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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
(1935)

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


Page 29


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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