nutritional yeast

1 lime juiced

 

Instructions:

Mix all the ingredients. Sever this as a dressing for salad or as a topping for steamed greens.             

 

Falafel

 

Ingredients:

2 cups chickpeas and/or fava beans soaked overnight in water.

1 tsp baking powder added to the soak water.

3 parsley bunches

1 large onion

1 tbsp salt

2 tbsp cumin

1/2 tbsp all spice

½ tbsp white pepper

 

Instructions:

After 24 to 48 hours, drain and rinse off the beans. Run chickpeas and/or fava beans through grinder with other ingredients. Bake in a 350-degree oven until lightly brown. Or fry in coconut oil. Coconut oil is best for frying because it resists breaking down in moderate heat.

 

Steamed Okra with Lime Sauce Brussel Sprouts and Shitake Mushrooms in Garlic and Ginger

 

 Ingredients:

6 cups Brussel sprouts, sliced in halves

2 inches of fresh finely chopped ginger

1 bunch of garlic

2 cups shitake mushrooms sliced in strips

¼ cup olive oil

¼ cup water

1 tbsp oregano

Soy sauce (to taste)

 

 Instructions:

Steam stir fry ginger garlic with olive oil, water, and oregano until the ginger and garlic are soft. Add Brussel sprouts and cook for 5 minutes with lid on pan. Add shitake mushrooms and cook for another 5 minutes more with lid on pan. Add soy sauce (to taste).

 

Tomato Sauce

 

Ingredients:

3 cups tomatoes

3 cloves of garlic

1/8 cup olive oil

¼ cup water

4 tbsp. fresh chopped ginger

1 tsp. Italian seasoning

Salt to taste

 

Instructions:

Combine all ingredients and simmer slowly until all ingredients are soft.

 

BBQ Sauce:

 

Ingredients:

1 quart apple cider vinegar

1 (20 ounce) bottle ketchup

1/4 cup paprika

1 pound dark brown sugar

1/4 cup salt

1 tablespoon black pepper

2 tablespoons red pepper flakes

1 tablespoon garlic powder

1/4 cup Worcestershire sauce

1/2 cup lemon juice

 

Directions:

In a large container, mix together the apple cider vinegar, ketchup, paprika, brown sugar, salt, pepper, red pepper flakes, garlic powder, Worcestershire sauce and lemon juice. Pour into an empty vinegar bottle, ketchup bottle or other container and store in the refrigerator for up to 1 month.

 

Sprouted Mung Bean Mint

 

Ingredients:

2 cups sprouted mung beans

1 cup brown rice

1 tbsp soy sauce

4 tbsp Flora DHA flax oil

1 bunch of ground mint

3 tbsp nutritional yeast

 

Instructions:

Mix it all together and enjoy. It’s chewy, tasty, and nutritious.

 

 

Beets, Kale, and Chard by Emelyn Deal

 

Pressure Cooker Ingredients:

Bunch of small beets including beet greens

Bunch of chard

Or Beets, Red Cabbage, and Carrots

 

Stir Fry Ingredients:

10 oz can of bamboo strips

1 cup of water (for pressure cooker)

½ cup of water (for stir fry)

1 big onion

1 cup olive oil

2 bunches garlic cloves

½ cup nutritional yeast

soy sauce (to taste)

 

Directions:

Chop the beets, beet greens, and chard and put them into a pressure cooker with 1 cup of water. Cook for 10 minutes after the steam release starts wobbling.

 

At the same time use a large pan to sauté chopped onions, whole garlic cloves, bamboo strips, soy sauce, and nutritional yeast in olive oil and ¼ cup of water. Sautee for five minutes.

 

Then add the steamed beets and chard. Sautee and stir for another 2 minutes. Add soy sauce (to taste).

 

Chick Peas with Herbs

 

Ingredients:

2 cups sprouted chick peas

2 tbsp cloves

2 tbsp Italian seasoning

2 tbsp dried parsley or 1 cup fresh parsley

1 tbsp dried ground onion or 1

1 tbsp ground garlic or 4 cloves fresh chopped garlic

2 tbsp herbal salt

3 tbsp extra virgin olive oil

Enough water to cover the ingredients

 

Instructions:

Soak and sprout 2 cups of chick peas. Place all ingredients into a pressure cooker and cook for 15 minutes after the rocker begins rocking. 

