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Schoenfeld, Clay (ed.) / Wisconsin alumnus
Volume 49, Number 9 (June 1948)

With the alumni,   pp. 40-41

Page 40

Four Badgers Run a
Unique Supply Firm
To Serve Agriculture
   FOUR BADGERS have set up
 in Fort Atkinson a unique mail
 order firm, the only one of its
 kind in the country. They are Leo
 W. Roethe, '37, Ormal E. Kies-
 ling, x'33, H a r o I d Bergmann,
 x'18, and William Rust, '41.
   Operating under the t r a d e
 name NASCO, the firm name is
 National Agricultural Supply Co.
 The company, which grosses more than
 a half-million dollars yearly, is sup-
 plier to teachers of agriculture, county
 agents, colleges and universities, and
 specialized and scientific farmers. Its
 plant supplies merchandise that is
 available nowhere else, many of the
 items being manufactured or assembled
 on the spot. They are predominantly
 products of the company's research
 laboratories: bottled specimens of para-
 sites which attack farm animals, in-
 fected potatoes, grasshoppers in vari-
 ous stages of the life-cycle.
   "We ship every day to every state
in the union," says Mr. Roethe. They
also do business in 27 foreign coun-
tries, list more than 5,000 items in
their 100,000 catalogues, employ 30
people to handle orders.
   The idea behind the firm originated
seven years ago with Norman Eckley,
a Ft. Atkinson vocational agriculture
teacher. In his instructional experience,
Eckley found that it was practically
impossible to find specimens, charts,
and teaching aids. It was quite in line
to talk about various bugs that bank-
rupt farmers, but if you couldn't show
pictures of them or the damage they
did it was of little value to know about
them. So Eckley undertook to supply
the need from a little mail order busi-
ness he set up in the basement of his
home. The response from other teachers
and from scientific farmers was imme-
diate and voluminous, so Eckley turned
the business over to the four Badgers
above, who expanded and consolidated
   The firm has since branched out to
serve, not only teachers, but veterina-
rians, college-trained  stockmen, and
ordinary farmers. It now manufactures
wire poultry coops and farm marker
signs; is in the act of setting up its
own printing plant to turn out charts,
direction guides, and catalogues. It has
just completed the establishment of a
visual education department to supply
films to teachers and county agents and
a library department with hundreds of
farm texts and guides.
  NASCO also publishes a paper called
the Poultry Tribune. It employs on its
staff a variety of experts, including
Otto Yahn, who served for three years
on the dairy staff of the UW College
of Agriculture.
  Roethe entered the field by way of
journalism. He was formerly editor of
the weekly Jefferson County Union;
later served as advertising manager for
the Midwest for Hoard's Dairyman.
OFFICIALS OF NASCO plan expansion. Left to right are Ormal E. Kiesling, x'33,
Leo Roethe, '37, and Hugh Highsmith. The company is the only one of its kind
the country. Roethe was a two-time president on campus of Sigma Delta Chi,
journalism fraternity.
1903..     ....  ..   ......... W
  George B. SWAN and Ernest P. STRUB.
'31, recently formed a law partnership in
Beaver Dam . . . Major General Irving A.
FISH passed away last April 22 at his
Milwaukee bome. He was 66 years old.
General Fish headed th6 32nd division in
the last wai.
1904 .........       .......... W
  The Rev. Marshall R. OLSON resigned
recently as pastor of the Presbyterian-Con-
gregational church at Ashland to join the
staff of the church extension board of the
Presbytery of Chicago... Mrs. Elsie KING
Stange passed away   at Baldwin Park,
Calif., last March 13. She was a native of
Neillsville, a former teacher in Clark
County schools and in North Dakota.
1906 ................... W
  Judge Albert TWESME of Trempealeau
County was recently appointed as judge in
Jackson County to temporarily fill the
vacancy left by the resignation of Judge
Harry M. Perry . . . Louis P. DONOVAN
of Shelby, Montana, informs the Alumni
Office of the death several years ago of
Frank C. MORGAN. He also reports a
change of address for Arthur B. MELZ-
NER, from Evanston, Ill., to 2911 Sixth
Ave. N., Billings, Mont., where he is re-
gional attorney for the Indian Bureau.
1907 .........       .......... W
  Joseph H. CURTIN of Wausau died last
April 21 at the Madison home of his
brother-in-law, Prof. L. F. Graber. Mr.
Curtin was 62, a bank examiner for the
Federal Deposit Insurance Corp.
1908 ...................              W
  Attorney H e n r y G. KISLINGBURY,
native of Mineral Point, died suddenly
last April 16 at his home in St. Louis, Mo.
He was 62 years old .. . Morris J. CASHEL
died last April 22 at his Madison home at
the age of 63. A former banker and insur-
ance man, he was also assessor with the
state tax commission for a time ...
Edgar E. ROBINSON was recently honored
by the establishment at Stanford Univer-
sity of the Edgar E. Robinson Professor-
ship in United States History. Dr. Robin-
son was given an honorary degree by the
UW in 1942.
1910 .........       .......... W
  William A. KLINGER,ý who heads the
W. A. Klinger Co. of Sioux City, Iowa,
was recently  elected to the Board of
Directors of the United States Chamber
of Commerce . . . William   MEUER   of
Madison recently attended the international
convention of Rotary Clubs at Rio de
Janeiro. He took a number of tours in
South America before his return home.
1911 .......      ...........        W
  John A. LONSDORF, who has practiced
law in Appleton since 1920, retired last
May 1 and moved     with his wife, the
former Mildred ROSS, '12, to their country
home on the Plover River. The Outagamie
County Bar Assn. gave the former district
attorney and assessor of incomes a testi-
monial dinner before his departure . . .
William L. NINABUCK of Chicago was
recently appointed assistant manager of
the Consumer Relations Department of In-
ternational Co. .... Ethel T. ROCKWELL
has written a pageant called "The Century
of Progress Cavalcade of Wisconsin" for
use by state and community groups observ-
ing the state's centennial. She authored the
1936 Cavalcade which was staged at Camp
Randall when Madison celebrated the cen-
tennial of its birth as a territory.
1913 .............            ... W
  Dr. Rupert BLUE, one-time Surgeon
General of the US Public Health Service
who wiped out two bubonic-plague epide-
mics in San Francisco, died recently in
Charleston, S. C., at the age of 79.
1914 .........       .......... W
  Stanley C. ALLYN, president of the Na-
tional Cash Register Co. in Dayton, Ohio,
was recently elected to the Board of Di-
rectors of the United States Chamber of
Commerce . . . Dr. A. H. FINKE, Sheboy-

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