Missouri agriculture chief criticizes activists' billboard

JEFFERSON CITY, Mo. -- The director of the Missouri Department of Agriculture is criticizing an animal rights group for erecting a billboard that uses the images of Jesus and Mary to promote an anti-milk campaign.

Lowell Mohler said in a column released to the media Friday through his department that he is outraged by the billboard along Interstate 29 in St. Joseph.

The billboard shows a nursing child and a message promoting breast-feeding. The infant is supposed to be Jesus, shown being breast-fed by his mother, Mary. And the message isn't just pro-breast-feeding, it's anti-cow's milk.

It contains the phrase, "If it was good enough for Jesus," in large type followed by "The breast is best -- DumpDairy.com" in smaller text.

"Just when you thought animal rights activists couldn't stoop any lower, the People for the Ethical Treatment of Animals has put up a billboard in St. Joseph that blasphemes the images of the Virgin Mary and the baby Jesus in an attempt to discourage people from drinking milk," Mohler said. "Their antics should make sensible people shake their heads in disbelief -- if not for their sensationalism, then for their baseless claims."

PETA's message

PETA has already put up the same message in Jackson, Miss. The group said it chose St. Joseph because the city is named after Mary's husband.

The group said that cows are abused in the milking process and mothers are misled about the benefits of cow's milk in a children's diet.

Mohler said that the American Academy of Pediatrics, a leading organization on children's health, supports breast milk or iron-enhanced formula as the recommended diet for infants, a position supported by the nation's dairy industry.

The academy also encourages pediatricians to recommend milk, yogurt and other calcium-rich foods for children over age 1, Mohler said.

"PETA stands alone in its view to eliminate dairy products from the diet, a stance that is counter to current government guidelines and the recommendations of reputable health and nutrition groups," Mohler said.

David Dillon, the assistant director of the agriculture department, said several dairy producers had protested to the department since the billboard went up two weeks ago.

"They are rather incensed by this group's tactics," Dillon said. "And clearly, we support the dairy industry."

The economics of milk production are also important to Missouri, said Mohler, noting that farming and related occupations employ one out of every seven workers and contributes about $17 billion annually to the economy.

"We must not let fanatics destroy our heritage, nor our future," Mohler said.

Dillon said Mohler's strong words in the editorial were appropriate.

He said the letter had been discussed with Gov. Bob Holden's office but "this is the department's position."

"I think if you compare" PETA's message and its rhetoric, "we feel like our rhetoric in this case is fine," Dillon said. "We feel very strongly about our support of the industry."

Officials from the Catholic Diocese of Kansas City-St. Joseph have said they weren't offended by the image of Mary breast-feeding so much as the image's use to make a political statement.

PETA officials did not return telephone calls on Friday.