‘Freshness’ is a valued quality attribute for fluid milk but interpretation and assumptions associated with the term may be different to scientists, processors, retailers, and consumers. Dairy production and processing professionals influence fluid milk freshness, from cow to cup, based on production and processing decisions and practices. Consumer perception of fluid milk freshness of fluid milk begins at the point of purchase and continues through their experience with the product in their home. Storage conditions and handling in the retail environment can have significant effect on consumer perception of freshness of fluid milk, but has received very limited attention. Retailer decisions on dairy retail case design and management, employee training, and interaction with customers can influence freshness and customer satisfaction with fluid milk quality. This presentation will explore the (1) influence of retail display case lighting and milk packaging on consumer perception of freshness and acceptability; (2) opportunity for protecting freshness and quality through the training of retail dairy managers; and (3) potential influence of such decisions and actions on consumer perception of milk freshness and quality. In our recent studies, we verified that controlled LED lighting positively influenced milk acceptability in contrast to the traditional fluorescent lighting. Preliminary evidence from our laboratory illustrates that dairy retail managers are not familiar with the influence of lighting on milk quality and relationship to consumer perception of freshness. Retail case lighting and case design innovation benefits from controlled research studies and discussion with experts in packaging, milk processing and quality, retail economics and marketing, and consumer insights to protect milk freshness.