Milk sales first began to slow in the US in 1970, and the industry has been scrambling to stop the free fall ever since. Although the connection between milk, calcium, and bone health has been the cornerstone of dairy advertising, the industry has also engaged in continual efforts to expand the image of what milk can do for Americans. But no matter what purported benefits they use to entice consumers, the dairy industry has been plagued by an absence of credible research to support their assertions.