NATIONAL DAIRY COUNCIL CHICAGO 



53 



work of thousands of men, firms and 

 associations working together in 

 enthusiastic co-operation for the com- 

 mon good with the certain belief that 

 each will profit individually in turn. 



Never before in the industrial history 

 of the country has a plan been devised 

 so comprehensive, so practical, so bene- 

 ficial to all the people both within the 

 industry and without. 



While primarily it is a business proposi- 

 tion in which each participant can 

 clearly see his own profit it is at the 

 same time a great, big, national, 

 patriotic and altruistic movement 

 which has nothing but good in its wake 

 for all the people and should be liberally 

 supported aside from the motive of 

 profit. 



The consumer — he who is King — is 

 bound to benefit in person and in 



pocket from a better understanding, a 

 deeper appreciation, and a larger and 

 more frequent consumption of our 

 products. 



His increased consumption means 

 improved dairying, better methods, 

 better and still finer products all down 

 the line. 



Every producer will feel justified in 

 increasing his stock and improving his 

 herd. We'll begin to get rid of the 

 scrub cow, the old scrub equipment, 

 and realize the dream of a century. 



The enlargement of the dairy and 

 intensified dairying must give us 

 renewed hope and faith in giving back 

 to the soil our overdraft upon its riches, 

 the abandoned farms of New England 

 will again smile with rich harvests and 

 every acre in the land will be worth 

 more and yield more to its owner. 



Prosperity and Soil Fertility: 



Prosperity for the land and each of its 

 six million farmers! Soil fertility 

 reassured, and with it the reaffirma- 

 tion and invulnerability of our suprem- 

 acy, among all the nations of the world, 

 in agriculture. 



You gentlemen of the Machinery and 

 Supplies Branch of our business, should 

 head the roll of honor, which the 

 National Dairy Council wishes to sub- 

 mit to its 280,000 associated members. 

 Subscribe liberally and charge it to 

 advertising. It's the best and most 

 profitable advertising you can do. 



And help us spread the gospel of better 

 dairying — more cows and better cows. 



Your customers, your agents, your 

 field men— each should be a missionary 



in this great work and carry the message 

 to every farm in the land. 



Open your House Organs to editorial 

 discussion of this great project. Stuff 

 your mail with leaflets bearing the 

 device: 



Drink more Milk 



Use more Butter 



Eat more Cheese 

 Serve more Ice Cream 

 and disseminate far and wide the truth 

 about the value of our products. 



For years you have advocated better 

 and more cows upon the dairy farm. 

 Your best and most progressive con- 

 cerns spend vast sums to educate and 

 induce farmers to improve and expand 

 so they may become better customers. 



