The Granarolo food group (1.2 billion euros in turnover) has decided not to produce fresh milk anymore to reduce waste. Now only the new pasteurized milk at high temperature is found in the supermarket refrigerator, which differs from fresh because it lasts 10 days instead of 6. The decision concerns not only the Granarolo brand, but also that of Milan's and Calabria’s dairy central. The difference may seem marginal, but it is a prolongation of more than 60% of the shelf-life. The hypothesis of changing the production line of fresh milk began to take shape in 2020 after the first months of the pandemic, when people went less frequently to the supermarket and preferred to buy long-life milk with a maturity of about 90 days, to avoid expired packages in the refrigerator. In a context of greater attention to the environment and a decline in the purchasing power of households, Granarolo's decision to no longer produce milk with a six-day deadline aims to reduce waste. In fact, a significant part of fresh milk expires in the refrigerator even before being sold or in the refrigerators of the house before being consumed. Another reason why Granarolo has decided to extend the interval of consumption up to 10 days is that people prefer to buy milk with the most distant expiration in time. To accommodate this trend, supermarket chains usually remove milk cartons from the refrigerated counters before the expiration date on the label.