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Wisconsin Cheese Makers' Association / Proceedings of the Wisconsin Cheese Makers' Association forty-third annual convention November 14, 15, 1934 assembled in the Eagles Auditorium Sheboygan, Wisconsin

Bechtlheimer, Clyde
U. S. butter makers advertising fund,   pp. 25-29 PDF (1.2 MB)

Page 27

these pastures and hay land can be better taken care of through the
dairy cow than in any other way. What I am trying to do is to
bring before you the picture of the possible increase in production of
dairy products in the next few years, greater even than has been the
case in the past. We hear on many sides the advisability of curtailing
production of milk. It may be that we will have to come to that. In
the United States we have about 130 million people who are using the
equivalent of about some 18.2 pounds of butter per capita, and I think
last year something like 4% pounds of cheese, and milk about half a
pint or a pint per person per day and other dairy products in smaller
We have 130 million people who are not using sufficient quantities
of our product to maintain even proper nutrition. It has been the con-
tention that they can't afford to get it. In many localities the dairy
council nutrition people have worked with relief agencies and have
been able to lower the cost of food distributed to dependent families
by increasing the amount of dairy products, and not only lowering
the cost but they have improved very materially the nutritive value
of that diet. Now, if we can do it with relief agencies, what kind of
a story have we to tell to those who can and who do buy our products?
At the beginning of 1934 we had approximately 90 million more
pounds of butter in storage than we had in the beginning of 1933. We
started out to build up a little advertising fund based on a contribu-
tion of four cents per thousand pounds of butter made by various
creameries. We raised altogether about $35,000 through that method
so far and have spent about 31 thousand, but what I want to point
out is that beginning with January, with production holding about the
same the first six months of the year as compared with 1933, and
with government purchases of little less than 50 million pounds, we
got our surplus down to a five year average. In fact, at the beginning
of June 1934 there was a little less in storage than there was in the
beginning of June of 1933, so that we actually increased per capita
consumption of butter, not altogether but very largely through the
publicity we got through the National Dairy Council.
We are going to have a much bigger problem in the next four or
five years. The tendency on every farm is to increase the dairy herds
because they are cutting down on hog production and corn.
You folks know the tendency and the necessity almost of every
farmer raising to the maximum at least or something on a farm to
pay his bills, and he is going to resist very strenuously any program
that is going to make part of his acres lie idle every year.
It may be in Secretary Wallace's long-time program of eliminating
a lot of this marginal land that we won't have too many acres, that
we can consume all of these products but during this transitionary
period we will have production of milk which I believe is going to be
greater than we have ever had before. Just as quick as we build up a
little more than we consume at the present time, the price must nec-
essarily drop so that it will move more rapidly. That has been the de-
struction of agriculture in this country, and I think it is true among

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