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
U. S. butter makers advertising fund, pp. 25-29 PDF (1.2 MB)
FORTY-THIRD ANNUAL CONVENTION 29 states. Milk commissions, realizing the necessity of increasing con- sumption, are putting a tax on our product. In New York they are raising $500,000 this year for advertising purposes. The dairy in- dustry is paying that bill from a tax on those products, but I believe if we pay the bill we ought to have something to say about the distri- bution of those funds and how they are to be spent. It is imperative that our industry look ahead at the possibility or necessity of restrict- ing production, of building up a greater demand for our product among the 120 million people in the United States. Up to August first according to Government figures the actual in- crease in the consumption of dairy products was nearly four per cent. Now we feel we are in hard times. The average price of butter this year has been about four or five cents a pound more than in 1933, yet actually in August the apparent consumption of butter was three or four per cent greater than it was in August 1933, and there was a price differential of nearly 12 cents a pound in retail prices for that month. That convinces us that price alone isn't going to move our goods. We can build up a greater consumer appreciation for our product at a better price. That is what other folks advertise for. While we talk about spending, perhaps one-half or one-quarter of one per cent for an advertising program for our dairy industry, there are plenty of other products that are talking advertising programs that will cost from five to ten and even up to 45 per cent of their gross income. There are plenty of products sold today in which twenty per cent of the price of those goods has gone into advertising, telling us why we should buy them. Of course, we could never afford to put anything like that in. We couldn't use it if we did because, folks, remember that the dairy industry in the United States represents nearly 25 per cent of the to- tal farm income, this year estimated at about six billion dollars. Twenty-five per cent of six billion is a billion and a half. We would be well paid for putting one-half or one-quarter of one per cent of our gross income into an advertising program, talking about the most nearly perfect food we have, and that there is no substitute for our dairy products. An increase in the consumption of milk perhaps re- acts less on the consumption of other food products than any other one. We don't -figure that by drinking an extra glass of milk every meal or every day that we are taxing our stomach capacity very much, but if we increased consumption of meat, bread and potatoes it is go- ing to be pretty largely at the expense of some other food product that may be we should be using. I am sure thit I am speaking the opinion of our whole creamery butter industry when I again congratulate you folks on the movement you are taking in publicizing the value of cheese. We hope that we can work together because we are just a part of a great big industry.
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