Columnist John Katsilometes: PETA wrings sour milk from students

John Katsilometes' column appears Tuesdays and Sundays. Reach him at 259-2327 or [email protected]

Several months ago a high-achieving Bonanza High School senior named Erin Armstrong entered the Scholar Athlete Milk Mustache of the Year contest.

She had no idea what she was getting into.

Taking part in the nationwide contest seemed a routine decision for Armstrong, an academic whiz with a 3.9 grade-point average, college-caliber soccer skills and an academic resume peppered with commendations. Armstrong placed 12th in a class of 452 at Bonanza, is probably featured on every other page of the school yearbook and plans on becoming a dentist one day.

When she decided to participate in the so-called SAMMY award, co-sponsored by USA Today and the Milk Processor Education Program, Armstrong hoped to win one of the 25 scholarship awards of $7,500 doled out to kids across the nation and add muscle to her already burgeoning resume.

Armstrong met that goal, winning the Nevada region SAMMY and picking up the $7,500. But she also received an unexpected guilt trip from the ever-passionate People for the Ethical Treatment of Animals.

In a letter dated Aug. 10, PETA Vegetarian Campaign Coordinator Bruce Friedrich sent a letter to Armstrong in the care of Bonanza High. He also faxed copies to media outlets.

A sampling:

"Congratulations on winning the Scholar Athlete Milk Mustache contest. Although we're thrilled that you have received recognition (and scholarship money!), we thought you might find milk a little hard to swallow if you knew that: on today's farms, cows are treated as nothing more than milk machines, dairy farms are a significant source of water and air pollution, and drinking milk is a health threat."

Friedrich also goes on to detail alleged animal abuse related to dairy farms and milk production -- that cows have been genetically engineered to produce milk at unnaturally high rates and female calves are often slaughtered so their stomaches can be used to make cheese. Pretty grim accounts, in other words, designed to stun any teenage reader.

Along with the letter and related newspaper articles, Friedrich sent packets of soy and rice milks to 17 of the 25 SAMMY winners he was able to track down.

"My assumption is (Armstrong) will read all of the materials and find our case is infallible," Friedrich said a few days after sending his letter. "We're not saying she should turn down the award, gracious no. We think she should take the money and run. But we also think milk is a nightmare."

That's fine. It's certainly a debatable point, and much of what PETA stands for (especially addressing animal abuse issues) should be applauded. But is mass-mailing an innocent group of capable and intelligent high school kids the best way to state your case? Even PETA supporters should be concerned about this method of self-promotion.

However, Friedrich claims it was an effective bit of educational enlightenment.

"If I were in Erin's shoes, I'd give us a fair hearing," Friedrich said. "But she and everyone else should know what the milk industry is all about."

Kurt Graetzer, chief executive officer for the Milk Processor Education, angrily responded to PETA's efforts with a prepared statement:

"This is a ridiculous attempt from an animal rights activist group with a vegetarian agenda to get media attention. The Scholar Athlete Milk Mustache of the Year Award program honors some of the most outstanding high school students in the country and it's a shame to tarnish that in any way. The research this group quotes is 'junk science.'

"The real health issue here is that teens, and most Americans, are not getting enough calcium in their diets and milk is recommended by government dietary guidelines and major mainstream health organizations as one of the best, most accessible and affordable sources of calcium."

Left confused is the Armstrong family, who didn't even know the letter existed until returning a reporter's phone call asking for comment. It's an impossible situation; even if Erin Armstrong herself was sympathetic to PETA's diligence in addressing alleged cruelty to animals, her motive for making a public statement is curtailed because she accepted the $7,500 SAMMY award.

Since receiving her honor Armstrong has enrolled at the University of San Diego and has moved out of town. A member of USD's soccer team, she has been busy with practice and does not wish to become involved in a public relations scuffle between PETA and the Milk Processor Education Program.

Armstrong is keeping busy by preparing for school and practices soccer eight hours per day, six days per week, and hasn't even had her phone installed. She learned of the PETA letter when she returned home for funeral services for her grandfather two weekends ago and, through her family, declined any comment regarding the letter.

Staying out of this crossfire is Armstrong's wisest decision. In the future she'll be better prepared when submitting her name for awards, realizing it's always possible to be manipulated by any organization -- no matter how commendable. And you can't blame her at all if she feels used, because she was.

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