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Information bulletin
(September 1950)

"Ein Glas Milch, bitte!",   pp. 30-32 PDF (2.1 MB)

Page 30

It was an uphill battle but HICOG Food and Agriculture officials in Hesse
report they are getting results in improving
state's milk supply and distribution system. Moreover, kiddies get glass
of pure milk free each school day. (PRB OLCH photos)
HESSE, SIMILAR TO NEW JERSEY in area, size and
population, is, like New Jersey, pretty good dairy
country. Forty percent of the average farm income in the
German state is derived from milk and milk prod'ucts,
and its rolling green countryside is always well-populated
by healthy looking cows.
Yet, Hesse has had the lowest per capita milk consump-
tion of any area in Europe, with each resident of the state
drinking a scant one-sixth of a quart of milk a day.
These two facts troubled Dr. James S. Hathcock, chief
of Food and Agriculture Branch, Economic Affairs Divi-
sion, OLC Hesse, and his deputy, Eugene Epstine. Both
men, trained agriculturists and agricultural economists,
also knew that milk is the most nutritive, best-balanced
food in the world, and, for the vitamins and minerals
provided, the cheapest food in the world. When trade
licensing, with its inequitable, cumbersome food-handlers'
permits, was abolished in Hesse in June 1948 Hathcock
and Epstine saw the opportunity of increasing milk con-
sumption and milk production.
Before they could interest the Germans in a campaign
to increase milk consumption, the OLCH agriculturists
had to draw up a list of specific grievances. They found
two major evils in the Hessian milk supply and distribu-
tion system. First of all, there were no tuberculin-free
cattle areas, and second, milk was sold loose, in bulk,
from cans, handled by many people.
They also discovered that the butter-fat content of
Hessian milk was low, that milk was not being irradiated
with vitamin D, that pasteurization was either nil or
faulty, and where pasteurized, the sanitary effects were
lost by virtue of unsanitary handling.
W ITH THEIR LIST of grievances and their hopes of
W increasing milk consumption and production, both
of which also have an economic aim in that they con-
tribute to lowering German food imports, Hathcock and
Epstine began enlisting the aid of milk producers, dairy-
men and consumers.
Supporters of the program began campaigning through-
out the state, and commercial agencies, such as large
dairies and farmers' co-operatives, pledged financial sup-
port. Most welcome aid came from the overwhelming
acceptance of an increased milk production program by
the League of Housewives, and one of their members,
Mrs. Finni Fannes of Frankfurt, became the public rela-
tions director for the campaign.
First of all, those people interested in the Hathcock-
Epstine idea organized themselves into a promotional
group. A seven-man "Hessian Dairy Council," representing

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