davidaulloa/AmericanStories huggingface dataset:
River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1922-06-29
MARRIED
Mapes-Meier

/
A very pretty wedding took place
at the First Baptist Church of River
Falls, Wednesday evening, June IA,
at 8 O'clock. when Mis- Vivian
Mapes, daughter of Mr.. and Mrs. w.
j. Mapes of River Falls became the
wife of Nh. Etman Meier, son of Mr..
and Mrs. Fred Meier Of Prescott
The ceremony as performed by Rev.
H. Eugene Bowe.
The bride was dressed in white silk
georgette trimmed with pearl beading.
A band of pearls encircled her head,
holding the veil. She carried bou-
quet of white roses and lilies of the
valley.
She was attended by Miss Margaret
Bellum as maid of honor and Mar
guerite Dixon and Mildred Smith
were flower girls.
The groom was attended by Mr..
Harry Luberg.
The maid of honor was dressed in
maise silk crepe de chine, trimmed
with opal beads and carried yellow
roses and syringa.
The flower girls were dressed in
white.
The groom as attired in suit of
navy blue and wore a white rose. The
grootn's man wore brown and yell
low rose.
The church was tastef,fly deeorat-
ed in yellow and white with banks of
ferns and asparagus as background.
An archway formed the place of en-
trance in the rear of the church, and
each aisle through which the bridal
party passed was arched with yellow
and white with white wedding bell
hung in the center of each arch.
The bridal party entered to the tune
of "Mendelssohn's Wedding March
which was played by Mrs. Robert P.
Meier, sister of the bride.
The song Our Yesterdays was
sung by Miss Marian Mapes, sister of
the groom and Miss Agnes Engstrom
of WATERFOWL, MINI.
The double ring service was used
and the rings were carried in large
yellow rose by little Myrtle Smith.
After the ceremony the guests as
stumbled at the hclne of the bride
where three course wedding dinner
was served.
The tables were prettily decorated
in yellow and white.
After the wedding dinner the bride
and groom departed on their honey
moon. They are at home to their
friends, on the farm of the groom, To-
Gated four miles east of Prescott.
Their friends wish them happiness
and prosperity throughout their mar
ried life
River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1922-06-29

Mr.. and Mrs. j. B. Taylor, who
have run the general store at Olivet
for several years, have sold to Mr..
and Mrs. Frank Garfield of that
place, who took possession Monday
Mr.. and Mrs. Taylor will probably
spend the summer in this vicinity
taking rest; they have not decided
just what they viii do then.--Spring
Valley Sun.
River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1922-06-29
HOUSES FOR SALE

/ have nice assortment. of houses
See my list before you buy. S. l.
Krauth.-adv.
River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1922-06-29
MISCELLANEOUS FOR SALE

For Sale-Truck, 1900 pound ca
pacity, price $4,000, Alfred J. BIegen,
phone Gil.
River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1922-06-29
CLASSIFIED ADS.
WANTED

Wanted-Someone to cut hay on
shares, about 80 acres see Putnam.
River Falls journal. [volume] (River Falls, Pierce County, Wis.) 1872-2019, 1922-06-29
FARMS FOR SALE

have several farm bargains. See
them before you buy. S. l.. Krauth
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28
Pioneers i'm Direct Butter Marketing

retailers asking for more and paying
a little more for it.
An opportunity to advertise Blue
Valley butter to the consumer and
build up demand for tan oppor-
tunity that has never been neglected
And best of all, the creamery was
always sure that it's butter could be
identified by the consumer willing to
pay more for its special merits. The
way was made whereby the creamery
could and did pay its patrons a much
higher price for butterfat. And the
same system has made it possible for
the Blue Valley Creamery Co. to do
just that ever since, all according to
the quality of cream received.
Do not confuse this system where
the creamery owns the brand on the
butter with that under which cream
cry merely prints butter for some
body else's brand. In the latter case,
the butter of that particular creamery
still remains unidentified and the
consumer doesn't know it. What is
more, companies owning such brands
oftentimes sell groceries and other
SOOuS anu use CIle UuCtCI do a iCouCi'
which means selling it as cheaply as
possible. On the other hand, the
Blue Valley Creamery Co. is always
selling Blue Valley butter at the
highest possible price to the retailers,
in order to pay its patrons as much
money as possible for their cream.
Blue Valley Creamery Co. Organized
In order to push the sales of B V
butter in St. Joseph and take full adj
vantage of the demand created, one
of the proprietors of the Marysville
Creamery removed to that city in
1898 and devoted all his attention to
the sale of B v butter there.
The business of the little butter
store or depot in st. Joseph increased
so fast, that it soon outgrew the
volume of butter that the Marysville
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28

