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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

Balderston, Robert W.
Methods and results of national advertising of dairy products,   pp. 55-60 PDF (1.4 MB)

Page 56

Now, coming here to talk to you, I would like to show you some
charts, what has been done and is being done in this country to adver-
tise dairy products and what are some of the problems you have as
cheese makers and producers as we see it in the National Dairy Coun-
cil office.
May I say first of all, the National Dairy Council is an organization
of 25 units in the United States, centers where propaganda work can
be done for the dairy industry, running from Boston on the East to
San Francisco on the West, with units that cover about seven or eight
million people, as for instance New York City, four million people, or
Chicago, two million people, and Philadelphia. Now, some people
might say, haven't we gotten about as far as we can go? We think
not. If we had the consumption of dairy products in 1932 that we
should, we would have used 55 million pounds more than what we actu-
ally consumed.
Now as to the work we have done for the milk industry. At the
present time the biggest problem we have with respect to the dairy
industry is to get a greater consumption of dairy products by adults.
The recent survey made in 1934 of Philadelphia showed that over 92
per cent of the families in Philadelphia buy butter and buy milk reg-
ularly. But when you come to cheese and ice cream you have a dif-
ferent story, and if you take away with you this afternoon nothing
else that I have said, I would like you to take home this.
In the city of Philadelphia, which is one of our biggest cities, only
37 per cent of the families buy cheese. The average consumption in
that city as the survey showed, was less than four pounds per capita,
but those people who used cheese were using 8.3 pounds per capita.
I don't know about the rest of the country in 1934, but Philadelphia
certainly is an average American city. So I submit to you a question
whether one of our biggest jobs isn't to get the rest of our population
to eat cheese. Haven't we been overlooking the fact that we have lots
of perfectly good friends among the consumers that love cheese, that
use cheese regularly, and if all of us used it to the extent they did, it
would take twice as many men as there are here this afternoon to
make the cheese necessary to take care of that great consumption. In
other words, the people in Philadelphia who are cheese eaters are using
it on a per capita consumption almost twice that of the United States.
The rest of the people just say, we don't eat cheese and we don't like
What are we going to do with these people that are not cheese eat-
ers in the United States? You just had these cheese queens through-
out your state. You sent them down to the White House to be enter-
tained. We have had a cheese parade up and down this city; we had
a cheese week last year and have it again this year. To my mind,
those stunts have a distinct value at this time because of the fact that
there are so many people in the United States that just aren't cheese
conscious, and we have to do something to shake them loose. I don't
mean to say that is all there is to increasing cheese production. Far
be it from me to say so, and other men agree with me, but that after

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