ILLINOIS STATE DAIRYMEN'S ASSOCIATION. 13; 



and suicidal policy truly, but it yet exists to a wide extent among many 

 people who have not learned that the fundamental principle of trade is 

 to please the customer and get his money, to cater to all his natural 

 appetites and prejudices and to educate him into new ones if possible, in 

 all of which the personal element is to be studied and not ignored. 



In still another particular we have exceeded the wisdom of our 

 grandmothers. We have learned aow to make both Dutter and cheese 

 out of the same milk — a Yankee trick that seems not to have occurred 

 to the silly old dames aforesaid; but thereby hangs a tale. 



The time was when American cheese enjoyed a reputation and a 

 ready sale. Some of you remember that time. Then came the saying 

 that cream that had once risen could never be worked into the curd 

 again and might as well be made into butter as to be run into the whey 

 vat. So the power churn came into the cheese factory, and the cheeses 

 got harder and harder till the days of "white oaks" were fully on. By 

 this time all the cream seemed to have risen and gone, except from the 

 label. The Canadians saw what was going on, made good cheese, and 

 captured the market that we gambled away, and they've got it yet. I 

 was talking with one of them about it the other day. He seemed to 

 understand it fully as well as I did "Oh, yes," he said, "we understand 

 all about how you lost the cheese market, and we got it, but we are not 

 saying anything about it." 



When we saw what we had done we formed a copartnership with 

 Satan. We furnished the milk — after it had been churned. He furnished 

 the cotton seed oil and the full cream label; but it deceived only 

 Americans, and them not very badly, for they have never forgiven us 

 unto this day, and they have paid us for it by pTactically stopping the 

 consumption of cheese. Time was when every well-regulated family put 

 in its stock of cheese for the winter, or at least bought it in quantities 

 and ate of it freely; now we buy it in thin slices of about a pound each, 

 likely cracked upon one side, serve it in little cubes with pie as desert, 

 in this way disposing of about half of it, using the last of it for baiting 

 rat traps. That is the way the bulk of the cheese business goes today, 



