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Milk, Hormones, and Lawsuits

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[url=http://www.wired.com/news/medtech/0,1286,61612,00.html?tw=wn_tophead_4]A... biotech giant Monsanto is negotiating with a small dairy in Maine to settle a lawsuit over the farm's use of labels promising hormone-free milk.[/url]

now how much sense does this make? a company produces a hormone (recombinant bovine somatotropin, or rBST- from this company brand name is Posilac) which, when injected into cows, allows the cows to lactate for a longer period of time. some dairy farmers choose not to use it, and label their milk accordingly ("Our farmers' pledge: no artificial growth hormones"). company that produces Posilac sues dairy farmers for labeling their milk because it's hurting the sales of their hormone saying its label implies "the dairy's milk is somehow better than milk from cows treated with ... rBST".
personally i hope this does go to court, despite the fact that the article says they're talking about settling out of court, and Monsanto suffers a terribly humiliating loss. they have no right to say that a dairy company can't put lables on stating what is and what isn't used in the production of their milk. if they win, makes you wonder if all the "free range chicken" labels will disappear, because those labels might hurt chicken farmers who keep the chickens in 3ftx3ft coups sales.