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Raw Milk: The Influencer Wellness Fad With a Side of Bird Flu

Inspired by the “tradwife” set, formerly vegan wellness influencers and models have traded in their plant-based beverages for unpasteurised milk — but positive bird flu tests show that its risk is rising along with its popularity.
(Left to right) Gwyneth Paltrow discusses her raw milk-drinking habit on a podcast earlier this year, a safety sticker on an Erewhon smoothie with raw milk, and Ballerina Farm's Instagram post teasing the bottle design for raw milk, which it has not launched yet.
(Left to right) Gwyneth Paltrow discusses her raw milk-drinking habit on a podcast earlier this year, a safety sticker on an Erewhon smoothie with raw milk and Ballerina Farm's Instagram post teasing the bottle design for yet-to-be-launched raw milk. (YouTube/Instagram)
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BoF PROFESSIONAL

Amid an outbreak of the H5N1 bird flu, over 500 California dairy farms have been quarantined after they tested positive for the virus. But the owners of Raw Farm — a favorite of wellness influencers and even Gwyneth Paltrow — are particularly unhappy about it.

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About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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