Fairlife CEO Steve Jones believes his company's new premium distributed through the Coca-Cola system can contribute to the 'rebirth of milk' in America as consumption levels slide. Speaking last week at Beverage Innovation 2015 - a free to access online event organized by FoodNavigator-USA.com and BeverageDaily.com that you can still experience on demand - Jones told us why he was so confident Fair Life milk could help turn the tanker around, with the nation's liquid milk consumption languishing at lows not seen since the early 1980s.