The signal: Years ago, the thought of drinking lab milk made our stomachs turn. But recent developments in alternative milk have changed our minds. RethinkX’s recent Food and Agriculture report estimates that the cow milk industry will be near bankrupt by 2030, with a major disruptor being milk made with precision fermentation.

Milk is losing its footing

Milk consumption has been not-so-slowly falling for years, and it’s starting to hit home. Borden Dairy, a 163-year old milk processor, filed for bankruptcy protection last month. In November, Dean Foods — America’s largest milk producer — did the same. The smaller players aren’t in the clear, either: 94k dairy farms have gone out of business since 1992. Meanwhile, farm debt is at a record high ($416B).

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