Buttermilk is Back

There is a sign on the wall at the original Texas Inn that reads, “Buttermilk by the mug, deep enough to swim a horse…a very small horse.”
I was telling a group of new hires about the history of Texas Inn and the story behind the sign. Of course, they didn’t get the joke. Apparently, what was humorous almost 100 years ago isn’t today. I asked all five if they’d ever drank buttermilk. All said no. It’s not surprising.
Although antacids like Tums (1928) and Rolaids (1926) were invented before the Texas Inn opened in 1935, neither product was widely used. Buttermilk, for most folks, was the cure-all 100 years ago. Eat some greasy food? Wash it down with an ice-cold mug of buttermilk. Presto.
In my life, I’ve seen more people popping Pepcid and other pills and drinking less buttermilk. (The last person I knew who drank it every day was my Driver’s Ed teacher and middle school basketball coach. Mr. Cole always seemed to have a nervous stomach. I wonder if it was my driving or my insistence on shooting deep 3-pointers?)
Although Americans don’t drink much buttermilk, we apparently love foods made with buttermilk; ranch dressing, cornbread, pancakes, biscuits, cakes, soups, and the list goes on and on. And according to industry folks, buttermilk is back, baby. In the last four years, global buttermilk sales have grown from $4.2 billion to $5.07 billion. The industry is growing about 6.2% per year. Why are people drinking more buttermilk these days?
It’s in the news. Buttermilk is gaining recognition for its probiotic content, lower fat compared to whole milk, and potential health benefits like aiding digestion and potentially lowering blood pressure.
So that means we are learning what our grandparents already knew; natural foods and home remedies are oftentimes better than popping pills for all of our ills.
#BoldBrandsWin
MONDAY:
CLEAN PUPS, FULL HEART, CAN’T LOSE
This October, Holiday Barn is offering a midweek spa experience that keeps your furry friend fresh and helps pets in need! Schedule a bath Tuesday–Thursday (Oct 1–30), donate $5 or more to the Richmond SPCA, and Holiday Barn will add $5 to your gift. It’s the paw-fect way to support shelter animals waiting for their forever homes—while keeping your pup cuddle-ready all week long.
Madison+Main had a blast creating tail-wagging ads for the campaign—serving up bubbles and paws for a very good cause!

TUESDAY:
WHEN KATZ MEETS DOG AT THE TEXAS INN
This past Tuesday, August 19, The Texas Inn rolled out the new “Katz Dog” at its Richmond Museum District location, with WRVA’s Jeff Katz and Special Olympics Virginia on hand to celebrate. For every Katz Dog sold, 50 cents goes straight to Special Olympics Virginia. The event drew a hungry crowd, plenty of smiles, and proved once again that some heroes wear capes, while others come wrapped in mustard.

WEDNESDAY:
LIGHTS, CAMERA… AWARENESS!
Our team had a blast on set this week shooting a new campaign spot for OnePillCanKillVa.org, which aims to fight fake pills and fentanyl overdoses in the Commonwealth. Big shoutout to our partners at Metro Productions for keeping the cameras rolling during a long day, plus our incredible hired talent and extras who brought their A-game (and a few laughs) to the set. Stay tuned for the final commercial—it packs a punch in all the right ways.

THURSDAY:
ANSWERING THE CALL
Madison+Main rolled into Ashland mid-week for a branding presentation with one of our favorite clients, First Call Environmental. We presented fresh messaging and bold logo explorations that had the team nodding, laughing, and doing a group happy dance after we left (presumably). Incredible people, sharp ideas, and a brand ready to level up—we can’t wait to cook up game-changing work together. Chaos never looked this organized!
FRIDAY:
DAVE’S ON THE (AIR)WAVES
This morning, I joined Rich Herrera bright and early on Richmond’s Morning News to chat about fun stuff to do in RVA this weekend. ICYMI, here’s the link.
A FEW OF OUR FAVORITE EVENTS
Dates: On view now through 2/26/26
Time: 10:00 a.m. – 5:00 p.m. (Tues – Sun)
Tickets: FREE
Location: Institute for Contemporary Art
Explore a liquid ecosystem of voice, texture, sound, and moving image in this multi-sensorial project that draws from hip-hop, jazz, and other musical forms and bodily gestures across the African diaspora.
Date: Friday, August 22 – Saturday, August 30
Time: 5 p.m. – 11 p.m. (Mon-Fri) and 11 a.m. to 11 p.m. (Sat-Sun)
Tickets: $6 to $12 (FREE for children 3 and under)
Location: Chesterfield Country Fairgrounds (10300 Courthouse Road)
From parades, pageants, and rodeos to live animals, music, and rides, there’s literally something for everyone to enjoy at this annual event dating back to the Taft administration (1911!).
Festival of the Arts Presents: RVA Pro Wrestling
Date: Saturday, August 23, 2025
Time: 8 p.m.
Tickets: FREE
Location: Dogwood Dell
RVA Pro Wrestling is taking over Dogwood Dell for a night of high-flying, body-slamming, family-friendly action! Did we mention Shagg Carpet will also be there?
“As for those grapefruit and buttermilk diets, I’ll take roast chicken and dumplings.“ – Hattie McDaniel, Actress