If you’ve spent any amount of time talking to farmers about consumers, you’ll often end up fielding complaints about how little the average consumer knows about how food arrives on their plate. This can take several forms, such as frustration about not knowing the role of gestation crates (to restrain the sow from stepping on her piglets) or conventional growers irritated about how consumers wrongly think organic food means there were no pesticides used in its production. But one of these gripes truly animates exasperation among farmers — that 7% of consumers think chocolate milk comes from brown cows.