A while back we posted about organic milk . It's a fairly detailed post and worth a peruse for anyone curious about organic versus non organic milk. Anyway, our local paper recently demystified the whole "sell by date" thing. I found it helpful and interesting.
Summary:
Bottom Line: The key is when you OPEN the milk, not so much the sell by date. This is especially helpful since ultra-pasteurized milk may have a date nearly a month or two in the future (click the link to learn more about UHT milk). Yet the sell by date clearly indicates a degree of freshness. Who doesn't reach toward the back of the shelf to wiggle out the milk with the "better" date?
*Milk is best stored at 34-39F.

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