In Holland a pressure group focussing on animal welfare, is anti animal farming and pro vegetarianism and veganism has started a new campaign to portray dairy farming in a bad light. Among other things, she uses the following paid spot on national radio for this purpose: „A dairy cow can live up to twenty years, but on average goes to slaughter around the age of six. Then she is sick, exhausted, demolished. The milk from those cows we call scrap milk. And it is high time that it disappears from the supermarket.“