>h;.. 



THE WORNER FARMSTEAD 

 A comfortable home, neaf cattle barns and acres ol fertile soil are the rewards of 

 Mr. and Mrs. Henry Worner's years of labor and careful management. They are happy 

 to have Wilfred home. 





SIR PERFXCTION 52nd 

 Worners' next herd sire was reserve champion at the National Polled Hereford 

 Show in 1937. 



and gave up every thought of going hack 

 to take over the management of the home 

 farm when his father retired. 



After selling for a while I had an op- 

 portunity to go into business for myself. 

 That took capital. Father used hard 

 earned 'farm money' to help me get 

 Marted, " Wilfred said. 



I made some money in hoom times 

 in 28 and '29. In the depression I lost 

 money. It's discouraging for a young 

 man to lose money, especially borrowed 

 money. Then. too. I was not my own 

 boss. The auto company was .constantly 

 telling me how to run my business. And 

 when I could sell cars, I couldn't get 

 them from the factory. When I could 

 get cars, I couldn't sell them. If a man 

 drove up in an old car I'd have to give 

 f«ice its value to sell him a new one." 



One day Wilfred got tired of the 

 whole mess and decided to go home. 

 In the spring of 1933, Worner and Son 

 became a partnership. They engaged in 

 general farming and livestock raising. 



But the salesman in Wilfred expressed 

 itself. He wanted a product to sell. 

 First he sold his father on the plan of 

 breeding Polled Hereford cattle. 



It's a new breed that's bound to be- 

 come popular. The hornless Hereford 

 have everything the horncil ones ha\e ex- 

 cept the horns. And why breed horns on 

 cattle and then saw them off.' With any 

 of the horned breeds we'd lose 30 days of 

 feed and have a mean job of dehorning 

 to do every year, he argued. So in the 

 spring of 193-1, eight heati of purebrcii 

 polleds were purchased from two Iowa 

 breeders. From this beginning the Worn- 

 er herd has grown to more than 100 head 

 of registered cattle. 



The Worner Polled Hereford Farms 

 have an enviable record of sales. Breed- 

 ing stock from their herd has gone to 2^ 

 states and to Sidney, Australia and the 

 Hawaiian Islands. 1 heir success is based 

 on two factors. They aim to have the 

 best breeding available and they tell 

 farmers and breeders about their cattle 



through a carefully planned advertising 

 campaign 



Hereford breeders will recognize famil- 

 iar names in the lines bred by the Wern- 

 ers. Polled Hercforils originated from 

 hornless "sports" of the Hereford breed 

 about 10 years ago. Polled breeders use 

 inilividuals of the parent breed to build 

 up their own with the result that horned 

 Hereloriis are often closelv related to 

 Polled blood Imcs. 



Most of the Worner stock is from 

 Domino Plus 2nd. their first herd sire. 

 Their present sire is Buster Domino, a 

 thrcc-ycar-old. A young bull that shows 

 promise is Sir Perfc-ction '>2nd. He is 

 sired by Sir Perfection 39tli and is out of 

 Sunrise ^Sth. He was reserve champion 

 biill at the Natioii.il Show at DesMoines, 

 Iowa, in 1 9 ST. 



Their advertising and publicity follows 

 a simple pattern that any purebred breed- 

 er might well use. When an animal is 

 delivered by truck a banner is tacked to 

 both sides of the rack telling where the 

 animal is from and where it is going. 

 The firm s name is prominently displayed. 



Important, too. is the fact that all cor- 

 respondence is answered proniptiv in 

 typewritmg on an attractive letterhead. 

 Prospects h.i\c full inlormation alxiut the 

 animal in cjuesiion, complete with pic- 

 tures, w ithin a d.iv or two after they make 

 incjuiry. 



Simple, straightforward and original 

 ads are inserted in breed magazines. 

 F.very attempt is made to make the ads 

 different from the usual breeders' notices 

 appearing in all farm and breed journals. 

 Attractive roadside signs are used at 

 several points on the farm along the main 

 highways. As often as the rotation will 

 pennit. a small lierd of the best cows 

 are grazed in tields near the signs to at- 

 tract passersby I hen. too. cattle are ex- 



WILFRED I. WORNER 

 "The city lost its charm." 



SEPTEMBER, 1938 



17 



