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v. t ^ v -*r * ^ ^ •^•v ^ I <g« *,*»*« r • TT "»*»• .--r~-*«' - * . *" •> '•» --- -. »„ - VS4, *» 'fi-jrfc* ^. V- v.v^- c-i ..;, • - v < •. *• r~ v-2*. ^-iw.'g -, *'ii ~,*V»- * ~t-2_-~i t-T .,z. Pofe Thre4 C ••; i ' - ,'f , ^"' •" ^•\" "Mm-smt fcg1' «m ;'«•»» -• •.*•*--••4'" •MgMbr* weeks «a ••« the year! it flwt mBai ttt the «* a pif#? song, 1&> net » joss rhythm. but the rhythm sf anli $7- K* |«taftoWo( 0tmrtm aimnally. "• That, colossal round-number _ figure-- 47 billion quarts--la al- Inoat too astronomical for the fnind to grasp. Even when you divide it up among the millions it dairy funs which contribute to the"total. It's stUl a lot of statistics. It can be expressed In move tangible figures, however. BupgxQse you were to dig a canal 1 across the continent--3,000 miles r: , In length, 40 feet wide and 2ft feet deep. In a year's time, the ' tows of America could fill it right *.••' lip to the brim with milk. 100 Mile Milk Lake Or If you prefer to take tenet "*5^ - |luite so much territory, you Snight construct a reservoir with the following dimensions: 100 Vy' ; 'miles long, 1,000 feet wide, & feet deep. In a year the dairy Output would transform It into a -lacteal lake of that size. Cows in a pasture lend a ideas* B- ant touch to the scenery, but If ^-r"-they. wen tnrttnwl to be high-hat ; they could rcadall you that they occupy a place in the nation's v - lxlukry which Is te from rustic ft r «--that they are, in tacit, units In * : , kn Industry wkleh Is bigger than ikteel, bigger than' automobiles. ate'.Sjsj.ii.- t^'.L a Producing America's nuik supply mB|M.-.kpk than the cows »C tHiiMiilipst It means study, .skill •£ «ni lnil|v patient work on the „. |wrt of the dairy fanner. Beyond +•}' that Is the Intricate problem of ^-'^Sstritetica finding a ready ssarfe k«t for the vast daily supply of milk. ISO MUBen Quarts DaUy Milk Is man's "most neatly perfect food;" it Is alas one of the perishable foods. Cows give in accordance with natural ••. ":. - laws and not Li conformity to the #•« jmarket demand. Tst an immelllfdiate outlet for all the milk profluced must b^ found. -Prom thrAfourths of the farms of America comes a mighty, daily flow, aver- * • aging nearly ISO miUkm quarts, . . . Remanding immediate distribution * / In fluid form or conversion Into iff*** mijk products. * »•> The industry that converts this *C^K%nilk through the many processes f!;"', ^Which transform it into numerous - products with varied uses probrides a livelihood for some 4,000,- s.-iOOO people--and helps safeguard ' JUie health of every man, woman •t.J>'i|uid child In America. Hafaiy flrll I hlgMy fefMabie •* • *•»«*.»» milk demands nHft >\ Am K 3',}/ : • •/ .A ' . "J' I- * * rx ' -ti ' / *P >' ci ty housewives' pocketbcoka, ... *;?< temporarily Interrupted this upward trend. From 1935 to date however, mote bottles of milk are being left von more urban door steps. Awards for PMkgslskil Service In its efforts to enlarge the American consumption of bottled milk, the dairy industry stun the importance and dependability of its "straight-to-the-doorstep** distribution. The distributor Is the person who bears the great responsibility to this work. His ( * K ' \ i. sturdy on Unto daily rounds handling and prompt delivery. Knowledge and efficiency are vital on the dairy farm, and they are equally necessary in meeting the problems of dtotr&tttian; transportation, and marketing. With die growth of urban population this phase of dairying has become doubly Important. Tet its complexities ha v e been solved with remarkable success. Rigid rules of sanitation govern the handling of bottled milk from farm to city. Inspection of cows, barns, dairy equipment and collection depots is fleqaeht and Acacting. A germ has about as much chance in the dairy business as the proverbial snowball in the nether regions. The health and mfsty of mil- <lkms of< t*«m depend open earefully and competently distributed fluid milk. The milk, distributor is almost a fanatic in his determination that his dally Job be zinishod without faiL The milkman makes Ids appointed rounds regardless of floods, sleet and anew. On bitter, betow-xero morn- 1*». if there is no beaten path to the customer's doorstep, the miikmnii does t1** beating. He realises that he is the final link in a vital chain of industry. ^vkse, along witk Oie farmers'. Is not only admirably regular to periods of emergency-- created by flood or bHssard -- It is often heroic. Recently the 110k Industry Foundation 'inaugurated the Pasteur motel awards for distinguished service by producers or milk company employees in performing theis often unsung, but yet all-important dettrery tasks. Important as this fluid milk division of the industry is, only StrrrS* 14 Cf SUf 47 of milk are consumed In fluid form or as cream In American towns and cities. What happens to the remaindert ,.