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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)

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


Page 58

58    WISCONSIN CHEESE MAKERS' ASSOCIATION
I don't think people appreciate what they are getting when they get
a pound of cheese. I want to refer to this poster, because that partic-
ular sheet was put out to the newspapers a year ago. We have news-
papers up in Minnesota and Wisconsin that put out a Dairy Edition
weekly for several weeks. One of the cheese leaflets we had for sev-
eral years is entitled "Cheese is always on my grocery list."
Try and get the idea across to the housekeeper, that whatever she
buys, a pound or two of cheese must be included every week. Here is
the booklet put out by the University of Wisconsin with cheese recipes.
We put out a booklet about how to make butter cookies, and we had
two thousand requests after it was announced over WLS. Getting
these messages of flavor and economy over are multiplied because of
the number of people that are anxious to help us out.
To go to this economy appeal just a little further. I want to show
you this chart at the risk of you thinking me rather technicaL This
bar represents the daily food needs of one adult person for one day in
terms of five important points, calcium, protein, energy, phosphorus
and iron. There is the proportion of a day's food needs furnished by
one pound of cheese, one pound of beans, oat meal, beef, eggs and one
pound of whole wheat bread. Underneath there you can see the line
of prices. It took cheese, 20 cents, which is the highest price I found
in Chicago the first of this week, and look what a long bar you get for
20 cents. I took the poorest beef we could get at 15 cents, and the bar
is only one-third as long as the cheese bar.
I am telling you that you have a product which in these days the
American public ought to appreciate because it is the most economical
way in which they can get the calcium and the protein they need in
their daily diet.
Now I have just one thing more to talk about and that is methods in
which we can do this work. I take my hat off to the various things
which are being done for the cheese industry. For instance, the work
which is being done by your colleges, your experiment stations, your
extension service, and by your industries. You have this new move-
ment of your cheese group, you have this movement of your State
Department of Agriculture and of the Cheese Institute and we of the
Dairy Council are glad to help out as far as we possibly can with the
limited funds at our disposal in boosting this thing from coast to
coast.
I put up a chart here which will show you what the possibilities
are for increased consumption in this country. About four and a half
pounds is the consumption of cheese in the United States according to
the 1933 census. The next country which I found anywhere near this
country was Austria, six pounds. Then come a whole series of coun-
tries in Europe, Great Britain, Germany, Sweden, Norway and France
with ten pounds. Denmark and the Netherlands run twelve pounds,
and according to the latest records I have in Switzerland the consump-
tion is nearly 19 pounds.
I have here a bunch of charts from Switzerland, Sweden, Holland,
and Hungary. These big ones came in last week from Holland, and I


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