To emphasize the extreme freshness of India’s Hello Milk, we had today’s news and weather printed on the bottles.

But why? In India milk’s freshness is all about proximity. The closer the cow, the fresher the milk is perceived. It doesn’t matter if the cow is sickly or the milk is not pasteurized. Distance is all that matters, and therefore big dairy brands can’t be trusted to deliver on freshness. Even if it means, that most housewives must boil the local milk to avoid their families getting sick.

So Hello Milk, the first modern dairy farm in Pune India, had to do something different.  And even with imported German cows, green pastures and a state-of-the-art dairy farm, we still had to prove that our milk was day fresh. And we did just that by putting today’s weather and news on every bottle.