Norwegian striker Erling Haaland says he drinks raw, unpasteurized milk daily.
More people than ever want to drink raw milk including World Cup soccer star
Santiago Pascual-Meagher
Farmers Forum
To most Canadians, milk is one of the least controversial items in the grocery store. Yet raw milk has increasingly become the centre of a renewed debate.
The sale of raw milk has been illegal in Canada since 1991 but interest in unpasteurized milk appears to be growing.
Last November, the Rural Municipalities of Alberta convention voted 66 per cent in favour of urging the federal government to allow regulated on-farm sales of raw dairy products. Council says many residents already consume raw milk and argues legalization could create new opportunities for small farms.
“People are looking for more options for revenue to keep small farms sustainable,” said rural Municipality of Greenview Reeve Ryan Raatzlaff, where the raw milk campaign began. Raatzlaff said he grew up on raw milk and that it is fairly common in Alberta but the selling of raw milk “is extremely hush-hush.”
He added that since COVID interest has grown for raw milk, as well as for locally-grown food and food security. “There’s a lot more people looking for independence from markets where they can buy locally sourced goods.”
Raw milk is legal in England, France and Germany, while regulations in the United States vary by state. Currently, 30 states allow its sale for human consumption.
The debate over the benefits of raw milk gained more attention during the 2026 FIFA World Cup when Norway striker Erling Haaland posted a video of himself buying raw milk from a farm, calling it a “superfood” that he drinks every day. The video attracted 13 million views.
According to ESPN, Haaland gained 32.1 million Instagram followers during the 39-day tournament, more than any other player, prompting many fans to speculate whether his unconventional diet contributes to his performance. Haaland also said several teammates drink raw milk.
Supporters argue raw milk is a more natural product and strengthens connections between consumers and local farms. Massachusetts farmer Terri Lawton said demand has risen sharply, driven in part by the COVID-19 pandemic and growing distrust of government.
“Right now, we have people driving two hours to the farm here to purchase milk,” Lawton said.
The debate has also spread across social media and podcasts. The world’s most popular podcaster, Joe Rogan, has repeatedly promoted raw milk while criticizing restrictions on its sale.
“Think about how easy it is to buy whisky, and then think about people buying raw milk,” Rogan said. Rogan argued raw milk contains beneficial enzymes and provides calcium, protein and healthy fats.
Many public health experts, however, warn risks. According to the U.S. Centers for Disease Control and Prevention, from 1998 to 2018 there were 2,645 illnesses and 228 hospitalizations linked to raw milk, although the agency believes the true number is higher.
Sounds bad until you compare with water. The CDC estimates waterborne diseases affect more than seven-million Americans annually.
Canadian authorities continue to enforce the ban. Earlier this year, British Columbia dairy farmer Kevin Davison was fined $7,512 for illegally selling raw milk. His licence was suspended for three months, and he was ordered to pay an additional $33,266 to cover investigation costs after undercover officers purchased raw milk from his farm.
In Ontario, producers say raw milk is sold discreetly. The province’s most recent conviction involved Waterloo-area farmer Joris Salverdra, who was fined $50,000 in 2025 for operating a milk plant without a licence. He also admitted to processing and selling raw milk through what he argued was a private operation exempt from public health legislation.