 

 

 

 

 

 

Garbanzo Soup with Tahini

 

Ingredients:

2 big onions

1 hand full of dill or fennel strands

1 bunch parsley

1 cup tahini

1 bunch cilantro

1 tsp chili peppers

1 tbsp dried dill weed

1 cup nutritional yeast

¼ cup sesame seeds

½ cup olive oil

3 cups sprouted garbanzo beans

2 tbsp herb salt

3 cups water

 

Instructions:

Cook the garbanzo beans in pressure cooker with 3 cups of water. All the other ingredients go a big stock pot with 4 cups of water and are boiled for 15 minutes. Then the garbanzo is added.

 

Emelyn’s Concoction

 

 Ingredients:

2 cups sprouted lentils

¼ onion chopped thinly

4 tbsp nutritional yeast

½ cup olives

1 cluster of garlic with husk removed

Braggs or soy sauce to taste

 

Instructions:

Microwave garlic for 1 minute and then chop thinly. Mix all ingredients together without further cooking and enjoy.

 

Butternut Squash

 

Ingredients:

1 butternut squash chopped into 1-inch cubes

1 bunch kale, chopped

1 cup shitake mushrooms, chopped into 1-inch pieces

1 tbsp of ginger

3 cloves garlic, chopped

1 small onion, chopped

¼ cup olive oil

Soy sauce (to taste)

 

Instructions:

Bake the squash for one hour 375 degrees. After the first 30 minutes add olive oil, soy sauce to the squash. Cook for another 30 minutes. Remove from stove. Add nutritional yeast.

 

Steam stir-fry garlic, onions, and ginger in oil with 2 tbsp of water for 5 minutes. Add mushrooms and stir-fry for 5 more minutes. Combine all ingredients and enjoy.

 

Fennel Bounty

 

 Ingredients:

 pressure cooker half full of fennel stalks and fleecy leaves

 ½ cup water

 ¼ cup olive oil

 3 tbsp sesame oil

 2 tbsp soy sauce or Braggs or to taste

 Nutritional yeast 3 tbsp

 Sesame seeds 1 tbsp

 

 Instructions:

Steam fennel in pressure cooker for 20 minutes. After fennel is steamed stir in other ingredients

 

Cauliflower & Fennel Salad

 

 Ingredients:

 ½ head of cauliflower

 2 cups fleecy fennel leaves

 1 chopped onion

 ¼ cup nutritional yeast

 

Instructions:

Run cauliflower through food processor. Run fennel separately through food processor. They have different textures and need different blending time. Then add other ingredients. Eat uncooked as a salad.

 

Popcorn and Topping Ingredients:

 

 Ingredients:

Organic popcorn

Olive oil or flax oil

Nutritional yeast, large flake

Celery seed

Dill

Parsley

Garlic

Black pepper

Cumin

Rosemary

Sea salt

Mushroom powder

Paprika

Basel

 

 Instructions:

Mix all ingredients except for popcorn. Pop popcorn not in oil but in a microwave popcorn bowl in a microwave. Do not fry popcorn in oil. Fried foods are generally to be avoided. Add oil slowly while stirring the popcorn to “wet” the popcorn. Mix and then add the other ingredients and stir.

 

Som Tam Taeng (Spicy Cucumber Salad recipe from the Philippines)

 

Ingredients:

3 dried red chilies

5 cloves garlic

3 cups thinly shredded peeled cucumber

1 cup shredded peeled carrot

4 cherry tomatoes

3 tablespoons roasted peanuts

3 tablespoons lime juice

1 tablespoon soy sauce

1 teaspoon salt

2 tablespoons tamarind sauce

1 tablespoon sugar

 

Instructions:

Cut open the chilies and remove seeds. Soak for a few minutes in water. Remove chilies, squeeze them dry, and place them in a large bowl together with the garlic, cucumber, carrot, tomatoes and peanuts. Pound well with back of a heavy spoon while seasoning to taste with lime juice, soy sauce, salt, tamarind sauce and sugar. Makes 3 or 4 servings.