^r Bow Mueh Is Use* Because of the safeguards necessary to prevent contamination, and the high degree of perishability, it costs the farmer more per quart to produce milk that will qualify for resale In fluid form. Likewise, It costs the milk company m or to pasteurise, bottle and -liver this mBk. Therefore, both Urn faonsn and the milk company receive their highest prices for milk sold in fluid form. The per capita consumption of fluid milk increased during the "Twenties". The dspraMlen, aeby leas money In the Butter takes the equivalent of 15 .billion quarts of opilk a year. The cheese manufacturers need 2% billion quarts more; various forms of canned milk use about 2 billion quarts and ice cream manufacturers about a round billion. Another 500 million quarts go into the miscellaneous milk by-products. Of course, these usage figures vary some from year to year as consumption of different milk products increases or decreases, but as rouid figures these are sufficiently accurate. The more careful reader may that the milk usage listed Mdy totals 35 billion quarts. WulitracHaf from 47 billion leaves It to be accounted for. This 12 billion quarts do not leave the farm. They are used "on the premises" for milk and cream, to make butter and to feed to calves and other livestock. Considering teat calves are the future milk producers, they are certainly en titled to their cdt. n jumped 36[ milk Because of \bm large amount of milk going Into these milk products, the prices farmers receive for this milk, which are based on the sellipg prices of the products themselves, are most important. The Milk Industry Foundation reports that the average price U. i. producers receive far milk used to make butter MKpercent from 1982 to 1936 used to make cheese advanced 75 percent and the condensery price also increased 75 percent Tbese Increases, along with a higher farm price for milk used for bottling, resulted in an increase of |432,000,000 in the size of dairy farmers' milk checks from 1932 to 1936. All told the farm income from milk amounts to nearly onefcflfth of the total agricultural income of the nation. Milk is the American farmer's largest single source of cash. Per Capita Oonsamptlou America's yearly per capita consumption of milk and dairy products--which the dairy industry is trying to increase-- Is estimated to be as follows: Milk (including cream) 160 quarts; butter, 18 pounds; cheese, 6 pounds; Ice cream, 1 2/3 gallons; canned milk, 16 pounds. No other country in the western hemisphere exceeds the United States in per capita consumption of fluid milk. The American alatf consumes more bottled milk thad, most Europeans, including thn British. Only in the Scandinavian countries is fluid milk consump-> tioo larger than In the United States. This accurately portrays the effectiveness of the American system of uninterrupted daily delivery of bottled mil': directly to the homes. Except in the British Isiea, few European countries have a milk delivery system anywhere near comparable with ours. Americans Like lee Cream America leads the world in lea cream consumption. Per capita consumption of ice cream has quadrupled In 30 years. Ice cream is almost as "American" as chew* ing gum and major league bass* ball. Americans now eat twice a* modi cheese as they did two decades ago. Although still far down in world ranking as a nation of cheese eaters, the increased popularity and new uses for cheese perfected by the cheeee manufacturers bid fair to keep this upward trend in consumption mounting rapidly in the future. The use of mora milk for thess products is constantly broadening the market for dairy farmers. Thus the story of milk--oar "most nearl;* perfect food"--reflects one of the epics of Ameri* can progress, the perfected tech> nique of a great system of ps»» . doctfton, distribution, marketing; iy"" J'. their favorite beverage In the world's film eipH||< £.-f. j it *. j/i "J&i fb1..