For most of us living in the city—fresh milk is not a privilege we even think we’re missing. The idea of being able to enjoy a glass of milk that is both, fresh and hygienic is a thought we aren’t entirely in tune with. Either we stick to packet milk, which no one can fool you into thinking is hygenic or the other unfortunate option—tetra pack milk. While the latter might not be as unhygienic, by no stretch of the imagination can we call it fresh. And let’s be clear, in the battle between fresh and packaged there is only one winner—and it wins by a long shot. So, are we doomed, or do we have a saviour? Allow us to take a few minutes of your day and introduce you to a revolution in dairy: Pride of Cows.
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Pride of Cows is a first-of-its-kind milk service in the city. Your product will be delivered directly from their farm to your home, and we’re talking about one of India’s most advanced and modern dairy farms.

The Pride of Cows dairy farm is spread over 26 acres, and is perched between the Bheema River and the Bheemeshwari hills near Pune. The farm is the most advanced in India, equipped with the finest international technology for feeding, milking and processing, and in that conforming to international dairy practices.

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What’s drawn us to this brand of milk is that while other kinds of milk change hands over 10 times before it reaches you, Pride of Cows is in a league of its own. The norm we have grown to expect from our regular milk producers, includes milking poorly fed cows, which is then poured into an exposed bucket and finally into larger unhygienic cans. Several such cans reach the collection centre from where the exposed milk is transferred to a chilling centre, often subject to power shortages.

From the chilling centre, milk is transferred to a large milk tanker under Indian temperature conditions and over large distances, and then transferred yet again to a holding tank at the dairy.

Milk is then poured into a process tank and the dairy goes into plastic pouches and is then loaded onto a truck in distributor’s plastic crates. The milk lies indefinitely in the crates, waiting to be picked up by an agent and delivery man. The milk finally arrives at your door almost two days later! As you can see, this milk is far from perfect, stripped of its vital goodness at every point.

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On the other hand, Pride of Cows milk arrives at your doorstep within hours of milking, at its freshest best. Milk from fine Dutch Holstein Friesian cows is instantly pasteurized, chilled and packaged in bottles in less than three hours. From nutritious feed to hygienic milking, from maintaining the cold supply chain at 4°C to bottling – the entire process is mechanised and in accordance with the best dairy practices in the world. Once the milk is transferred into barrier-proof bottles, the bottles find their way into the milk van where the same temperature is maintained right up to the point of delivery.

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Since, this milk is fresh as fresh can be, it is that much more important for you to store the milk effectively so that it does not go rancid. Unlike milk from tetra packs, which is anything but fresh—Pride of Cows comes with no added preservatives, which means when not stored appropriately, it can go bad. Bacteria grow rapidly in milk above 4°C, and may cause serious illness. It is thus, extremely important to have strict quality control processes that ensure that milk is maintained at 4°C.

Pride of Cows milk is home delivered to select areas of Mumbai and Pune—At ₹80 for a bottle, there are few things better to start the new year with than a healthy dairy option.

For more information you can log on to www.prideofcows.com