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Library Cornell University Library SF 221.N27N National Dairy Council, an organization— 3 1924 002 926 131 nam National Dairy Council An Oréganization—not for profit—to advance Dairying, Agriculture and Soil Fertility Office of the Council Suite 405 Peoples Life Building, 130 North Fifth Avenue Chicago, Illinois Copyright 1916 National Dairy Council Chicago Table of Contents The Object of the Council National Dairy Council Organization :— Board of Directors—Executive Committee—Officers—Commniittee of Ten . Foreword :— We are Proud of Our Business Our Proposal to Raise $750.000 Why the National Dairy Council was Romaed Dairying and Machine Politics The Bureau of Laws and Regulations Every Knock is a Knock The Intelligence Bureau The Industrial Department In Memory of Dr. Henry Baird Favill ‘ Why the Council Decided to Undertake an Adyestigine Casa What Our Advertising will Teach Twenty Million American Families How We Expect to Reach One Hundred Million Consumers Why Our Advertising is More Effective than Any Other What the Effect of Our Advertising Campaign Should Be A Greater Market for Pure Bred Dairy Cattle To the Milk Producer:— Produce More Milk—We’ll Help You Sell It To the Milk Dealer ‘ Output of Oleomargarine in the United States What We Do for the Butter Man To the Cheese Manufacturer:— Make More Good Cheese—We’ll Help You Sell It To the Ice Cream Manufacturer :— How We Help to Improve and Increase the Ice Cream Business To the Building, Machinery and Supply Trade To Philanthropists : How Your Money will be Pepended and. hein for The Time to Act is—Now Subscription Blank Value of Organization ; ‘ Z : Advertisement A. Combination ‘full page: The Saturday Evening Post Advertisement B. Combination full page. The Saturday Evening Post Advertisement D. Combination half page. Metropolitan Newspapers Advertisement C. Milk and Combination. Full page. Metropolitan Newesaers Advertisement H. Milk. Quarter page. Metropolitan Newspapers Advertisement E. Butter. Half page. Metropolitan Newspapers Advertisement I. Butter. Quarter page. Metropolitan Newspapers Advertisement F. Cheese. Half page. Metropolitan Newspapers Advertisement J. Cheese. Quarter page. Metropolitan Newspapers Advertisement G. Ice Cream. Half page. Metropolitan Newspapers Advertisement K. Ice Cream. Quarter page. Metropolitan Newspapers Editorials from the Trade-Press—Letters from the Industry and Consumers 8, 9, 10 11 12 13 17 18 19 20 22 23 24 26 27 30 31 33 35 41 44 45 48 50 52 55 57 58 59 60 62 63 64 65 66 67 68 69 70 71 72 73 The Object of the Council The object of the Council 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. THE NATIONAL DAIRY COUNCIL is composed, at the date of this issue, of 280,000 dairymen, dairy cattle breeders and representatives of all allied dairy interests. Its purposes are to build a greater and better American Dairy Agriculture—resulting in improved soil fertility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value of dairy products. The Council believes its mission is patriotic. A wider use of dairy products on the tables and in the kitchens of our American homes will mean a healthier and cheaper fed nation. OUR SLOGANS ARE: “Drink and use more milk.” “Kat and cook with more butter.” ‘““Cheese is the staff of life of many nations; why not in U. S. A.?” “Ice cream is not alone an excellent dessert, but a real food.” DAIRY PRODUCTS Nourishing, palatable, economical— are NATURE’S BEST FOODS National Dairy Council Organization Board of Directors Cattle Interests D. D. AITKEN, Esq., Flint, Mich. President Holstein-Friesian Association of America WILBUR W. MARSH, 208 South St., Waterloo, Iowa Director American Guernsey Cattle Club. MARCUS D. MUNN, Esg,., Pioneer Press Bldg., St. Paul, Minn. President American Jersey Cattle Club. Milk Producers FRANK T. HOLT, Pleasent Prairie, Wis. W. J. KITTLE, 29 S. LaSalle St., Chicago, Il. Secretary Northern Illinois Milk Producers’ Association of Illinois Milk Dealers LOTON HORTON, 524 W. 57th St., New York, N. Y. JOHN LEFEBER, 138-40 Eighth St. Milwaukee, Wis. Vice-President International Milk Dealers’ Ass'n. Butter Interests GEORGE E. HASKELL, 2027 Peoples Gas Bldg., Chicago, Ill. JOHN J. FARRELL, 36 S. Prior St., St. Paul, Minn. President National Creamery Butter Makers' Ass'n. Dairy and Food Commissioner of the State of Minnesota Cheese Interests S. BROWN RICHARDSON, Lowville, N. Y. WALTER A. WEST, Elkhorn, Wis. Ice Cream Interests WM. F. LUICK, Milwaukee, Wis. President National Association of Ice Cream Manufacturers JOHN W. KNOBBE, 721 S. Clinton St., Chicago, III. Dairy and Creamery Machinery EDWARD W. BEACH, 29 E. Madison St., Chicago, Til. E. W. CHANDLER, 61 W. Kinzie St., Chicago, III. Educational Department DR. H. A. HARDING, Urbana, III. Head of the Dairy Department, University of Illinois PROF. OTTO FRED HUNZIKER, LaFayette, Ind. Chief Dairy Department, Purdue University. National Dairy Council Organization Executive Committee Cattle Interests Butter Interests MARCUS D. MUNN, Eszq,, St. Paul, Minn. GEORGE E. HASKELL, Chicago, III. Milk Producers Cheese Interests W. J. KITTLE, Chicago, IIl. WALTER A. WEST, Elkhorn, Wis. Milk Dealers Ice Cream Interests JOHN LEFEBER, Milwaukee, Wis. JOHN W. KNOBBE, Chicago, III. Dairy and Creamery Machinery EDWARD W. BEACH, Chicago, III. Officers President « »« « « « « » » M.D, MUNN Vice-President .. . . . . E.W.CHANDLER Treasurer . ... . . .. . GEORGE E. HASKELL Secretary .... .. . . W.E.SKINNER Attorneys, ILES, O'; CONNOR, EBERHARDT & KESLER, Chicago Depository, PEOPLES TRUST & SAVINGS BANK, Chicago Director of Publicity, JULIUS KAHN National Dairy Council Organization Committee of Ten The National Educational Advertising Campaign is in charge of a select Committe of Ten representing the different ‘interests of industry. Every man on the Committee is a man of high stand- ing, representative of his own particular branch of the industry. To insure a quorum at every meeting, even when called on short notice if necessary, and to expedite the work, the selection of the Committee was confined to men within easy reach of the headquarters of the Council at Chicago. Cattle Interests D. D. AITKEN, Flint, Mich. President, Holstein- Friesian Association of America. Milk Producers W. J. KITTLE, 29 S. La Salle St., Chicago, Ill. Secretary, Northern Illinois Milk Producers’ Association. Milk Dealers JOHN LEFEBER, Milwaukee, Wis. Butter Interests GEORGE E. HASKELL, 122 S. Michigan Ave., Chicago, III. Cheese Interests HARMON WHEELER, Plymouth, Wis. Ice Cream Interests JOHN W. KNOBBE, 721 S. Clinton St., Chicago, II. Farm Machinery DR. W. E. TAYLOR, Care of Deere & Company, Moline, II. Dairy and Creamery Machinery G. B. SHARPE, Care of De Laval Separator Company, New York, N. Y. Feed Interests SHERMAN T. EDWARDS, Care of Hales & Edwards 327 S. LaSalle St., Chicago, III. Food Commissioners W. B. BARNEY, Des Moines, Iowa. (Foreword) We are Proud of Our Business BUSINESS is judged wholly by its service to mankind, and by the measure of that service its right to life, liberty, growth and profit may be quickly determined. Thus judged, who are we? What are we? What our service to mankind ? What our reward for that service? Milk, the first requisite of life after birth, makes our calling the oldest and most important on earth. We lack naught in worthy, ancient lineage. We have stood as willing servitors at the cradle of humanity and willing servitors still will find us the judgment day. Throughout the centuries we have in the sweat of our brow performed the service which saves, sustains, and enriches existence. Life grew complex drawing heavily and ever more heavily upon our strength. We kept the pace and responded to every new requirement. Cities called and cried for our product —and cities were supplied. The lives of millions of babies were placed in our keeping—the very exist- ence of the human race, and we rose to the trust imposed. Science discovered how and where we could improve and help, and we spent our lives and fortunes to comply with the newer requirements. We marched a century in the last decade and are marching still. So we stand, heads erect, and proud of our business among men. The world has kept us busy, too busy to stop and take a reckoning as to the reward for our service, and the security and future of our calling. Modern, complex advancement brings into being complex problems. And, in the interest of all, these problems must be solved. Are we producing too much or too little? Does the demand equal our supply? Is there over-production or under- consumption? Have we stimulated the demand of the consumer in keeping with his stimula- tion of over-production? Where and what are our markets? Who and where are our distributors? Who, where and what are our co-related industries? What are our relations to each branch of the industry? Have we, each and all, our proper place, our proper relation and co-ordination, our fair compensation in this great world’s work? What of the future? To study these questions, to solve and answer them we formed the National Dairy Council. And its answer is this: TO INSURE ITS EXISTENCE AND PROGRESS, THE FIRST AND MOST IMPORTANT DUTY OF THE DAIRY INDUSTRY IS TO STABILIZE AND INCREASE THE CONSUMPTION OF DAIRY PRODUCTS. The reasons for this conclusion, and the plan for accom- plishing the results so imperatively demanded, are clearly and fully set forth in the following pages. Our Proposal It is proposed to raise a total fund of at least $750,000 and to expend practically $20,000 a month, for thirty-six months, in advertising, general publicity and organization work. The godfathers of this extensive, powerful and beneficial project—men prominent in the Dairy Industry—have subscribed a special fund of $50,000 for a preliminary advertising campaign which demonstrates the general plan and methods to be employed in such a campaign. They are enthusiastic in their belief that this step means the full realization of the object of the National Dairy Council, now counting 280,000 members, to advance the cause of Dairying in America. You are Invited to join in this movement. You are vitally interested in this plan and its successful execution. It means Safety FIRST, and a better profit NEXT, for every man engaged in the Dairy Industry. Why the National Dairy Council was Formed OR YEARS the Dairy Industry has suffered from lack of cohe- sion and co-operation between its related branches. True, we have had an organized life representing each branch of the industry. The Breeders have had their associations, and each breed has been separately represented. The Milk Producers, the Creamery, Butter and Cheese Manufacturers, the Milk Dealers, the Ice Cream Manu- facturers, and the Dairy Machinery Equipment and Supply interests—each have had their separate organizations to jealously guard their interests as such. These separate associations, each deal- ing with but one aspect of our great Billion Dollar Industry, naturally are keen in their rivalry, and frequently bitter contentions have been fought out with varying success. The country grew by leaps and bounds. The industry kept step with that srowth, but the larger and richer it grew, the larger and more serious also srew the deep problems affecting the industry as a whole. Even when large interests not altogether friendly to our business combined in powerful organizations, our industry stood defenseless, because unorganized, against attacks which could not fail in their pernicious effect. Dairying, the second largest industry of the country, should be better pre- pared to safeguard its enormous inter- ests. Its duty to do so is dual—personal and patriotic. Industries grow and prosper only as the men engaged therein find it safe, profitable and convenient to continue in them and expand their business with the growing demands. And Dairying is no exception in requir- ing a strong, industrial organization to protect and advance its welfare. Only with the safeguarding of its own interest and that of every individual engaged in it can Dairying prosper and perform its greater duty imposed upon it by the Nation, to be the conservator of the fertility of our soil—the very backbone of our national wealth. Injudicious farming, perpetual over- drafts upon the richness of our soil, very little, if any, provision for its reclamation for the future, bode ill to agriculture. The worn out farms of New England and of the South, the fast declining fertility of the great West, the highly specialized agriculture of the fruit countries, and even the wonderfully fertile farms of the Mississippi Valley, are crying for cattle. Soil fertility can be conserved and increased only through the agency of animal manure. By this means only can the enormous yield of food material drawn from the earth, but not fit for human food, be 14 NATIONAL DAIRY COUNCIL CHICAGO transformed and redeposited in the land in order to make the land yield more human food. The foundation of national prosperity through its agriculture and our supremacy among the nations of the world in agriculture are based and dependent then upon animal hus- bandry. Agreed upon the proposition that the development of animal husbandry is vital to the maintenance of the value of our land, its producing power, and its continued profit to the producer, we find that dairy cattle, rather than beef cattle, are essential to our prosper- ity, as experience in any country has amply shown. To establish and accept the principle of increasing our stock of Dairy Cattle was one thing. To solve the practical questions in the wake of such an increase was quite another. The individual farmer would not add to, nor improve his stock unless it paid him to do so. The market for his product was far from firm and profit- able, and the conditions of the industry unstable and unsatisfactory because of the utter lack of organization. MORE CATTLE UPON THE FARMS meant a largely increased production of milk and milk products, and immediately there arose the grave question of finding, under the already aggravated conditions, a market which would absorb so great an increase in milk production. This great national problem has for years agitated the minds of all inter- ested in our national welfare, and particularly those whose lives, fortunes and profits are closely attached to the soil. Standing idly by, the danger to agriculture, to dairying, and to the vast business interests related to, and dependent upon the Dairy Industry, grew. Progressive men called a ‘‘Round Table Conference’’ at the close of the National Dairy Show of 1913, to discuss these important questions. In this confer- ence sat three delegates from thirty industrial and educational associations within the Dairy Industry. A thorough discussion of all problems, national, agricultural and dairy, resulted in the unanimous conviction that the burden of saving the national wealth rested upon the Dairy Industry, and that its own existence and progress hung in the balance of the solution of that problem. Investigations were made. They proved that the American people have no con- ception of the value of milk and milk products as focds, and serious mis- conceptions as to their economy. It became apparent that the country was not being supplied with one-fourth its needs from the standpoint of its physi- cal and financial wealth. THIS SERIOUS UNDER-CONSUMP- TION, largely due to lack of informa- tion, has been aggravated by continu- ous attacks, primarily during the muck- raking era when pseudo-reformers, pseudo-scientists, unscrupulous and vicious writers busied themselves— for power and for pelf—by spreading misrepresentations as to the food value as well as safety in the methods of production, handling and distribution. The public became confused. Its con- fidence was destroyed, and a pall settled over the business. NATIONAL DAIRY COUNCIL CHICAGO 15 This was fertile ground for politicians to exploit, and promptly there appeared a flood of regulatory statutes, often imposing absurd, oppressive and impossible requirements, which made every producer pause and consider the safety of his investment and its income possibilities in the future. Dairying under such circumstances could not progress, and it was futile to venture an appeal to the dairy indus- try to expand its investment and take additional risks. The situation was by no means eased through the internal antagonism between the various branches. Milk producer and milk dealer frequently quarreled, and the quarrels, though settled, left relations strained. No thought had ever been given to the fact that all engaged in the Dairy Industry stood primarily on common ground, and that whatever the rivalry and con- tentions between the various branches, and the still more various factions within each branch, there was a com- mon ground which all must combine to defend—a common ground which forms the very foundation of the exist- ence and the profitable continuance of the industry. To deal with these problems, to restore harmony within the industry, and to make common cause against the funda- mental conditions besetting it, there was formed the ‘‘Council of the Nat- ional Dairy Show,’’ to meet annually with the Show, and devote itself to the gradual solution of this enormous problem. Before another Council could be convened, there broke out the Foot- and-Mouth Disease with its jeopardy to the breeding industry and an enormous loss to the dairymen. The breaking out of the European War and the many disturbing home problems, foreshadow- ing a general demoralization of the market for dairy products, emphasized the abject weakness of this colossal industry, unorganized and defenseless, and aroused the leaders of the Dairy Industry to the necessity of galvanizing the Council into an active, potent force to protect, defend and promote the industry, and to expedite the plan for its re-organization. Sharp adversity became a blessing in disguise. A meeting was called of the organized life associated with dairying. The Council of the National Dairy Show became more than a ‘‘Round Table Conference,’’ and sprang into new life and force as an aggressive, constructive force on behalf of a united industry. On April 24, 1915, it was organized as the National Dairy Council, having for its purpose the unification of the whole industry and the carrying out of the great sound and beneficial plan which is set forth in the following pages. We are agreed that: 1. An increase of our stock of Dairy Cattle is essential to the welfare, not only of the Dairy Industry, but of the Nation itself. 2. This increase can be brought about only through the co-operation of the individual farmer who will make as his own, the slogan: ‘‘More cows, and better cows, upon the American farm.”’ 3. But the farmer cannot, and will not increase his investment nor improve the quality of his stock unless it PAYS him to do so. 16 NATIONAL DAIRY COUNCIL CHICAGO 4. It will pay him to do so only if he is safeguarded in his business, and its extension; if the conditions under which he produces are stable and reasonable; if he may depend upon a market for his present production and the additional production following an increase of his stock. 5. Single-handed, he is unable to cre- ate the additional demand which will justify him to increase his supply. Such an additional market can be created only by increasing the general consumption of Dairy Products. 