To Philanthropists 



THE work of The National Dairy 

 Council commends itself to the 

 consideration of all who 

 delight in giving of their time and 

 money to advance the public good. 



No movement of modem times is of 

 greater importance, deeper significance 

 nor as far-reaching in its direct benefits 

 to the nation and every American — 

 rich or poor, old or young, well or ill. 



True — our campaign to increase the 

 consumption of Milk and Milk Products 

 is founded on motives of business. 



It is supported principally by men who 

 expect an improvement in their busi- 

 ness and a betterment of their profits. 

 That gives it vitality and insures its 

 success. 



It is "good business" but business of a 

 sort which is founded on morality and 

 has in its wake every good for which the 

 world and its philanthropists have 

 fought for centuries. 



Twentieth Century philanthropy is not 

 content merely to alleviate social ills 

 but concerns itself chiefly with their 

 prevention. 



It builds hospitals but concentrates its 

 force upon public and private sanita- 

 tion to lessen the need for hospitals. 



It furnishes food, clothing and shelter 

 to the poor but investigates and seeks 

 to remove the causes of poverty. 



It supports shelters and reformatories 

 for the vicious and the fallen but stud- 

 ies the causes of vice and crime with a 

 view to prevention. 



In this fight for the betterment of social 



conditions the problem of food takes 

 first rank. 



Sickness, poverty and crime are largely 

 the result of insufficient nourishment, 

 improper feeding, unbalanced rations, 

 over eating. 



Man is what he eats, says the ancient 

 philosopher. What we eat today 

 becomes the thought and the action of 

 tomorrow. 



Hence a national campaign educating 

 the people as to food values and food 

 economy has in its wake improved 

 health, better living, longer life, greater 

 efficiency, higher earning power, 

 increased thrift and stronger character 

 built on self-control and moderation — 

 the very good which Twentieth Century 

 philanthropy strives to establish. 



Millions of people will accept our mes- 

 sage, heed our call to the simple life 

 and build a better, stronger, happier 

 and wealthier race. 



In the congested cities, infant mortal- 

 ity is fought and checked, thousands 

 of children are wrested annually from 

 the jaws of death through milk-bene- 

 factions alone. These benefactions deal 

 only with the poor and great are their 

 blessings. 



A hundred-fold good must spring from 

 our education of mothers and house- 

 wives whose families now are stunted 

 in growth, deficient in mind, handi- 

 capped in bodily vigor and efficiency 

 and squandering millions through 

 ignorance of food and food values. 



Teaching these 20 million American 

 homes the true value and the lesser 



