A55: A cow on grass near the major road has closed it – BBC News

A cow that closed the A55 has been moved to safety by the emergency services.

North Wales Police dubbed the rescue ‘good moos’ after shifting the bovine.

The road had been closed in both directions because the animal was “on the loose” on a grass verge.

Traffic cameras show queuing vehicles on the North Wales Expressway, which was shut between Junction 28 for Rhuallt and Waen and Junction 29 at Pant-y-Dulath.

North Wales Police wrote on Twitter: “We had to close the road to ensure a happy ending – thank you for your patience if you were stuck in the queues – things are now mooving again!”

The cow had been described as being “on the loose on the grass next to the road”, by monitoring service Inrix.

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Cultured Dairy Products Market Forecast, Manufacture Size, Developments and Future Scope To 2024 – Tech Estate Today

Cultured Dairy Products Market reports helps you prepare to better ride the business cycles while anticipating the future. Cultured Dairy Products Industry Outlook report helps you anticipate upcoming trends.. The Cultured Dairy Products market accounted for $XX million in 2018, and is expected to reach $XX million by 2024, registering a CAGR of YY% from 2019 to 2024.


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List of key players profiled in the Cultured Dairy Products market research report:

Alfa Cheese IndustriesArla FoodsBel Brands USABelGioioso CheesesBoar’s HeadCabot CreameryCalabroCappiello Foods, Inc.ChobaniCrystal FarmsDairygold Co-Operative SocietyDanoneDansko FoodDean FoodsDevondale Murray GoulburnDlectaFonterraFranklin FoodsGeneral MillsGlanbia groupGrande Cheese CompanyGreat Lakes CheeseKraftLactalis Group Land O LakesLeprino FoodsMaterne North America CorpMozzarella CompanyOpen Country DairyOrganic Valley

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The global Cultured Dairy Products market is segmented based on product, end user, and region.

The Cultured Dairy Products Market Segmentation:

Product Type SegmentationYoghurtCheeseCreamkefirIndustry SegmentationFood processingFoodserviceRetailChannel (Direct Sales, Distributor) Segmentation 

Region wise, it is analyzed across North America (U.S., Canada, and Mexico), Europe (Germany, UK, Italy, Spain, France, and rest of Europe), Asia-Pacific (Japan, China, Australia, India, South Korea, Taiwan, and, rest of Asia-Pacific) and EMEA (Brazil, South Africa, Saudi Arabia, UAE, rest of EMEA).

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Moreover, other factors that contribute toward the growth of the Cultured Dairy Products market include favorable government initiatives related to the use of Cultured Dairy Products. On the contrary, high growth potential in emerging economies is expected to create lucrative opportunities for the market during the forecast period.

Key Benefits for Stakeholders from Cultured Dairy Products Market Report:

This report entails a detailed quantitative analysis along with the current global Cultured Dairy Products market trends from 2019 to 2026 to identify the prevailing opportunities along with the strategic assessment.
The Cultured Dairy Products market size and estimations are based on a comprehensive analysis of key developments in the industry.
A qualitative analysis based on innovative products facilitates strategic business planning.
The development strategies adopted by the key market players are enlisted to understand the competitive scenario of the Cultured Dairy Products industry.

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Disrupting the cow – The Boston Globe


In our new report, “Rethinking Food and Agriculture 2020-2030,” we analyze how the many different products derived from the cow — from burgers and milk to leather and collagen — will be completely disrupted by new technologies and business models.

By 2030, we estimate the number of cows in the United States will have fallen by 50 percent, and the beef and dairy industries will be all but bankrupt as animal-derived foods are replaced by modern equivalents that are superior and cost less than half as much to produce. All other livestock industries will suffer a similar fate.

This is primarily a protein disruption driven by economics. Extraordinary advances in precision biology mean we can now program micro-organisms to produce almost any protein using a process we call precision fermentation, or PF. In fact, 90 percent of the cheese made in America today is made with PF proteins. This is not genetic modification of foods — proteins have no genetic material.

Due to rapid improvements in underlying biological and information technologies, the cost of PF is falling exponentially — from $1 million per kilogram in 2000 to about $100 today. With the technologies we have today, we project these costs will fall even lower — to $10 per kilogram by 2023-25. This means PF proteins will be five times cheaper to produce than animal proteins by 2030 and 10 times less expensive by 2035.


These advances are now being combined with an entirely new model of production we call Food-as-Software. Imagine this: Scientists will design proteins that food developers can download anywhere in the world to produce food locally. In the process, we can bypass animals completely and build our food at the molecular level to our precise specifications. Fermentation farms will become the new food farms.

This innovative business model ensures fast iteration of ever-improving products. Modern foods will not only be less expensive than animal-derived products, but more nutritious, better tasting, and more convenient — with an almost unimaginable variety. Precision biology will allow us to create hundreds of trillions of unique proteins — the only limitation will be the molecular chef’s imagination.

