At Watts Up With That?, Charles Rotter documents yet another imposed-from-above bright idea that consumers are already eager to reject:
When global elites and bureaucrats decide they must “fix” the world, the results often speak for themselves. Take the latest technocratic debacle: Bovaer, a feed additive designed to reduce methane emissions from cows, marketed as a “climate-friendly” solution. It’s now being shelved by Norwegian dairy producer Q-Meieriene after consumers flatly rejected its so-called “climate milk”.
This is more than a simple story of market rejection. It’s a cautionary tale of what happens when governments, corporations, and globalists push policies and products that tamper with the food supply to address a problem that may not even exist.
The Quest to Solve a “Crisis”
Bovaer, developed by DSM-Firmenich, has been touted as a game-changer in the fight against methane emissions — a major target of climate policies. The additive is said to suppress a key enzyme in the cow’s digestive process, reducing methane emissions by up to 30%. Regulatory bodies in over 68 countries, including the EU, Australia, and the U.S., have approved its use.
But let’s step back for a moment. Why are we targeting cow burps and farts in the first place? Methane is indeed a greenhouse gas, but it’s also a short-lived one that breaks down in the atmosphere within about a decade. Moreover, cows and bison have been emitting methane for millennia without triggering apocalyptic climate shifts. Yet suddenly, livestock emissions are treated as a planetary emergency demanding immediate action.
This myopic focus on cow methane is a prime example of how climate zealotry warps priorities. Rather than addressing real and immediate issues — like the energy crises their own policies create — governments and globalists have decided to micromanage how your milk is produced, all to reduce emissions by an imperceptible fraction of a percentage point.
Consumer Rebellion
The backlash against Bovaer has been swift and fierce. In Norway, Q-Meieriene began using the additive in 2023, branding the resulting product as “climate milk”. The response? Consumers overwhelmingly rejected it, leaving supermarket shelves stocked with unsold cartons while Bovaer-free milk flew off the shelves.
Facing dismal sales, Q-Meieriene recently announced it would discontinue the use of Bovaer, stating:
Demand for Q climate milk has not been high enough to continue production … we phased out the use of methane suppressants in cow feed and are putting this project on pause.
https://www.nettavisen.no/nyheter/ville-redde-klimaet-med-prompe-fri-kumelk-snur/s/5-95-2166980
This is not merely a marketing failure. It reflects a broader consumer revolt against the technocratic imposition of “solutions” no one asked for. People are increasingly skeptical of being told that their daily choices — what they eat, how they travel, how they heat their homes — must be sacrificed on the altar of climate orthodoxy.
