38 



NATIONAL DAIRY COUNCIL CHICAGO 



the money that he should make con- 

 sidering the constantly increasing 

 requirements and exactions as to the 

 quality and the handling of his milk. 



Now, no business can be expected to 

 continue to perform its necessary serv- 

 ice to the public unless it pays the 

 people engaged in it to do so. To leave 

 the Dairy Industry permanently 

 unprofitable will mean its destruction. 

 One by one producers will quit the 

 game rather than put up with further 

 losses, and in the shortened supply 

 the consumer will eventually be obliged 

 to pay a higher premium for getting 

 the kind of milk which he is getting 

 today than the price which he should 

 justly pay today, and will gladly pay 

 if only informed of the truth of the 

 situation. 



There is a further interest to the con- 

 sumer in permitting dairying to be 

 profitable to the dairy farmer. Gradual 

 abandonment of dairying means a 

 decrease of dairy cattle. As a matter 

 of fact the number of dairy cattle in 

 the country has not kept step with the 

 increase of population. This loss of 

 dairy cattle means a certain decline 

 in soil fertility; a shrinkage of land 

 values which means a shrinkage of 

 national wealth; a smaller production 

 area for food stuffs, with a certain rise 

 in price. 



It is the firm belief of the Council that 

 the consumer's interest is best pro- 

 moted by a furtherance of dairying, 

 and that his food bill will be less per 

 year with dairying flourishing (no mat- 

 ter what the price of milk) than it 

 would be with dairying declining, with 



its serious effect upon production and 

 the higher prices always following a 

 shrinkage in supply. 



That truth has been demonstrated 

 amply in the meat situation. When it 

 became uninteresting and unprofitable 

 to raise live stock, the supply of cattle 

 began to decline and the price of beef 

 began to soar. 



The Dairy Industry is alive to that 

 threatening danger. It takes a timely 

 step to ward it off, and by a sensible 

 plan of organization and co-operation 

 will not only satisfactorily adjust all 

 the contentions between the various 

 branches of the industry with justice 

 to Breeder, Producer, Manufacturer 

 and Distributor alike, but earn the 

 lasting gratitude of an enlightened 

 public whose interests also are safe- 

 guarded best by this great movement 

 in the Dairy Industry. 



You, Mr. Milk Producer, may expect 

 from the success of this great move- 

 ment a solution of all your difficulties, 

 protection of your investment and 

 encouragement not only to stay in the 

 business, but to expand it. Your invest- 

 ment in cows and equipment is fully 

 two billion dollars, making you the 

 second largest industry in America — 

 corn alone being ahead. We mean to 

 protect and advance this enormous 

 investment. We will stabilize your 

 business. We will give you a profitable 

 market not only for what you now pro- 

 duce, but for the additional production 

 which this great advertising campaign 

 will bring about. 



But you, too, must help. 



