NATIONAL DAIRY COUNCIL CHICAGO 



75 



A MOVEMENT THAT SHOULD HAVE THE 



HEARTIEST SUPPORT OF EVERY MAN IN 



ANY WAY INTERESTED IN THE 



MANUFACTURE OR PRODUCTION 



OF DAIRY PRODUCTS 



ADVERTISING THE FOOD VALUE OF MILK 



Everyone knows that milk is a perfect food for the young. 

 It is nature's food, and that in itself is a sufficient guarantee 

 of its being the best obtainable for the young of all species of 

 animals. In speaking of milk as a source of human food, we 

 are concerned principally with cow's milk, the average composi- 

 tion of which is about as follows: Water, 86.5 per cent; fat, 

 4 per cent; casein, 3.3 per cent; milk sugar, 5.5 per cent; ash, 

 7 per cent. This means that 13.5 per cent of milk is solid 

 matter and this solid matter is very digestible, so that there 

 is comparatively little waste. 



In spite of the fact that the public recognizes milk as a 

 perfect food for the young, it is not generally looked upon as 

 an economical food for adults, but rather as a beverage. In 

 fact, the majority of housekeepers, especially those in the 

 cities, consider milk as a luxury, while meat is considered a 

 necessity; yet one can buy nutriments cheaper in the form of 

 milk than in the form of sirloin steak, for example. 



The National Dairy Council of Chicago, an organization 

 established for the advancement of dairying in America, is 

 starting a national campaign for advertising the food value of 

 milk, and other dairy products — a movement that should have 

 the heartiest support of every man in any way interested in 

 the manufacture or production of dairy products. Wisely 

 conducted, there is no doubt that a vigorous campaign of 

 advertising will greatly increase the consumption of milk, 

 butter, cheese, buttermilk, and other dairy products through- 

 out the United States. 



Even at the high price of 10 cents a quart, milk is not an 

 expensive food. One pound of round steak, costing 28 cents, 

 contains no more protein than 27 cents' worth of milk at 10 

 cents a quart. A pound of sirloin steak, at 35 cents, contains 

 the same amount of protein as 24 cents' worth of milk at 10 

 cents a quart; a pound of smoked ham, at 30 cents a pound, 

 the same amount of protein as 20 cents' worth of milk at 10 

 cents a quart; and a pound of chiken, at 35 cents, the same 

 amount of protein as 22 cents' worth of milk at 10 cents a 

 quart. Even a pound of bread, which in Kansas City costs 

 16 cents, contains no more protein than 14 cents' worth of 

 milk at 10 cents a quart, and bread is generally looked upon as 

 one of our cheap food products. 



It is not contended that milk should take the place of meat, 

 but the above figures show that milk is no more expensive, 

 so far as food value is concerned, than the cheaper cuts of beef 

 and pork, and it is less costly than the more expensive cuts. 

 In most cities milk can be bought for 8 cents instead of 10 

 cents a quart, which makes it that much more economical as a 

 food product. Even skim milk has a very high food value. 

 In fact, it contains a little more protein than whole milk, and 

 can usually be obtained at half the price of whole milk. If 

 the laboring classes in the cities could be made to realize that a 

 quart of skim milk, at 5 cents, will give them twice as much 

 protein as the same amount of money invested in round steak, 

 a demand would surely be created for it. It isn't necessary 

 to drink the milk raw in order to get the food value out of it; 

 it may be used for cooking. Rice cooked in skim milk, for 

 example, becomes a much more nourishing food than when 

 cooked in water. There is no reason why skim milk should 

 not be used for cooking on a large scale in the big cities. 



These and other reasons why milk should enter into our 

 daily diet to a much larger extent than is now the case are what 

 the National Dairy Council expects to bring before the public 

 in a huge advertising campaign in national magazines and 

 metropolitan newspapers during the next three years. The 

 present plans provide for spending $750,000, or about $20,000 

 a month for thirty-six months. The per capita consumption 

 of milk as such, in this country is exceedingly small, and we 

 believe that the advertising campaign planned will easily 

 double if not treble it. Should this be even approximately 

 realized, it would give dairying a boost such as it has never 

 before experienced. —The Farmer & Stockman. 



