Farmers dispute ‘social media stunt’ over rejected milk

A viral video showing a young man, Vishnu, pouring milk over his head at the Koonayil Milk Cooperative Society in Paravur has sparked a controversy with authorities dismissing the act as a planned social media stunt.

While Vishnu claims the society repeatedly rejected his deliveries on the pretext of spoilage, the authorities maintain that his milk was curdled, asserting that the issue began only after they refused to accept unusable produce.

Milk society members contend that Vishnu is a cattle trader and YouTuber rather than a dairy farmer, noting that he sources cows from Tamil Nadu for local resale. According to society president Mahendran Pillai, marketable milk is only available five days after delivery once colostrum transitions to whole milk. However, Vishnu reportedly delivers thick, yellowish milk from the first or second day. Mr Pillai points out this yellow tint is visible in the viral video.

‘A foul odour’

Members of the dairy society report that the collective milk stock curdled on several occasions after Vishnu’s milk was added to the batch. “As the society was suffering financial losses we collectively demanded an end to the issue. Once the milk he brought had a foul odour and the staff refused to accept it,” they say. After the incident the society started sending Vishnu’s milk for quality check in a separate container and it was confirmed that it was spoiled. “The society’s general body reached a formal decision to stop accepting his milk, a move supported by all member farmers whose sales would otherwise be jeopardised,” says the president.

The president adds Vishnu emptying the milk can over his head was merely a social media stunt, claiming that he arrived fully prepared to film the scene exactly as planned. “We know the video has gone viral and is fostering public misunderstanding and it was just what he wanted as a YouTuber. In reality, Vishnu’s actions had posed a genuine threat to the livelihoods of local dairy farmers, and the society’s intervention was necessary to prevent further financial losses,” he says.