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FORTY-THIRD ANNUAL CONVENTION
quality, but unfortunately there are still some who do not try to do
anything about it. The argument most commonly used by makers
is that if they make an attempt to improve the quality of the milk
they are bound to step on some of their patrons' toes and will result
in losing them. This may be true, but it only proves that some are
asleep at the switch, for if we would all put our shoulders to the
wheel and do our bit such conditions would not exist.
Then too there are different ways in going about the task of im-
proving the quality. My opinion is that we can accomplish the best
results by going about it in a friendly and cautious manner.
We must convince the patrons that it is profitable for them to pro-
duce quality milk. The fact must be stressed that if all dairy products
marketed were of a good quality the consumption would be greatly
increased and the surplus wiped out, which naturally would result in
better prices.
Let us not overlook the fact that the producers of milk have had a
mighty difficult time of it for the past three years. They have been
working harder than ever, but have realized very little for their
efforts.
I do not want you to misunderstand me, however; I do not claim
that to be an excuse for not producing good milk, but with such con-
ditions existing it behooves us still more to cooperate with our pa-
trons in trying to improve the quality.
We must not forget the proverb, "Do unto others as you would have
them do unto you."
If you were a producer, you would not want your milk rejected
without an explanation as to why it could not be taken. Neither would
you want it broadcast to the other patrons, yet this is sometimes
done. I remember one cheese maker who enjoyed the patronage of
forty-six farmers and if one of them would deliver a can of milk
which was inferior in quality, the other forty-five would be sure to
hear about it.
I believe that by making use of our sediment tester and ther-
mometer, together with a little friendly advice we can accomplish
a great deal more towards improving the quality of our cheese.
As for the advertising, I am glad to be able to state at this time
that I think there has been more done in the past year to educate
the consumers as to the value of cheese than ever before.
The first steps toward urging the public to eat more cheese were
taken last November before and during National Cheese Week. No
doubt this did a lot of good while it lasted which was one week, but
it was not sufficient time.
After Cheese Week many of us started to think and wonder why
it would not be a good idea to have fifty-two "Cheese Weeks"
instead
of one. It was not long before action was started by a few cheese
makers who finally succeeded in building an organization for the pur-
pose of advertising Wisconsin Natural Cheese, namely, the Wisconsin
Cheese Makers' Publicity Association.
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