NATIONAL DAIRY COUNCIL CHICAGO 



25 



country increased 21%. In the same 

 period the consumption of California 

 oranges increased 74.6%. In other 

 words, with the help of advertising the 

 consumption of their product increased 

 three and one-half times as fast as the 

 population. 



The California Raisin Growers are con- 

 ducting a similar campaign with simi- 

 lar results. 



Many industries — notably Lumber and 

 Cement — conduct today organized ad- 

 vertising campaigns to increase the 

 consumption of their products. 



The most notable example, of course, 

 is that of the Orange Growers. 



The lesson of that campaign furnishes 

 inspiration for the Dairy Industry. Both 

 deal in food products. Both make their 

 appeal to the housewife. 



But — 



The Orange Industry of California is a local affair, confined 

 to one state. 



The Dairy Industry is national in extent and scope. It 

 covers every state. 



Oranges form but a small part of the weekly Bill of Fare of 

 but a portion of the people. 



Dairy Products are consumed in every home three times 

 a day. 



The total value of California Orange Production is about 

 $30,000,000 a year. 



The total value of Milk and Milk Products is over 

 $1,500,000,000 a year. 



The Dairy Industry is Over 50 Times as Great 



In the light of the California Orange experience 

 can you imagine even what nation-wide advertis- 

 ing of Dairy Products should do for the Dairy 

 Industry ? 