Point while he was at the University
and soon after the football season ha.,
started at the military academy he
had won a regular berth at the cen
ter position. During his last year at
West Point he was captain of the
football team, and for two years he
was either first or second choice on
the mythical "All-American" team of
Walter Camp.-Alexandria Citizen
News.
Seal Receives Re-AppOintment
Postmaster Joseph H. Seal this
week received notice of his reap
pointment as postmaster of this city,
his appointment having been confirm
ed by the U. S. Senate December 10th,
and being effective that date.
Mr.. Seal has been postmaster of
this city the past nine years and his
re-appointment is due to the able
manner in which he has conducted
the office and the fine Accommodations
he has given the public, making his
re-appointment desirea by a large
majority of the local postoffice pat
rons.
1t may not be amiss to state that
many will be pleased also to know
that Mr.. Seals re-appointment gives
assurance that Mrs. Seal will contin-
ue in the position of assistant post
master-Melrose Beacon.
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28
About Blue Valley

n a specially careful way from cream
from careful patrons, but in unlabeled
packages, must take it's chance and
suffer with the thousands of other
unlabeled packages, because it has no.
particular trade that demands it re-
CARELESS of market conditions. 1t is,
dumped with the rest OF its grade.
The Marysville Creamery was MAX
ing good butter and taking special
pa ms to have it uniform and just so.
It's patrons were taking good care of
their milk and delivering it in fine
condition. Still, whenever the big
market was dull and slow, the price
of the Marysville butter tumbled
down with the rest. So did the profits
of it's patrons And, just like today,
dull and slow markets came along
every once in a while.
Middlemen's Profits Too High
And in other ways the returns from
this sort of marketing prevented the
patrons of the Marysville Creamery
from receiving the price for butterfat
to which they were entitled, and to,
which all farmers today are entitled.
Like today, there never was any tell
ing just how many hands the butter
went through before it reached the
retailer and the individual consumer.
There were then, as there are today.
many middlemen, each one of whom
had to make his expenses and profit
on the butter to stay in business Com
mission men, wholesalers, brokers,
spectators, jobbers-a long chain and
not always a straight chain right
through to the retailer and consumer.
! Sometimes chain in circle, the
l. butter being resold from one whole
saler to another, from one Spectator
| to another, from one broker to an
otler, each sale of the same butter
carrying on expense and as much
profit as possible. All these ex-
penses and all these profits, then
/ as now, make up the difference
between what the retailer pays
for the butter and what the
creamery gets. The larger this diff.
ference, the smaller the price for
! butterfat in comparison with market
quotations and the smaller the profits,
; if any at all, to the creamery patrons.
| The Marysville Creamery, over
twenty-five years ago, decided that
the middlemen's profits and expenses
were too high. Also that the market
ing of butter in a wholesale way in
unlabeled tubs caused losses which no.
creamery or group of creameries had
the power to prevent. These losses on
a years business made the actual net
sales prices of the butter to be con-
siderably less than the average quota
ton on which each shipment was sup
posed to sell. The whole system failed
to provide the steady and dependable
outlet which is absolutely necessary
for business that is to furnish the
farmer a profitable market for his,
cream.
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28
Cutting Out the MIddIemen