6. The general consumption of Dairy Products can be increased only through a powerful campaign of education and national advertising which will dis- seminate the widest possible knowledge and a true understanding of the food value and the economy of Dairy Prod- ucts. 7, Such a campaign of education and national advertising requires complete co-operation of all branches of the industry, and every individual member engaged therein. And each will in turn profit substantially from the success of the undertaking. A Sound Plan The plan worked out is sound and practical in all its details. It means the good of each and all. It means a union of the industry, a close relationship, unity of action, rapid progress, substantial improvement. It insures protection of the pres- ent, safeguards the future, and raises our industry to a new plane of dignity and power to which its function, its importance and its earnest membership clearly entitle it. The sponsors and supporters of the plan are confident of its success, and feel free to ask you to support it with your money and with your prestige. Read all the details. And then— Subscribe to the limit of your ability. M. D. MUNN, President E. W. CHANDLER, Vice-President GEORGE E. HASKELL, Treasurer W. E. SKINNER, Secretary and General Manager Dairying and Machine Politics GREAT NATION owes it to its people to protect and promote its health. The most proper function of government is to guard the food supply of its people, to estab- lish standards of product, to insist that sanitary conditions surround the production, handling and distribution of food. The Dairy Industry, itself a sufferer from substitution, placed upon the statute books the laws dealing with oleomargarine. It heartily concurs with National, State and Municipal governments in their efforts to raise the standard, safety and cleanliness of food. The Council stands pledged to support every progressive measure in the inter- est of the public health. It earnestly desires to co-operate with officials every- where in just regulation and progressive improvement of the Dairy Industry. Nothing will more quickly advance prompt and cheerful compliance with laws and ordinances than the belief in their justice, their practicability and their universal application. Therefore, we advocate a single national standard for Dairy Products by which the many different and conflicting laws, rules and regulations under which we are now compelled to operate may be standardized and given universal appli- cation and uniform interpretation. State and Municipal governments change rapidly. Each new State Legis- lature changes existing laws and adds new ones. Each new State Official places a different interpretation on the multiplicity of laws and imposes new requirements and additional unneces- sary hardships. The barn or the milk house which was approved yesterday is condemned tomorrow; the profit of the producer is wiped out; he becomes discouraged and quits dairying as a forlorn hope. Every dairyman thus lost to us means a loss to the industry; a delay in its advancement, a blow to agriculture, to soil fertility, a loss of national wealth and therefore a personal loss to every citizen. The protest of the individual dairyman falls upon deaf ears. The purely local association, or the purely class associa- tion, representing but a small part of our billion dollar industry, does not exert the influence and the power of a highly organized NATIONAL alliance which can enforce respect for its just claims in the very highest places. In his famous book, ‘‘The Milk Ques- tion,’? Professor M. J. Rosenau, of Harvard, says: “The introduction of the milk question into politics is not an unmixed evil. The sanitarian has long fought against the mischievous influence of machine politics in the administration of health matters. Health boards have too long been made the football of politics. Real progress can- not be had until the health office is divorced from the political influences as they exist in many of our cities and states today. We welcome the milk problem in politics— so far as that may be necessary to obtain legislation; but we must insist that the administration of the laws must be strictly non-partisan.” 18 NATIONAL DAIRY COUNCIL CHICAGO To bring about a single, national stand- ard; to protect the Dairy Industry against the mischievous influence of machine politics; to procure a strictly non-partisan administration of the laws affecting our industry it is pro- posed therefore to add to the organiza- tion of the National Dairy Council an efficient bureau in charge of laws and regulations, whose duty it shall be: The Bureau of Laws and Regulations 1. To collect, compile, study, classify all statutes and ordinances, federal, state and municipal; all association rules and regulations and to work out a uniform, practical standard which will protect consumer and industry alike to the end that the Dairy Indus- try, instead of conducting its business under a multiplicity of laws, frequently conflicting in purpose and interpreta- tion, shall have uniform rules and standards by which to be governed. 2. To co-operate with the officials of National, State and Municipal govern- ments in the enforcement of existing laws and to investigate, present, recom- mend and procure the adoption of any necessary additions, amendments or modifications. 3. To study and interpret, for the benefit of the members of the Council, all legislation affecting the industry as such, or the individual members thereof, such as the Interstate Com- merce Act, the Sherman Act, Food and Drugs Act, Income Tax, Workmen’s Compensation Laws, Child Labor Laws, etc., etc. Band Together With the establishment of a Bureau of Laws and Regulations any problem con- fronting any branch of the industry as such may be referred for consideration and effective handling to able counsel at headquarters. SUPPORT YOUR NATIONAL DAIRY COUNCIL—to the fullest extent of your ability to pay. You will have a friend at court to defend your just claims. Im- practical laws and oppressive adminis- tration will be reviewed and every effort made to have them adjusted or amended in justice to the consumer and producer alike. You will be protected against injustice and arbitrary decrees. You will know exactly where you stand at all times. Your property can no longer be confiscated or condemned without appeal, nor will you be compelled to suffer unnecessary hardships or absurd impositions. SUPPORT YOUR COUNCIL. No mat- ter how humble you may be your voice will be heard in every just contention. For the voice of the Council is the voice of the industry and of the six million voters engaged in it. Stand Together In Union there is Strength Every Knock is a Knock business is the confidence of the public. No business, no industry, can attain complete success without the full confidence and unqualified approval of the public. [ie GREATEST ASSET of any Doubt is destructive and costly. And we have allowed doubt to exist and to be spread about Dairy Products and Dairy Methods. ‘*Knockers’”? within and without our ranks have, without hindrance, spread a flood of misinformation. Ignorance and coldly calculating design have held full sway. Unorganized, we have been helpless, and every man in the business, milker and magnate alike has been affected. We have paid dearly for our lack of organization, our lack of leadership, our lack of a spokesman, who would be heard not only in legislative halls, in our own associations and our own press, but by every housewife in the land. Inaccuracy, misinformation and mis- representation are rife. They will continue to blight our indus- try just as long as their authors are permitted to make any hasty statement without previous investigation or conse- quences of their ill-advised utterances. We are putting our house in order. We are spending our lives, our fortunes, in the betterment of our cows, our prod- ucts and our methods. We have kept step with the progress of the world and are meeting the demands of these better days. And now, we expect to put a stop to ignorance and the endless campaign of misinformation and misrepresenta- tion. The Council now stands on guard to protect our interests. It scrutinizes and challenges every line printed and every word spoken, publicly about our business. Milk and Milk Products will no longer be the football of every food-faddist, every sensational writer on foods, every short-sighted advertiser who believes he can build up his own business at the expense of another. The National Dairy Council already has stopped and caused the retraction or correction of a number of public statements tending to injure the Dairy Industry or the unhampered distribu- tion of Dairy Products. Through vigilance of the Council, a number of national advertisers have already consented to discontinue the use of statements in their nation- wide advertising which reflected upon the Dairy Industry at large. Speakers and writers who unwittingly made erroneous adverse statements about our industry have been convinced of their error and consented to amend their papers. Wherever anything detri- mental to our industry is spoken, writ- ten or printed, report it to the Council. If the statement be true we’ll reason with the offender; for the fault of one means lack of confidence in, and loss to us all. If the statement be not true, we'll correct it before the poison of misinformation spreads. But let us be vigilant. Silence, in this case, is not golden. Every knock is a knock—just a plain knock. Slander travels fast. And slander oft repeated, unopposed, worms itself into the minds of the people. Doubt and suspicion usurp the place of confidence and once enthroned are never wholly displaced. Will You Continue to Pay the Enormous Price of Silence? The Intelligence Bureau HE Intelligence Bureau to be established within your Coun- cil, will carefully examine every published statement relating to the Dairy Industry or Dairy Products with a view to procuring just and accurate representation of our industry, our products, our methods of handling, our system of distribution, our prices, our advertising, our duties and relations to the public. Government and official reports in the past have contained glaring inaccu- racies and unjustifiable criticisms, which were exploited and given the widest publicity for personal gain by competitive advertisers or hostile inter- ests. We were helpless in the matter. Our trade press protested, but these protests were heard only by ourselves. We held meetings, but were constantly repeating our protests to and among ourselves. We had no arm with which to reach the public where the injury was done. With an established organization and a campaign fund we can counteract erroneous impressions by publishing accurate information, and frequently stop the injury at its source. The industry united, hundreds of thousands strong, will obtain a hearing and secure justice anywhere. NEWSPAPERS and MAGAZINES fre- quently contain articles on food, food values, diets, etc., in their health col- umns, or special departments devoted to Housekeeping, Care of Infants, Care of Invalids, and the like. All will be examined carefully as to accurate and proper representation of our products; every unjustified statement or pre- judicial conclusion will be challenged. Editors and writers are cordially invited to avail themselves of the services of the Council in procuring or preparing authoritative information for their readers. ADVERTISEMENTS containing reflec- tions upon our industry or our products, or making unwarranted claims with the purpose of displacing or substituting our goods, and advertisements of our own members reflecting upon the prod- uct of any other members will be promptly challenged. Advertiser and publisher alike will be approached by your Council and held responsible for the truth and justice of all published statements. THE TRADE PRESS or any part thereof playing class against class within our own industry will be reviewed and induced to aid in establishing harmony among the various branches instead of inciting strife with its inevitable loss to us all. CATALOGS, PAMPHLETS, CIRCU- LARS passing through the United States mail direct to the consumer, or distributed otherwise will be carefully reviewed. No act will be omitted, required for, or conducive to, securing for us our just due. With the powerful voice of a united industry, backed by a business machin- ery, your Council will stop the vast losses and deep injuries caused our industry through the channels men- tioned above. NATIONAL DAIRY COUNCIL CHICAGO 21 Support your Council. The work before itisenormous. But it can be done, and done quickly, if every person, firm, cor- poration or association comes forward promptly with the moral and financial support our cause deserves. Take a lesson out of the book of the railroads, the insurance companies, the packing interests, and other great cor- porations. They smiled at and ignored the growing attacks in press, in pulpit and public platform. A little heed to correct undeniable abuses—a little money wisely expended to counteract unjustified assaults by clear statements of the facts would have cost them infinitely less than the awful price they finally paid for their stubborn silence. Let us in the Dairy Industry take time by the forelock. Let us build up from within—Zin the light of the best modern knowledge obtainable, sO We may come into the court of public opinion always with clean hands and our case be heard with confidence and respect. The Industrial Department N pursuance of the policy to build the Dairy Industry from within it is proposed to establish, as a valuable adjunct to our organization, an Indus- trial Department the purposes and duties of which shall be: 1. To make a survey of each division of the industry, determine the exact conditions surrounding each branch dealing with the questions of land, breeding, production, manufacturing and distribution, both export and import. To study present market problems and lay careful plans for pro- moting the increased production of the future and the marketing thereof. 2. Togather and disseminate informa- tion and education to all persons engaged in the industry as to improve- ment of stock, progress in equipment, higher standards and quality of prod- uct, cost of production, transportation, distribution, gross income, operating expenses, net profits, investments and re-investments, expansion of the indi- vidual farm, the study and education of farm help and kindred development —all in co-operation with, and not in duplication of, existing organizations covering the field. 3. To establish a field organization of capable, practical men employed for their high standing, superior knowledge and effective methods in dairying, whose duty it shall be to co-operate with local associations, agricultural colleges, agricultural extension depart- ments, experiment stations, farmers’ institutes, cow-testing associations, etc., in the extension of their work and increasing their effectiveness and value to individual members. 4. To establish an industrial labora- tory the function of which shall be to conduct scientific research work; to serve as a benevolent guide to all pro- ducers and distributors of Dairy Prod- ucts; to make official tests whenever requested; to assist every member in reaching the highest quality, greatest purity and absolute safety of his prod- uct so as to merit the unqualified approval of the public at large and the endorsement of every agency represent- ing the consumer. 5. It shall be the duty of the Indus- trial Department to co-operate with the numerous associations already established and to aid them with all the means at its command in further- ing their work. In Memory of Dr. Renry Baird favill The idea of an Industrial Laboratory for the dairy interests was the cherished ideal of our late President, Dr. Henry Baird favill. Gminent in the medical circles of the nation, a leader in the higher civic life of Chicago, an earnest and enthusiastic dairy farmer, he gave liberally of bis time and genius to the study and advancement of the dairy farm, which he loved. Ris superb leadership as first President of the National Dairy Council during a time of great stress expressed itself in giving direction to the Council idea upon a firm policy of imperative im- provement of our cattle and rigid insistence upon unceasing progress in the quality and handling of our products. It was Dr. favill’s earnest conviction that an industrial laboratory was an essential requisite for the achievement of these ends, and his belief is unanimously supported by the best men in the in- dustry. Hs a fitting memorial to our late departed leader, the industrial laboratory to be established is to be named— Renry Baird favill Laboratory Endowed with the spirit of earnestness of the man whose name it bears, working diligently and unceasingly toward his high ideals, your laboratory will be a fountain of knowledge, an inspiration for uplift, a generator of incalculable good for the indus- try and the millions of consumers of our products. Why the Council Decided to Undertake an Advertising Campaign DVERTISING is the most power- A ful salesman known. Adver- tising reaches every home in the land—every man, woman and child. Advertising establishes new demands and creates new tastes. Advertising moulds opinions, builds reputations and insures permanent good will. Advertising moves the goods quickly and keeps them moving. Advertising is the one salesman who sells his goods in New York and San Francisco, in Winnipeg and New Orleans, at the same hour. The modern manufacturer or merchant who wants to sell his goods or increase the demand for them resorts to Advertising. When the National Dairy Council found itself confronted with the task of creat- ing an increase in the consumption of Dairy Products it took a leaf from the book of national successes and turned to Advertising as the one great power through which its object could best and most quickly be accomplished. You know Ivory Soap, Fairy Soap, Palm Olive Soap, Sapolio, Gold Dust, Dutch Cleanser and many other soaps and soap products. They are national household words—through advertising. Quaker Oats, Cream of Wheat, Uneeda Biscuit, Shredded Wheat Biscuit, Kellogs’s Corn Flakes, Postum and scores of other food products have forced their way into millions of homes through the enormous power of Advertising. Advertising is no longer confined to private concerns for the promotion of the sale of their goods. It is now also used largely by organized industries, to further the business of the industry at large, when it is impossible for the small individual producer, manufac- turer or dealer to advertise extensively and profitably on his own behalf. The greatest example of industry advertising followed by quick and sub- stantial returns is found in the experi- ence of the California Fruit Growers Exchange. Every reader of this book today knows Sunkist Oranges. They are the product of several thousand California Orange Growers. They had a serious market problem— a constantly growing production of oranges against a market which would not absorb their increasing supply— an unorganized production against an unorganized market—the same ques- tion which confronts the Dairy Industry. They organized. They decided that, to live and prosper, they must increase the demand for their oranges. They decided to advertise and subscribed a huge sum (it’s $300,000.00 for this year alone) with which to reach the people with a national campaign of education. This advertising campaign is now one of the famous successes of the country. It brings big results. In ten years the population of the NATIONAL DAIRY COUNCIL CHICAGO 25 country increased 21%. In the same period the consumption of California oranges increased 74.6%. In other words, with the help of advertising the consumption of their product increased three and one-half times as fast as the population. The California Raisin Growers are con- ducting a similar campaign with simi- lar results. Many industries—notably Lumber and Cement—conduct today organized ad- vertising campaigns to increase the consumption of their products. The most notable example, of course, is that of the Orange Growers. The lesson of that campaign furnishes inspiration for the DairyIndustry. Both deal in food products. Both make their appeal to the housewife. But — The Orange Industry of California is a local affair, confined to one state. The Dairy Industry is national in extent and scope. It covers every state. Oranges form but a small part of the weekly Bill of Fare of but a portion of the people. Dairy Products are consumed in every home three times a day. The total value of California Orange Production is about $30,000,000 a year. The total value of Milk and Milk Products is over $1,500,000,000 a year. The Dairy Industry is Over 50 Times as Great In the light of the California Orange experience can you imagine even what nation-wide advertis- ing of Dairy Products should do for the Dairy Industry ? What Our Advertising will Teach Twenty Million American Families WENTY MILLION American families—one hundred million American mouths—three times a day—are our great market. That is exclusive of the big export business which can be developed. These one hundred million American men, women and children consume less than one-fourth of the Milk and Milk Products which they can, and for their own good should, consume. This serious under-consumption is our fault—ours alone. They just do not fully realize the important food value, the deliciousness and great economy of Dairy Products. They have never been told. They have never been given a reason why. We are now telling them. And, if you do your share, we shall continue to tell them, in emphatic, sledge hammer adver- tising—day in and day out—month in and month out—year in and year out— for at least three years. This is our Message to the American People Over-eating is a national evil. Gluttony kills more than the sword. Food-intoxication exacts a greater toll than alcohol. The high cost of living is in fact the cost of high living. EAT LESS. Live better. Live longer. Be stronger. Earn more. Be happier. Spend less. Use More Dairy Products Elsewhere in this book you will find a few copies of our current advertise- ments. They illustrate the manner in which we place our case before the people. These advertisements are just general and introductory. They can give but an indication of the forceful arguments to come. With the money for a three years’ campaign subscribed we can develop the subject from every con- ceivable standpoint. We can burn the evil of over-eating into the American mind until every earner, every house- wife, stops to think about it seriously and adopts the best remedy—‘‘More Dairy Products.”’ With the national mind prepared to accept the new gospel of food-temper- ance, we can drive home the virtues of Dairy Products. The proof of the food value, the health- fulness, the economy of Dairy Products, is overwhelming. It’s in hundreds of books and govern- ment reports which the people do not read. It’s attested by the world’s greatest authorities, in whom the people have confidence. Advertising will convey it to them. The material at hand is enormous. The story is fascinating and lends itself to advertising as few others. In the presentation of these great truths lies the security, the advance- ment and complete prosperity of the Dairy Industry and your business. Shall these truths remain buried in libraries, in government archives and unknown to but few, or are we going to carry them into every American home, CASH them and DOUBLE Dairying? Your Subscription—Its Promptness and Its Size— Will Give the Answer How We Expect to Reach 100 Million Consumers NLIKE any other advertising campaign, ours can use prac- tically every medium of advertising. Our appeal is universal. It strikes every locality, every nationality, every occu- pation, the rich, the poor, the young, the old—every human being anywhere. For this reason every publication which has justified its existence by the charac- ter, quality and quantity of its circula- tion becomes available. MAGAZINES. The magazines of the country carry the message into every home in an educational way. Publica- tions which have proven themselves especially effective in Food Advertising in the past, those which conduct special departments on the subjects of Health, Food, Cooking, The Care of Infants, Housekeeping, Family Budgets, etc., etc., naturally will be preferred. Elsewhere in this book you find a repro- duction of two advertisements run in THE SATURDAY EVENING POST. This single publication reaches 2,000,000 American homes—nearly 10% of the entire population of the country—and gives our cause at once widespread publicity. These advertisements are just samples of similar advertisements to be run in a long list of magazines of every charac- ter—monthlies and weeklies. Figure out for yourself what it means to reach in a single day every post office in the United States—the metropolis, the city, the town, the village, the hamlet, the farm, the home in even the most remote parts of the country— with an advertisement of goods which are on sale that very day in the very place where the publication is read. And this is but a small sample of the proposed publicity. NEWSPAPERS. It is proposed to use the daily newspapers in every state of the Union for our most powerful and directly effective advertising. They are to be used for specially localized cam- paigns to create the increased consump- tion of our products. Pages, half- pages, quarter-pages, single-columns and half-column advertisements—run con- currently with the big national adver- tisements and backed by intensive local work among dealers and dispensers of our goods will be employed to bring direct results. Reference to the sample newspaper advertisements will show you how this work is to be carried out. These advertisements will in this pre- liminary campaign appear only in a few of the larger cities where the con- centrated consumption of milk is greatest and therefore most easily and most quickly increased. When the full fund is subscribed, it is proposed to take city after city, center our fire on each and enter into a finish campaign to permanently increase the consumption of Dairy Products. In these intensive local campaigns all collateral means of advertising will be enlisted such as: 28 NATIONAL DAIRY COUNCIL CHICAGO OUTDOOR ADVERTISING. _ Large, beautiful posters on bill-boards, or painted signs, making a quick appeal to the eye and particularly impressive upon children will carry the strong suggestion of appetizing Dairy Dishes. These in turn will be backed by very attractive STREET CAR ADVERTISING in which the story of the magazine, the news- paper, and the bill-board will be supple- mented by another quick appeal to the eye and mind in carefully planned, artistic pictures and quick, short slogans. While these campaigns are in progress the help of local associations and newspapers will be enlisted in securing the most effective Retail Dealers’ co-operation. WINDOW DISPLAYS in Department Stores, Grocery Stores, Drug Stores, Bakeries, Luncheon Counters, supple- mented by attractive window and interior display cards will back up the local advertising. HOTELS, RESTAURANTS, DINING CARS, CAFETERIAS, etc., will be informed of proposed national and local advertising and their co-operation enlisted in offering special Dairy Menus simultaneously with the advertising. In addition special publicity will be given our cause through the organiza- tion of a NATIONAL DAIRY WEEK, when with special timely and seasonable appeals to moderation and food temperance, large numbers of people will be advised of the benefits of a dairy diet and com- mitted to a distinct program in which Dairy Dishes are predominant. CHEESE DAYS and ICE CREAM DAYS can be organized when on a fixed day every hotel, every restaurant, every dining car, every eating place and thousands of homes will specialize on these foods. To carry the educational campaign into every home it is proposed to con- duct a SPEAKERS’ BUREAU, under whose auspices men and women, prominent speakers, will address Schools, Colleges, Universities, Domestic Science Classes, Women’s Clubs, Churches and every accessible form of the organized life of the consumer on the subject of Dairy Products with the aid of Charts, Stere- opticon Views and PROMINENT WRITERS will be engaged to prepare popular articles on the subject of Dairy Products. Magazines, newspapers and other pub- lications will be glad to use these freely in their columns dealing with Health, Feeding, Housekeeping, Family Budget, the Rearing of Children, etc. MOVING PICTURE SHOWS. These can be utilized to run special films showing a modern dairy, with its wonderful cattle, its fine barns and houses, the scrupulous care in Milk Production, the sanitary handling, transporting, pasteurization, bottling and delivery of Milk. The Making of Butter, of Cheese, of Ice Cream, etc., and films showing the results of Dairy diets. LITERATURE, BOOKLETS, PAM- PHLETS, COOK BOOKS, RECIPES, etc., etc. Your publicity department will prepare for general circulation a com- plete line of literature dealing with the subject of Dairy Products. Reprints of important documents issued by the United States Govern- NATIONAL DAIRY COUNCIL CHICAGO 29 ment, the government of the States, universities, agricultural colleges, extension departments; original books, pamphlets and circulars prepared by scientists, dietetists, social experts and authorities on domestic science dealing with such subjects as: The Care and Feeding of Infants; the Food Value and Economy of Milk and Milk Products; Milk, Cream, Butter and Cheese in Cooking and Baking; Ani- mal and Vegetable Fats versus Butter- fat; the Food Value of Ice Cream; Cheese and Cheese Dishes; Dairy Cook Books; Dairy Menu Books, etc. These are but a part of the publications pro- posed to be issued for general distribu- tion throughout the land. Local Advertisers’ Service LOCAL ADVERTISING CAMPAIGNS. We shall prepare, for the use of local advertisers, complete advertising cam- paigns to be conducted locally in con- junction and simultaneously with our national advertising. ELECTROTYPES of both illustrations and complete advertisements will be prepared and furnished. All literature adapted for general circu- lation by Milk Dealers, Butter and Cheese Dealers, Grocers, Delicatessen Stores, Hotels, Restaurants, Soda Foun- tains, etc., etc., among their customers, will be made available for general dis- tribution, so that every household in the land will be reached and educated to the value and greater use of our wonderful products. This work, intelligently and ag¢gres- sively carried out must produce results of magnitude, and beyond all propor- tion to its cost. While, of course, the percentage of cost based on total results will probably be the smallest known in advertising, a large sum in dollars and cents is required to inaugurate and consistently continue so great a campaign. No man engaged in or connected in any way with the Dairy Industry should fail in his duty to support this great project to the fullest extent of his ability to pay. If all do their full duty their investment will be returned to them manifold in the results obtained. Why Our Advertising is More Effective than Any Other HE advertising of Dairy Prod- ucts presents less difficulties and is bound to be more pro- ductive, and instantly, than any other advertising within our knowledge. Milk, Butter, Cheese, Ice Cream, are already known in every home. The demand exists. Consumption is estab- lished. No painful, tedious and costly educational campaign to introduce the goods is required. All that is necessary is to re-emphasize the desirability and great value of our goods. A clearer knowledge of a good product always leads to a wider use. Dairy Products are consumed today in a rather automatic, matter-of-course way, with little thought of their real importance. Advertising will electrify the national mind, make it think intently about these first, simplest and best friends of mankind, and the thought being appealing will promptly be translated into action. Hence none of the great, and often fatal, difficulties of introducing a new article, creating a new taste, establish- ing a new trade-mark or displacing competitive goods of the same class, confront us in our advertising. Moreover, the most serious problem in making an advertising campaign successful does not exist in ours. That is the problem of distribution. Before a manufacturer can undertake an advertising campaign he must first make sure that his goods are in stock Our advertising truly is 100% advertising. and will be supplied in every place where the advertising appears. Advertising not backed by a prompt supply of the goods when called for is criminal waste and has meant the graves of most advertisers. The task of first finding a jobber who will stock the goods and retailers who will sell them often takes years, and large sums of money always. And frequently it is unsuccessful. No such problem—no such risk attends our advertising. We can immediately use every available medium, for our goods are on sale and can be supplied at once wherever we may advertise. ‘On Sale Everywhere’’ is true of our goods. Our distribution is established —100% fine. The housewife, convinced by our adver- tising, need but step to her telephone, or leave a note for the milkman, to procure instantly that extra quart of milk. The nearest grocer is there ready to deliver the Butter and the Cheese. The nearest drug store has the Ice Cream. With the demand for our goods already universal, with our distribution fully established everywhere, we sustain none of the wastes of the ordinary advertiser who loses a large percentage of the business created through his advertis- ing because the goods, when called for, are not on sale, or can be procured only with difficulty or delay. You get the full value and maximum results for every dollar expended. What the Effect of Our Advertising Campaign Should Be T IS the firm belief of your Com- mittee that the campaign herein outlined will produce astonishing results. In the light of experience with adver- tising which has been responsible for sO many conspicuous successes it is difficult, with full knowledge of the enormous field and opportunities, to remain conservative. Publicity is a Great Power A Chicago bakery, desiring to increase its cake business, offered to give a free sample cake to every reader of a certain Chicago Sunday newspaper upon presentation at any grocery or delicatessen store of the coupon con- tained in the advertisement. The offer was novel and daring. The result: Out of a total circulation of about 350,000 copies in the city of Chicago, nearly one-third of the readers of that paper availed themselves of the offer. The concern honored 110,000 coupons. Its cake business was permanently increased 40%. The cost of the advertisement plus the cost of the free cakes was small com- pared with the results obtained. Similar campaigns in food products have brought similar results. The Orange Growers of California are so well satisfied with the results of their campaign that they are spending this year $300,000—$1,000 a day in con- tinuing it. In a similar campaign the Dairy Indus- try—fifty times as great as the California Orange Industry—should produce many times the results obtained by the Orange Growers per dollar expended. The average per capita consumption of Milk is about one glass per day. It is not impossible to double that in time. But let us deem it impossible and pre- sume that through advertising we can increase the consumption of Milk and Milk Products but 10% in three years. Do you know what this means? 1. It would add 2,000,000 cows to the 22,000,000 now on our farms. At a price of but $55.00 per head this addi- tional business for the breeders would mean $110,000,000. 2. It would increase our present pro- duction of Milk, Butter, Cheese, and Ice Cream, amounting to about $1,500,000,000 by $150,000,000. That is a total of $260,000,000. Exclusive of all the additional business in Barns, Silos, Buildings, Machinery, Equipment, Supplies, etc., etc., exclu- sive also of the increased value of land, the better prices always following in the wake of good advertising, the stab- ilization of the market, the increased value of investment, and so forth. Let it be understood that a possible increase of 10% in three years is merely 32 NATIONAL DAIRY COUNCIL CHICAGO aguess. It might be much more. It might be less. But even so small a result would fully justify the proposed expenditure of at least $750,000. It would be decidedly good business—money well spent. It appears then that immediate pecuni- ary results alone justify your support. But beyond that we are laying the foundation of one of the world’s great- est demonstrations of the power of intelligent co-operation. The Dairy Industry organized, standing upon common ground, working together harmoniously, presenting a united front, with cash to back it, can work out its manifold problems in a calm, quiet, dignified, constructive way. If it wants to get more business it will get more business by business methods. If it requires policing it will police itself and march ahead even of the growing requirements of these better days. If it languishes through unorganized production, meeting an unorganized market, it can intelligently and effectively restore its equilibrium. And while it is thus working out its own salvation, with com- fort, profit and encouragement to its own members, it performs its patriotic service and earns the gratitude of the people in the conservation and enhancement of its essential part of the national wealth. A Greater Market for Pure Bred Dairy Cattle HERE is not a man in Dairying who does not prefer a ‘“‘Queen of the Dairy”’’ to every scrub he owns. A_ beautiful and constantly upbreeding herd is the goal of every farmer worthy of the name. He knows that his money were better invested in one good cow than in three poor ones. He knows that his product would be greater, cost less to produce, bring a better price, be in greater demand, mean a greater and surer net return and make life more worth the living. Still, he goes on year in and year out, and does not realize his wishes nor our own. He gets by with the stock he has and little is his encouragement to do better. He is not getting rich; for, unorganized as he is, with no one to help him, he frequently sells his prod- uct below his cost, which often he does not know. That is a condition in which all the industry is concerned. The industry cannot thrive as it should if its most numerous element, the farmer, is operating under adverse conditions. If we want him to be a better customer, spend more on his stock, increase it in number, heighten its grade, improve the quality and quantity of his pro- duction, better and enlarge his barns, his machinery and his equipment, we must make sure that he has the means, as well as the inclination for those purposes. The farmer is the backbone of every branch of our industry. His well-being is reflected in every concern which seeks his patronage; his adversity and his losses likewise fall back on us all. The National Dairy Council is not an association of but one class of the industry with purely class interest, but an alliance of all the interests in the Dairy Industry regardless of class. Its founders were men of wide vision and big ideas who could look beyond the narrow horizon of their individual, or class interest, and fathom the prob- lems confronting the Dairy business— yes—they went beyond and viewed them from the broad standpoint of the national welfare. They stand upon the ground that the country’s greatest wealth and the con- cern of every citizen is our soil, its conservation and its enrichment. From this lofty eminence they see Dairying not only as Dairying, but in its relations and its duty to the national welfare. They espouse Dairying because that is their chosen business, but they have risen beyond the old narrow view- point that anything can be a success permanently, which does not proceed upon the broad plane of the universal welfare—‘‘the greatest good to the greatest number.”’ They view with apprehension the question of soil fertility—a national question. They find its quickest solution in intensified Dairying. They appreciate also that intensified Dairy- ing will remain a dream unless a market is made for the increased production from intensified Dairying. 34 NATIONAL DAIRY COUNCIL CHICAGO So they set about as practical business men to study the possibilities of an increased market and present the solu- tion in the plan submitted herewith: “A NATION-WIDE 3 YEARS CAM- PAIGN TO INCREASE THE CON- SUMPTION OF DAIRY PRODUCTS.” Chief among the sponsors of this plan are the Pure Bred Cattle Breeders. First among the contributors to the cam- paign fund were leading Pure Bred Cattle Breeders. They are the last to profit from the success of the campaign. They were the first to subscribe—and they subscribed heavy sums. That is broad vision and patriotism of the finest kind. That is an example worthy of prompt and generous emulation. America stands at the head of all nations in the science and extent of breeding fine stock; and here is pre- sented an opportunity to widen our field as never before. If our plan succeeds in increasing the demand for Milk but one-half glass per capita per day—that will create a de- mand for about 4,000,000 additional cows on the farms of our country. Increased consumption, everlastingly maintained through powerful adver- tising, stabilizes the business of every dairy farmer, safeguards his future, assures his profits and gives him the encouragement to consider better blooded stock. This means an enormous advantage to the breeding industry. And breeders especially should follow the example of their leaders and subscribe heavily to our fund. You serve your own interest and at the same time perform a distinctly patriotic service to your country when you add a substantial contribution to our fund. Send us your subscription today. When you have mailed it, cause a meeting to be convened of your association at the earliest date, present this important topic to the members and procure from them an additional subscription as an association. Produce More Milk— We'lll Help You Sell It S we have explained heretofore, this great movement for ad- vancing the Dairy Industry includes every branch of the business. On the one hand we have the produc- ing element—the Breeder and the Milk Producer; on the other hand we have the manufacturing and distributing end—the Creamery, the Cheese Fac- tory, the Milk Dealers, the Butter Dealers, the Ice Cream Manufacturers and the Machinery and Supply interests. The central point of this movement is the Milk Producer. An increase in dairy cattle can be accomplished only through the Milk Producer. He can join the movement only if his central position in the Dairy Industry is fully understood, safeguarded and an outlet found for his additional product. Care- ful investigation proves that the plan proposed by the National Dairy Council is not only possible, but bound to bring great success to every branch of the industry. The country today drinks but one small glass of milk per capita per day. Milk, the best and finest food of mankind, consumed at the rate of but one glass per day when the average for each man, woman and child should be at least two glasses per day—double what it is! MILK for use in cooking and baking has steadily lost ground because we have allowed our people to make them- selves believe that cooking and baking without milk and cream was more economical when in fact it is waste- ful. We have not shown them that the withdrawal of the food values contained in milk and cream necessitates other higher priced and less digestible foods in order to sustain the growth and well- being of their families. BUTTER has given way to substitutes —animal and vegetable fats—both on the table and especially in the kitchen. And women have not been told that butter-fat, and butter-fat alone, con- tains absolutely necessary elements of growth, that withdrawal of butter-fat from the diet of their children seriously affects their growth and virility. CHEESE is practically unknown and wholly misunderstood. Our cheese consumption is ridiculously small. Yet it is one of the best of foods and would help to solve the pressing prob- lem of cost and sufficient nourishment for the great majority of the American people. BUTTERMILK is a healthful drink. It isreal healthinsurance. Yet few people know that science has awarded to buttermilk a high place as an article of diet, and that it is a preventative for stomach disorders and intestinal troubles. ICE CREAM is practically unknown as a food of high value. It is bought sparingly as a luxury and for an occa- sional dessert at the end of a meal instead of being used regularly and liberally as an important part of the meal and in place of less nourishing, less palatable and less digestible dishes. It is our fault that this condition exists, 36 NATIONAL DAIRY COUNCIL CHICAGO All around us we are allowing our people to be converted to the use of foods which in healthfulness, in strengthen- ing and building body, bone, brain and brawn of our people, and in economy of cost, do not compare with milk. We permit 100,000,000 people to remain in ignorance of the great value of Milk and Milk Products, while millions of dollars are spent by big interests to force less deserving products into con- sumption at the cost of ours. Because of our woeful lack of organiza- tion, our unpreparedness, our lack of a fighting machine, our protests are unheard, our security undermined. This country can, and ought to con- sume twice the milk it now uses. It can consume, and should be taught to consume, twice as much butter, twice as much ice cream and ten times the cheese it now calls for. Intelligent, forceful, persistent adver- tising of the goodness of our products and our just claims for them will bring about this result. The dairy farm will flourish. We will double the number of cows. Creamer- ies shall run full blast. Cheese factories shall expand. Ice cream plants shall enlarge. Our investments will be secure, our future fortified, our faith and enter- prise renewed, our profits increased. Organization will do for us tenfold what it did for the Orange Growers of Cali- fornia. Advertising will do for us twenty-fold what it did for the raisin industry of California. But each and every man must put his shoulder to the wheel, lend his hearty co-operation and contribute his honest share to this campaign. We are going to tell the American people the whole truth about milk, about butter, about cheese, about ice cream. Already we are reaching millions of homes with our message of the goodness, the value and the low cost of Milk and Dairy Products. Each of these products in turn will be pushed to the limit of our ability and you will see the demand increase by leaps and bounds as it has increased for every article properly advertised. Through advertising we were taught to eat nourishing, clean breakfast foods. Through advertising we were taught to buy crackers in a sanitary package, instead of by the pound or out of a barrel or a box. Through advertising we were taught to eat three times as many oranges as we ever ate before. Through advertising we were taught to spend millions every year on automo- biles, pianos, good clothing, good shoes and to shave ourselves. Now, WE shall make use of this powerful educator and salesman to advertise you and your goods. Through advertising we shall remind the world—three times a day, for breakfast, for dinner, for supper— DRINK AND USE MORE MILK EAT AND USE MORE BUTTER EAT AND COOK WITH MORE CHEESE SERVE MORE ICE CREAM NATIONAL DAIRY COUNCIL CHICAGO 37 Milk is the basis of it all. We need more milk, and better milk. This is a personal call addressed to you, Mr. Dairy Farmer. The National Dairy Council has fully investigated the status of each part of the industry. It knows the difficulties under which the Milk Producer has performed his great duty to the public, and how small have been the returns for the great and honest labor involved. The knottiest question confronting us was that of the profit of the Milk Producer; to find encouragement for him to increase his production and make it profitable for him. Milk Producer and Milk Dealer have been at sword’s ends. Any attempt on the part of the Milk Producer to have his prices adjusted in keeping with the advancing cost of operation collided with the difficulty by which the Milk Dealer was constantly confronted. His only choice lay between reducing his own profit and raising his prices to the consumer. The Milk Dealer’s costs of operation have constantly risen. The profits have been getting constantly smaller. Any advance in the price of milk meant an additional loss to him because of his inability to exact a greater price from the consumer. Nothing is fought so bitterly by the people, backed up by the press, as an attempt to raise the price of milk, no matter how justified. The unwillingness of the consumer to pay an advanced price for milk is founded in lack of information; first, as to the cost of producing milk; second, as to its food value and general desirability as a food product; third, as to its real cheapness when compared with other less nourishing, less whole- some foods. The consumer is constantly paying more for his meats, his vegetables, his clothing, his shoes, everything; yet when it is proposed to adjust the price of milk, a food product which forms one of his smallest expenditures, a storm is raised. The Milk Dealer confronted with the situation, and unable to solve the diffi- culty single-handed, can do little else than fight for a maintenance of existing costs. The only solution is to bring Milk Pro- ducer and Milk Dealer together to show them their common interest in dis- cussing price adjustments rather than quarrel over them. The Milk Dealer is interested in procuring a decent profit not only for himself, but for the producer, but hitherto they have been utterly unable to work together on common ground. The only way in which the public can learn to appreciate the injustice to Milk Dealer and Milk Producer alike in their attitude on the price of milk is to reach them in an educational way, setting forth the real value of milk, the real cost of production, the real cost of distribution, and, with that education thoroughly established, the consumer will accept a just price for his milk with the same patience and good will with which he has been obliged to accept advancing costs of all else he eats, wears and uses. The Milk Producer has a just com- plaint. Either he is sustaining a loss or barely breaking even, or not making 38 NATIONAL DAIRY COUNCIL CHICAGO the money that he should make con- sidering the constantly increasing requirements and exactions as to the quality and the handling of his milk. Now, no business can be expected to continue to perform its necessary serv- ice to the public unless it pays the people engaged in it to do so. To leave the Dairy Industry permanently unprofitable will mean its destruction. One by one producers will quit the game rather than put up with further losses, and in the shortened supply the consumer will eventually be obliged to pay a higher premium for getting the kind of milk which he is getting today than the price which he should justly pay today, and will gladly pay if only informed of the truth of the situation. There is a further interest to the con- sumer in permitting dairying to be profitable to the dairy farmer. Gradual abandonment of dairying means a _ decrease of dairy cattle. As a matter of fact the number of dairy cattle in the country has not kept step with the increase of population. This loss of dairy cattle means a certain decline in soil fertility; a shrinkage of land values which means a shrinkage of national wealth; a smaller production area for food stuffs, with a certain rise in price. It is the firm belief of the Council that the consumer’s interest is best pro- moted by a furtherance of dairying, and that his food bill will be less per year with dairying flourishing (no mat- ter what the price of milk) than it would be with dairying declining, with its serious effect upon production and the higher prices always following a shrinkage in supply. That truth has been demonstrated amply in the meat situation. When it became uninteresting and unprofitable to raise live stock, the supply of cattle began to decline and the price of beef began to soar. The Dairy Industry is alive to that threatening danger. It takes a timely step to ward it off, and by a sensible plan of organization and co-operation will not only satisfactorily adjust all the contentions between the various branches of the industry with justice to Breeder, Producer, Manufacturer and Distributor alike, but earn the lasting gratitude of an enlightened public whose interests also are safe- guarded best by this great movement in the Dairy Industry. You, Mr. Milk Producer, may expect from the success of this great move- ment a solution of all your difficulties, protection of your investment and encouragement not only to stay in the business, but to expandit. Your invest- ment in cows and equipment is fully two billion dollars, making you the second largest industry in America— corn alone being ahead. We mean to protect and advance this enormous investment. We will stabilize your business. We will give you a profitable market not only for what you now pro- duce, but for the additional production which this great advertising campaign will bring about. But you, too, must help. NATIONAL DAIRY COUNCIL CHICAGO 39 And this is YOUR part in this great movement. 1. Support it liberally with your money. Subscribe today—NOW. 2. Spread the news of it everywhere among your friends, your neighbors, in your lodge, in your grange, in your association. Boom the proposition. Get everybody you know and can influence to support it with his money and his co-operation. 3. Look over your business. Deter- mine what you can and will do to help the Dairy Industry by keeping more cows and better cows, by improving your methods and your product for your greater profit and the good of all. For years you have believed in this creed—‘‘More cows and better cows.”’ You knew how this would help you in your income, how it would enrich your farm, increase its value and insure its continued fertility. The creed was preached to you and you believed in it, but you were not told how and where to market the additional supply you were asked to produce. This important question is solved by your Council. The Council has enlisted in your cause all who depend on you—the Milk Dealer, the Creamery, the Cheese- maker, the Ice Cream Manufacturer, the Machinery and Equipment men. All are contributing their share to stimulate and stiffen the consumption of your product so you may be justified in increasing your production. The Council asks you not only to pro- duce more, but steps in with an intelli- gent business plan to help you sell the additional product. We want from you $1.00 per cow per year as your share of this big fighting fund. If you have eighteen cows we want you to subscribe $18.00 per year for three years, or a total of $54.00. $18.00 a year, or $1.50 a month is a mighty small sum to set aside to promote your busi- ness. You personally could do but little with $18.00 a year, by way of pro- moting your business, but your $18.00 backed by a hundred thousand similar contributions makes a total with which big things can be done in a big, way. If every man in the dairy business does his duty we shall become the most powerful business organization in the country and the biggest advertiser of all in America. You know what it will mean to you personally to have your goods advertised every day in the year among the twenty million families of America, each of whom uses, or should use, your goods in one form or another at least three times a day. Just see your first advertisement in the Saturday Evening Post of July 29th, 1916. That hit two million homes, or about 10,000,000 people in one day, telling each to use more of your goods and giving many good reasons why. Full-page advertisements in the Sunday editions hit millions more. Copies of these advertisements and a number of others are found elsewhere in this book. That sort of work, continued persist- ently and everlastingly, brings big results. The money for these first advertise- ments was furnished by big, wide- 40 NATIONAL DAIRY COUNCIL CHICAGO awake men, cattle breeders, milk dealers, creamery men, machinery men who are seriously interested in your welfare and the uplifting and advance- ment of the Dairy Industry. These big, liberal, patriotic men, urged less by their own possible profit than by a spirit of true patriotism, have given their money freely to show you just how we can help you increase your business, and to at once impress you with the wisdom and duty of now giving your fullest personal and financial sup- port to this great undertaking. Do YOUR share now—contribute YOUR just proportion—just $1.00 per cow per year—and we can continue this strong, effective advertising for you for three years and more. For this trifling sum you have a sales- man in every American home con- stantly promoting the sale of your goods. Your business grows; your profit increases, your investment and your future are safeguarded and you do a really big thing in building up Dairying. Fill out, sign and mail today the subscription blank you find in this book. Make your contribution at least $1.00 per year for every cow you milk. Payments may be made monthly if you prefer. If you choose to make your payments monthly at the rate of $1.00 per year they amount to only 8 and one- third cents per cow per month. To the Milk Dealer: HE Milk Dealer has been the storm-center of the Dairy In- dustry. No branch of our business has suffered more severely through lack of organization than the branch of milk distribution. The Milk Dealer is ground between the upper and nether millstone. On the one hand he is responsible to the large public he serves. On the other he is beset by the grave question of his supply. No matter how he performs his duty to the public, no matter how conscien- tiously and fairly he deals with the pro- ducer—he is never left in peace to work out his serious problems. Between the two he is the favorite foot- ball. When advancing costs of pro- duction compel him to pay more to the producer he is justified to ask more from the consumer. Immediately a storm gathers. He is assailed from all sides. The public always has an exaggerated idea of the profits of any business. It does not know, and when told, does not believe, that the profit in milk, butter, cheese and ice cream is ridiculously low—away below the point of safety allowed any other business. The consumer has no conception of the enormous investment behind his bottle of milk. He finds it on his door- step in the morning. He rarely sees the man who delivers it, the horse and wagon which carries it. To him it is just a quart of milk. He does not see the farmer’s cost of production, the hauling to the milk station, the railroad freight charges, the hauling from the railroad to the bottling plant, the intricate and com- plicated handling there to insure the safety, cleanliness and quality of his milk. He does not know (because he has never been told) that behind his daily bottle of milk stands probably a million dollar investment—constantly in jeopardy from assaults from within and without