Make More Good Cheese 

 We'll Help You Sell it 



THE American people are not 

 as great cheese eaters as are 

 many European nations, 

 because — 



1. They have not been educated to 

 the value of Cheese as a main food. 



2. They use Cheese primarily as an 

 appetizer — a. "chaser for pie." 



3. They are seriously misinformed as 

 to the digestibility of Cheese and its 

 action upon the digestive organs. 



The upbuilding of the Cheese Industry 

 depends entirely upon strong persistent 

 educational advertising. 



Through advertising, and advertising 

 alone can we correct the strange and 

 widespread belief that "cheese binds." 



In his excellent book — "Food Products," 

 Dr. Henry C. Sherman, Professor of 

 Food Chemistry, Columbia University, 

 states: 



"Generally speaking, Cheese sells at 

 no higher price per pound than the 

 ordinary cuts of meat, while it is con- 

 siderably richer in both proteins and 

 f^j * * * « « * it is a fair 

 general estimate that a given amount 

 of money spent for American Cheese 

 at ordinary prices will buy about twice 

 as much food value as it would if spent 

 for meat." 



"The discomfort which sometimes fol- 

 lows the eating of Cheese * * * is 

 doubtless very largely attributable to 

 the unsuitable way in which Cheese is 

 often eaten — as at hours other than 



meal times or at the end of a meal 

 already sufficient. When given a 

 rational place in the meal, and thor- 

 oughly chewed, Cheese is usually well 

 digested. 



In a large number of digestion experi- 

 ments carried out by the U. S. Depart- 

 ment of Agriculture, it was established 

 that Cheese, even when fed in relatively 

 large quantities, did not, in these 

 experiments, cause constipation "or 

 other physiological disturbances." 



These are facts which establish the food 

 value, the economy and the digestibil- 

 ity of Cheese. Other authorities are 

 equally positive in their endorsements 

 of Cheese as a main food. 



Our millions of consumers do not know 

 the truths about Cheese. Advertising, 

 and advertising alone will carry them 

 into every home, and with the informa- 

 tion disseminated nation-wide in 

 "printers' ink," the consumption of 

 Cheese is bound to reach record-break- 

 ing proportions. 



We are now advertising Cheese as it has 

 never before been advertised. We are 

 inducing the American people to 

 increase their rations of this valuable 

 and delectable food. 



What Cheese men have told other 

 Cheese men in their conventions about 

 the goodness of Cheese, WE are telling 

 in powerful newspaper advertisements 

 to millions of families who eat or should 

 eat Cheese and make it a substantial 

 part of their daily meals. 



