At the European Dairy Association Annual Convention 2026 in Bratislava, Pietro Paganini explored the dairy industry’s value paradox, the impact of artificial intelligence on consumer choices, and the strategic importance of nutrition, food security, and protein coexistence.
In a nutshell:
- Dairy’s value goes beyond its price: Dairy contributes to nutrition, food security and the economy, but consumers do not always recognise its full value.
- AI is reshaping how consumers understand dairy: As consumers turn to AI for nutritional advice and product comparisons, the dairy sector needs to communicate its nutritional and strategic value clearly.
- The future of protein is coexistence: Dairy, plant-based and emerging protein sources can complement one another, meeting diverse nutritional needs and supporting innovation and consumer choice.
Rethinking the Value of Dairy
Why are consumers willing to spend €1,500 on a smartphone but question the price of €1.50 for a litre of milk?
This question opened Pietro Paganini’s intervention at the European Dairy Association (EDA) Annual Convention 2026 in Bratislava, where he set the scene for the panel “Dairy Delivering Nutrition Excellence Across the World.”
The comparison illustrates a fundamental paradox. Behind a simple carton of milk lies a sophisticated system of farming, science, technology, food safety, logistics, and innovation. Yet much of this value disappears when consumers reach the supermarket shelf.
From Information to Understanding
Consumers have unprecedented access to information about nutrition, health, and sustainability. However, more information does not necessarily produce better understanding.
Artificial intelligence is introducing another transformation. As consumers increasingly turn to AI for nutritional advice and product comparisons, the way food value is perceived is changing.
For dairy, this means moving beyond traditional communication strategies and ensuring that its nutritional, economic and environmental contribution can be understood through increasingly AI-mediated information systems.
Dairy as Strategic Food Infrastructure
Europe increasingly recognises energy, technology and defence as essential components of strategic autonomy. Food deserves the same attention. Agriculture, livestock farming, food processing and distribution constitute an infrastructure essential to European resilience, competitiveness and security. Dairy contributes to this infrastructure through high-quality nutrition, innovation, employment and productive capacity.
Recognising its strategic importance does not mean advocating protectionism. It means creating conditions that encourage investment, technological progress, open trade and resilient supply chains.
Beyond Calories: The Future of Protein
As populations grow and age, the global nutrition challenge will increasingly concern not only the quantity of food available but also its nutritional quality. Dairy proteins, essential amino acids and micronutrients can contribute to healthy ageing, muscle maintenance and more personalised nutritional approaches. However, recognising dairy’s contribution should not lead to another confrontation between food categories.
Protein Coexistence offers a different perspective: animal, plant-based and emerging protein sources can complement one another, responding to different nutritional needs, lifestyles and consumer preferences. Competition drives innovation. Diversity strengthens resilience. Choice empowers consumers.
An International Conversation on Nutrition
The panel, moderated by Kinga Adamaszwili of the European Dairy Association, brought together Daniela Martini, Associate Professor at the University of Milan; Miquela Hanselman, Senior Director of Regulatory Affairs at the National Milk Producers Federation; and Martin Polovka, Food and Nutrition Specialist at Slovakia’s National Agriculture and Food Centre.
The discussion highlighted the importance of connecting nutritional science, innovation, and consumer understanding to strengthen dairy’s contribution to future food systems.
The challenge for European dairy is no longer simply to demonstrate how much it produces, but to communicate the nutritional and strategic value it delivers.