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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

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

Page 73

It is my understanding that the consumption of cheese in the United
States is about 540 million pounds, and if you add 17 million to
that it is only 557. The difference between 540 and 557 million pounds
isn't so much. I think you have a job that you can do and I believe
you are going at it right.
Advertising and selling are highly trained professions. Incidentally,
I think you have done a smart thing in picking out an agency that
has been in the game fifty years and has a dandy reputation and is a
Wisconsin agency, by the way. Don't forget that those fellows have
been working and studying the advertising game and they know where
they can get the most for your money, and believe me we have found
in California that it paid us to listen with the utmost respect to what
our advertising counsel has to tell us. We wouldn't think of doing
anything without consulting him.
In order to do anything of this kind you have to get united and that
takes a lot of hard work and it takes a lot of understanding and it
takes a lot of respect, one for the other, and it takes a lot of hunting
for points of agreement and staying away from many points of
You fellows have a dandy job here to do, you have got one of the
finest food products. It is a product that is centuries old, and there is
no question of its health value, and there is no question if you make
some sort of a program to promote the sale of your product, you will
have to stay with it. But don't forget, you have a lot of work to do.
You will get probably a little opposition and you are liable to get a lot
of indifference, and that is the hardest thing in the world to get, but
if you- can only arouse the ability and the understanding and the op-
portunity of getting things done that I know the people of Wisconsin
have, and that the cheese makers of Wisconsin have, I am sure you
will put that thing over.
You will get criticism, and a lot of people will stand back and say,
oh, you can't do this or this is impractical and should not be done.
I want to call your attention to the conditions when Oregon came
up for admission to the Union as a state. Men stood up in the United
States Congress and objected to Oregon coming in, because they said
at that time there were no railroads and it will take a year for a rep-
resentative to come from Oregon to Washington, and then if he starts
right back he will be able to get back in another year and his term
will be ended, so you shouldn't admit Oregon. Now, it was wise people
that put up that argument. No less a man than Daniel Webster stood
up in the United States Senate when they were discussing the advis-
ability of constructing the transcontinental railroad. And with all his
eloquence he said, words that I can almost quote verbatim, "Why,
ridiculous to talk about building a transcontinental railroad; it is im-
possible, and even if it were possible it would take all the wealth of
the Andes to build a road, that wouldn't pay." Daniel Webster.
If you get criticism from wise people and able people, don't be dis-
couraged. Here is another one. When Westinghouse invented the air-
brake, he went to his banker and started to tell his story about what
he had and what it would do, how he needed money. The old banker

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