76 



NATIONAL DAIRY COUNCIL CHICAGO 



THE WAR CHEST OF THE NATIONAL DAIRY 



COUNCIL SHOULD BE FILLED TO ITS BRIM. 



CONTRIBUTION TO IT IS A DUTY AND 



SHOULD BE A PLEASURE 



A CALL TO ARMS 



The National Dairy Council has sounded a call to arms- 

 The coming of this champion of the wholesomeness and cleanli- 

 ness of milk and its products is none too soon. We have wit- 

 nessed the publication by the Department of Agriculture of 

 an indictment of the creamery industry, which was denounced 

 by the national conference of dairy interests at Washington 

 as ''woefully incomplete in its survey and wholly false in its 

 conclusions," and more recently another department of the 

 Federal Government, the Public Health Service, without 

 consultation with the Department of Agriculture, launched 

 another attack, declaring that "milk as ordinarily marketed 

 is unfit for human food." 



Our news columns briefly outline the campaign of defense 

 which the National Dairy Council has planned. A large sum 

 has already been raised for this essential work, and more funds 

 must be forthcoming if the end is reached which is compre- 

 hended by the carefully worked-out campaign. This is the 

 task of all the members of this great council of dairy forces 

 for defense and the spread of the gospel of milk consumption. 

 The line of effort has been accredited by time and trial. It 

 is proposed to resort to printers' ink, that most convincing 

 and compelling fluid, to free the minds of the misled public 

 as to the wholesomeness of milk and its products, and to clear 

 the manufacturing industry of the unwarranted aspersions 

 which have been cast on it by these two public documents 

 of Government issue. It is a sane and sound plan, of proved 

 efficiency, and nas met with hearty approbation on the part 

 of the organized interests represented. 



The dairy forces have never before been joined under such 

 aggressive leadership, with so profound and comprehensive 

 a plan of action. It is believed that the results of the opening 

 of the engagement will prove to all interested the success of 

 the effort, and will bring all dairymen, organized and indi- 

 vidual, to the financial support of the campaign. It is time to 

 fight back. The industry which will supinely accept the blows 

 recently dealt dairymen from official sources deserves to suffer 

 all the incalculable damage which follows such attacks. The 

 war chest of the National Dairy Council should be filled to 

 its brim. Contribution to it is a duty and should be a pleasure. 



— The Breeders' Gazette. 

 July 13, igi6. 



THE NATIONAL DAIRY COUNCIL'S EDUCA- 

 TIONAL CAMPAIGN DESERVES SUPPORT 



February 15, 1916. 

 The National Dairy Council's Educational Campaign 

 deserves support with funds necessary to put it on successfully, 

 because first, the value of dairy products as economical and 

 healthful foods has not been fully appreciated by the consum- 

 ing public; second, beacuse the manufacturers of substitutes 

 for dairy products have for years been spending annually large 

 sums in exploiting these and have induced many families to 

 use substitutes to the detriment of health; and third, because 

 the production of milk and cream on the dairy farms of this 

 country makes necessary a larger consumptive demand, if the 

 dairy is to be maintained as the foundation of agricultural 

 prosperity; and lastly, because every industry allied to dairy- 

 ing will be benefited through a larger use of dairy products and 

 through such use the maintenance and development of an 

 agriculture largely founded upon the economy and profitable- 

 ness of the dairy cow. GEO. E. HASKELL, President, 



Beatrice Creamery Co. 



STOP, LOOK AND LISTEN 

 READ, THINK AND ACT 



DAIRY INTERESTS START SOMETHING 



There is something going on in the dairy world that should 

 make every cow owner in the United States stop, look and 

 listen. And then he should read, think and act. 



It is conceded that agriculture is the biggest industry in the 

 world. There are some who contend that the milk cow is the 

 most important animal on the farm. _ Of all the forces of 

 modern business, certainly advertising is the most potent. 



We have stated frequently in these columns that dairy 

 products are not high priced compared with other foods on a 

 basis of nutritive value. The limited consumption is largely due 

 to ignorance of the food value of milk and other cow products. 



To advertise dairy products on a nation-wide scale is the 

 most significant thing that ever happened in the annals of 

 rural organization. And that is what is planned by the 

 National Dairy Council — an organization formed to unite 

 all factions and interests. 



