(Foreword) 



We are Proud of Our Business 



A BUSINESS is judged wholly by 

 its service to mankind, and by 

 the measure of that service its 

 right to life, liberty, growth and profit 

 may be quickly determined. 



Thus judged, who are we ? What are 

 we? What our service to mankind? 

 What our reward for that service? 



Milk, the first requisite of life after 

 birth, makes our calling the oldest and 

 most important on earth. We lack 

 naught in worthy, ancient lineage. 



We have stood as willing servitors at 

 the cradle of humanity and willing 

 servitors still will find us the judgment 

 day. 



Throughout the centuries we have in 

 the sweat of our brow performed the 

 service which saves, sustains, and 

 enriches existence. 



Life grew complex drawing heavily and 

 ever more heavily upon our strength. 

 We kept the pace and responded to 

 every new requirement. 



Cities called and cried for our product 

 — and cities were supplied. 



The lives of millions of babies were 

 placed in our keeping — the very exist- 

 ence of the human race, and we rose 

 to the trust imposed. 



Science discovered how and where we 

 could improve and help, and we spent 

 our lives and fortunes to comply with 

 the newer requirements. 



We marched a century in the last 

 decade and are marching still. So we 

 stand, heads erect, and proud of our 

 business among men. 



The world has kept us busy, too busy 

 to stop and take a reckoning as to the 

 reward for our service, and the security 

 and future of our calling. 



Modern, complex advancement brings 

 into being complex problems. And, in 

 the interest of all, these problems must 

 be solved. 



Are we producing too much or too little ? 



Does the demand equal our supply? 



Is there over-production or under- 

 consumption? 



Have we stimulated the demand of the 

 consumer in keeping with his stimula- 

 tion of over-production? 



Where and what are our markets? 



Who and where are our distributors? 



Who, where and what are our co-related 

 industries? 



What are our relations to each branch 

 of the industry? 



Have we, each and all, our proper place, 

 our proper relation and co-ordination, 

 our fair compensation in this great 

 world's work? 



What of the future? 



To study these questions, to solve and 

 answer them we formed the National 

 Dairy Council. 



And its answer is this: 



TO INSURE ITS EXISTENCE AND PROGRESS, THE FIRST 

 AND MOST IMPORTANT DUTY OF THE DAIRY INDUSTRY 

 IS TO STABILIZE AND INCREASE THE CONSUMPTION OF 

 DAIRY PRODUCTS. 



The reasons for this conclusion, and the plan for accom- 

 plishing the results so imperatively demanded, are clearly 

 and fully set forth in the following pages. 