 

Note: Tamarind sauce is available in the Asian foods section of most supermarkets.

 

Pad Thai

 

 Ingredients:

¼ cup bean sprouts

2 tablespoons coconut oil

2 shiitake mushrooms, sliced

1 tablespoon dried, pickled Chinese radish

1 package (16 ounces) extra-firm tofu, cut into cubes

1 tablespoon shredded carrot

3 ½ ounces flat rice noodles, cooked according to package directions

2 tablespoons sugar

1 tablespoon vinegar

2 tablespoons light soy sauce

1/8 cup water

Lime wedges for garnish

2 to 4 tablespoons roasted peanuts for garnish (to taste)

 

Instructions:

 

Wash all vegetables well and remove hulls and root tips from the bean sprouts. Set aside.

 

Heat oil with 1/8 cup of water in a wok. Water added keeps the oil from burning. Add shiitake mushrooms, radish, tofu and carrot and stir-fry several minutes. Add noodles, sugar, vinegar, soy sauce and water and continue to steam stir-fry until done.

 

Serve pad Thai with lime wedges, peanuts and the bean sprouts. Makes 3 to 4 servings.

 

Pizza Notes

 

Pizza Pi in Seattle on University Way, uses Teese as its vegan cheese substitute. See: http://teesecheese.com. Another vegan cheese is the one from Daiya. See http://www.daiyafoods.com.

 

Kale-Mung-Pot-Herbs

 

 Ingredients:

 1 bunch of kale

 2 cups sprouted mug beans

 1 cluster of garlic chopped

 1 onion chopped

 ¼ cup olive oil

 ¼ cup water

 1 large potato

 1 tbsp oregano

 

 Instructions:

Put all the ingredients into the pot, except the kale. Stir well. Set kale and mung beans on the top, put the lid on and cook for 10 minutes. Stir. Cook on low for 20 minutes, covered completely.

 

 

 

 

 

 

 

 

Steamed Kale Salad

 

 Ingredients:

 Ginger, ½ inch, chopped finely

kale from the back yard, 10 big leaves

 ½ red onions, diced

 olive bruschetta, 4 tbsp

 ½ lime

 1 medium cucumber

 Olive oil, 3 tbsp

 2 14.5 oz (411 grams) cans of organic diced tomatoes

 

 Instructions:

For kale: Wash and chop the kale. Put 1 inch of water in pressure cooker. Insert a metal colander to keep the kale up out of the water. Pressure cook 10 minutes, counting from when the steam starts steaming out.

 

For salad dressing: Combine ginger, diced onions, olive bruschetta, lime, cucumber, olive oil, and diced tomatoes in bowl. Don’t cook. 

 

Add the salad dressing to the kale and let it marinate for 20 minutes.

 

Tempe with Soy Sauce

 

 Ingredients:

  Two 8 ounce packages of Lightlife organic tempeh

  4 tbsp avocado oil

  ½ cup water

  4 tbsp soy sauce (to taste)

  Salt and pepper to taste

 

 Instructions:

 

Cut the tempe into small blocks an inch by an inch or smaller. Steam stir-fry the tempe in a mixture of avocado oil and water on medium heat. After 7 minutes, remove the lid to allow the water to boil away. Tempeh with soy sauce is good on a bed of salad greens or on a bed of steamed vegetables.

 

Tempeh with Curry Sauce

 

  Two 8 ounce packages of Lightlife organic tempeh

  1 package of coconut cream

  ½ cup water

  Salt and pepper to taste

 

 Instructions:

 

Cut the tempeh into small blocks an inch by an inch or smaller. Boil the tempeh in water on medium heat. After 7 minutes, add salt, and pepper, and curry. Stir it and cover for one minute.  Remove the lid and continue cooking until the water has boiled out. Curry tempeh is good on a bed of salad greens or on a bed of steamed vegetables.