The National Dairy Council is a clearing house for every- 

 thing that concerns American dairying. It object is to 

 advance the cause of dairying in America by promoting the 

 dairy cow and all interests dependent upon her through 

 co-operative and united effort. _ . 



To accomplish this aim by mcreasmg the production and 

 consumption of milk, cream, butter, buttermilk, cheese and 

 ice cream, a fund of $50,000 has been subscribed /or the pre- 

 liminary work of the big campaign by men prominent m the 

 dairy industry. Advertisements will shortly app^r in prom- 

 inent magazines and newspapers. It is proposed to raise a 

 fund of 1760,000 to cover a three-year campaign of adver- 

 tising, publicity and organization. •„„i„j„„ , 



If all the dairy interests will unite— and this includes a 

 strong representation and liberal contributions from milk 

 producers— the movement will score a tremendous success. 

 Not only will it benefit the farmer by increasing demand, 

 stiffening prices and combating misrepresentation and other 

 unfavorable influences, but the consuming public will be 

 benefited in health and purse. — Farmer and Breeder. 



July 2Q, igi6. 



EVERY DAIRYMAN SHOULD ENLIST UNDER 

 THE BANNER OF THE COUNCIL 



March 1, 1916. 

 There cannot be any question in this day and age, in the 

 mind of any business man, concerning the possibilities to be 

 obtained from advertising. The only consideration the sub- 

 ject of advertising requires is to select the proper sfjeciahst to 

 prescribe for your particular case. National advertising having 

 become a highly specialized art, your specialist will diagnose 

 your needs and select the media to obtain results. Products of 

 the Dairy understood as to their food value and honestly pre- 

 sented as to the real sanitary measures in use for their care 

 and treatment must overcome thoughtless and malicious 

 attacks upon them and increase their use. Co-operative adver- 

 tising of all Dairy Products reduces the cost to the individual 

 and demands greater attention from the consumer; coupled 

 with the underlying patriotic aim to increase the number of 

 improved cows upon the American farms, insuring fertility 

 of the soil, consequently increased agriculture should cause 

 every Dairyman to enlist under the banner of the Council 

 for a forward movement for Dairying. 



M. D. MUNN, President, 

 American Jersey Cattle Club. 



FROM A CANADIAN PAPER 

 ADVERTISING DAIRY PRODUCTS 



The dairymen of the United States are going to find out 

 what can be done to improve their business by extensive 

 advertising. They have seen what the double page spread 

 has done for the automobile and for chewing gum, and they 

 see no reason why it should not do as much for the dairy cow. 

 Under the direction of the National Dairy Council, which has 

 a membership of 280,000, they have launched an advertising 

 campaign with the object of stimulating the consumption of 

 milk and its products. By the time it has been completed it is 

 hoped that this will more nearly approach the amount that 

 their food value warrants than it does at present. 



There is nothing half-hearted about the manner in which 

 the campaign is being undertaken. About S50,000 has been 

 subscribed to meet the expenses of the preliminary work. It 

 is proposed to spend approximately $20,000 a month for the 

 next three years, and it is estimated that the complete cam- 

 paign will cost at least $760,000. Advertisements are appear- 

 ing in the national magazines and in many of the large city 

 dailies. The dairy papers are advising dairymen that it is 

 their duty to back up the campaign by producing only piod- 

 ucts of high quality. Everyone connected with the industry, 

 from the farmer to the ice cream vendor, is being called upon 

 to contribute to the war chest. Enthusiasm and optimism 

 have characterized the opening of the camapign and there 

 appears to be no reason why it should not be carried to a 

 successful conclusion. 



Canadian dairymen will watch with interest the progress of 

 this campaign. If the results justify the hopes of the pro- 

 moters, it will point to the desirability of conducting one of a 

 similar nature on this side of the boundary line. The con- 

 sumption of dairy products in Canada might be stimulated 

 with advantage to all concerned. We, no less than our 

 cousins of the United States, have failed to realize fully their 

 food value. Should American dairymen succeed in educating 

 the people to increase their consumption of dairy products 

 to such a degree that the expenditures in connection with their 

 advertising scheme will be justified the possibility of conduct- 

 ing a similar campaign to a successful issue in Canada will be 

 strongly indicated. _p^^^ ^^ p^ -^^^ 