The modern food system will use 10-25 times less feedstock and 10 times less water while producing less than a tenth of the waste and pollution. The current industrial food production system has as much chance of competing with it as a pay phone does with an iPhone.

The key to understanding the speed and scale of modern food disruption is the fact that only a small percentage of ingredients need to be replaced for an entire product to be disrupted. For example, PF proteins need to replace only a tiny portion of a jug of milk, just 3.3 percent, to bring about the collapse of the whole dairy industry. These PF proteins — casein and whey — are already being produced in Silicon Valley. Sharp cheddar and chocolate milk, yogurt and butter will be replaced by modern alternatives, triggering a death spiral of increasing prices and decreasing demand for the industrial livestock industry.


The benefits of modern food disruption are profound. Cost savings alone will see the average US family save more than $1,200 a year, keeping an additional $100 billion a year in Americans’ pockets by 2030, while a decentralized, local production system will be more stable and resilient, meaning far greater food security. We also expect the new industry to generate nearly as many jobs (1 million) as it destroys (1.1 million).

Modern foods will be far healthier than industrial livestock products too. They could help reduce cardiovascular disease, obesity, cancer, and diabetes, estimated to cost the United States $1.7 trillion each year.

Removing animals from food production will also see US greenhouse gas emissions from animal agriculture fall 65 percent by 2035, a significant contributor to climate change. And with modern foods using much less land, about 500 million acres will be freed for other uses — almost as much land as the Louisiana Purchase. This presents the greatest opportunity for environmental restoration in human history. Consider if this land were used to maximize carbon sequestration — capturing and storing carbon dioxide — all current sources of US greenhouse gas emissions could be fully offset by 2035.


While this market disruption is inevitable, policy makers, investors, businesses, and voters can affect how quickly these products are made more widely available. Countries with more open and competitive markets will surge ahead, while those without risk monopolies controlling the modern food system’s massive benefits.

That’s why we hope to jump-start the conversation. In the next 10 years, we can move from a centralized system dependent on scarce, extractive resources to a localized, resilient system based on abundant, creative production. If the United States resists this change, it risks locking in an expensive and obsolete market, while other countries capture the benefits of this nascent, trillion-dollar industry. Modern foods offer extraordinary opportunities for all of humanity, but much of the wealth, jobs, and geopolitical advantage will accrue to those who lead the way. Do we want to lead or lose another 21st-century industry? The choice is ours.

Tony Seba is cofounder of RethinkX. He and Catherine Tubb coauthored, “Rethinking Food and Agriculture 2020-2030 — The Second Domestication of Plants and Animals, the Disruption of the Cow, and the Collapse of Industrial Livestock Farming.”

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Virtual Reality Used To Relax Cows Into Producing More Milk – Forbes

Virtual reality is coming for the cows. As announced by Moscow’s Ministry of Agriculture and Food, a team of researchers and vets have developed VR headsets for dairy cows living on a farm just outside of Moscow. The reason? To convince these cows that they’re standing in summer fields, rather than cold wintery ones. Not only does this calm them down and reduce any anxiety, but it ultimately makes them produce more milk.

Yes, VR is so promising as a new technology it’s even been applied to animals. Of course, the Russian cows didn’t don Oculus Rifts or HTC Vives, but were rather kitted out with specially designed headsets large enough to fit their bovine heads and also durable enough to withstand farm conditions. As for the particular summer environment they were immersed in, the designers gave it a warm and predominantly red color scheme, since studies on cattle vision have shown that cows perceive the red part of the visible spectrum better than others.

Importantly, experts recorded a drop in anxiety among the cows and an increase in the overall emotional mood of their herd. As for the impact on milk yields, this will be demonstrated by a further comprehensive study, although the Ministry expects it to increase, given the well-established links between emotional well-being and milk production.

It may be small-scale, but this trial raises some profound questions about the likely function of VR, particularly when it becomes a more widespread technology. In this case, VR is essentially being used to distract attention away from a harsh environment, to trick the cows into thinking that they’re standing in a nice warm field when, in actual fact, they really aren’t.

There’s a danger that VR will be used by and on people to much the same purpose. At a time of environmental breakdown, of increasing authoritarianism, and of growing inequality, there’s a risk that VR could become a seductive distraction. Instead of protesting about social ills and trying to solve them, we may instead find ourselves increasingly turning to our VR headsets to play the latest VR games or to lose ourselves in virtual environments and social networks, simply because it’s easier and more pleasurable.

This is all very speculative and dystopian, but there is evidence that something like this has already happened with existing technologies. In research published last year in the Journal of Happiness Studies, it was found that people are more likely to watch TV when they’re unhappy. The researchers also found that “being older, female, single, and unemployed as well as having lower income and poorer health predicted longer durations of TV watching.”

In other words, existing media such as TV and video games are already used to compensate for dissatisfaction with our lives and living conditions. They also seem to make it less likely that we’ll actually do something constructive to change our situations for the better, as shown by a paper published in 2017. Written by researchers at Princeton University and the University of Chicago, this study found that video games account “for 23 to 46%” of the decline in work by men aged 21-30 during the period between 2000 and 2015.