 

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Book Review

Book Review

Book Review – What to Serve a Goddess

By Konrad Riggenmann

At first sight, this voluminous and (too) large-format book appears to be an amateur issue. And at second sight it is just that – in the word’s best sense. I learnt a lot from it.

The author stopped his studies of theology due to the theo-logical problem: “I took my religion seriously, but I also took my science seriously. The teachings of my church often conflicted with my academic studies.” This is why Deal holds two bachelors,P1010430 one master degree and ½ M.Div. Small wonder that the whole book is characterized by this non-conformist and open-minded view of life, planet, history, religion and ethical nutrition (Deal is vegan since 1981, when hardly anyone knew this term!).

His peak experience started with his question during a starlit summer night: “How can I know which way to go?” and left him with the answer: “Search for truth and follow it wherever it leads you. And don’t fear the truth you will find. Truth is the one thing not to fear.” Consequently, his approach to ethical nutrition is by no means dogmatic but rather unconventional, down-to-earth, multi-faceted – and tastefully illustrated with drawings of (admittedly differing) artistical skill.

And practical at that: Cooking recipes make for almost fifty pages of this volume which starts with a ten-page table of contents and concludes with “vegetablearian songs”.

In truth, this book is cooked with love.

Please go to Amazon and look inside, and maybe buy.

And after you read my book, send feedback.

James at James Deal dot com

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Is Your Medicine Vegan? Probably Not

Is Your Medicine Vegan? Probably Not

by ELIZA BARCLAY  Thanks to NPR

March 15, 2013 6:42 PM

Heparin is an anticoagulant and the prescription version is made from pig, raising concerns for vegans.

Rob Kim/Landov

Go looking for animal products, and apparently you will find them everywhere.

That’s the takeaway from the book Veganissimo A to Z, recently translated into English for the first time. What’s veganissimo? It’s veganism of the highest order, according to the German authors Reuben Proctor and Lars Thomsen, who call themselves “professional vegans.” (Is veganism a healthful way to eat? Sorry, we’re not going there in this post.)

Proctor and Thomsen, who’ve been vegan since 2000 and 1990, respectively, are willing to avoid animal products on ethical grounds at nearly all costs. And a perusal of their guide to more than 2,500 substances is enough to give even a non-vegan a bout of vicarious anxiety — the byproducts of dead animals, it seems, are lurking in everything from diet supplements and medicine to sporting goods and electronics.

When it comes to pharmaceuticals, the authors say, there’s a surprising amount of animal in many of those pills in your medicine cabinet. And that can present vegans with serious quandaries, pitting their health against their ideals.

“Medicine is one of the more difficult products for vegans to avoid, especially if something is life-threatening,” Proctor tells Shots. “How far are you prepared to go for your own convictions?”

The most common animal derivative in the medicine cabinet is lactose, which is used as a carrier, stabilizer or to add bulk. And if you want to get technical about it (and Proctor’s book certainly does), you’ll learn that gelatin (derived from the skin and bone of cattle and pigs) shows up in many capsules, pills and tablets.

Your pills might also be bound with insect-based shellac or magnesium stearate, a substance based on fatty acids that can come from animals. And if pills have a pinkish or reddish tint, it could be from cochineal, or carmine, a red dye made from crushed insects. (Recall, if you will,that brouhaha over Starbucks’ use of the dye to color its Strawberry and Crème Frappucinos.)

According to Proctor, vegans also have to worry about active ingredients in other drugs like insulin, anticoagulents like heparin, amino acid infusions, and hormone preparations.

“Finding vegan alternatives to such products can sometimes be very difficult, or even entirely unsuccessful,” he writes.

But Proctor managed to be fairly resourceful when he had to go into surgery last year. When he learned that he would need heparin, an anticoagulant made from the intestinal mucous membranes of pigs, he asked whether he could use fondaparinux, a synthetic substitute, instead. Yes, his doctor told him, the substitution was technically possible — but it would also increase the risk of hemorrhage.

