"Ein Glas Milch, bitte!", pp. 30-32 PDF (2.1 MB)
the farmer-producers, the dairy-processors, the retail con- sumers and the trade unions, was elected to administer the milk campaign on a statewide basis. This group has direct liaison with state health, education and sanitation agencies. Each county in Hesse has an exact replica of the state council, with the same liaison on a county level. The state committee co-ordinates the activities of the 41 county councils, passing along ideas, information and suggestions, while the county groups send similar in- formation to the state council. Individual county problems are studied and compared, with a view to making solu- tions applicable to other areas with like problems. This state council, modeled on the National Dairy Council of the United States, was in fact, aided in organi- zation by its US counterpart, which sent literature and suggestions to the Hessian Dairy Council. Both organiza- tions exchange information, new ideas and comments regularly, and many of the members of the Hessian Council have termed the National Dairy Council, "America's Finest Ambassador." With the completion of the organization of the Hessian Dairy Council and its local affiliates, Hesse witnessed its first full-scale publicity and public relations campaign, so good in tone and quality that it might have been prepared by an American public relations expert, rather than a group of sincerely interested Germans, unversed in such procedures. PRIMARY TARGET for interest-getting were the school children, and primary target of gibes was the old, open, often filthy, milk can. The school kids were told about growth and nutritive values of milk. Their parents were told that raising of Hessian agriculture meant saving of scarce foreign-trade dollars. Missionaries went out among the people preaching the doctrine of milk. Posters and placards started reminding the citizens ot "Never a day wi and long life," a: Educational mi produced, proce5 constantly being being formed ar now a must, an means as artific breeds and to in( Milk is now with sunshine vi dairies. The cent way to reality, is Where once b to get their milt milkman now de home or his schc school child, thrc gets a glass of im T HE HESSIAN 1results of th sumption in WiP has several prop. Soon, a milk c zation demonstra milk will go to e nutritive value c dieticians will de preparation of mi Members of tU within the near along the banks vine-covered inn Mitch, bitte, Herr Food and Agriculture officials of the Office of the State Commissioner for Hesse are credited with having inspired the drink-more-milk campaign which not only is building healthier, happier children in that area of the Federal Republic but has spurred German offi- cials in other states to improve milk production and handling methods - in short, to adopt the doctrine of milk. Economic benefits include more need- ed new jobs, decreased food imports. 32 A/ '
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