July 20, igi6. 



"RIGHT ABOUT, FACE; FORWARD, MARCH" 



The big educational-advertising campaign of the National 

 Dairy Council is about to open. Backed by a nucleus fund 

 of $50,000, subscribed by men prominent in the dairy industry, 

 the project will be started in a way that will leave no doubt 

 in the public mind of the importance of the dairy industry. 

 Advertisements are in preparation and will shortly appear in 

 the leading national magazines and prominent newspapers. 

 This will be but the beginning of a three-year campaign for 

 which it is proposed to raise a total fund of at least $750,000 

 to expend in advertising, general publicity and organization 

 work, approximating a monthly expenditure of $20,000. 



This plan is no dream, though it may have considerable of 

 that aspect; but the fact that the dairy interests have never 

 worked in banded form heretofore is no reason that they 

 should not do so in the future. The National Dairy Council 

 has proven itself a much needed institution, and as time goes 

 on it will demonstrate its real worth to the great industry it 

 represents in no uncertain manner. The country is awakening 

 to its needs. The dairy cow and all that she represents stand 

 for an industry that must be given greater recognition from 

 now on. Dairy products have generally been considered too 

 common articles of food to have any consideration at all 

 excepting when some danger from them, more or less imagined, 

 was discovered by interests finding it easier to criticise in this 

 direction than any other. 



The industry has had enough of knocking — has stood it 

 patiently for years. Now an awakening has come. The 

 slogan is "Right about, face; forward, march!" and every 

 man, from the humblest milker to the most prominent leader 

 in the industry will feel advantageously the effects of the new 

 propaganda. 



The writer recently had the pleasure of viewing several of 

 the advertisements which have been prepared for this work. 

 They are eye-compelling and so convincing, that when he 

 went to lunch later with four other men who had also been 

 present, it was worthy of note that five bowls of milk were 

 ordered. The copy is being prepared by an advertising 

 agency in Chicago with the assistance of Manager W. E. 

 Skinner and Mr. Julius Kahn, publicity manager of the 

 National Dairy Council. Mr. Skinner has "fought the good 

 fight" for the dairyman ever since he assumed the manage- 

 ment of the National Dairy Show, but his versatility has 

 never been displayed to better advantage than in the prepara- 

 tion of this argument for the use of dairy products. 



The results of these arguments should convince even the 

 most skeptical of the crying need of this campaign. But it 

 takes money to do this — and money is the only thing lacking 

 to carry the plan through to a successful termination. The 

 effects will be noticeable to every dairy farmer throughout 

 the land, and each should bear his share of the expense. 



— Jersey Bulletin. 

 July ig, igi6. 



ICE CREAM INTERESTS HAVE EVERY 



REASON TO GET BEHIND YOUR CAMPAIGN 



WITH SUBSTANTIAL SUPPORT 



August 29, 1916. 



It gives me pleasure to add my hearty endorsement 

 to your proposed campaign for increasing the consumption 

 of Milk and Milk Products. 



Having been in the Ice Cream business for a period of 28 

 years and lately participant in a local Ice Cream Advertising 

 Campaign, I can from my own experience say that advertising 

 Ice Cream is successful and effective in increasing the demand. 

 Moreover, the effect is cumulative and families once educated 

 through advertising to a more regular and larger consumption 

 of Ice Cream seem to remain permanent users of the goods. 

 That has been our experience in a very limited single campaign 

 of advertising Ice Cream right here in Chicago. 



So I have no doubt that a National Campaign of education 

 consistently and persistently carried out will be productive 

 of even greater and more permanent good. 



Ice Cream interests have every reason to get behind your 

 campaign with substantial support and I shall be glad to do 

 anything within my power in interesting our people in this 

 sound plan of promoting our business. 



Sincerely yours, 



JOHN T. CUNNINGHAM. 