part of the days arrivals" in that
butter market and to that extent may
help lower the price at which it is
going to sell. 1t becomes drop in the
bucket in one of the great farm crops
marketed in great wholesale way.
1t loses its identity so far as the
individual consumer is concerned. 1t
is the identity, the name of the maker
of the butter that brings repeat orders
from the individual consumer. 1t is
the repeat orders that bring the extra
top cent or two above regular prices.
So when that identity, the name of
the creamery is lost, the real profits
to the patrons of that particular
creamery are lost.
Dull Markets Hard On Unlabeled
Butter
The tubs of butter marketed in
this way-and that is most of the but
ter produced in the United States-dO
not carry label giving the name OF
the creamery manufacturing it. The
tubs are marked with the name of the
house in tie market to whom the but
ter is shipped and member by which
the shipper is known to that house
When tie house sells the butter, It
takes mighty good care that the buy
er does not find out who the shipper
is. This is for the reason that if
the buyer got that information, he
would be in position to cut out the
first receiver and deal direct with the
creamery. i.
This was the way of marketing
butter that the Marysville Creamery
was up against twenty-five ano
more years ago. This is the way the
| butter from most Of the creameries is
marketed today.
The price of butter, even in whole
sale way, was and is governed large.
ly by its quality: But the package
without the creamery label, without
a mark whereby the trade-to say
nothing of the individual consumer
can identify it with the creamer!
making it, places the creamerie:
marketing their butter in this wa!
entirely in the hands of the middle
men.
There is a saying in the wholesale
market of unlabeled butter, saying
which a great many creameries have
found by sad experience to be true
that when the market is good al
butter is good, and when the market
is poor all butter is poor. In Other
words, when the market is slow, wher
the wholesale demand is dragging enc
when all large wholesale buyers 2 {
holding back expecting butter u .
to go down, the butter from ca efu
farmers and the careful CIR amery
suffers with the rest, because the
creamery has no label on. its packages
and so the special merits which thai
butter may possess never have had 6
chance to create special demand fol
itself.
When the market is dull and prices
going down, the special butter made
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28

Creamery could provide. In order to
meet the demand, butter had to be
bought in Chicago and shipped to ST.
Joseph, but lack of uniformity in that
butter made this source unsatiSfac--
tory.
In the meantime, agricultural con-
ditions in that part of the country
were changing, due to changes in the
prices of crops. Butter prices were,
low, as low as twelve to fourteen
cents, and corn, beef and hogs were
going up. Under these conditions the
time and work of hauling whole milk
to the creameries and of tending and
milking cows became an enormous
expense to farmers whose land and
climate were particularly adapted to
the raising of corn, beef and hogs,
which was giving them much better
returns than milking cows and requir-
ing far less labor.
To meet these conditions and fur
nish the farmer cream market that
would be profitable to him under his
changed system of farming, and at
the same time insure uniformity in
every package of Blue Valley butter,
the Blue Valley Creamery Co. was
organized in St. Joseph in 1900 and
incorporated, with Messrs. Huston
Wyeth, president of the Wyeth Hard
ware & Manufacturing Co., st. Joseph,
L. G. Hamilton, president of the Em-
pire Trust Co., st. Joseph, and ]. A.
and C. J. Walker, proprietors of the
Marysville Creamery, officers then as
today.
Next week we shall tell you of the
further developments of the Blue
Valley Creamery System in its organ
lied form. The first Blue Valley
Creamery was opened in st. Joseph in
1900 and its business grew rapidly.
Like all other creameries establish
ed by the Blue Valley Creamery Co.
since then, it never closed again.
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28

