University of Wisconsin Digital Collections
Link to University of Wisconsin Digital Collections
Link to University of Wisconsin Digital Collections
The State of Wisconsin Collection

Page View

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

Leonard, John
Address,   pp. 70-74 PDF (1.2 MB)

Page 72

One of the facts brought out was this-you recall a good many
years ago it was discovered that liver would build up the blood in
anemic cases. Doctors for years have been telling people that were
affected with anemia they should eat liver and we can all remember
when liver was a cheap product. Liver now is a high priced product
We believe we will get similar results when this fact is accepted and
now recognized, is made sufficiently public, when people generally find
out that by eating prunes they have a food that is about half as ef-
fective in this respect as liver, and you can eat more of it and they
are reasonable in price.
That is one of the many points. I don't want to bother you with go-
ing over the whole list. You can see the advertisements in the maga-
zines; your family physician can tell you about the facts and you can
see displays in the stores all the time.
There is one thing more. Songetimes the farmer thinks the whole-
saler or retailer makes too much. The people who are selling your
products over the counter are just as human as you are. They want
to make a profit and the retail and the wholesale business is an ex-
pensive business, and statistics show that 95 per cent of the men that
engage in the retail trade go broke.
Now, it is an expensive thing and they do have to make a margin
up to a certain point. If you want to boost your cheese, be fair with
the trade and let them make their profit; don't worry about the other
fellow making a dime but be sure you get yours.
There is one thing I want to say on quality. We fellows are doing
a lot of work on quality about prunes. Since I was here in Sheboygan,
one cheese maker was pointed out as an example of what could be
done in quality. I don't know whether this is true or not, but I was
told that that man made a practice of going out to the farmers and
paying a premium if they gave him what he wanted. He is a good
cheese maker and he knows the kind of milk he wants. He knows what
the test should be and he knows the conditions he wants the farmer to
meet and he gets the farmer to meet those conditions by paying him a
little more and then he takes extra pains in the making of cheese and
they tell me that man is getting consistently a premium for his cheese,
and he can't supply his orders.
Now, if I were a cheese maker in Wisconsin and I didn't have re-
sults, I would get that baby's number and I would take some lessons.
Just a word about your own advertising. I think the plan is sensi-
ble and smart. You are not attempting too much. You are recognizing
that the law of supply and demand is in existence, and if you investi-
gate the advertising campaign you are talking about here, you would
spend one per cent of your gross income. We in California have been
putting up three per cent and more on our prunes for advertising, so
I think you are taking a very moderate expenditure, one per cent. I
understand that you have about 17 million pounds surplus. Now, to a
man that has been up against a 50 million pound surplus of prunes
which we have had in California more than once, that doesn't seem so

Go up to Top of Page