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
Carlson, W. G.
Cheese advertising by the Wisconsin Department of Agriculture and markets, pp. 52-55 PDF (953.1 KB)
FORTY-THIRD ANNUAL CONVENTION know about the posters; you have already received them. I might ten you that those posters have been very definite vehicles for cheese pro- motional plans in many localities, in the buying centers of this country. I can point out a few. In New Orleans a tremendous Wisconsin cheese campaign was waged by a large packing company. They asked for the posters and they wanted the posters, if you please, that said, "Wisconsin makes the Best". They didn't want the poster which said, "Dairy food is good food", because they are running a Wisconsin cam- paign, and I hoped by this time I would have a report from them as to some of the results but it has not been forthcoming as yet. In New York, Pennsylvania and in Oklahoma there have been very definite moves, the nucleus of which have been some of the material we have prepared in the department and which have promoted the use of cheese. Possibly some of you folks have listened to Joe Penner on the radio Sunday nights now and then. You recall one night in Octo- ber when the commercial announcements were devoted to bread, but use cheese with it, and they suggested different ways of doing it. It cost three cents to get that one letter. Then we have had the circulars on how to buy cheese. There has been some 75 thousand of those prepared and they have had a wide distribution. You have seen the cheese stickers that reached every corner of the world. The Wisconsin Restaurant Association at their annual convention in Madison a short time ago thought very kindly of a resolution set- ting up one day a week in their member restaurants as a dairy day and plans are now going forward to furnish them with a series of menus and recipes in order that they all can properly co-operate with this movement. You have seen the articles in McCall's or read of them by Mrs. Mortenson at the Extension College at Madison. If you haven't seen them, try to get hold of them, in the September and October issues of McCall's. There is a cheese story and one that is making cheese a vogue. Now you remember we had our Milk-Land festival at State Fair. This was a vehicle to aid in this promotional work. We distributed some 36 million ballots throughout the state in the queen contests that were conducted in some 30 odd cities in the selection of a queen. Our queen was selected and she appeared at the State Fair and appeared subsequently at many places. I had luncheon with her and her party in Milwaukee the day before yesterday upon their return from Wash- ington and here is what happened in Washington. For the first time in the history of the White House, food came in the front door and that food was Wisconsin dairy food, cheese and butter. And on the front pages of the major Washington newspapers appeared not only the photographs but the stories of the Wisconsin dairy queen who had been chosen at the Wisconsin State Fair, and how she brought these splendid dairy products to the White House. It is very strange to note that the stories and the headings all implied that the best cheese 53
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