turing course in the University of
Wisconsin.
Butter Marketing Through Middlemen
Too Expensive To Creamery
The first lesson which the Marys-
vile Creamery and its patrons learn
ed by dollar-and-cents experience
was that marketing butter through
middlemen was too expensive.
The sales price obtained for the but
ter in this way was too low. 1t was
subject to too many ups and downs
There was too much taken off fol-
commissions and for this and for that
There were other heavy cuts in price
in the form of shrinkage on the tub
butter. And there were still heavier
cuts from the price, by way of too
quick sales when the market was go
ing up, and too slow sales, sometimes
by way Of surprisingly slow arrival
of the butter in the market, when
prices were going down.
The Marysville Creamery was help
less in trying to control all these cuts
and losses. Once the butter in it's nice
white tubs left Marysville, it was
thrown straight into the great, far
away market hopper with a stream of
thousands of similar other nice white
tubs of butter from thousand other
creameries, to take pot-luck with
them on a common dumping ground
What happened to come back from
the hopper and the dumping ground
fixed the price that the Marysville
creamery could pay the farmers TO,
butterfat.
This very unsatisfactory system OF
butter marketing is easily understood
by the farmers of today. The great
bulk of American creamery butter is
still marketed in the way the Marys,
vile Creamery tried twenty-five
or more years ago-and did away
with, in order that Blue Valley patrons
might get the highest price for theil
butterfat, quality of cream considered
Where Producers Profits Are Lost
The profit of the cream producer is
the difference between his cost Of pro.
duction and the price which the cream
cry pays MIN IOr MS DuItefldL. l1la'
price is, first of all, fixed by the
price that the creamery gets for the
butter, and it is the extra top cent OF
two above regular prices that make
profits to the producers. Here is how
these profits were lost by ordinary
marketing on the Marysville butter
and are lost today by the same
methods.
When butter from any certain
creamery, packed and shipped in
standard tubs, arrives at any one OF
the great markets, it becomes part
of the steady and enormous stream OF
tub butter, the wholesale price OF
which is fixed by world demand and
supply just like wheat and corn and,
to a smaller degree, by local condi-
tions that happen to rule just then on
that particular market. 1t becomes
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28

The men who started the Blue Val
ley Creamery Co. and still are among
tic active executive officers, then and
there made up their minds that if
their patrons were to receive the high
est possible price for butterfat, they
must find less expensive way to
market the butter and way which
the creamery and not the middlemen
would control. They did.
They deliberately set out to sell the
Marysville butter in one-pound pack
ages or prints, direct to the retailers
in the two nearest large cities, ST.
Joseph, Missouri, and Kansas City,
Missouri. The Marysville Creamery
being situated on the banks of the
Blue River, the letters B V, standing
for Blue Valley, were printed on the
wrappers Of the packages.
They were pioneers in selling but
ter on large scale in that way in
those days. Even today comparative
ly few creameries have adopted the
system. None is practicing it as
thoroughly and consistently as the
Blue Valley Creamery Co. Theirs was
the pioneers lot. They were laughed
at, sneered at, pooh-poohed and told
it couldn't be done. 1t was done.
There were all the pioneers disap-
pointments and mistakes and losses,
but the Marysville Creamery stuck to
its new marketing system of selling
its butter in it's own packages, under
it's own name and brand, direct to the
retailers. 1t was sure that only by
that system and by doing away with
the expensive niddlemen could it
serve both producers and consumers
as they ought to be served. And the
Marysville Creamery was right. The
sales of B v butter in st. Joseph and
Kansas City increased from month to
month and from year to year.
In that way was started the Blue
Valley system of marketing butter
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28

direct from producer to consumer, a
system which the Blue Valley Cream
cry Co. has practiced and developed
ever since-over 48,O00,000 trade
marked packages Of Blue Valley but
ter in 1921!
Advantages of Direct Marketing
The great advantages to the Marys-
vile Creamery. and its patrons OF
selling it's own butter in its own label
ed packages direct to the retailers
we're so plain that never once during
all these years has the Blue Valley
Creamery Co. marketed Blue Valley
Butter in any other way.
No more dull markets, when the
Marysville butter had to take potluck
with million of other pounds of butter
in the great market hopper and be cut
in price, which meant losses to the
patrons back home.
No more sharp turn-downs in the
market, just when the butter arrived.
No more 9old-up sales till the
market reached the bottom.
: NO IIlOT0 uIlCOIlCIOllCu CApClloCo civ
profits of middlemen, wholesalers,
brokers, spectators, jobbers and
other marketing agencies.
No more shrinkage in the weight OF
the butter.
No more the great gap between the
creamery and the individual consumer.
Instead
A steady, dependable outlet and ac-
tive demand every day in the year.
Butter sold promptly, and every
ounce accounted for.
Expense of selling controlled by
the creamery and the profits of the
middlemen going to the creamery
patrons where they belong.
Consumers began asking for Blue
Valley Butter and gave repeat orders
for Blue Valley butter that kept the
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28
Geo. Arliss' Piece of Delicious Humor

