GAIA travels through Belgium with a giant milk carton to expose the cruelty of the dairy industry

Brussels, 22 July 2025 — It’s five meters tall, turns heads wherever it goes, and sparks curiosity: a giant milk carton meant to denounce the animal suffering in the dairy industry. With a summer tour through 12 Belgian cities, GAIA aims to wake up the public and show what really lies behind a glass of milk.

The true cost of milk

Each year in Belgium, more than 350,000 calves are slaughtered. They are taken away from their mothers immediately after birth so that the milk meant for them can be used for human consumption. Although this is standard practice on Belgian dairy farms, half of all consumers are still unaware of this painful reality.

To maintain constant milk production, cows are repeatedly artificially inseminated. Female calves grow up to become dairy cows; males are separated and sent to fattening farms. They are isolated, deprived of maternal care and social contact, live in inadequate conditions, and are fed iron-deficient milk powder (to keep their meat "rosé"). This approach often results in poor immunity and living conditions far removed from their natural needs. Nearly 12% of calves die before reaching slaughter age. In comparison, the mortality rate for other farm animals ranges between 3% and 5%.

55% of Belgians want to drink less animal-based milk

According to a public opinion poll by Dedicated, commissioned by GAIA, over half of Belgians are willing to drink less cow milk once they are made aware of the realities of the industry. Among young adults (18 to 34 years old), that number is even higher: 63% say they are open to change, compared to the 55% average.

In addition, 4 in 10 Belgians consume a plant-based alternative at least once a week, and 1 in 10 never opts for animal milk. This trend fits within a broader movement: between 2016 and 2024, cow’s milk consumption in Belgium dropped by nearly 12.5 million liters—a decrease of 3%—even though the number of potential consumers has increased.

“Almost 7 in 10 Belgians believe that milk producers should communicate more honestly about how milk is actually produced, rather than showing idyllic images of cows in green pastures. With our summer tour ‘Not Your Mother, Not Your Milk’, we are addressing this issue and revealing the true side of the story,” says Ann De Greef, Director of GAIA.

A gigantic milk carton as a protest against the dairy industry

This morning at ‘Muntplein / Place de la Monnaie’ in Brussels, a massive milk carton appeared—the starting point of GAIA’s summer tour. Passersby are invited to stick their head into the carton and view powerful, revealing footage about the reality of the dairy industry. Visitors can also be photographed “in the skin of a calf.” The photo, featuring the slogan “There’s nothing natural about drinking cow’s milk. Unless your mother is a cow.”, can be printed on the spot and easily shared on social media. As a closing touch, each participant receives a sample of plant-based milk.

Starting tomorrow, GAIA will continue the tour through 11 more major Belgian cities, until August 6.

Summer Tour Schedule

Upcoming Stops:

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