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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

Broughton, C. E.
Address,   pp. 60-64 PDF (1.2 MB)

Page 62

We are in this fight to preserve the corner cheese factory. We have
witnessed the process of elimination over a long period of years. We
saw the old contract system where they guaranteed to pay the board
prices and the factoryman would keep his cheese off the board, there-
by curtailing its influence. In this way the price of cheese was driven
down, because of a lack of competition on the board.
We have witnessed factories closed because patrons would sell their
milk to some condensary, part of the monopoly. This was a plan to
curtail the milk supply to a point where it would be unprofitable to
manufacture cheese.
I am glad that I can come to you this afternoon after the heat of a
campaign and discuss these things with you as one Wisconsin citizen
interested in the welfare of his state, to another.
Some years ago we started out to sell our cattle to other states in
order that they might get into the dairying industry. Remember the
columns that newspapers and magazines carried, stories about car-
loads of choice Wisconsin cattle going to Mississippi, Indiana, Texas
and other states? You also noted articles sent out by our University
telling of the hundreds of students who were coming here to learn ag-
riculture, to familiarize themselves with the manufacture of cheese.
Now we have competitors set up against us. Our College of Agri-
culture, supported by the taxpayers of the State of Wisconsin, made it
a policy to appeal to foreign students, students from other states, to
come here and acquire knowledge, so that they could go back home and
be your competitors.
Now some are wondering why those states are gaining ground.
They are gaining ground in this depression because they are nearer
the market source and we are further removed. That doesn't mean
that we are going to lose out as a great cheese state. If we will manu-
facture a quality product under the Wisconsin label we can increase
consumption through demand.
Let us start out with a determination to create a demand for nat-
ural cheese. Wisconsin cheese should be sold in every store in the
state, and the merchant brought to realize that the buying power of
his community depends upon the flow of money back to the cheese fac-
tory and to its patrons.
You cheese makers have a wonderful association here. Divorce it
from all influences which tend to undermine natural cheese. Stand on
your own feet, advertise your product, see that it is advertised in your
local weekly papers to start with, as the expense will be small, and
then branch out as you can. For every dollar that you spend in your
home newspaper you will receive dividends through publicity telling of
the increased prestige of your association.
Speaking at Shawano before the Northeastern Wisconsin Cheese
Makers' Association I suggested that we adopt some uniform slogan
and paint our barns and buildings with these signs. I noticed one silo
featuring Miller High Life. This farmer was evidently willing to sac-
rifice a good advertising space in the interest of a brewery and over-
looked the fact that his own product needed as much advertising, or

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