After twenty years successful pres
entation on the stage of roles portray
ing the cynic, the satirist, the crafty,
designing schemer and similar roles,
George Arliss, probably the most wide
ly known and most popular character
actor in this country, has given to the
public something new and entirely diff
ferent from anything he has hereto
fore attempted.
This new role comes in the photo
play, "Tne Ruling Passion" comedy
drama, second of the Arliss film pro-
auctions for United Artists Corpora
ton, and which has been announced
by the management of the Caughren
theatre as the feature for next Mon
day and Tuesday.
In "The Ruling Passion" Mr..
Arliss picturizes a multi-millionaire
automobile manufacturer who has
worked himself to the vege of ner-
vous Breakdown and is ordered by his
physician to retire to his country
estate and seek relaxation. This he
does, to the delight of his wife and
daughter, but he soon finds that he
has worked too long and too hard
ever to find rest for his tired nerves
in enforced idleness, so he secretly
goes into small time garage business
with an almost penniless young man,
who at once falls in love with the
retired manufacturers daughter.
Not the least particle of the deft
and subtitle artistic touch that has
made this celebrated star so popular
among so many hundreds of thous-
ands in the public is lost. In this
photoplay are to be found all the ex-
pressive facial mannerisms, all the
speaking gestures, all the telling fin
ger lifts, and the quizzical smile that
have made Mr.. Arliss a past master
on the speaking stage as we'll as on
the screen.
The Sauk Centre herald. (Sauk Centre, Stearns County, Minn.) 1886-current, 1922-12-28

Only by cutting out the middlemer
and selling it's own butter, of uniform
quality, in its own trade-markec
packages direct to the retailers, car
creamery pay its patrons the highest
prices for their cream.
In these words is stated one of the
big principles of the Blue Valley
Creamery Co., principle which we
| have worked out in practice; which
| accounts for the service we render
thousands upon thousands of farmers
and on which will also be based the
service of the Blue Valley Sweet
Cream Creamery, now being built at
Sank Centre. 1t is right, therefore
that these words should open the his
tory of the Blue Valley Creamery Co..
which we promised you in the Herald
of December 21st to begin this week
We showed you in that issue
that our new Blue Valley Sweet
Cream Creamery in Sank Centre is
indeed a new thing to us and to- the
whole creamery industry, and that it
cannot be compared with existing
creameries-neither local creameries
nor centralizers, nor even our present
Blue Valley Creameries.
In telling you the history of the
Blue Valley Creamery Co., we do Sc
that you may judge for yourself
whether or not our past record and
present business make us capable OF
conducting this new undertaking in a
manner that will make it of real bene-
fit to this farming community.
Where Blue Valley Started
The Blue Valley Creamery System
had it's beginning, and Blue Valley
ideals and principles began to take
form several years before the Blue
Valley Creamery Co. was actually
organized and Incorporated. Like
everything else of real value, Blue
Valley ideals and principles were OF
slow growth and were the result OF
many struggles, Of much personal
sacrifice, of costly experiences, OF
study and observations and-mostly-
of good, hard work.
The Blue Valley Creamery System
had it's birth in Marysville, Kansas
UdCk Ill lOJf, LII q WHOlC SiSc%iii-
cry at that place. The creamery
was owned and operated by two
brothers, Messrs. ]. A. and c.
J. Walker, who afterwards be-
came and are today, active heads
of the Blue Valley Creamery Co. The
former, before going into the cream
cry business at Marysville, had had
some experience in that field while a
storekeeper in Cheney, a small town
in another part of Kansas. There ne
had been elected the first president OF
cooperative stock creamery COM
pany, as that kind Of creamery
was called down there in those
days. He served in that office
for, three years, when he sold out
his store and moved to Marysville. The
latter had taken the dairy manufac-