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NATIONAL DAIRY COUNCIL CHICAGO 



All around us we are allowing our people 

 to be converted to the use of foods 

 which in healthfulness, in strengthen- 

 ing and building body, bone, brain and 

 brawn of our people, and in economy 

 of cost, do not compare with milk. 



We permit 100,000,000 people to remain 

 in ignorance of the great value of Milk 

 and Milk Products, while millions of 

 dollars are spent by big interests to 

 force less deserving products into con- 

 sumption at the cost of ours. 

 Because of our woeful lack of organiza- 

 tion, our unpreparedness, our lack of 

 a fighting machine, our protests are 

 unheard, our security undermined. 

 This country can, and ought to con- 

 sume twice the milk it now uses. It 

 can consume, and should be taught to 

 consume, twice as much butter, twice 

 as much ice cream and ten times the 

 cheese it now calls for. 



Intelligent, forceful, persistent adver- 

 tising of the goodness of our products 

 and our just claims for them will 

 bring about this result. 



The dairy farm will flourish. We will 

 double the number of cows. Creamer- 

 ies shall run full blast. Cheese factories 

 shall expand. Ice cream plants shall 

 enlarge. 



Our investments will be secure, our 

 future fortified, our faith and enter- 

 prise renewed, our profits increased. 



Organization will do for us tenfold what 

 it did for the Orange Growers of Cali- 

 fornia. 



Advertising will do for us twenty-fold 

 what it did for the raisin industry of 

 California. 



But each and every man must put his 

 shoulder to the wheel, lend his hearty 

 co-operation and contribute his honest 

 share to this campaign. 



We are going to tell the American 

 people the whole truth about milk, 

 about butter, about cheese, about ice 

 cream. Already we are reaching 

 millions of homes with our message 

 of the goodness, the value and the low 

 cost of Milk and Dairy Products. Each 

 of these products in turn will be pushed 

 to the limit of our ability and you will 

 see the demand increase by leaps and 

 bounds as it has increased for every 

 article properly advertised. 



Through advertising we were taught 

 to eat nourishing, clean breakfast foods. 

 Through advertising we were taught to 

 buy crackers in a sanitary package, 

 instead of by the pound or out of a 

 barrel or a box. Through advertising 

 we were taught to eat three times as 

 many oranges as we ever ate before. 

 Through advertising we were taught to 

 spend millions every year on automo- 

 biles, pianos, good clothing, good shoes 

 and to shave ourselves. Now, WE shall 

 make use of this powerful educator and 

 salesman to advertise you and your 

 goods. Through advertising we shall 

 remind the world — three times a day, 

 for breakfast, for dinner, for supper — 



DRINK AND USE MORE MILK 



EAT AND USE MORE BUTTER 



EAT AND COOK WITH MORE CHEESE 



SERVE MORE ICE CREAM 



