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)
FORTY-THIRD ANNUAL CONVENTION 57 all is a real problem we have to face, and I certainly take my hat off to the cheese industry and all the groups in it for doing these things to bring the cheese to the attention of the people in the big cities who just aren't in the habit of buying cheese. Now we have in this country at the present time a whole army of people that want to help us sell more dairy products for the good of the people, and they have said that everyone could use a quart of milk a day or its equivalent. Now it is relatively easy to get a child to drink a glass of milk for breakfast, dinner and supper, and perhaps another glass at bed time or in between, that is four glasses. It would just double the cheese consumption in the United States if everybody used as much cheese as is equivalent to one glass of milk per day. It doesn't make any difference what arrangements you make, if we were to take cheese say two days a week, ice cream two days a week, cot- tage cheese two days a week, as a substitute for milk, you would again get an increase over 50 per cent in your cheese consumption in the United States. There are two distinct appeals which we can make to the public to- day, and to which I want to refer in this talk. One is this question of how to get two-thirds of the American city people to eat cheese. I think the first thing we must do, and you will agree with me I know, is to make them like it. Is it to suggest that there is a flavor for every taste? I went upstairs this morning and bought one of those year old cheeses that was on the cheese counter. I know that most of my neighbors at home would like a cheese that is cured in half the time. After all, with the many varieties of cheese you have today, there is no reason why everybody shouldn't find some cheese that he likes, and then we should see that he gets plenty of it. Last night on the train, they had the cheese week menu and I took their cheese omelet. There wasn't a great deal of cheese in the omelet but it gave a very fine delicate flavor to it. Eggs themselves in an omelet are rather flat, and it takes parsley, jelly, cheese or something of that kind to make it good. This cheese week contest with some five thousand weekly menus coming in from high school girls in home economics classes in every state of the Union, Mr. Mooney told me, is one of the finest things that could be done because, if that school teacher and those girls take those menus home as they will, then you have definite concrete suggestions to that housekeeper and she passes it on to the neighbors. I put these posters up here not because they have anything to do with cheese but you will find two things on these posters. We say about butter, "Butter makes good food taste better". No matter what you are cooking it is assured a good flavor if it is cooked with butter. The other particular appeal we have today is the appeal of econo- my. You can buy cheese as I see by your papers for 18 cents any- where. I checked up in Chicago before I came up here and I found the prices ran in the stores from 15 to 20 cents a pound retail for American cheese.
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