“So I had to make a compromise and use the animal anticoagulant for 24 hours,” he says. “I did not like it all, but it was a question of life or death.”

Though Proctor says there are many more vegan food and cosmetics products on the market these days, vegan medicine is a tougher sell to companies.

“I doubt the pharmaceutical industry is interested,” he says. “They have a totally different paradigm … They don’t have qualms about using animals for testing or in products.”

Why all of the milk industry's health claims have been proven wrong

Marketers have been trying desperately for over a decade to increase the public’s consumption of milk, but they keep failing. Here’s why.
March 12, 2012  |

Photo Credit: Eskemar via Shutterstock
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Selling milk looks easy and even fun when you see the celebrity milk-mustache ads. “Got Milk?” ads may be the most recognizable and spoofed of all ad campaigns, yet they are probably also one of the least successful: Milk sales have actually fallen every year since the ads began. The National Dairy Promotion and Research Program and the National Fluid Milk Processor Promotion Program admit “consumption has been declining for decades in the United States at about 1.0 percent per year,” in their yearly reports to Congress but plead that their marketing has “helped mitigate at least some of this decline.” Key words “help,” “at least” and “some.”

Why the milk-drinking slide? First, many U.S. groups simply do not drink much, or any, milk — including ethnic minorities, those who are lactose intolerant or allergic, dieters, the health conscious, and vegans. Kids themselves often dislike milk — probably why they invented chocolate and flavored milk — and it is often the last choice among teens and tweens, on whom much milk marketing is focused. Healthcare professionals, unless subsidized by the dairy industry, seldom recommend milk because of its cholesterol, fat, calories, allergens and impurities and its possible links to rBGH (recombinant bovine growth hormone) since milk made with the cow milk enhancer has never been labeled. Benjamin Spock, the famous baby boom-era pediatrician, recommended no milk for children after age two to reduce their risks of heart disease, obesity, high blood pressure, diabetes, and diet-related cancers.

Milk marketers admit that the public’s “preference” for milk may be changing, but also blame calcium-fortified juices and vitamin-enhanced beverages that “undermine” milk’s healthy image. They also point the finger at “limited availability” of milk in eating establishments and even milk’s price. You can’t find milk anywhere — and when you do, you can’t afford it, they claim. The agencies note that national milk sales are falling because the proportion of children under six has not grown much and as the “proportion of African Americans in the population increases” — a group not known to be big milk drinkers due to higher rates of lactose intolerance.

Milk marketers have tried everything to reverse falling sales. During the 1980s when the slogan was “Milk: It Does a Body Good,” they began marketing milk for strong bones and to prevent osteoporosis. “One in five victims of osteoporosis is male,” said milk ads featuring model Tyra Banks, as the mustache campaign debuted. “Don’t worry. Calcium can help prevent it.” Another early mustache ad with musician Marc Anthony read, “Shake it, don’t break it. Want strong bones? Drinking enough lowfat milk now can help prevent osteoporosis later.”

But the campaign had both marketing and scientific problems. Teens and tweens don’t worry much about old-people diseases like osteoporosis because who’s gonna get old? And African Americans, Latinos and men, groups targeted in the strong bone campaign, are the least at risk for osteoporosis say doctors. Oops.

Health professionals also disputed the bone claims. A 2001 USDA expert panel report said that calcium intake by itself, as milk offers, does not prevent osteoporosis because exercise and nutrients other than calcium are part of the bone health picture. Panelists also said whole milk could increase the risk of prostate cancer and heart disease and ads should include such warnings.

And other experts like T. Colin Campbell, author of The China Study and heart expert Dean Ornish of the Preventive Medicine Research Institute, agreed that osteoporosis and fractures are not caused by what marketers were presenting as “milk deficiencies.” In fact, the Western diet, which often has too much protein and acid, is blamed by some researchers and nutritionists for osteoporosis and fractures. The popular proton pump inhibitors like Nexium, Prevacid and Prilosec, which people take for acid reflux, are also blamed for fractures.

