NATIONAL DAIRY COUNCIL CHICAGO 



43 



When the producer is justly entitled to 

 a higher price, the Milk Dealer is 

 directly interested in procuring it for 

 him. He fights the just increase only 

 when all its burden falls on him alone 

 and destroys his profit. 



The advertising of the National Dairy 

 Council will not only sell goods and 

 increase consumption, but also correct 

 wrong impressions as to the prices paid 

 by the consumer. 



In carefully planned and persistent 

 advertising your Council will enlighten 



the public that the higher price for 

 the milk of today cannot justly be com- 

 pared with the price paid for the milk 

 of years ago; that the price seems 

 higher when really it does not cover the 

 additional cost of modern production. 

 With the re-assurance of the public on 

 these points Milk Dealers will no longer 

 be compelled to be the buffer between 

 the consumer and the producer, earn- 

 ing only the hostility of both. 



An enlightened public will gladly pay 

 a just price. 



A just price enables the dealer to do justice to the producer. 

 And with both consumer and producer satisfied, and in friendly 

 attitude, the fangs are drawn from the mouths of all who 

 have turned the difficulties of the Milk Industry into 

 self-exploitation. 



Milk Dealers should support the Council most liberally. It 

 can do for them what in an isolated position they cannot do 

 for themselves. And the more substantial each dealer makes 

 his contribution, the more effective is our work the greater and 

 prompter the results. 



