Five years ago, Missouri dairy farmer Leroy Shatto was struggling to stay in business. Today, his herd has more than doubled amid a surge in demand for his product. The difference: a marketing campaign touting Shatto milk as free of artificial hormones. Osborn, Missouri-based Shatto milk comes plain or flavored, but all comes from cows free of the genetically engineered hormone supplements that many conventional dairies give cows to boost their milk production. "That is what the consumers want now," said Shatto, who runs a small family farm of 220 cows. "People are demanding this stuff not to be in their milk. If I had 100 more cows tomorrow, I still couldn't keep caught up with demand."