With dairy farmers from Tongala to Taree ready to raid every Coles supermarket with pitchforks, the dominant Wesfarmers -owned grocer released an educational video last week to explain the impact of its $1 milk on the dairy industry. And it’s a cracking example of the old adage “lies, damn lies and statistics" in action.

The video editorialises that $1 milk is good for consumers (true) and good for the dairy industry because discounting has led to higher returns for farmers, higher milk consumption, and Aussie cows are happier than a pig flying over Sydney’s second airport.