The unfortunate thing for the cruelty industries is that veganism is on the rise.

Dean Foods, a major US dairy, has lost 91% of its profits. Cal-Maine Foods, one of the larger egg producers, saw net sales decline by 57%. $834 million dollar loss.

Meanwhile, there's a feeding frenzy of companies buying other companies that make vegan foods. There's an acquisition and mergers frenzy. It's suddenly big business and making even bigger business.

Veganuary has had one of the biggest gains in history, with close to 200,000 people pledging to have nothing to do with the consumption of animals. 200,000 new people. With initiatives like Mayim Biyalik's "meatless monday" suggestion, which aims to at least reduce the number of animals produced and butchered by 20%, there's been real and quantifiable blows to the traditional industries.

And they're fighting back. First is a challenge in the courts, saying "no, you can't call it vegan mayonnaise only eggs are mayo." "No you can't call it "plant milk", only pus and secretions from a mammal are milk."

And now this, an initiative called "Februdairy" by a congolomerate of dairy producers and dairy marketing boards, in the hope that by putting out canned tweets and canned Facebook posts it'd casually remind people that "milk is good for you". Suggestion is to show pictures of happy, pastured smiling cows and give people warm fuzzies about the consumption of stolen milk.

And of course, the hashtag, "#tellitlikeitis". From It's supposed to get you to have the "honest truth" about how wonderful milk is.

What do you suppose the chances are that the other side are going to show downer cows, cows fed other cow carcasses, bovine spongiform encelopathy, heart disease, the brutality of industrial farming and the culling of the unwanted calves born from the practice of permanently impregnating cows in order to use them as factors of production?

Pretty good. Stay tuned til next month.