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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)

Steadman, G. E.
Address,   pp. 76-80 PDF (1.2 MB)


Page 79


FORTY-THIRD ANNUAL CONVENTION
to his own profits. Now, I happen to know that the margin is pretty
fair but there are things you can do to influence that grocer to give
better exposure to eheese that will increase the turnover and will pay
him better in terms of profits than other items in his store and that is
a job that has to be referred to the grocer, otherwise he won't have
the interest in his cheese and he won't get the professional effect of
the influence of the customer in this way.
All right, from my standpoint, what should be a good plan? For-
getting all the details-you men are not so much interested in the de-
tailed mechanics of this thing; you are interested in getting a proper
judgment of whether it is going to help you out and how it is going
to work. I could call up here instances by the hour, Northwest Salmon
Packers, California, all the Associations in California, the Idaho Po-
tato Growers, all down the list and prove to you the terrific evidence
to you in dollars in your pocket of such a movement. But how? It is
a matter of surveying the best way to make it easier for you to do
this.
First of all, this Wisconsin Cheese Makers Publicity Association
has to move carefully and slowly to put into your hands a proper con-
ception of what the market is from the consumer's standpoint, the
dealer's standpoint and from a competitive standpoint. I am supposed
to be acquainted with it. I am supposed to be a research expert.
Somebody sometime is going to find me out. I know a lot of sources
for statistics, and I went to those sources for statistics on cheese and
I found less data, fresh market data on cheese than anything else. I
say the first step in this thing is to get some more research based on
the influence of the customer that will tell you something about the
consumer, what she wants and what the variety of things is that most
appeal to her, and what will interest her, mostly like this economy
appeal and so forth. From the dealer's standpoint, what does he know
or what does he think about cheese and what is he doing now. From
the competitive standpoint, what can stop these process people from
making monkeys of us.
The second thing we must consider is packaging, all of its opera-
tions and in all of its ramifications, as to whether it is feasible or not.
We know this that the American housewife prefers to buy in a pack-
age and it is more sanitary and it is more convenient and easy for her
to carry. She is sold on buying in a package. She will pay from ten
per cent to double for a thing in a package over what it is in bulk.
Package gives identification of quality. From the standpoint of pack-
aging it is a value to the dealer in the conservation of waste, sanita-
tion, convenience and from the standpoint of display.
My wife taught me this lesson long before I read it in the book.
Women can see things 28 times faster than they can hear them. Re-
member, 90 per cent of the cheese is bought by women. And if you
get a package out where it is properly exposed, where they can see it
and if you can appeal to as many other of their senses as possible in
terms of the great variety of things you are doing, make them feel,
make them handle, make them taste, and make them hear the favor-
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