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
Address, pp. 70-74 PDF (1.2 MB)
FORTY-THIRD ANNUAL CONVENTION 71 collectively what we could not do by ourselves. We made up our minds we had to act together, or act separately-just a matter of taking our choice. I am going to talk to you about what was done in our prune indus- try. It possibly has a comparison with what you need to do here. After the panic of 1929 things got bad in the prune industry and we found we had to do something whether we wanted to or not. Our prunes got down to the lowest point in price that the industry had ever seen. We simply had to do something. When we were organizing, in the summer of 1932, prunes got down to a place where a farmer was getting from 1 %¢ to 1% ¢ per average pound. That is what the factories were paying us. I am one of the growers and know. At the present time we have been able to build that up to a place where the growers are now getting from 3'A to 4'A for average orchard run prunes. The price varies little from time to time. It took us from February of 1932 until September first of 1932 to get organized and get going and institute our advertising campaign. I understand that you are contemplating with cheese to have an advertising campaign. Now, in advertising we found out there from years of experience that we have to have merchandising work to go along with it. We can put our advertisements in the papers or on the billboards or in some other medium but we have to have men to go around to the wholesale executives and to the larger retailers and to brokers and other ele- ments of the trade and wake those fellows up to the importance of our program. You know there isn't any substitute for personal contact, and we found no matter how much we advertised we had to send our personal representatives around to wake up the trade. We also did a lot of research work. This is something you can apply to your own cheese industry. Here is one thing we did in the prune industry. We assembled the research work that had already been done, the scientific facts that are known about our product. There was a movement with some of the larger universities to dig out additional facts, and after we got these facts together, we took them to the food committee of the American Medi- cal Association and got those facts approved and accepted. Then we had those facts printed in a little pamphlet with the seal of the food committee of the American Medical Association on it and those are being sent out to almost 120 thousand doctors in the United States and we are playing those facts up in our advertising this year, in ad- dition to playing up the delicious qualities of prunes where you eat a food just because you like it, just as you eat your Wisconsin cheese be- cause you like it. Those are points that must be stressed, of course. You have a wonderful university over at Madison. You have some scientists there with nation-wide reputations, some of the finest scien- tists in the United States, are second to none. You can do in your cheese industry similar things to those that I am pointing out that has been done in the prune industry.
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