Oxford Democrat. [volume] (Paris, Me.) 1833-1933, 1919-01-07
Substitutes for Butter.

In full page display of great ma
tional weekly is an advertisement which
is we'll worth the study and considera.
| tion Of every dairy farmer, for it brings
to light some interesting things, 1t is
an attractive advertisement of an article
that, says the advertisement, "serves
your purpose as well as the finest but
ter"
People will pause TO read such sttrac-
lively worded and displayed advertise
ments and will be greatly tempted to
test the merits of the article. You can
not blame them. They have faith in
present day advertising, and believe
they would read just as eagerly the mer-
its of good, pure, wholesome butter IL
they were set forth as conviDciugly as
that of so called butter substitutes.
Suppose, for instance, we show the real
food value in butter as compared to
other foods or substitutes; the consumer
becomes interested right away. Let 1s
go even further than that; show a neat
package or plate of butter in colors
which will draw the eye.
Suppose a cut of carton of butter
were shown in its full size and let one
half of the carton be laid back revealing
the contents in its rich golden color.
There you have display that will make
the mouth water and get the readers
attention. recall certain dealer who
desired to build up a good trade with
farmers; he offered to take all their but
ter and eggs at the highest market price,
Offering either cash or trade in groceries.
He received more butter than he could
sell to his city customers, SO be con-
ceived the idea of displaying all bis
choice colored butter in an ice COOLED
window. His butter was not done up in
packages, but its rich golden color
proved to be the best advertisement he
could make.
. Why do people buy substitutes in pref
erence TO the real article? This Is not 3
puzzling question when you begin to
pursue II and ask the consumers them.
selves. Many have told me that substi-
tutes could not be told from butter "if
you didn't know the difference. They
were the same color, you could cook and
bake with them, they were harmless be-
cause they we're made of animal or vege-
table fats-they did not know which
and they were cheaper, But when 1t
was explained how butter was superior
as a food they said: "Well, l didn't
know that. confess didn't know any
thing about these substitutes"
And there you have the gist OF the
matter: they didn't know. The Ameri-
can people are readers of advertise
ments; have met many who said they
often read as much of the advertisement
columns as of the reading matter. The
American people, especially those in the
cities who are the great buyers OF but.
ter, would appreciate knowing more
about this product of the farms. They
will read more about it when butter is
presented in the proper light and Its
merits proven to them In substantial
words and figures. Such display will
incite them to serious thinking over the
matter. Let it be plain, simple, under
standable, without any attempt toward
exsggeration.
Folks are coming to use butter sub
stitutes more and more. While there Is
still good demand for butter, this de-
mand may grow less If some steps are
not taken to show why 1t Is an essen
tial food, a wholesome food, food that
cannot be equalled by any manufactured
so called substitute. Butter substitutes
are not served in hospitals to the sick,
nor do our scientists and doctors recon-
mend it. The answer Is obvious.-J. l..
Justice in Hoard's Dsiryman.