the industry. He has dinned into his ears forever and forever the high cost of living, and sees extortion in every advance of price, no matter how justified. He forgets that the class of goods which, under the wonderfully improved con- ditions, he receives today cannot be compared, in quality and in price, to the goods which he received years ago. The improvement in conditions on the farm, the better cows, the cleaner barns, the cooler milk-house, the scrupulous care under which milk and its products are now produced, handled and distributed—to say nothing of the rise in land, in feed, in pay roll, in delivery charges—these all cost addi- tional money and make the product worth more. Nothing but widespread information through advertising will convince the public that the lower price of years ago paid for a product, which none would dare offer for sale, none would be per- mitted to buy, today. So long as the public believes it is over- charged, so long will it harbor resent- ment against the Milk Dealer, keep 42 NATIONAL DAIRY COUNCIL CHICAGO its consumption at the lowest ebb, and lend a ready ear to products offered as substitutes. This unfriendly attitude of the public is adroitly exploited by designing com- petitors, crafty politicians and a press which thrives on sensation. Nothing is easier than to frighten the public against its milk. A new, ambi- tious health officer is appointed. Great things are expected of him. He must DO things. He must start something. It does not take him long to learn that a breath of suspicion directed against milk strikes terror to every home, especially those with beloved small children. Some newspaper can always be found to be the vehicle of the sensation- mongering politician. And suddenly for a day’s fame, a day’s sensation, a day’s circulation, a blow is delivered against the Milk Dealers and their millions of investment, from which it takes weeks and months to recover. They hurry together. They protest— in vain. They have no spokesman, no power back of them, to insure a hearing for their just claims. ‘“‘Why are you health officers always so merciless in your attacks on the milk business? You know you are wrong”’ —was asked of an active inspector. “Because we have to show that we are doing something, and we can get a quicker rise out of milk than anything else’’—was the curt reply. Such injustice can be done to an individual dealer or a group of dealers in ONE city just so long as they stand alone and fight it out alone in their own communities. But backed by the whole industry of which they are an essential part, pro- tected by an organization which has THE VOICE OF 6,000,000 MEN — VO- TERS EVERY ONE OF THEM—and a collective conscience, comparable at least to that of the designing busybody, political or newspaper blackmail will creep cautiously. The Dairy Industry, allied for the com- mon good, with a fighting fund back of it, will enforce respect for its members and their great investment. Your Council will not protect deliberate offenders against the laws safeguarding the public health. It will always fight the battle of our customer, the con- sumer, in rigid insistence upon abso- lutely clean, safe and sanitary methods of production and handling. On the other hand, it will not permit the fault of one to be heralded as the crime of all, nor will it permit arbitrary or vicious impositions, nor allow the industry to remain the plaything or football for personal, private or political exploitation. Milk Dealers will find in the National Dairy Council a solution of all their difficult problems. Through its national advertising the Council will enlighten the consumer and increase his consumption. Its power and pres- tige will prevent any official abuse and, bringing together the producer and dealer in an organization for their mutual good, their differences can be amicably adjusted and justly com- promised. No business can permanently prosper when any part of it is operating wit.iout a decent profit. NATIONAL DAIRY COUNCIL CHICAGO 43 When the producer is justly entitled to a higher price, the Milk Dealer is directly interested in procuring it for him. He fights the just increase only when all its burden falls on him alone and destroys his profit. The advertising of the National Dairy Council will not only sell goods and increase consumption, but also correct wrong impressions as to the prices paid by the consumer. In carefully planned and persistent advertising your Council will enlighten the public that the higher price for the milk of today cannot justly be com- pared with the price paid for the milk of years ago; that the price seems higher when really it does not cover the additional cost of modern production. With the re-assurance of the public on these points Milk Dealers will no longer be compelled to be the buffer between the consumer and the producer, earn- ing only the hostility of both. An enlightened public will gladly pay a just price. A just price enables the dealer to do justice to the producer. And with both consumer and producer satisfied, and in friendly attitude, the fangs are drawn from the mouths of all who have turned the difficulties of the Milk Industry into self-exploitation. Milk Dealers should support the Council most liberally. It can do for them what in an isolated position they cannot do for themselves. And the more substantial each dealer makes his contribution, the more effective is our work the greater and prompter the results. Output of Oleomargarine in the United States Pounds 1900... ... 107,045,028 TOOT) ie we: we. we cme 28 104,943,856 1? & ce oe Sg 126,316,427 193 ...... 71,804,102 1905-40 a i Ge A 49,880,982 196 ...... 53,146,659 19077 ...... 68,988,850 | (| 79,107,273 199... 2... 90,621,844 1910 ce 4. A 139,755,426 191) ee ce ew 121,162,795 19D 4p 4 es & Gd 126,251,203 POMS ca fee ap. gu ome 145,227,862 AOU) a: ods Sy ee 144,021,276 1915... .., 145,468,730 1910 oe 146,468,730 What We Do for the Butter Man OU remember the days of not so long ago when substitutes for butter were blandly sold as butter. The price was attractive to the consumer. Few could tell the differ- ence or knew whether they were eating butter or a substitute. The business flourished. There was no one to stop it from flourishing. The butter makers, of course, talked it over amongst them- selves, and all agreed that ‘‘Something should be done.’’? Only when the growth of the substitute game became embarrassing and threatened the exist- ence of the butter business did these protests crystalize into action. A leader arose. He organized the butter makers. He showed them that A War Cry Without a War Chest was futile. They financed a campaign and placed upon the statute books the law which saved the butter industry. Oleomargarine was no longer sold as butter except with uncomfortable con- sequences in the Federal Courts. But this did not, nor could it, wipe out the oleomargarine industry. It has grown steadily. Look at the opposite page. The sales of oleomargarine dropped to less than half when the law went into effect. Note also how the business has recovered and grown year after year until now it shows the largest volume in its history. Cut down more than half, eleven years ago, closely watched and handicapped by the most serious restrictions, the business has not only fully recovered but established new high records. Advertising has done that. Advertising maintains it. Magazines, newspapers, bill-boards, moving pictures, all over the country are used to promote the sale of the product designed to displace butter. The market is flooded with substitutes for butter. The housewife who formerly used cooking butter exclusively is now using substitutes brought to her atten- tion through powerful national adver- tising. With the exception of a few concerns who believe in publicity and know how to advertise, the butter industry stands idly by and allows its market to be invaded, its superior product to be dis- placed. This strikes at the very foundation of the Dairy Industry. Every household converted to the use of a substitute means a customer lost for the butter industry, less demand and a lower price for cream, less production of cream, less milk, fewer cows, poorer cows, a blow at Dairying. To strengthen and build up our indus- try we must increase the demand for each product of the dairy or the dairy farm. That requires advertising, intelli- gent, powerful, persistent, nation- wide and everlasting. Elsewhere in this book you will find just a few sample advertisements showing you how we are telling the consumer what butter really is—its food value, both on the table and in the kitchen, and its low cost. Picture to yourself a 46 NATIONAL DAIRY COUNCIL CHICAGO continued line of powerful advertise- ments stretching over a period of three years, pounding home the great neces- sity and desirability of butter, and you can see what effect it will have upon the consumer and your business. Every dollar spent in advertising substi- tutes for butter must be met by a dollar’s worth of advertising for our butter—the original article. And that is not all. We must restore butter to its honored place upon the table and in the kitchens of the American homes. Advertising will do it—advertising alone. We must educate people to know and to demand butter in the preparation of their foods. Persistent substitution has dulled their taste until they have forgotten the deliciousness of steaks and chops and fish and fowl—prepared in butter. Billy, the Oysterman, of New York City, famous throughout the country for his glorious fish dinners, when asked the secret of his supply of fish, answered: “T buy fine fish, but it isn’t the fish; it’s the way I cook them. I make them literally SWIM in butter—good butter. The best steak, chop or fish is ruined unless you use plenty of good, fresh butter.”’ Testimony such as this, to the liberal use of butter, and splendid results obtained by cooking in butter must be spread throughout the kitchens of every home, every hotel, every restau- rant in America. Through advertising we will teach our people to insist upon butter, and plenty of it. When once we inform mothers of grow- ing children that withholding butter- fat checks growth; that butter stands supreme among nourishing foods for energy and assimilation; when house- wives and cooks become convinced that it is poor economy and ruin of good food to be sparing with butter when butter is required; when patrons of hotels, restaurants, clubs, dining cars will unanimously call for and insist upon a liberal supply of butter on the table, and the exclusive use of butter in the preparation of their meals, then butter will come back into its own. Your business will grow and prosper in exact proportion to our vigilance, our interest and our fighting strength in combatting ignorance and competi- tion. And, remember, when the butter man increases HIS profits, it means better business and better profits for the breeder, the milk producer, the cream- ery, the broker, the dealer, the separa- tor man, the barn builder, the machin- ery man, in fact, for the industry as a whole. With the industry thus united, working hand in hand, each for all and all for each, you gain that greatest of all powers in industry building— True Co-operation All parts of the industry work- ing hand in hand. Fill out and mail today your subscrip- tion blank. Make the amount as large as you con- sistently can. NATIONAL DAIRY COUNCIL CHICAGO 47 That done, enroll yourself as an active Tell your patrons how you are support- worker. ing this great movement. Write to all your business friends, tell They will appreciate it. Encourage them what you have done, and ask them to do likewise. Help us spread them to do likewise. the good work. With your help, the Dairy Industry will thrive and flourish as never before. It means better business for you, and you lend support at the same time, to a truly patriotic, public spirited movement. Make More Good Cheese We'll Help HE American people are not as great cheese eaters as are many European nations, because— 1. They have not been educated to the value of Cheese as a main food. 2. They use Cheese primarily as an appetizer—a ‘‘chaser for pie.”’ 3. They are seriously misinformed as to the digestibility of Cheese and its action upon the digestive organs. The upbuilding of the Cheese Industry depends entirely upon strong persistent educational advertising. Through advertising, and advertising alone can we correct the strange and widespread belief that ‘‘cheese binds.’’ In his excellent book—‘‘Food Products,”’ Dr. Henry C. Sherman, Professor of Food Chemistry, Columbia University, states: “Generally speaking, Cheese sells at no higher price per pound than the ordinary cuts of meat, while it is con- siderably richer in both proteins and fat. = * * © * * it is a fair general estimate that a given amount of money spent for American Cheese at ordinary prices will buy about twice as much food value as it would if spent for meat.”’ “The discomfort which sometimes fol- lows the eating of Cheese * * * is doubtless very largely attributable to the unsuitable way in which Cheese is often eaten—as at hours other than You Sell it meal times or at the end of a meal already sufficient. When given a rational place in the meal, and thor- oughly chewed, Cheese is usually well digested. In a large number of digestion experi- ments carried out by the U. S. Depart- ment of Agriculture, it was established that Cheese, even when fed in relatively large quantities, did not, in these experiments, cause constipation ‘‘or other physiological disturbances.”’ These are facts which establish the food value, the economy and the digestibil- ity of Cheese. Other authorities are equally positive in their endorsements of Cheese as a main food. Our millions of consumers do not know the truths about Cheese. Advertising, and advertising alone will carry them into every home, and with the informa- tion disseminated nation-wide in ‘printers’ ink,’’ the consumption of Cheese is bound to reach record-break- ing proportions. We are now advertising Cheese as it has never before been advertised. We are inducing the American people to increase their rations of this valuable and delectable food. What Cheese men have told other Cheese men in their conventions about the goodness of Cheese, WE are telling in powerful newspaper advertisements to millions of families who eat or should eat Cheese and make it a substantial part of their daily meals. NATIONAL DAIRY COUNCIL CHICAGO 49 ADVERTISING HAS ALWAYS RE- SULTED IN THE IMPROVEMENT OF THE PRODUCT ADVERTISED. Advertising means organizing the con- sumer to act ina body. If your product is good, consumers respond in a body. Your fame spreads quickly, and your business increases rapidly. If, on the other hand, your product is poor, advertising records the dissatisfaction quickly, and you must either improve your article at once, or it will disappear from the market altogether. Therefore, advertising followed by increased demand, forces improvement in quality. An increased demand for Cheese means first, that we shall make better Cheese, and improvement in quality alone should quickly double our output. The Cheese maker, seeing good business ahead, will call for better milk. The call for better milk, in turn, demands better cows. And so our advertising of any branch of the Dairy Industry comes right back to the foundation of dairy- ing—the cow—better cows and more Do not hesitate. cows—and that means the advance- ment of all the industry and every individual engaged in it. You, Mr. Cheese maker, have a good deal at stake in this great movement. We are creating a bigger market for your Cheese, a bigger business, a better profit, and a more certain future for your business. The success of this great undertaking means money in your pocket. And we feel that you wiil do your share, help us to help you, contribute your part, and, besides the money, do all you can to promote the welfare of our industry from which we all derive our living and the upbuilding of our capital or our savings. Tell all the farmers who bring their milk to your factory. Explain to them what the success of the Council means to them in their business. Urge them to subscribe their dollar per cow, so that the fighting fund may grow and enable us to do the many big things we want to do for the whole industry. Do not delay. Fill out your subscription blank now, while you have the matter before you. Send it with your first check enclosed in it. And then tell your friends, your neighbors about it. Urge them too to come in and do THEIR share as you have done. How We Help to Improve and Increase the Ice Cream Business ODAY, Ice Cream is largely a seasonal business. It is bought as a luxury, not as a food. People regard it as a luxury because they have not been taught that it is a food—a REAL health- food. Its purchase is considered a self- indulgence, not a necessity; hence it is bought but sparingly for the family table. Advertising, and advertising alone, can correct this error. Excepting a few con- cerns in large cities who occasionally run a small summer campai¢gn there is practically no advertising of Ice Cream. Advertising is a closed book for the individual manufacturer or distributor of Ice Cream and impossible because unprofitable to the individual concern. The National Dairy Council, backed with your money and that of the breeders, manufacturers and distribu- tors of the entire industry, can afford to advertise Ice Cream to an extent which the Ice Cream Industry alone could not make profitable. When the cost of this is borne in part by you, in part by the producer of your cream, in part by the breeder of cows and in part by the machinery interests, all of whom profit from the increased business in Ice Cream, the subject can be given effective representation, nation-wide, and exploited at a profit to the industry at large. The advertising of the National Dairy Council impresses the public mind with these important facts: Ice Cream is a food of high value and great economy. Ice Cream should be a steady all-the- year-around food. Ice Cream should be served every day; Ice Cream should be served not spar- ingly as a dessert, but as a substantial part of the meal, in liberal, heaping portions and in place of heavier, less digestible dishes. Ice Cream is one of the few foods which can be procured ready-made, requires no preparation, no labor, no time, no fuel cost, and can be served freely and often. Everybody likesit. Asa health- food it is equally good for young and old, the well and the sick. These and many other facts pounded home through effective advertising will popularize Ice Cream and easily double its consumption. Our distribution is established. There are in this country nearly 50,000 drug stores, practically all of which conduct soda fountains or dispense Ice Cream. There are, in addition, 25,000 confec- tioners, and 30,000 soda fountains and Ice Cream parlors, giving us almost 100,000 outlets for Ice Cream. This is a great machine of distribution and offers great opportunities for the development of your business. These 100,000 outlets for your goods can individually do but little to increase the demand. Sporadic local summer advertising by a few enterprising manufacturers in NATIONAL DAIRY COUNCIL CHICAGO 51 the big cities is impotent and accom- plishes but little. We require a powerful national cam- paign of education which impresses the value of Ice Cream as a FOOD upon the American mind and brings about a decided increase in consumption. When Ice Cream is understood as only big and long sustained national adver- tising can make it understood, the pat- ronage of these thousands of drug stores, confectioners, Ice Cream parlors and the home consumption reached through them, can easily be doubled. The success of this campaign will revolutionize the Ice Cream business. Advertising always results in the improvement of the product adver- tised. Advertising Ice Cream creates a demand not only for more, but for better Cream. That helps your busi- ness and the whole Dairy Industry. Increase in volume and improvement of product stabilize the business, make it dependable and more profitable. You cut the cost of production, of over- head, of payroll, of delivery, of distribu- tion and of waste. The National Dairy Council will help you get more cream, and better cream, to increase your business, to make it steadier and more profitable. It will fight your battles, solve your problems and aid you in many ways where single-handed, as a detached industry, you are helpless. Every Ice Cream manufacturer is urged to consider carefully just what this campaign means to him and his business. Send us your subscription today—now—while you think of it. Then enroll yourself as an active worker, present the matter to your fellow-manufacturers and urge them to add their subscription to yours. It is to your interest to support the Council liberally and contribute your proper share to this great undertaking. To the Building, Machinery and Supply Trade F YOU ARE a builder of Barns or Silos— If you handle or manufacture Creamery and Dairy Machinery, Sep- arators, or other equipment— If you manufacture or deal in Agri- cultural Implements—Cement—Lum- ber — Fence or other goods used on the farm— YOU are interested in this big plan and YOURS THE DUTY TO SUPPORT IT. Your profit is derived from the user of your goods. The better his business, the bigger his profits, the greater is his demand for your goods, the greater his ability to purchase them. Under the modern way of merchandis- ing you figure not: ‘‘How much money can I get out of my customer?’’ but this way: ‘‘How can I help increase my customer’s profits so he can buy my goods and buy them more freely ?”’ When big manufacturers of agri- cultural machinery appropriate large sums for Agricultural Extension Depart- ments and give intelligent aid and support to the farmer, they know that this is bread cast upon the waters returning a thousand fold. Briefly, they make a market for their goods. Among all the people approached to discuss and aid this plan of advancing dairying none have been more enthusi- astic nor more liberal subscribers than the Machinery and Supplies interests. They know that EVERY EXTRA POUND OF BUTTER OR CHEESE, EVERY EXTRA GALLON OF ICE CREAM, EVERY EXTRA PAIL OF MILK means requisitions for more of their goods. More cows and better cows mean also a bigger and better barn, more separators, more machinery, more equipment. You are business men, gentlemen. You require no detailed explanations. You KNOW that an increased demand of Dairy Products and better dairying means more business for you. The greater the purchasing power of your customers, the easier it is to sell them your goods and the less your selling expense. You, being big, progressive advertisers yourselves, know the force of adver- tising; know that in no other way can the dairy business and yours be so quickly, so substantially and so lastingly advanced as through the big, powerful advertising campaign described in these pages. Help us make the American Dairy flourish and it will pay you back mani- fold. Investigate this plan and the people behind it, back it to the limit of your ability, and then ask your field men, your agents, your trade papers to get behind it and enlist every man. And please do not delay. Subscribe TODAY—NOW. A big thing done quickly does double duty. This is not one man’s enterprise. It is not the promotion of just ONE branch of the industry. It is the concerted NATIONAL DAIRY COUNCIL CHICAGO 53 work of thousands of men, firms and associations working together in enthusiastic co-operation for the com- mon good with the certain belief that each will profit individually in turn. Never before in the industrial history of the country has a plan been devised so comprekensive, so practical, so bene- ficial to all the people both within the industry and without. While primarily it is a business proposi- tion in which each participant can clearly see his own profit it is at the same time a great, big, national, patriotic and altruistic movement which has nothing but good in its wake for all the people and should be liberally supported aside from the motive of profit. The consumer—he who is King—is bound to benefit in person and in pocket from a better understanding, a deeper appreciation, and a larger and more frequent consumption of our products. His increased consumption means improved dairying, better methods, better and still finer products all down the line. Every producer will feel justified in increasing his stock and improving his herd. We’ll begin to get rid of the scrub cow, the old scrub equipment, and realize the dream of a century. The enlargement of the dairy and intensified dairying must give us renewed hope and faith in giving back to the soil our overdraft upon its riches, the abandoned farms of New England will again smile with rich harvests and every acre in the land will be worth more and yield more to its owner. Prosperity and Soil Fertility: Prosperity for the land and each of its six million farmers! Soil fertility reassured, and with it the reaffirma- tion and invulnerability of our suprem- acy, among all the nations of the world, in agriculture. You gentlemen of the Machinery and Supplies Branch of our business, should head the roll of honor, which the National Dairy Council wishes to sub- mit to its 280,000 associated members. Subscribe liberally and charge it to advertising. It’s the best and most profitable advertising you can do. And help us spread the gospel of better dairying—more cows and better cows. Your customers, your agents, your field men—each should be a missionary in this great work and carry the message to every farm in the land. Open your House Organs to editorial discussion of this great project. Stuff your mail with leaflets bearing the device: Drink more Milk Use more Butter Eat more Cheese Serve more Ice Cream and disseminate far and wide the truth about the value of our products. For years you have advocated better and more cows upon the dairy farm. Your best and most progressive con- cerns spend vast sums to educate and induce farmers to improve and expand so they may become better customers. 54 NATIONAL DAIRY COUNCIL CHICAGO The results of your lesson and your advice have been far from satisfactory. Under the conditions in the Dairy Industry it was one thing to improve and to expand; to make it pay was quite another. Unstable, uncertain markets; demoral- ized prices; small profits and often none; unreasonable requirements and harrassing conditions are not conducive to progress and improvement. The plan of the National Dairy Council solves the problem. It stabilizes the market, finds an outlet for increased production, protects the industry and offers encouragement to every dairy farmer to take new heart and build anew. This is your opportunity to procure big results from your own campaign of education. Support the Council. Subscribe to the fund. Let your cus- tomers know that you are willing to help them improve and expand. To Philanthropists HE work of The National Dairy Council commends itself to the consideration of all who delight in giving of their time and money to advance the public good. No movement of modern times is of greater importance, deeper significance nor as far-reaching in its direct benefits to the nation and every American— rich or poor, old or young, well or ill. True—our campaign to increase the consumption of Milk and Milk Products is founded on motives of business. It is supported principally by men who expect an improvement in their busi- ness and a betterment of their profits. That gives it vitality and insures its success. It is ‘‘g00d business’’ but business of a sort which is founded on morality and has in its wake every good for which the world and its philanthropists have fought for centuries. Twentieth Century philanthropy is not content merely to alleviate social ills but concerns itself chiefly with their prevention. It builds hospitals but concentrates its force upon public and private sanita- tion to lessen the need for hospitals. It furnishes food, clothing and shelter to the poor but investigates and seeks to remove the causes of poverty. It supports shelters and reformatories for the vicious and the fallen but stud- ies the causes of vice and crime with a view to prevention. In this fight for the betterment of social conditions the problem of food takes first rank. Sickness, poverty and crime are largely the result of insufficient nourishment, improper feeding, unbalanced rations, over eating. Man is what he eats, says the ancient philosopher. What we eat today becomes the thought and the action of tomorrow. Hence a national campaign educating the people as to food values and food economy has in its wake improved health, better living, longer life, greater efficiency, higher earning power, increased thrift and stronger character built on self-control and moderation— the very good which Twentieth Century philanthropy strives to establish. Millions of people will accept our mes- sage, heed our call to the simple life and build a better, stronger, happier and wealthier race. In the congested cities, infant mortal- ity is fought and checked, thousands of children are wrested annually from the jaws of death through milk-bene- factions alone. These benefactions deal only with the poor and great are their blessings. A hundred-fold good must spring from our education of mothers and house- wives whose families now are stunted in growth, deficient in mind, handi- capped in bodily vigor and efficiency and squandering millions through ignorance of food and food values. Teaching these 20 million American homes the true value and the lesser 56 NATIONAL DAIRY COUNCIL CHICAGO cost of Milk and Milk Products will result in incalculable improvement— physical, mental, moral and economic. Thinking philanthropists will recog- nize in this powerful campaign a great agency for the public good, a construct- ive movement for the uplift of social and economic conditions and a true preventative of much social misery. Wherever you probe into the vitals of this great movement you find good. The first and most important consider- ation, the consumer, is benefited in health, vitality, efficiency and pocket book. The public health is advanced. Infant mortality and many other physical ills are checked, reduced and wiped out through acceptance of our message. The great work of the national govern- ment, of the government of the states, the municipal health authorities is advanced and expedited; for the very pivot of the activities of the National Dairy Council is the accepted policy of sharp improvement in the purity, quality and high standards of Dairy Products. The whole purpose of our movement is to induce and make it possible for our 6,000,000 farmers to improve their herds, keep better cows and a larger number of well-bred cows. That means better, richer, more nourishing milk and cream, and an increased production to meet the new additional demand. Better and richer milk and cream means better butter, better cheese, better ice cream—a better and more cheaply fed nation—an increase of national efficiency and of national wealth. Beyond these great direct effects the success of our campaign means the conservation and enrichment of our soil, a maintenance and increase of farm values, more intensive farming, a stabilized production area for food- stuffs and a check on rising costs of living. Thus at every point we promote the good of the individual and the country, render a pure, social and patriotic service and become entitled to the genuine and enthusiastic support of every generous, public spirited citizen. Philanthropists can endow no worthier movement than one of such far-reach- ing practical benefits, so conspicuously preventative of the very ills which large benefactions seek to alleviate. If you are a thinking philanthropist, send us your subscription today. Your money cannot possibly do greater good anywhere than in the furtherance of better health, greater strength, more enduring vitality of our people. And let the humble wage earner who may read this book remember that his contribution of but one dollar per year is philanthropy as generous and true as is the endowment of thousands by the well-to-do. How Your Money will be Expended and Accounted for E NEED at least $20,000.00 a month for 36 months to do effective work. The details of the plan have been most carefully and most conscientiously studied by your Executive Committee. Each mem- ber of that Committee is a man of standing, enjoying the unqualified respect and confidence of your industry. They have without compensation given liberally of their time and counsel to investigate every detail of the plan before they finally approved it. They have scrutinized the wisdom and value of every item of expenditure proposed and as a token of their own belief in the success of the project they have advanced the sum of $50,000.00 to put the plan into immediate operation. Not a dollar of your money will be appropriated or spent without the previous approval of your Executive Committee. They will watch results as closely as they will watch returns in their own business. All branches of the work are in experienced hands— all engaged in the work are men of business training. They handle this undertaking purely from the stand- point of good business and expect a full 100 cents value in return for every dollar expended. A full and complete accounting certi- fied to by certified public accountants will be presented to every contributor. The General Offices of the Council will keep contributors advised as to the progress of the work. Your Board of Directors, the Executive Committee acting under its direction, and every member of the staff, con- scious of their great responsibility in the execution of this huge plan, are directing and doing the work with the utmost care, the best judgment, and, above all, team work. They are confident that they will have the united support of the industry so that they may continue the work, enter upon the full three years’ cam- paign and make this preliminary campaign a permanent work of the Council. They are confident also that prompt and liberal subscription to the full amount will insure prompt and lasting benefit to the industry and make the National Dairy Council a strong arm of usefulness to every member, a power- ful representative of our interests wherever they may need representa- tion and a voice respected and heeded throughout the land. Our policy shall be broad, liberal, just and fair; our power used wisely and our influence for the good of all the people. Proceeding from an enlightened self- interest of the people engaged in the industry, we know that our personal interests and the interests of the Com- monwealth are closely interwoven and each must have due regard. We stand pledged to unqualified co- operation with the authorities con- stituted for the protection and further- ance of the public health and shall claim it as a distinction to have been the first industry to march in advance 58 NATIONAL DAIRY COUNCIL CHICAGO of the times and initiate, rather than protest, the demand for still purer foods and still more sanitary methods of production, handling and distribu- tion. Thus you may give freely in the knowl- edge that every dollar of your money will do duty in a worthy, dignified cause, and that aside from the material profit gained, honor and credit will be reflected upon every contributor in the unqualified approval of the public and a largely increased patronage of our products. The Time to Act is—NOW! ND now—after this exhaustive A presentation of the great case of the Dairy Industry—its life rests in your hands. Prompt action is necessary. Delay is dangerous. The campaign is on. The Dairy Industry stands committed to it. We cannot now stop or hesitate but must drive through to complete suc- cess. It is the one great opportunity to lift our industry from the chaos of disorganization and lack of representa- tion to a position of permanent power and world-wide prestige. A fine example of public spirited, unselfish devotion to a patriotic cause has been given you by the broad-minded underwriters who, with full belief in the success of this great plan, have financed and made possible this pre- liminary campaign. You have a practical demonstration of the ways and means to increase the consumption of Dairy Products. Care- ful consideration will convince you, too, that the plan is sound, business-like, bound to succeed and entitled to your most liberal support. You need this campaign to fortify and advance your business. We need you to continue it and make it a powerful fighting-machine to do battle for our industry. SEND US YOUR SUBSCRIPTION NOW —and MAKE IT AS LIBERAL AS YOU CAN. It is not necessary to pay it all at once. You can split it up into 36 monthly payments and send us your check for one thirty-sixth of your subscription month by month until fully paid. Your enthusiastic support will be greatly appreciated by every member of the industry, and, unless otherwise requested, full public acknowledsg- ment of your subscription will be made in our literature. While we believe that this prospectus contains all information complete, we shall be glad to give you any further information which you may desire. Respectfully yours, NATIONAL DAIRY COUNCIL M. D. MUNN, President E. W. CHANDLER, Vice-President GEORGE E. HASKELL, Treasurer W. E. SKINNER Secretary and General Manager NATIONAL DAIRY COUNCIL CHICAGO 59 USE THE SUBSCRIPTION BLANK ENCLOSED HEREIN THIS IS YOUR COPY SUBSCRIPTION BLANK $750,000 ORGANIZATION AND ADVERTISING FUND OF THE NATIONAL DAIRY COUNCIL Be hereby subscribe and agree to pay to the Treasurer of the NATIONAL DAIRY COUNCIL, at his office in the City of Chicago, the sum of $ ( ) Dollars payable in thirty-six equal monthly installments of $ = ) Dollars and enclose herewith check in payment of first installment. bi agree to pay on or before the first of each month after this date an equal amount until the whole sub- scription is paid in full. We hereby authorize the Executive Committee of the National Dairy Council to expend any moneys sub- scribed and paid hereunder in the manner and for the purposes set forth in its prospectus, with the under- standing that a full accounting, certified to by Certified Public Accountants will be furnished to ,e Dated day of. , A.D. 1916. Name___..