This kind of situation can only be made worse by VR, which by nature is much more immersive than previous media, and which has been shown to have a greater power to influence human emotions. In the future, we might increasingly turn to virtual reality to give us a quick fix of excitement and “happiness,” but as with the cows in Moscow, this won’t change the reality of our lives.

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Russian Dairy Farmers Test VR Goggles on Cows in an Effort to Increase Milk Quality – PEOPLE.com

| PEOPLE.com

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A Chicken Sandwich Gives Popeyes and Burger King Latest Reason to Beef Up Digital Marketing – Wall Street Journal

Popeyes sparked a war of words between chicken-sandwich chains with its product launch this summer.


Eric Gay/Associated Press

The runaway success of Popeyes Louisiana Kitchen’s chicken sandwich has encouraged the chain’s parent company to rethink how it promotes new menu items.

TV figured prominently in the original launch marketing plans for the Popeyes sandwich in August, with a commercial produced and ready for distribution, said Fernando Machado, global chief marketing officer for Burger King and Popeyes, which are owned by

Restaurant Brands International Inc.

But once a well-timed Popeyes tweet kicked off a so-called chicken sandwich war, the company decided to hold back its TV campaign to let the enthusiasm grow organically.

That tweet, in which Popeyes snarkily responded to a


post by rival Chick-fil-A Inc. claiming its own sandwich was the “original,” has been retweeted more than 86,000 times.

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The tactic, combined with related publicity and the appeal of the product itself, worked: Sales at comparable Popeyes restaurants grew 10.2% in the U.S. during the third quarter, largely driven by the furor over the chicken sandwich, which sold out in roughly two weeks.

When Popeyes decided to bring the sandwich back in October, the company again decided to forego TV advertising and committed all of its paid media to digital and social media, print and out-of-home advertising.

“It was all to drive talkability on social and get coverage through PR,” said Mr. Machado. “Normally we do a lot of TV, a little bit of digital, and really push on launch—here we have the most successful product launch since I started here six years ago, and it involved zero TV advertising.”

“It was an unusual approach for us, which will help shape other launches in the future,” he added.

Broader shift

Popeyes and Burger King have both been edging toward spending more on digital media as their investment in tech products and services, including mobile ordering and delivery, has grown. It is easier to get users to download and use an app through digital advertising and promotions than by using TV commercials, while younger consumers’ dwindling TV time and rising use of other screens has also driven investment, Mr. Machado said.

But TV still typically reaps about 80% to 90% of Burger King and Popeyes’ global media budget, especially during new product launches, when the goal is to get the message out as far and as wide as possible.

That is typical for fast-food marketing, Mr. Machado said. “It’s a very retail type of category; you are constantly reminded of the brands, the offers, the promotions,” he said.

Burger King and Popeyes devote a smaller share of ad spending to digital in the U.S. than in some other markets, Mr. Machado said.

And TV will remain a big part of the company’s marketing plans, he said. “It’s still a very effective way to get the word out and get massive reach, though this launch breaks the thought that you can’t launch without TV,” he said.

But he hopes to boost digital ad spending to as much as 20% to 30% of the overall media budget within the next few years.

Mr. Machado declined to comment on how much Popeyes spent promoting its new chicken sandwich, but said the company didn’t spend less by skipping TV.

“Sometimes people have the misconception that a digital campaign should be cheaper than a TV one. The reality is that if you want to trigger talkability in social media, you need to invest properly behind the idea,” he said.

Digital lag

“Restaurants brands at large have been behind other verticals in digital because restaurant sales have moved online more slowly than sales in categories like electronics and apparel,” said William Duffy, a research director at Gartner Inc.

“But with couriers surging in usage and leading brands reporting strong digital growth, restaurant brands are recognizing digital as an opportunity and a threat, and many are now focusing on improving their native digital fulfillment options,” he added.

The RBI brands have been known to create interest using digital marketing stunts. Last year, Burger King ran a promotion on its app which offered customers a Whopper for 1 cent if they went near a


location. The campaign helped drive 1 million downloads of Burger King’s updated app in October 2018.

“They do a great job with buzzy campaigns,” Mr. Duffy said of Burger King. The goal for marketers is to translate any excitement they generate into repeat customers.

With Popeyes, the chicken sandwich craze was fueled by conversations on Twitter. Tweets about the Popeyes brand rose to about 4,000 a day—twice the regular volume, year over year—in the first week after the sandwich’s launch on August 12, said God-is Rivera, global director of culture and community on Twitter.

One of the most active pro-Popeyes groups on Twitter was what some refer to as “Black Twitter,” where people were talking about the sandwich even before the sandwich wars, Ms. Rivera said. She noted that the buzz wasn’t just coming from stars with large follower-counts, in what could be a sign that it is getting easier for regular social-media users to influence the conversation around a brand.

Write to Sahil Patel at sahil.patel@wsj.com

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