42 



NATIONAL DAIRY COUNCIL CHICAGO 



its consumption at the lowest ebb, and 

 lend a ready ear to products offered as 

 substitutes. 



This unfriendly attitude of the public 

 is adroitly exploited by designing com- 

 petitors, crafty politicians and a press 

 which thrives on sensation. 



Nothing is easier than to frighten the 

 public against its milk. A new, ambi- 

 tious health officer is appointed. Great 

 things are expected of him. He must 

 DO things. He must start something. 

 It does not take him long to learn that 

 a breath of suspicion directed against 

 milk strikes terror to every home, 

 especially those with beloved small 

 children. 



Some newspaper can always be found 

 to be the vehicle of the sensation- 

 mongering politician. And suddenly 

 for a day's fame, a day's sensation, a 

 day's circulation, a blow is delivered 

 against the Milk Dealers and their 

 millions of investment, from which 

 it takes weeks and months to recover. 

 They hurry together. They protest — 

 in vain. They have no spokesman, no 

 power back of them, to insure a hearing 

 for their just claims. 



"Why are you health officers always so 

 merciless in your attacks on the milk 

 business? You know you are wrong" 

 — ^was asked of an active inspector. 



"Because we have to show that we are 

 doing something, and we can get a 

 quicker rise out of milk than anything 

 else" — ^was the curt reply. 



Such injustice can be done to an 

 individual dealer or a group of dealers 

 in ONE city just so long as they stand 

 alone and fight it out alone in their own 

 communities. 



But backed by the whole industry of 

 which they are an essential part, pro- 

 tected by an organization which has 

 THE VOICE OF 6,000,000 MEN — VO- 

 TERS EVERY ONE OF THEM— and a 

 collective conscience, comparable at 

 least to that of the designing busybody, 

 political or newspaper blackmail will 

 creep cautiously. 



The Dairy Industry, allied for the com- 

 mon good, with a fighting fund back of 

 it, will enforce respect for its members 

 and their great investment. 



Your Council will not protect deliberate 

 offenders against the laws safeguarding 

 the public health. It will always fight 

 the battle of our customer, the con- 

 sumer, in rigid insistence upon abso- 

 lutely clean, safe and sanitary methods 

 of production and handling. 



On the other hand, it will not permit 

 the fault of one to be heralded as the 

 crime of all, nor will it permit arbitrary 

 or vicious impositions, nor allow the 

 industry to remain the plaything or 

 football for personal, private or political 

 exploitation. 



Milk Dealers will find in the National 

 Dairy Council a solution of all 

 their difficult problems. Through its 

 national advertising the Council will 

 enlighten the consumer and increase 

 his consumption. Its power and pres- 

 tige will prevent any official abuse and, 

 bringing together the producer and 

 dealer in an organization for their 

 mutual good, their differences can be 

 amicably adjusted and jiistly com- 

 promised. 



No business can permanently prosper 

 when any part of it is operating witiout 

 a decent profit. 



