What We Do for the Butter Man 



YOU remember the days of not 

 so long ago when substitutes 

 for butter were blandly sold as 

 butter. The price was attractive to the 

 consumer. Few could tell the differ- 

 ence or knew whether they were eating 

 butter or a substitute. The business 

 flourished. There was no one to stop it 

 from flourishing. The butter makers, 

 of course, talked it over amongst them- 

 selves, and all agreed that "Something 

 should be done." Only when the 

 growth of the substitute game became 

 embarrassing and threatened the exist- 

 ence of the butter business did these 

 protests crystalize into action. 



A leader arose. He organized the butter 

 makers. He showed them that 



A War Cry Without 

 a War Chest 



was futile. They financed a campaign 

 and placed upon the statute books the 

 law which saved the butter industry. 

 Oleomargarine was no longer sold as 

 butter except with uncomfortable con- 

 sequences in the Federal Courts. 



But this did not, nor could it, wipe out 

 the oleomargarine industry. It has 

 grown steadily. 



Look at the opposite page. 



The sales of oleomargarine dropped to 

 less than half when the law went into 

 effect. Note also how the business has 

 recovered and grown year after year 

 until now it shows the largest volume 

 in its history. 



Cut down more than half, eleven years 

 ago, closely watched and handicapped 

 by the most serious restrictions, the 



business has not only fully recovered 

 but established new high records. 



Advertising has done that. Advertising 

 maintains it. Magazines, newspapers, 

 bill-boards, moving pictures, all over 

 the country are used to promote the 

 sale of the product designed to displace 

 butter. 



The market is flooded with substitutes 

 for butter. The housewife who formerly 

 used cooking butter exclusively is now 

 using substitutes brought to her atten- 

 tion through powerful national adver- 

 tising. 



With the exception of a few concerns 

 who believe in publicity and know how 

 to advertise, the butter industry stands 

 idly by and allows its market to be 

 invaded, its superior product to be dis- 

 placed. 



This strikes at the very foundation of 

 the Dairy Industry. Every household 

 converted to the use of a substitute 

 means a customer lost for the butter 

 industry, less demand and a lower 

 price for cream, less production of 

 cream, less milk, fewer cows, poorer 

 cows, a blow at Dairying. 



To strengthen and build up our indus- 

 try we must increase the demand for 

 each product of the dairy or the dairy 

 farm. That requires advertising, intelli- 

 gent, powerful, persistent, nation- 

 wide and everlasting. 



Elsewhere in this book you will find just 

 a few sample advertisements showing 

 you how we are telling the consumer 

 what butter really is — ^its food value, 

 both on the table and in the kitchen, 

 and its low cost. Picture to yourself a 



