REPORT STATE DAIRY COMMISSIONER 475 



ed them down to something Hke 50, as 25 per cent would not 

 keep our State Brand in stock, because the price was too high 

 and because we would not promise them that we would meet 

 competition in price, etc., and the other 25 percent were slow 

 pay. 



Right after the week or so of our demonstrations from 

 house to house we ran a 30 foot reel in five of the picture shows. 

 Alternately we did this for thirteen weeks, and we believe that 

 this is one of the cheapest ways of bringing some thing before 

 the public that they will talk about. Our butter was very well 

 advertised all over the city and I wish to say that we enjoyed a 

 very large business during the past season from our adven- 

 tures — we sold as high as 1,000 pounds some days in prints in 

 Sioux City alone then we had considerable other local trade 

 which amounted in all during the best month last summer to 

 over 31,000 prints. 



During our advertising campaign we emphasized strongly 

 that there was no neutralizer used in the manufacture of this 

 brand. The word neutralizer was used more or less in the 

 daily papers at the time we started our advertising. People 

 read about the neutralizer decision being postponed from time 

 to time and the consuming public began to inquire about this 

 new process that they never heard of before. 



I remember the first time I went to see our ad in the mov- 

 ies. As it happened a couple was sitting ahead of me — I pre- 

 sume they were a married couple. When our State Brand ap- 

 peared on the screen in that large circle, leaving ample space at 

 the top for these words— THERE IS NO SUBSTITUTE 

 FOR GOOD BUTTER—. Then on the right of the trade-mark 

 came flashing the words— THE STATE PROHIBITS THE 

 USE OF A NEUTRALIZER IN THIS BRAND. Down a 

 little farther it reads— TAKE ADVANTAGE OF THIS PRO- 

 TECTION OFFERED. DEMAND IT OF YOUR GROC- 

 ER. At the bottom the distributer's name appeared with his 

 phone number. 



Now about this couple which I mentioned amused me 

 somewhat when the word ''neutralizer" flashed on the screen 

 the lady turned to her man inquiring: "What was meant by 

 neutralizer?" He replied : "Some kind of dope to make it look 

 natural". Not a bad guess, was it? I believe the word "neu- 

 tralizer" was new to both of them. It is just a year ago next 



