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Wisconsin Cheese Makers' Association / Proceedings of the Wisconsin Cheese Makers' Association forty-second annual convention November 15, 16, 1933 assembled in the Eagles Auditorium Sheboygan, Wisconsin

Malcheski, Ed.
Report on cheese advertising,   pp. 51-53 PDF (707.9 KB)

Page 52

food, but if you were to pay for all the publicity, one-tenth cent or
one-quarter of a cent wouldn't get us any place. So that was the
program that we as a committee agreed was the logical way to do.
You would have some prominent doctor that would give a talk for it
without any cost, because it was a matter of telling the people what
is good for them to eat, and in that way we would get a lot of pub-
licity, which if we had to buy it, would cost us thousands and thous-
ands of dollars. As far as going out and advertising Wisconsin
cheese only over the radio, they have convinced us that is impossible,
because you know we couldn't convince our farmers we are going to
take off a cent or more to advertise Wisconsin cheese. And another
thing, there is so much cheese made in other states that the minute
you are starting a campaign, it would reach- clear across the other
state and you might get some antagonism from the other state.
The next question was, how were we to get the money? We de-
cided to call a state-wide meeting and before we called that, we called
upon many of the farm organizations, trying to get them in line on
that question. As you know, in Wisconsin you have got ten or fif-
teen different organizations, and unless you have sold the idea to
them this meeting would have been a scrap. Some of them would
have agreed and some wouldn't. We had quite a time to convince
some of them, because they figured why should we advertise cheese if
we can't advertise Wisconsin cheese. Others again said we can't ad-
vertise cheese until we have a specific brand. Then the strike came
along and at no time during this summer was there enough harmony
among the organization that we thought it was safe to call a meeting.
So we went to Chicago and finally sold that idea to the farmer repre-
sentatives there to add that into the code, if your code ever goes into
effect. That means there would be one-twentieth of a cent taken out
from every pound of cheese and that would be used in advertising,
and we believe that the program that we worked out would be put
into effect. That I believe would be the proper thing to do too, be-
cause it would be compulsory.. In other words, the other states would
have to contribute to that as well as we would, and you could talk
American cheese and Swiss cheese and limburger cheese. In other
words, if we eat enough cheese, our price will be fair. So that is
where the thing ended up at this time. I suppose Mr. Mooney will
give you more about that. Dr. Clyde King, who has charge of the
dairy division on the code, was enthusiastic over it. So our hope to
put this into effect will be through the code, and if it does not you
will have to go back again and call the meeting at a time when we
have some harmony among your farm organizations. The only ob-
jection we had was from one of the big dealers who thought it would
cost him about $20,000, because he had so many plants throughout
the country. I think the cheese makers, the farmers and the dealers
in general were all satisfied that this one-twentieth of a cent should
be taken off. We wish it could have been one-tenth, but it was the
farmer representatives that refused to allow it to go in at one-enth
of a cent. Here is a whole booklet on it but I have just outlined it

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