Undaunted, in 2002, milk marketers told Congress they were marketing the scientific benefits of milk for osteoporosis, breast cancer and hypertension and especially focusing on African Americans. “The Fluid Milk Board continues to spotlight the high incidence of high blood pressure among African Americans and to promote milk and milk products as a dietary solution as part of the DASH [Dietary Approaches to Stop Hypertension] diet,” says the report to Congress. “The program also addresses misconceptions about lactose intolerance and shows why it should not be a barrier to including milk in the diet. The Board launched a new lactose intolerance initiative that focuses on educating African Americans on the importance of incorporating milk into their diet. The programs provided educational material on osteoporosis and lactose intolerance.”

Milk marketers may also have taken a cue from the cartoon character Joe Camel, used by R.J. Reynolds to market Camel cigarettes. Milk containers were redesigned into new hand-friendly decanters, called the Chug and a spoof-y musical group was rolled out on YouTube and social-networking sites called White Gold and the Calcium Twins.

The “Got Milk?” site also ran an animated cartoon of a farm depicting happy cows, chickens, ducks, and pigs (and a horse working out on a treadmill), while milk cartons moved by on a conveyor belt. A helium balloon pops up continually, saying, “Tell Your Friends.”

“Do you think drinking calcium fortified beverages like soy drinks and orange juice will meet your bones’ ‘requirements?'” asks the site, which was live until 2008. “Not really, says research that concluded 75 percent of calcium added to popular beverages gets left at the bottom of the carton.” But then, a disclaimer pops up and confesses that milk’s actual benefits for “bones, PMS, sleep, teeth, hair, muscles [and] nails” have been “purposefully exaggerated so as not to bore you.” What?

And that’s the least of the student marketing. Posters of milk mustache-wearing actors, sports figures, musicians, and models are sent to 60,000 U.S. elementary schools and 45,000 middle and high schools. Ads also appear in Sports Illustrated for Kids, Spin, Electronic Gaming, CosmoGirl, Blender, Seventeen and elsewhere. Students have been told if they visit milk Web sites they can win an iPod, a Fender guitar, clothes from Adidas and Baby Phat and their schools could qualify for sports gear, classroom supplies and musical instruments. There was also peer-to-peer, in-class selling at three California schools where students got a chance to create their own “Got Milk?” campaigns and qualify for an all-expense-paid trip to San Francisco to present their ideas to milk officials for future milk marketing campaigns.  The cost of an ad campaign guaranteed to sell milk to teens because it was created by teens? Priceless.

In 2005, milk marketers tried to widen the demographic by positioning milk as a cure for premenstrual syndrome, commonly called PMS. TV ads showed bumbling boyfriends and husbands rushing to the store for milk to detoxify their stricken women. But the study on which the campaign was based, credited calcium, not milk, with relieving PMS — a substance found in many sources besides milk (including the “calcium-fortified juices” that milk marketers battle against). And when milk marketers tried to revive the PMS campaign in 2011, the second time around it elicited a tsunami of sexism charges and had to be scrapped.

Then, milk marketers sought an even wider demographic by rolling out the idea of milk as a diet food. “Studies suggest that the nutrients in milk can play an important role in weight loss. So if you’re trying to lose weight or maintain a healthy weight, try drinking 24 ounces of low-fat or fat-free milk every 24 hours as part of your reduced-calorie diet,” said the ads. The diet campaign was especially targeted to the Hispanic community, which is known both for its high obesity rates and its low milk consumption. There was even a related school program called “Healthiest Student Bodies,” which recognized 25 schools around the country for providing “an environment that encourages healthy choices for students.”

The milk-as-a-diet-food campaign had many catchy slogans — “Milk Your Diet,” “Body by Milk,” “Think About Your Drink,” “Why Milk?” “24oz/24hours, 3-a-Day” (and, of course, “Got Milk?”) — and had the help of hotties Elizabeth Hurley and Sheryl Crow modeling mustaches. But soon after it debuted, a study of 20,000 men who increased their intake of low-fat dairy foods found they did not lose weight. “The hypothesis that has been floating around is that increasing dairy can promote weight loss, and in this study, I did not find that,” said researcher Swapnil Rajpathak, assistant professor in the Department of Epidemiology and Population Health at the Albert Einstein College of Medicine. Worse, the research behind the weight-loss claims was largely conducted by Michael Zemel, director of the Nutrition Institute at the University of Tennessee, who had “patented” the claim that calcium or dairy products could help against obesity. The patent was owned by the university and licensed to Dairy Management Inc., reported USA Today.