__ Byes Street and Number__.. ____. Make all checks payable to Treasurer National Dairy Council, Room 405, 130 N. Fifth Ave., Chicago, III. City. 58 NATIONAL DAIRY COUNCIL CHICAGO of the times and initiate, rather than protest, the demand for still purer foods and still more sanitary methods of production, handling and distribu- tion. Thus you may give freely in the knowl- edge that every dollar of your money financed and made possible this pre- liminary campaign. You have a practical demonstration of the ways and means to increase the consumption of Dairy Products. Care- ful consideration will convince you, too, that the plan is sound, business-like, bound to succeed and entitled to your most liberal support. You need this campaign to fortify and advance your business. will do duty in a worthy, dignified cause, and that aside from the material profit gained, honor and credit will be reflected upon every contributor in the unqualified approval of the public and a largely increased patronage of our products. contains all information complete, we shall be glad to give you any further information which you may desire. Respectfully yours, NATIONAL DAIRY COUNCIL M. D. MUNN, President E. W. CHANDLER, Vice-President GEORGE E. HASKELL, Treasurer W. E. SKINNER Secretary and General Manager NATIONAL DAIRY COUNCIL CHICAGO 59 USE THE SUBSCRIPTION BLANK ENCLOSED HEREIN THIS IS YOUR COPY SUBSCRIPTION BLANK $750,000 ORGANIZATION AND ADVERTISING FUND OF THE | NATIONAL DAIRY COUNCIL | Wes hereby subscribe and agree to pay to the Treasurer of the NATIONAL DAIRY COUNCIL, at his office in the City of Chicago, the sum of $ ( ) Dollars \ payable in thirty-six equal monthly installments of $ ( ) Dollars i and enclose herewith check in payment of first installment. W ‘ 1 agree to pay on or before the first of each month after this date an equal amount until the whole sub- scription is paid in full. | | | We hereby authorize the Executive Committee of the National Dairy Council to expend any moneys sub- | scribed and paid hereunder in the manner and for the purposes set forth in its prospectus, with the under- } standing that a full accounting, certified to by Certified Public Accountants will be furnished to 7e. : | Dated day af _A.D.1916. Name By | Street and Number Make all checks payable to Treasurer National Dairy Council, Room 405, 130 N. Fifth Ave., Chicago, III. City. State Value of Organization @ Dairying as a factor in national prosperity is no longer unprepared to cope with the problems and perils which can arise to threaten an industry so fundamental and so colossal. q No longer will this— our billion dollar industry — be a ship without a rudder; without effective repre- sentation before the world, and the governments of the world. q No longer will it be a family misunderstanding one another, working at cross purposes, and through its lack of cohesion and harmony be the football of strong, hostile interests, the plaything of ignorant and vicious interests who have thrived on our weak- ness and unpreparedness. We are banded together —we stand together. We have a common ¢round, and speak with one voice. q National in scope as is our undertaking, it is srounded upon common sense. You are asked to enlist in the cause, not because it is a cause, but because it will pay you in dollars and cents in your own business. The success of this organization pro- tects your investment, maintains and increases your volume, insures your profit, safeguards your future, and encourages you to grow and expand. q And you will readily see that the furtherance of our individual interests will also result in a generous patriotic contribution to the national welfare, the security of the national wealth, and great good to every citizen of the land. SUBSCRIBE TODAY In the following pages we present reproductions of a few advertisements prepared for the preliminary campaign. These consist of two pages in The Saturday Evening Post in full size reproduction, and nine additional advertisements, in largely reduced reproduc- tions, for the Metropolitan Newspapers of the country. You are requested to study these advertisements carefully. They can only hint at the widespread and powerful publicity involved in a full three- years-campaign, but are fair indications of the sound policy and strong arguments which are bound to impress deeply our millions of readers, and popularize and increase the con- sumption of our wonderful products. Local advertisers desiring to use these advertisements or any part thereof, in their local campaign, or for reproduction in their literature, are invited to make application to the Council. These advertisements are copyrighted, and must not be used without the permis- sion and consent of the National Dairy Council. Today is for the strong. Nowadays men realize that their earning power depends upon sound bodies and sound brains. And women who seek health and hap- piness— not only for themselves, but for their husbands and children — have a keener appreciation of the value of proper food, its quality and its quantity. Overeating Is Dangerous Most people eat too much. Overloading the stomach handicaps success. Gorging clogs the body, and robs you of snap and vim. Concentrated foods are best. They permit you to do Then Use More Dairy Products MILK is not merely a delicious beverage; it’s a real food. A quart a day is not too much for active workers. But drink it slowly —eat it. Sleeplessness often is only hunger which you can quickly satisfy with a glass of milk. cook book. a holiday tid-bit. Eat More of These—Live Better—Spend Less find many appetizing cheese dishes in your ICE CREAM is not a luxury, nor merely It is a delicious, refreshing, stimulating, nourishing food. Eat less of the better work, and more of it— you can earn more—if you relieve yourself of bodily overtax. Back to Simple Life In studying what you eat and what you feed your family, it is wise to include such body-builders and re- pairers as milk, butter, cheese and ice cream. Since time began these gifts of Nature have been con- sidered necessary for complete health. Your body craves their nourishing qualities because they furnish all the needed elements in a highly digestible form. They are pleasing and appetizing. ‘Theynourish, but do not distress. heavy, slowly digestible dishes at the beginning of the meal. Instead, eat a heaping dish of ice cream as a dessert. Buy it at your drug store. Quit paying the heavy toll of over-eating and improper feeding — quit today. BUTTER is a 98 per cent food, practically without waste. It gives the body energy. Let the children have all the bread and butter they ask for. And cook and bake with good butter— like mother used to do. CHEESE. is a splendid food, too little un- derstood. Sturdy, fighting men, enduring in the trenches, come from nations subsisting largely on cheese. Eat plenty of cheese. You will codfish, etc. tively greater degree. STARTLING FACTS Professor Rosenau of Harvard University says that the actual food value of one quart of milk is equal to three-quarters of a pound of beef, two pounds of chicken, eight eggs, two pounds of And we say that since butter, ice cream and cheese are concentrated products of milk, each therefore contains these food values, in a rela- Practice real economy at the same time by obtaining more concentrated nourishment at a lesser cost. Sparkling eyes — clear skins — good teeth — ruddy cheeks—snap—‘‘pep’’—the joy of life belong to all who drink plenty of good, fresh milk and use all dairy foods liberally. You can buy them everywhere. Send for the Dairy Menu Book. There’s one for every home in America. NATIONAL DAIRY COUNCIL General Offices: Chicago, IIl. This Council is composed of 280,000 dairymen, dairy cattle-breed- ers and representatives of all allied dairy interests. Its purposes are to build a greater and better American dairy agriculture—resulting in improved soil-fertility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value of dairy products. The Council believes its mission is patriotic. ‘ A wider use of dairy products on the tables and in the kitchens of our American homes will mean a healthier and cheaper fed nation. Our slogans are: ‘‘Drink and use more milk.?? ‘‘Eat and cook with more butter.”’ ‘‘Ice cream is not alone an excellent dessert, but a real food.’ ‘Cheese is the staff of life of many nations; why not in U.S. A.??? ‘Dairy Products — palatable, nourishing, eco- nomical—are Nature’s best food.”’ Advertisement A. Combination Full Page. The Saturday Evening Post. Both Food and Drink Milk is not merely a delicious bey- erage. It’s a food. Nature combines in milk all the food elements your body needs. Some produce bone and muscle. Some rebuild it. And some create energy. And they are carefully bal- anced. So that you get the right proportions, Amongst foods none can compare with delicious, stimulating milk. None are so easy to obtain. None so economical. Prof. Rosenau of Harvard says you would have to buy and prepare 3 pound of beef, or8 eggs, or2 pounds of chicken or codfish, to get the nour- ishment contained in a single quart of milk, Milk isa concentrated food, yousee. EatLess—Drink More Milk Fresh milk is the ideal food for men and women who work with muscle or with brain—people whoare doers. Milk drinkers are always temperate, They know that what one eats and drinks to- day is thinking and working tomorrow. Milk drinkers seldom over-eat. They keep their bodies in fine physical trim. ‘Their efficiency is 100 per cent every day. They are ready for emergencies. Then heed the advice of great food specialists. Dr. J, H. Kellogg says: “Most people will find that they can reduce their daily rations by one-third, sometimes one-half, without any incon- venience whatever.” For Young and Old Alike Nature first gives the infant milk. Why ever stop it? Why defy Nature? For the growing child, for the young man and woman, and for the maturer years milk is a needed food. Drink it slowly—eat it. That insures complete digestion. Consider milk in the place of the heavier, slowly digest- ible foods. Use milk as a substantial part of your meal. Begin today todrink more milk. Teach every member ofthe family to know its value. Stop over- eating. Excess calls the doctor. When you come to drink more milk for every meal you'll know the real joy of living. Brain fag willbe rarer. Bodily fatigue willdisappear. Remember,good health is the foundation of all success. Milk points the way. Th od Pure, golden butter, fresh and crisp, is the chief energy food. Unfortunately, too many people think of butter as merely a spread for bread. They forget that butter is one of the foremost energy foods. 80 to 85 per cent of butter is pure fuel-fat in the rarest form. Then there is mineral matter, for bone building. And some protein for muscle making and repairing. Butter comes from cream alone, with salt ordinarily added. It takes the cream of 8 to 10 quarts of milk to make a pound of butter. Practically No Waste The stomach quickly absorbs but- ter—98 per cent of it. And it is the digested portion of what you eat that counts. Foods with excess waste in them are luxuries. But certainly not butter. You pay for a pound of butter. Your body gets that pound. And uses it. Butter is everybody’s food. Food for the delicate and robust child...for the man who wields the sledge or produces by brain work...for the sick and the well...for the rich and the poor. Old fashioned, plain bread and butter has always been and always will be the Staff of Life. The com- bination is unmatchable, Use Butter in Cooking More butter in soups. Meat and fish broiled in butter. Vegetables heavily buttered. Such are the practices of famous chefs. Consult cook-books, and you will find that the foremost cooks recommend butter in dough-making. Better pie- crust, better bread, better cake comes from using more butter. You do more than create more palat- able dishes. The butter is absorbed into the foods. That increases their nutri- tive values. So there is no waste here. Commence now to eat more butter. Give the children all the bread and butter they want. Force it on them, if necessary. For remember, butterisconcentrated energy. The body needs it. And since butter is a concentrated food, it is most economical, Compared with Meat “So far as its composition is con- cerned, cheese is entitled to be con- sidered as directly comparable with meat,’’ says Dr. C. F. Langworthy, of the U.S. Dept. of Agriculture. Then compare cheese with the 1S principal foods. You will find that cheese is first in food value per pound. It precedes meat, eggs, bread, potatoes and eleven others. Cheese costs less than meat and these other foods. So there is no easier way to cut your food bill than by using more cheese. Old-world nations know its economy. They know its value as one of the most palatable, nourishing and delicious foods, Highly Nutritious Cheese is a highly concentrated food, It saves us from over-indul- gence, It takes the place of bulky, diluted food. The sturdiest people in the world come from nations where cheese is a basic food—eaten three times a day. Cheese has been one of the world’s staples since the beginning of civili- zation. Butin these daysof sky-high prices it takes on a new meaning. Nothing to Throw Away You use it as it comes from the market, You squander no money for bone, gristle, skin or seeds, Cheese is made from milk. When you read about milk in the first column you noted its food value. Then think of the food value of cheese. Compare its cost with other foods. In every pound of cheese you get the food value of about 5 quarts of milk. Your cook book is full of recipes for delicious cheese dishes, They stimu- late digestion. They adda zest to any meal. They help you add variety to your family table. They give your family more nourishment at less cost and trouble. Commence to use cheese in place of heavier, less digestible dishes, Remember that a diet is a better cure than medicine and the lancet. Give cheese its rightful place. For cheese ts a real food, The Dessert Food Ice cream contains more real nour- ishment than many of the dishes which you think essential and neces- sary. A quart of ice cream has the full food-value of one and a half pounds of round steak, or four pounds of potatoes, or eighteen eggs. Delicious—Nutritious Mothers now realize that ice cream is fine for growing children. And as a prominent part of a grown-up’s meal, there are unmatchable food values in this combination of cream and sugar, Dr. Woods Hutchinson, one of the world’s greatest food experts, says: ‘‘A high place in the summer diet should be given to ice cream, ice puddings and frozen custards. ‘Their combination of sugar and fat gives them high nutritive value, and they are readily digested by healthy stomachs, especially when eaten slowly, with plenty of good cake, home made cookies or salted crackers.’’ So it is well to eat ice cream at lunch and at supper. It’s just the thing, too, to eat between meals and before going to bed. The Handy Food You can get good ice cream at your nearest drug store. It is ready toeat, requiring no preparation. And as in other dairy products, there is no waste. Your body gets every ounce of nour- ishment you pay for. Ice cream should not be added to the meal. It should be a part of the meal, Less bulky foods during the meal and a big, heaping dish of ice cream at the end is a sensible plan. Ice cream is easily digested. It keeps the stomach in good order. It is so safe that it is often the first food allowed to convalescents, As people come to know ice cream better and its real value asa food, more will insist on it. Begin eating more ice cream now. Substitute it for other foods. You will live better and longer, feel happier and stronger, earn more and spend less. iain NATIONAL DAIRY COUNCIL This Council is composed of 280900 dairymen, dairy cattle-breeders and representatives of all allied dairy interests. Its purposes are to builda greater and better American dairy agriculture —resulting in improved soil-fertility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value of dairy products, The Council believes its mission is patriotic. Send for the Dairy Menu Book. It’s free, postpaid, GENERAL OFFICES CHICAGO, ILL. A wider use of dairy products on the tables and in the ki will mean a healthier and cheaper fed nation. chens of our American homes Drink and use more milk.” “Eat and cook with more butter.” “Ice cream is not alone an excellent dessert, but a real food.” “Cheese is the staff of life of many nations; why notin U.S. A.2?” “Dairy products — palat- able, nourishing, economical —are Nature’s best foods.” Advertisement B. Combination Full Page. The Saturday Evening Post. VIM Depends On Victuals Your earning power and happiness depend largely on what you put in your stomach. You know what happens when you overload it. Languor or distress slows you down. Gorging robs you of snap and vim. Nature urges you to eat more dairy products, the nat- ural, concentrated foods—such as milk, butter, cheese and ice cream. They nourish. Each contains the food elements every active body craves. Each is palatable and digestible. Dairy products help you do better work—and more of it. So commence now to relieve yourself of bodily over- tax by adopting the dairy plan. Delicious— Economical Dairy products contain all the necessary elements that build and repair bone and muscle. Professor Rosenau of Harvard University says that the actual food value of one quart of milk is equal to three- quarters pound of beef, two pounds of chicken, eight eggs, two pounds of codfish, etc. And we say that since butter, ice cream and cheese are concentrated products of milk, each therefore contains these food values in a relatively greater degree. For instance, the energy value of a pound of butter is 9 times greater than a pound of potatoes. Think of the economy of dairy products. No expensive waste—no gristle, seeds or skins. You get full value for your money. e Use More Dairy Products MILK is a real food—not merely ICE CREAM is not a luxury, a delicious beverage. A nor merelya holi- quart a day is not too much for daytit-bit. It isa delicious, refreshing, active workers. But drink it slowly stimulating, nourishing food. Eat less —eat it. of the heavy, slowly-digestible dishes Sleeplessness often is only hun- at the beginning of the meal. Instead, ger, quickly satisfied with a glass eat a heaping dish of ice cream as a of milk. dessert. Buy it at your drug store. BUTTER is 2 98 per cent food, CHEESE is 2 splendid food, too —_———— practically without ———— little understood. waste. It gives the body energy. Sturdy, fighting men, enduring in the Let the children have all the bread trenches, come from nations subsist- and butter they want. ing almost wholly on cheese. You And cook and bake with good but- will find many appetizing cheese ter—like mother used to do. dishes in your cook book. Send today for your copy of The Dairy Menu Book—A postal will do GENERAL OFFICES: CHICAGO, ILL. This council is composed of 280,000 dairymen, dairy cattle-breeders and representatives of all allied dairy interests. Its purposes are to build a greater and better American dairy agriculture—resulting in improved soil-fertility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value of dairy products. ‘I'he Council believes its mission is patriotic. A wider use of dairy products on the tables and in the kitchens of our American homes will mean a healthier and cheaper fed nation. Ourslogans are: ‘‘Drink and use more milk.’’ ‘'Eat and cook with more butter.’’ ‘‘Ice cream is not alone an excellent dessert, but a real food.’’ ‘‘Cheese is the staff of life of many nations; why notin U.S. A.?’’ “Dairy Products — palat- ————— able, nourishing, economical —are Nature's best foods.’