Milk farmers have been trying to stabilize their industry for years.
With national ads featuring celebrities such as Peyton Manning, Lindsay Lohan and Jason Kidd sporting the trademark white mustache, they've hoped to make their product a fixture in the lives of the public.
But the government has been in on the act as well. The 2002 farm bill created the Milk Income Loss Contract Program, which provides relief for farmers when milk falls below a certain price.
The MILCP has provided more than $17 million for North Carolina farmers since 2002, said Bob Gray, legislative director for the state's ratification committee.
For North Carolina, this assurance of stability in an uncertain industry is a necessity.
"(The state's milk industry) is in danger already," said Dewitt Hardee, a programs specialist for the N.C. Department of Agriculture.
The program expires in 2005, a fact that prompted Gov. Mike Easley and 13 other governors to send letters asking members of the U.S. House to extend the program within this year's omnibus appropriations bill.
The bill ultimately passed Congress without the provision.
In recent years, North Carolina has lost 40 percent of its milk production industry to states out west with larger farms and lower prices, said Geoff Benson, an agricultural and resource economics professor at N.C. State University.