284 MANAGEMENT OF DAIRY PLANTS 



That is especially true of dairy products. For example, to most 

 folks butter is merely butter and milk is merely milk and ice 

 cream is merely ice cream. They cannot be induced to buy skill- 

 fully prepared products, insured as to wholesomeness and high 

 food value, without first having been educated to believe that it 

 is worth while to buy such products and pay more for them than 

 for ordinary butter, milk, or ice cream. If the public are to buy 

 high-quality butter, they must be told how high-quality butter 

 is made, how its flavor is secured, how it is packed and pro- 

 tected against contamination, how it excels in food value, and 

 how it provides certain elements for human growth and health. 

 Not until they understand these things can the public be dis- 

 criminating. 



If a creamery plans to manufacture and sell ice cream, it 

 must in many communities create a new demand for it; it must 

 convince many housewives that ice cream when properly made 

 is not merely a confection, but a substantial food, and that they 

 are not indulging in a luxury in buying it and serving it, but 

 that they are making an economical addition to the bill of fare. 



If a creamery takes up cheese production, it likewise has an 

 educational task on its hands to make its constituency under- 

 stand that cheese is one of the most economical of foods as well 

 as one of the most appetizing. The patrons of most creameries 

 do not know this and consequently cannot be expected to buy 

 enough cheese to make its manufacture profitable without first 

 being educated to the buying point. 



This education is best accomplished through advertising. 

 Of course, it might be carried on through personal salesman- 

 ship, or by letting folks find out the value of these products for 

 themselves, but the one method would be too expensive and the 

 other too slow. Advertising has well been termed "the natural 

 and effective business missionary." It furnishes a way of 

 educating the public quickly and at comparatively small ex- 

 pense. Nowhere are its services more needed to-day than in the 

 dairy business generally, where so many conditions and cir- 

 cumstances have conspired against its proper growth and 

 expansion. 