* =—_ === z J | | } SS ass a SMH : MII | — = _=Sahnh 1D FHL v ——— NIT] TT HT > = \ mies Se 4 SN | Hy | | | Tp —— ul Wt) UY 5 ce INIT 77 ue a a SA dey See A \y = >» __ a CF vw =e WS Ww ( SS *y ‘i os et Pa N Woy | So \ Las FY 2 ~ +. ; i SS er Se ; 41] Ns N \ Advertisement D. Combination Half Page. Metropolitan Newspapers. poe OT es Nothing Better After Exercise CII, ¢ “a oe, OY) "TL ODAY—it you start to eat more bread and milk—you’ll put a stop to more than-half your troubles. You eat too much. You overload your stomach. At least, most people do. If you are wise on foods, and do eat the proper amount, then you are liable to make an- other great mistake by not eating the right kind of food. Stop! Think! Your earning power and your happiness actually depend on what you put in your stomach. Vim depends on victuals. Nimble wits depend on temperate eating. Live Better—Spend Less Of course, all of us aren’t scientists. We can’t stop and analyze everything we eat. But we can heed the advice at reat food specialists. We can learn the true value of dairy products. For instance: Prof. Rosenau of Harvard University says that the actual food value of one quart of milk is equal to three-quarters pound of beef or two pounds of chicken or eight eggs or two pounds of codfish, etc. And yeu know that butter, ice cream and cheese are concentrated products of milk. So they contain even greater nourishment. Dairy products mean a lot of food for littl money Dairy Dishes Best for Everybody Since time began Nature has prescribed dairy prod- ucts as body-butlders and repairers. You meno with plenty of pep admit that. You know that one of the most popular dairy dishes for centuries—obtainable anywhere at any time—is a bowl of bread and milk. In bread and milk are those nourishing qualities neces- sary for complete health. Bread and milk is the real staff of life dish—refreshing, stimulating, restorative. It is energy in a most agreeable and digestible form. * Nourishing, Economical Try eating more bread and milk. Have it at lunch often. Try it as a bed-time dish, so you can wake up refreshed. Eat bread and milk any time—it is an all-hour food—easy to prepare at home—easy to buy at restaurants. In such appetizing dishes as bread and milk, well-but- ‘ig tered bread, cheese dishes and ice cream, your body gcts the nourishment it requires. After you commence to eat more dairy products, you'll feel better. You'll be able to do a full day’s work under pressure. You won't feel distressed for a couple of hours after each meal. You won’t fall asleep after Junch—for instance. Try the dairy plan. You will soon admit that a plain but wholesome fare is best. And also thriftiest. R.D. Mil- ner of the U.S. Department of Agriculture says: ‘‘A lunch of bread and milk is very nutritious in proportion — i #7, to its cost and convenience.’’ Begin today to make bread and milk a part of your every day food. To Housewives Your job is to help your hus- band do his best. If you handi- cap him by too much food — improperly selected—he goes off to work with a thick head. Employers will label him "Sleepy" or “Lazy.” So pro- tect him—help him get ahead by your knowing dairy prod- ucts and their value, Then the children. When they're peevish—think first of their foods—instead of punish ment Or it they appear dreamy, uawilling or scrappy, femember whipping is not a substitute for proper feeding. Give them Nature's foods— more milk —butter—cheese— ice cream. Insure family health and happiness by the dairy way. To Employers When your people appear incompetent or indifferent, they are generally food-poisoned. Ill-chosen foods drug people. Help them overcome this enemy for their sakes and yours. Even if you consider it {rom @ selfish standpoint, your teach- ings will be paid for in more and better work. “The big South Works plant of the Ilbnois Steel Company recently established a number of milk stations in its factory. [In less than six months the workmen were consuming 1400 quarts a day,"’ says the Ameri- can Magazine. Post this and other dalry adver Usements op in your place of busi- bess. You'll find your people glad to learp about right living. Send for the Dairy Menu Book Today NATIONAL DAIRY COUNCIL GENERAL OFFICES: CHICAGO, ILL. This Council Is composed of 280,000 dalrymen, dairy cattle-breeders and representatives of all allied dairy loterests, Its parposes are to build a greater and better American dairy agriculture—resulting ia improved soil fertility and better farm life—to encourage every American consumer to have a keener appreciation (like Europena ations) of the high food value of dairy products. ‘The Council believes its mission is patriotic. the kitchens of our American bores will mean a healthier and cheaper-fed nation. Ou A wider use of dairy products oo the tables and in rslogaus are: "'Drink and ose more milk.’* ‘'Eat and cook with more butter."* “Ice cream is pot alone an excellent dessert, but a rea) food "* “'Cheese is the staff of lile of many nations, why pet in U.S. A.?"* ‘Dairy Products—palatable, Truly a Vacation Dish pourishing, economical—are nature's best foods.** The Best Bedtime Dish BUTTER 222i Cent Food It is wrong to consider butter as merely a spread for bread. For butter on bread or for cooking purposes, is a highly concen- trated food-fat, containing solids vitally necessary for bodily energy. 80 to 85 per cent of butter is pure fat in the best form. Then there is three per cent of mineral matrer for bone-building and one per cent protein for muscle making and repairing. The stomach quickly absorbs butter. Butter is a leader amongst toods of high fuel value. Thickly buttered bread is a two-value food,much needed by vigorous workers. CHEESE Helps to Solve the High Cost of Living This ancient and honored food assumes new importance in these days of sky-high prices. Cheese contains those fibre- building qualities so needed to offset the wear of the body, to- gether with fuel-fat and bone-building minerals. Use cheese in many ways—not merely as a pie-chaser. Cheese sand- wiches of all kinds are wholesome. And cheese in cooking materially re- duces the food bill. Cheese and macaroni is a hearty dish, worthy of first place on at least one menu a week. Cottage cheese is a fine relish. Cook books are full of delicious recipes for cheese dishes—all economical. Both a Dessert ICE CREAM ina.’reos Everybody likes ice cream. People have quickly overcome the idea that ice cream is solely a holiday tit-bit. Mothers realize thatitisfine for growing children. And asa prominent part of a grown-up's meal, there are unmatchable values in this combination of cream or milk, sugar, etc. Eating Ice Cream gives one a fine sense of satisfying both the palate and the body. Ice Cream can now be bought everywhere in many delicious flavors. In the home especially it makes an elaborate dessert at a modest price—giving more food value for less money. And best of all, when bought outside, it makes kitchen work unnecessary. Suggestion for Grocers, Druggists, Restaurant Owners: Keep this page posted on your window for a week. Watch your business grow, Advertisement C. Milk and Combination. Full Page. Metropolitan Newspapers, The Wonde of Milk Milk is one of the most wonder- ful foods. It is Nature’s first gift. Milk is one of the cheapest foods on the market. It is also one of the most easily digested. It is very nourishing. It contains the chief parts of all the different foods commonly found on the table, Milk is the equal to a meal con- sisting of meat and eggs, sugar and cereals, oils and fats, with salt and water. A milk diet, therefore, is like a mixed diet. Milk contains all the elements nec- essary to sustain life. One of the chief essentials of milk is the fat it contains. Fat is required by the human body to create heat and energy, and milk excels in fat. While there appears to be little difference between different fats when we measure the food value by the amount of energy, we must not forget that energy does not measure the entire value of a food. There are other factors quite as important. ‘Fat is fat,’? say some chemists; “fat is fat,’? chirp in the oleo- margarine makers. But scientific investigators of human foods say there is a difference in fats, and they have the facts to prove their assertion. Drs. Hart and McCullom, of the Wisconsin Experimental Station, have proven that Milk-fat, com- monly called Butter-fat, contains nourishing properties not found in animal or vegetable fats. Claims that oleomargarine or other sub- stitutes for Butter are just aS nu- tritions as Butter are false. “dairy interests. a Pepe eee ee eae | | ) MIL Both Food and Drink ILK is Nature’s best and choicest food. tains all the food elements you need. It con- It is wholesome,beneficial, refreshing, stimulating and delicious, and of all food products, most easily obtained. Safely sealed, in a glass bottle, it is left at your door every morning. waste, and is very low in cost. It requires no preparation, means no To get the nourishment contained in a quart of milk —according to Prof. Rosenau of Harvard—you would have to buy and prepare 34 pound of beef, or 8 eggs, or 2 pounds of chicken, or 2 pounds of codfish. Each of these cost you more, to say nothing of the time, labor and fuel required in preparation. Children Grow Best on Milk The food-contents of milk best satisfy the needs of the growing child. Growing children should drink as much milk, literally, as they can hold; it is absolutely necessary for their growth. Their rate of growth can be regulated by food—but the kind of food they eat is more important than the amount. Milk alone contains all the elements necessary to sus- tain life and build the body. You Need It, Too. The very qualities that make milk the essential food of childhood recommend it for grown people as well. Use milk not merely as an addition to an already rich and heavy diet, but in place of some of the slowly digestible dishes which overtax your digestive organs and impair your health. Eat for Health Begin today to drink more milk. its value, Order it at your downtown lunch. ‘Teach your family to know Quit overeating. It’s dangerous, particularly on these hot summer days. Use more Dairy-Products. They are good for you. They mean better health, brighter spirits, happier action. You’ll earn more, live better, live longer, spend less and you'll bless the day when you resolved to lead a simpler life. Send for our Dairy Menu Book. It’s free—postpaid. NATIONAL DAIRY COUNCIL GENERAL OFFICES: CHICAGO, ILL. This council is composed of 280,000 dairymen, dairy cattle-breeders and representatives of all allied Its purposes are to build a greater and better American dairy agriculture—resulting in improved soil-fertility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value of dairy products. mission is patriotic. ‘Bat and cook with more butter."” “‘Cheese is the staff of life of man nourishing, economical—are Nature's best foods. The Council believes its : A wider use of dairy products on the tables and in the kitchens of our American homes will mean a healthier and cheaper fed nation. Our slogans are: ‘‘Drink and use more milk.’? *‘Ice cream is not alone an excellent dessert, but a real food.”’ Yy vations; why not in U. S. A.?’’ ‘Dairy Products—palatable, Advertisement H. Milk. Quarter Page. Metropolitan Newspapers. : if SSS > cae Nature’s Choicest Food What Every Mother Should Know “There are many mothers who do not realize how much actual food value they get in fresh milk compared with other foods. Milk is considered by food experts to be the best and cheapest food. “A quart of good fresh milk is equal in nutritive elements to nine ounces of bread, three-quarter dozen of eggs, eleven ounces of steak or eight average-sized potatoes. ‘‘Compared with fruit it equals sixteen oranges, nine bananas or fourteen apples. “‘Every mother should know that milk can be used in many ways to reduce her household expenses. Milk- cooked foods are very nourtshing and cost less. Any good cook book gives palatable, milk-cooked foods that will make a luncheon or a dinner to satisfy the whole family. “If mothers would take the time to know more about the value of pure milk, we are satisfied that the grocery and meat bills would not look so large. “Pure milk should mean much to the woman who cares.” While Dr. W. Peabody Bartlett does not talk about the value of milk in school lunches in the above article, this is a subject which should interest mothers. School children who eat their lunches away from home should be encouraged to eat dairy products. The Depart- ment of Physiology in the University of Pennsylvania has, fora number of years,conducted observation classes of backward children. These classes are designed to prove that under-feeding or improper feeding is altogether too frequently responsible for the unhealthy mental condition cf many little ones. Experiments have been madeall over the country by different school authorities. Some schools serve lunches. But the interesting fact is that most school lunches have never been attempted without milk, for the reason that expert dieticians know that it is out of the question to attempt to afford nutrition to growing, studying children without Nature's best food pure milk, Give the children thickly buttered bread. Cheese- sandwiches are fine for school lunches. Ice cream is a real food as well as a dessert. Dairy foods—for young and old alike—afford the needed nourishment at the least cost. UTTER is Nature’s choicest and perfect energy-producing food. Butter is churned from cows’ milk only. A pound of butter con- tains all the fat—butter-fat—of eight to ten quarts of pure milk. Since a quart of milk in food value equals eight eggs, three-fourths of a pound of beef, two pounds of codfish, you will see how high in food value and low in price butter is as compared with other things you buy. Butter—The Energy Producer Think of butter as food—as an important part of the day’s meals—not' as a thin spread for bread. The more butter you use the better the family is fed. ‘Ihe use of plenty of sweet, crisp butter will reduce the need for other things. It reduces labor in preparation of the meal, saves money and besides converts an ordinary meal into a feast. Eat more bread and butter; buy more butter and less of other things and save money. The 98% Food Ninety-eight per cent of the butter you eat is taken into the body. It is the digested portion of your food that counts in body-building, and there is no use in spending money for foods you can’t digest. To do so is money thrown away. Butter is everybody’s food—food for the delicate and robust child; for the man who wields the sledge, and also the brain worker; food for the sick and the well; the rich and poor. Allto be well-fed must use milk or its products. Butter is not a luxury to be used as a relish, but a nutritious, palatable food, necessary to the health and economical feeding of young and old alike. Send for The Dairy Menu Book — there’s one for you NATIONAL DAIRY COUNCIL GENERAL OFFICES: CHICAGO, ILL. This Council is composed of 280,000 dairymen, dairy cattle-breeders and representatives of all allied dairy interests. Its purposes are to bulld a greater and better American dairy agriculture —resulting in improved soil-fertility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value of dairy products. The Council believes its mission is patriotic. A wider use of dairy products op the tables and in the kitchens of our American homes will mean a healthier and cheaper fed nation. Our slogans are: “Drink and use more milk." ‘Eat and cook with more butter.” “Ice cream is not alone an excellent dessert, but a real food.’’ “Cheese is the staff of life of many nations; why not in U.S. A.?” “Dairy products—palatable, nourishing, economica]— are Nature's best foods.” Advertisement E. Butter. Half Page. Metropolitan Newspapers. | NM i, ‘ "| pss | (Prenst, I’ p2 ty? Ao! at “ Ay In’ > Ds aii I } a i = See ss) at BUTTER The 98 Per Cent Food 98 per cent of all the butter you eat is taken into the body. There is practically no waste. Butter makes energy—it builds up and repairs the body. Mothers looking for “growing foods” for their children should SS —= nthe Greatest think about butter and know auiona. ropbiem . The greatest problem con- all about It. fronting American people is . neither the Tariff, nor the Trusts, Old-fashioned bread and butter, the nor International Peace. It's the : : : : * ’ food we put into our stomachs— butter spread on thick, is chi/dhood’s food the quantity and the kind. What a z eee Cease pte by, and older people need it to create eating, and in wrong-eating, ‘ cannot be measured in dollars an maintain their energy. and cents. : Stay ae inpatient Thin-blooded people should eat lots of ie aah ay oil ae Bay ee ve butter. It balances the diet and makes inform them on the cos of living. good blood. Butter is not a luxury, but n ignorance as 00: D food values will be as blame- a great food, necessary to the health of worthy as poor spelling or being a poor at figures. ! young and old alike. e¢ manufacturer using steam will spend weeks and big money e . to find the proper coal for his Use Butter in Cooking boilers. He wants to know all about the amount of heat he can Don’t ruin your ineat or your vegetables for the want of Le eubet 2 OR ec ee en lenty of butter. It is indispensable in real good cooking. RS ESR ea oe eae he best steak you can buy will fail to please because you That's wisdom, but, while he have substituted, or been sparing with butter. Fish to be is studiously solving his coal appetizing must swim in butter. Billy, the oysterman, one of Problem s0 that he may get the ewYork’s famous restaurant men, whose dinners are famous most for his money and insure all over the country, uses nothing but butter, and attributes the longest possible life for his his f d hi e . inachinery ihe eosaalene7 and is fame an is success to the liberal use of butter. overloads his stomach, the hu- The rere oe you me in eee better ee eaok man boiler, with not a thought ing. eats and vegetables cooked in butter turn out better ag to the food value of the things taste better, and digest more easily. : he puts into it, the wear and tear %: upon it, and no conception as to Fry your eggs and your potatoes in butter. whether he is getting the great- : ; ‘i n si toaldodortieveltnarolevees ‘ eee fe crust iy rea wih one half butter and one- dollar spent for his food. alf lard. epg espoonful of butter in your batch of Now, it seems that the human bread improves the bread. When you make cake use butter. boiler should have as much con- It cannot be satisfactorily substituted, and a good rich cake, sideration as the factory boiler. baked with butter, is good, nourishing food. When your factory boiler is B 4 E abused and wears ont in half the __ Butter is never wasted, for every ounce you use in cook- time it should you throw it out ing or on the table means practically a full ounce of concen- and get another one. That's trated nourishment which builds the body, and improves just a loss of money. : the health of your family. But when your human boiler wears outin half the time you lose s half of your life, and must goon Send for the Dairy Menu Book—It’s Free! with your impaired machinery to the end. Which of the two is the sare teeenaiiaobiee NATIONAL DAIRY COUNCIL GENERAL OFFICES: CHICAGO, ILL. This Council Is composed of 280,000 dairymen, dairy cattle-breeders and representative: of all allied dairy interests. Its purposes are to build a greater and better American dairy agriculture—resulting in improved soil-f« ctility and better farm life—to encourage every American consumer to have a keener appreciation (like European nations) of the high food value ot dairy products. The Council believes its mission is patriotic. A wider use of dairy products on the tables and in the kitchens of our American homes will meam a healthier and cheaper fed nation. Obr slogans are: ‘‘Drink and use more milk."* ‘‘E t and cook with more butter."’ ‘‘Ice cream is not alone an excellent dessert, but a real food.’ ‘‘Cheese is the staff of life of many na juns; why not in U.S. A? ‘Dairy products —palatable, nourishing, economical—are Nature’s best foods.’’ Ghee Advertisement I. Butter. Quarter Page. Metropolitan Newspapers. CHEESE Americans Should Eat Niore ieee take a look over last week’s meat and gro- ¥ cery bill. How much did you spend for cheese? Probably little or nothing—surely not enough. We Americans overlook cheese as one of the most palatable, nourishing and cheapest foods. From sheer habit we neglect one of our best home-products and sacrifice well-being and good money for foods not nearly as nourishing nor as low in price. Cheese has been one of the world’s staples since the beginning of civilization. Old-World nations know cheese and depend on it as one of their basic foods. Cheese is a real food—healthy, nourishing and appetizing. It stimulates diges- tion. That’s why it is always included in every well- AComplete Foodfor |