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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 28

retailers and jobbers of cheese as well as butter that the first thing
they think about when their shelves get full is to lower the price so
that consumption will pick up to take care of it.
Now there is a wonderful story we have to tell about our production,
and really you fellows have more to tell about cheese than we have
about butter. We believe that the consumers can be induced to ab-
sorb more cheese and more butter than they are taking at the present
time. We have, of course, in the butter end of the dairy business sub-
stitutes that are at all times selling at about half the price of our
product and are making a bid more strenuously every year to take the
place of our product. Your cheese industries don't have that substi-
tute to contend with so largely. Consequently it would seem to me you
have a better chance of increasing consumption of cheese than we
have even of butter, but with the example in Canada of using 28 or
29 pounds of butter against 18 in our country, we believe we can in-
crease consumption of butter about five pounds. We can fill our
American stomach with more butter.
Our program is to have some means of putting on a national cam-
paign of large proportions even if it costs a lot of money. Our big
problem is how to raise those funds through some means of making a
levy on the entire product so that everybody will contribute to it. We
are all interested. You folks manufacturing cheese in Wisconsin are
just as much interested in the prosperity of our butter manufacturers
in Iowa as we are interested in the manufacture of cheese in Wiscon-
sin, because you are equipping your plants to make either cheese or
butter, whichever happens to be the most profitable at the time. Con-
sequently, there is a movement of interrelationship between the vari-
ous branches of the industry more than there used to be. The pros-
perity of one unquestionably is more dependent upon the prosperity of
all than was considered ten or fifteen years ago. Our problem is your
problem, and yours is ours.
Now, if we can work out a means of making a small levy that will
hit everybody that is manufacturing butter, it isn't going to mean
very much per pound. On the basis of our total production of cream-
ery butter last year one-tenth of one cent per pound would have
raised $1,762,000.
The milk people are talking about putting a little tax on milk caps
and milk bottles. In our business, parchment paper is universally
used. There is probably something universally used in the cheese
business, packages of some kind, that could be taxed.
How to get everybody interested is the big question before our whole
industry at the present time. In our Dairy Council work, all of our
units are supported on the basis of a levy of one cent per hundred
pounds both on the producer and on the distributor.
Last year the council, organized in some twenty-five various units,
raised and spent just a little less than one million dollars in publicity
and educational work. The levy hasn't been very much on each indi-
vidual. It is imperative that the industry take hold of this immedi-
ately because of the situation that is developing rapidly in various

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