It’s the early 1960s. Girls are fainting over the Beatles, Sean Connery is James Bond and a revolutionary trend is sweeping the nation: Plastic.

Plastic is about to have its breakthrough moment in the food industry. The plastic milk jug, specifically, is on the brink of taking off: the “market potential is huge,” the New York Times correctly notes.

To American families, a third of which are still getting their milk from a milk man, plastic is a wonder package. It’s lighter than glass. It doesn’t break. Unlike paper cartons, it’s translucent. You can see how much liquid is left in the jug. With a plastic container, everybody wins.

Except for the milk man. And, as it would turn out, the planet.