58 ILLINOIS STATE DAIRYMEN'S ASSOCIATION 



his secretary called his attention to the fact that lots of letters 

 asking for the catalogue were children's letters, and told him he 

 thought it would hardly pay to send them to children. But Mr. 

 Dunham said ''Oh, yes, send them right out." But the secre- 

 tary told him some of the letters were from children only eight 

 years old. Mr. Dunham said, "I don't care if they are only 

 six months old, if he wants to see these pictures he can have 

 them, and when he grows up he will buy a horse of me." And 

 that was so for Mr. Dunham told me that nearly all his custo- 

 mers have been men who said they saw those pictures when 

 little boys, and they bought a horse. We must look a long ways 

 ahead, and we must work along certain lines that will develop 

 a business later on. We want a more far-seeing policy than the 

 dairy has yet developed, for developing trade in Illinois, and 

 capturing certain lines of trade to support our business. I be- 

 lieve as soon as we apply ourselves to this, we shall have our 

 share of the trade of the middle west if we go after it. 



I do want to leave this thought with you. We ought to 

 make plans to develop the dairy business as a whole, independent 

 of any plans we have for ourselves as individuals. Have those 

 lines fixed, those principles picked out, those points of attack 

 planned, which will insure us trade ten years, or fifteen years 

 from now, and, yes, twenty years from now. 



The developing of business is like playing chess. You 

 only pass move by move in certain quarters. The man who 

 begins with a clear campaign in his mind and does not disturb 

 it, stands a fair chance of winning. I think that is the kind of 

 game for the dairy industry of this state. There are some 

 things that must be done for the good of dairying twenty years 

 from now, not resulting in a personal gain for you or me, and 

 yet it ought to be done. It will come back to us in good time. 

 We have got to do some things now that will produce results 

 five or ten years from now, and if we don't, we will always have 

 to deal with pressing questions. We can increase and double 

 the consumption of dairy products in this state, if w^e set about 

 it. There is not enough milk, butter or cheese used, not half 