The milk-as-a-diet-food suggestions also did not sound like they would produce weight loss. They included, “Make soups and chowders with milk,” “Add milk to risotto and rice dishes for a creamier texture,” and “Order a milk-based soup like corn chowder, potato leek or cream of broccoli as a first course at dinner.”

What is the next course — a stick of butter?

Soon the Federal Trade Commission’s Bureau of Consumer Protection directed milk marketers to stop the weight-loss campaign “until further research provides stronger, more conclusive evidence of an association between dairy consumption and weight loss.” Milk marketing materials stopped claiming that milk makes drinkers lose weight, instead saying it doesn’t necessarily add weight — which is pretty different. They also retooled their claims to say that milk may have “certain nutrients that can help consumers meet dietary requirements” — pretty much the definition of “food.”

In February, milk marketers went for an even wider demographic — the set of all people who eat little or no breakfast, or at least a breakfast without milk. Using the bilingual actress Salma Hayek as pitchwoman, the new campaign, called the Breakfast Project, also targets Spanish-speaking communities with ads in People en Español and Ser Padres magazines and on the Univision morning show “Despierta América” as well as on English-speaking media. “It’s Not Breakfast Without Milk,” say the new slogans, “Because Every Good Day Starts With Milk,” and “Hello, Sunshine.”

Like other milk marketing campaigns, the Breakfast Project is upbeat, interactive, inclusive and fun, offering recipes, tips, a “morning survival guide” and even a chance to win free milk. And like the other campaigns, it has little chance of selling a product people don’t particular like which is not particularly good for them. We won’t even talk about the filth and cruelty of industrial dairy farms and what happens to veal calves (which are byproducts of the dairy industry’s need to keep cows lactating).

Still, milk marketers seem to have learned one lesson from the disproved osteoporosis, PMS and weight loss claims of past campaigns: the Breakfast Project makes no appeal to science or medicine to support the marketed milk benefits. Instead of “studies have shown,” or “research has revealed” the new campaign simply says, “We believe milk is part of getting a successful day started.” Of course they believe it — they’re the dairy industry. But will consumers finally be swayed by their marketing magic, or will the milk-drinking slump continue?

Martha Rosenberg frequently writes about the impact of the pharmaceutical, food and gun industries on public health. Her work has appeared in the Boston Globe, San Francisco Chronicle, Chicago Tribune and other outlets.

Should a 12 year old be a vegan?

I answered this question posted on ivu-veg:

Send an email to this link to subscribe to ivu-veg: ivu-veg-news-subscribe@yahoogroups.com.

My 12 year old wants to become a vegetarian. How can I support her but ensure she is getting proper nutrition?

My response:

A vegan diet is better not worse for a 12 year old.

The only things to remember: Get B-12. Put the B-12 dots under your tongue once a week. Also buy nutritional yeast, which tastes very cheesy.   Most meat eaters are deficient in B-12.

Also, buy flax seeds and flax oil, or hemp oil. We all need Omega 3 oils. I eat flax seed like peanuts. You can put them in soup.   Most meat eaters do not get enough Omega 3.

An unhealthy person with failing organs might need DHA, only found in fish and algae (which is where the fish get it).  www.nutru.com. A healthy person can convert omega 3 to DHA.

Sprouting is good. Sprouted wheat, lentils, mung beans.

And eat lots of greens. Plant a garden and grow greens.

Quit all milk products. ALL. www.notmilk.com. Milk is a lie.

And buy my book: www.WhatToServeAGoddess.com. Very good recipes and techniques.

Sign up for my mailing list. There is a link here:  http://mortgage-modification-attorney.com/overview/about-us/sign-emails/

Sincerely,

James Robert Deal , Attorney