tcudoc
Full Member
The sudden influx of "available" milk crates started as a joint venture between Vandervoorts and the American Academy of Orthopedic Surgeons. The orthopedic surgeons group has had these types of joint ventures for decades. This all began in the early 1980's when the surgeons collaborated with so-called "Big Trampoline" in an effort to improve the surgeons access to the younger population and even led to the development of the pediatric orthopedic subspecialty. As the popularity of trampolines began to diminish, you may recall several years ago when the two entities collaborated to form a shadow company called "Urban Air" which led to a significant rise in the popularity of this bone breaking sport. Do you think it was accidental that orthopedic surgeon offices and urgent care express ERs always seemed to be located within close proximity to these trampoline parks?
Entrepreneurial and forward thinking orthopedic surgeons were not satisfied with the moderately popular trampoline parks and began to think outside of the box. They saw an untapped orthopedic market in the youTube challenge world that only a few companies, such as Proctor & Gamble (makers of Tide detergent), had previously tapped into. They had watched the neurosurgeons collaborate with singer Drake in the "Kiki challenge" a few years earlier, which turned out to be a short-lived, yet huge, jackpot for that surgical subspecialty.
An intern at Vandervoorts (ironically, the makers of the milk we used to have provided for us at school that would help us "build strong bones" ) heard of these rumblings and saw an opportunity for collaboration. They had these milk crates that were several years old and no longer serviceable and they would likely be put on the trash heap anyway, so it was a no brainer for them. They went to the orthopedic surgeons and pitched their idea. All it took was to get one social media influencer to give it a try and the idea took off just as planned. Borden has since jumped into the fray and has overtaken much of the market supplying these death trap crates. It is said that Elsie herself negotiated a deal that undercut Vandervoorts. It is apparently well-known in the industry that Elsie will do "anything for a buck."
And that is the story of how the orthopedic surgeons came to be in bed with "Big Milk." The soy milk lobby, who uses similar crates, has tried to forge a similar alliance with the orthopedic surgeons, but they declined, stating "We're not 'soy-boys!' We have standards!"
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