Worcester Democrat and the ledger-enterprise. (Pocomoke City, Md.) 1921-1953, 1936-08-07
NEWSPAPERS TO
PLAY IMPORTANT
PROGRAM PART

Newspaper advertising will play ar
important part in far reaching pro-
gram to be employed by leading food
chain organizations in a nationwide
effort to relieve an acute situation
which faces the country's live stock
producers. The campaign was re-
quested by representatives of impor-
tant live stock groups to aid large
percentage of the six million cattle
raisers throughout the country. Farm
ers and ranchers, forced by the
drought to rush thei cattle to the mar
ket, combined with the heavy seasonal
shipments from other sections are
causing large temporary oversupply
of beef.
C. B. Denman, of Chicago, President
of the National Live Stock Marketing
Association, stated, "The National Do
nestle Beef Sale was prompted by a
serious situation confronting the beef
industry. June slaughter of beef was
the highest on record" he explained.
"The spread in price between choice
and common grades of cattle was one
of the narrowest on record. These
factors caused heavy losses to cattle
feeders and were a depressing in
fluence on the seasonal market prices
for fat cattle as we'll as for feeder
animals. In an effort to stimulate the
sale of domestic beef" Mr.. Denman
continued, Representatives of pro-
ducers first asked and obtained the
assistance of food chain stores. Sub
sequently independent meat dealers,
packers and other agencies joined in
the campaign to move seasonal sur
plus of beef during the month of Au-
gust at fair prices to producers and
consumers"
Commenting upon the plan to be a
dopted by Retail Food Chain Stores,
Hunter C. Phelan, of Norfolk, Virgin
la, President of the Food and Groc-
cry Chain Stores of America, Inc,
stated:
Large national, sectional, and
small local chains, operating over 3d.
600 retail chain food stores, promptly
responded to the cattle ralser's re-
quest for assistance recognizing IN
their situation an unusual opportun-
ity to employ the organized forces OF
retail food distribution to the JOINT
advantage of producer, distributor,
and consumer alike. Wholeheartedly
the chain grocery industry joined the
movement. For the duration of this
intensive Producer Consumer cam
paign, special advertising copy Tea
turing beef and beef products at reas-
enable prices will be run in thousands
of newspapers from one end OF the
country to the other; experimenting
this newspaper advertising, unusual
sales promotion will be conducted
throughout the organizations OF all
these cooperating retail chain food
store companies and special displays
featuring beef and beef products will
be made in all stores, windows and
markets. Such concerted sales effort
will inevitably lead to increased con-
sumption Of beef.
"This present undertaking of the
food industry" Mr.. Phelan, states,
''is most representative in its scope
and includes such prominent live stock
organization as National Live Stock
and Meat Board and The Institute OF
American Meat Packers. Retail chain
food store operators are partially en-
thusiastic over the campaign for, CO.
operative action, such as is proposed
during August will again demonstrate
that, whereas arbitrary regulation OF
distribution invariably works hard
ships upon some phase of the COM
plete cycle of production, distribution
and consumption, orderly procedure