74 



NATIONAL DAIRY COUNCIL CHICAGO 



OFF IN THE FUTURE WE SEE RICHER FARMS 



BETTER BABIES, A LOWER COST OF 



LIVING AND A BETTER LIVING 



ADVERTISING THE COW 



Former Governor Hoard, of Wisconsin, once made the state- 

 ment, which has since become famous, that the inside of a 

 dairy cow is the darkest place in the world. But so far as a 

 knowledge of the dairy industry and of the food value of dairy 

 products is concerned the consumer has been groping in dark- 

 ness just about as dense. To make matters worse, enemies of 

 the dairy industry who have thought to line their own pockets 

 have put stumbling blocks of misinformation in the path of 

 the consumer. 



The consumption of milk, butter and cheese per capita in 

 this country has been so small that the average man would 

 hardly credit the figures if he saw them. Cheese, for example, 

 is a cheap and highly nutritious food, yet the average daily 

 consumption for each person is hardly enough to tempt a 

 hungry mouse. 



It was on account of these conditions — the low consumption 

 and the lack of knowledge of food values — that a campaign 

 was started, fostered by the National Dairy Council, to 

 stimulate the production and consumption of dairy products. 



To advertise efficiently an industry of the magnitude of 

 that based upon the dairy cow is a tremendous undertaking, 

 but it is being done. The plan is to raise $750,000, to be 

 expended in telling the people of this country the truth about 

 milk and the things that are made from it. Several hundred 

 thousand dollars has been raised and some of it put to work. 

 When the campaign is in full swing $20,000 will be spent 

 monthly for thirty-six months. 



There is nothing better than the straight rays of publicity 

 to put this industry where it belongs. The average quality 

 of the products of the dairy will be improved, no doubt, and 

 they will be protected from unfair competition and unjust 

 criticism, for nowadays advertising campaigns are based upon 

 truth. 



Three-quarters of a million dollars Is a lot of money, but 

 the results will come at a low price. Off in the future we see 

 richer farms, better babies, a lower cost of living and a better 

 living. A boost for the dairy cow is a lift for the booster and a 

 help to the whole country. 



— The Country Gentleman. 

 August 5, jpj(5. 



NO ESTIMATE CAN BE PLACED UPON THE 



BENEFIT THAT WILL ACCRUE TO THE 



DAIRY INDUSTRY FROM SUCH 



ADVERTISING 



February 14, 1916. 



In my judgment no estimate can be placed upon the benefit 

 that will accrue to the dairy industry and the animal industry 

 in particular, from such advertising. 



I am clearly convinced that if the public could be advised of 

 the value of the dairy products as food, the consumption would 

 be doubled and it would require a large increase in our produc- 

 tive capacity to meet the demands, and both the consumer and 

 the producer would be benefited. 



The dairy products have not been generally considered food 

 products. Milk has been used as a beverage; butter and cheese 

 as an incident, and never any of them considered as a food 

 product, while in truth and in fact they are the most economi- 

 cal of food products, and as the Government has demonstrated, 

 a five-cent lunch of bread and milk has more food value than 

 the best fifteen-cent meat soup lunch that can be produced 

 under the present prices of meats. 



What Is necessary is that the public should know this. If 

 the mothers of the great cities knew that milk was the most 

 econbmlcal food they could give to the children, they would 

 give them little else, because milk means health and vitality. 

 On the contrary the mother feels that milk is but a beverage, 

 is no value as a food, is too expensive for the children to drink, 

 and double the expense is made in the purchase of less suitable 

 foods for the children. I would the mothers of the country 

 generally knew the value of milk as a food for children. 



Yours very truly, 

 (Signed) D. D. AITKEN, President, 

 Holstein-Friesian Cattle Association. 



THIS ADVERTISING CAMPAIGN WILL WITH- 

 OUT QUESTION INCREASE THE 

 DEMAND FOR DAIRY PRODUCTS 

 ADVERTISING DAIRY PRODUCTS 



The National Dairy Council has begun its advertising cam- 

 paign for educating the city consumer as to the food value 

 of dairy products. The advertisement m the Saturday Even- 

 ing Post, July 29th, sets forth in a striking way not only the 

 delectable qualities of wholesome milk and its products, but 

 argues forcibly the relative food value of dairy products when 

 compared with other foods so commonly used in the household. 

 There could be no better move than to teach the people the 

 nourishing properties of milk, cheese, and butter. 



To those leading sedentary lives dairy products are particu- 

 larly healthful and should be sued liberally by them. Milk is 

 not only adapted for the Infant and the Invalid, but for the 

 strong, vigorous man. Cheese, in many European nations, is 

 one of its chief foods as it furnishes all the food elements for 

 growth and body repairs. It is a concentrated food and is 

 better than meat during hot weather and is a good food for 

 the hard working man at any season of the year. Butterfat 

 not only supplies a large amount of energy, but contains a 

 substance absolutely essential to good health. No vegetable 

 or animal fat can take its place. 



In these advertisements which the Council will run in many 

 dailies and magazines, there will be set forth not only the food 

 value of milk and its products, but their dietetic effect will be 

 emphasized and their cheapness as comparedto other foods 

 will be clearly shown. This advertising campaign will without 

 question increase the demand for dairy products, and that will 

 favorably affect the whole dairy industry. 



While advertising of dairy products will create a desire of 

 the consumer to use more of them, yet we must not lose sight 

 of the fact that the quality of the product will determine to no 

 small degree the amount consumed. It behooves every dairy 

 farmer to do his level best to produce a good quality of milk, 

 for after all is said and done the producer of milk is the biggest 

 factor in the production of good dairy products. Quality and 

 uniformity of dairy products must ultimately determine the 

 amount consumed. — Hoard's Dairyman. 



August II, igi6. 



THERE IS NO LIMIT TO THE IMPORTANCE 



OF A NATIONAL CAMPAIGN SUCH AS 



CONTEMPLATED BY THE NATIONAL 



DAIRY COUNCIL 



February 15, 1916. 

 There Is no limit to the importance of a National campaign 

 such as contemplated by the National Dairy Council and the 

 dairy interests. A forceful, educational propaganda of this 

 character means the awakening of public appreciation to the 

 true hygienic and economic worth of dairy products — hence 

 a largely increased demand for them. 



To the_ Milk Dealer it affords the benefit of intelligent 

 co-operation, which, used in conjunction with strong local 

 publicity, will, if he be modern in equipment and service, 

 bring about the most satisfying results. 



(Signed) JOHN LeFEBER, President. 



Gridley Dairy Company, 



Milwaukee, Wis. 



WE MOST HEARTILY ENDORSE THE EDUCA- 

 TIONAL PUBLICITY WORK THE NATIONAL 

 DAIRY COUNCIL PROPO SES TO DO 



March 1, 1916. 

 Believing that never in the history of the dairy business was 

 the product of that industry so adversely advertised and so 

 hard hit by legislators and City Health Boards in and through 

 the press, we do not hesitate to say that the moment we are 

 able to so put before the consumers of milk and the public at 

 large, the real food value of our product, also the real merits 

 of milk as now adopted and set forth by the guardians of our 

 health, the Doctors and Physicians, through a systematic 

 and complete plan of advertising — that moment we have 

 started something which will make it worth while for farmers 

 to keep at and go Into the dairy business. Therefore we most 

 heartily endorse the educational publicity work the National 

 Dairy Council proposes to do. Respectfully, 



Milk Producers Association, 

 Chicago Dairy District. 



