“Dear Dairy, it’s not me, it’s you”: Australian public attitudes to dairy expressed through love and breakup letters

To explore public attitudes to the dairy industry, a convenience sample of Australian citizens were asked to write their choice of a ‘love letter’ or ‘breakup letter’ to dairy. The present study provides results from the 19 letters submitted. Participants varied in age, gender identity, income and frequency of consumption of dairy products. The letters were on average 144 words long (range: 48-285), and were categorized into 8 love letters, 6 break-up letters, and 5 ‘distance’ letters that conveyed a conflicted stance. We undertook inductive thematic analysis of all letters, identifying three main themes: (1) personal relationship with dairy; (2) views about dairy as an industry; and (3) views on dairy products. Each theme and their underlying codes are described in the codebook.