Monsanto hits dairy ads on hormones

Monsanto Corp. yesterday asked two federal regulatory agencies to investigate what it alleges are false and misleading advertising claims made by many dairies, including some of the biggest in New England.

Many dairies, such as H.P. Hood LLC in Chelsea and Garelick Farms in Franklin, now say their milk comes from cows not treated with the artificial growth hormone recombinant bovine somatotropin, or rBST, which is manufactured by St. Louis-based Monsanto. Hood and Garelick made the shift last year to better compete against organic milk producers , which have seen their sales rise sharply.

Monsanto, in letters to the US Federal Trade Commission and the US Food and Drug Administration, said the advertising of some dairies falsely suggests that there are health and safety risks associated with milk from cows treated with the artificial growth hormones.

"Consumers, many of whom are misled by the deceptive advertising, pay higher prices for milk and get nothing in return," said the letters from Monsanto, which were cosigned by hundreds of dairy farmers.

Garelick and Hood milk sell for $4.29 to $4.39 at many supermarkets , while store-brand milks that make no claim about artificial growth hormones typically sell for less than $4.

The FDA approved the use of the synthetic hormone in 1993. Some consumers fear the synthetic hormones cause cancer or premature development in children. Some countries have banned the use of such hormones, but primarily because of its effect on cows.

According to Monsanto, a lab analysis it conducted in January of 95 different brands of milk purchased in 48 states found no differences, whether the cows that produced the milk were treated with the synthetic hormone or not. The synthetic hormone boosts a typical cow's milk production by about 10 pounds per day.

Officials at Hood and at Dean Foods Co. in Dallas, which owns Garelick, said they agree there is no difference . The officials said their dairies are using milk from cows not treated with the artificial growth hormone because their customers want it.

"When a consumer asks for it, we provide it as a service," said Marguerite Copel , a Dean Foods spokeswoman, noting that only 17 of Dean's 100 dairies rely on milk from cows not treated with the synthetic hormone. "This is a small niche product."

One example of deceptive statements cited by Monsanto was information from the website of the California-based Alta Dena Dairy, which is also owned by Dean Foods. "By not using rBST, we protect the health of our cows, their milk, and our customers," the dairy's website says.

Monsanto says the Alta Dena claim is false and prohibited by FTC regulations on deceptive advertising.

Hood and Garelick milk bottles carry labels saying their farmers pledge not to use artificial growth hormones. Monsanto said even these seemingly factual statements are misleading because they imply that the milk is safer or higher quality than milk coming from cows treated with the synthetic hormones.

Monsanto sued Oakhurst Dairy in Maine in 2003 after it put labels on its milk saying its farmers pledge d not to use artificial growth hormones. The case was settled when Oakhurst added a statement to its labels saying the FDA says there is no significant difference in milk from cows treated with the synthetic hormones.

Bruce Mohl can be reached at mohl@globe.com.