Imperial Valley press., 1937-04-04
THE NATIONS
BIGGEST INDUSTRY


To Imperial Valley, with future so
wrapped up in the future of the dairy
industry that one may become synony-
nous with the other, the brochure pre-
pared by a national advertising agency
brings thoughts and facts of vital impor-
tance. Carefully planned, carefully writ
ten, the result of months of research,
the thoughts expressed can hardly be
improved, so they are given here as they
were given by n. w. Aver & Son.
y * *
Today we know the Importance of
keeping milk pure But men have long
known its importance as a food. The
story of milk goes back 5000 years 9.
to one of history's most ancient cities,
Ur, of the ChaldeanS :. where a temple
frieze depicted men milking cows.
From Ur on down, over the horizons
of history, have drifted the patient
herds of lowing cattle . cavalcade
recorded not only in the hush of tenn
pies, but in the tumult of battlefields
upon which nations have fought and
bled for this, the most ancient form of
human wealth.
Little wonder, then, that the herds
man of history was priest, warrior and
king.
When the ancient Hebrews pictured
the Promised Land, they made no men,
ton of gold or precious jewels. Rather,
they promised that this was "a land
flowing with milk and honey
When Homer smote his Tyre, he sang
of milk
Greek cities made treaties for pastur-
age.
Milk provides almost every type of
nourishment that the human body needs
giving us AZ different food substan-
ces in all.
If you bought the foods in a quart of
milk separately at chemists, he would
have to charge you more than S44 for
them.
Yet you can have quart of milk de-
livered to your door for II to IA cents.
A quart of milk has almost as much
energy-value as a pound OF steak, and
about twice as much as a pound OF
chicken.
Paradoxcally, the most complete food
of mankind is also the most perlshable
vet you can trust the bottle of milk
on your doorstep as your baby would
trust you You could not do this any
where but in America
Today, in Europe, you can still see
dog-drawn milk-carts, the driver ladllng
milk from the can to the consumers
pail That is one reason why, IN most
European countries, milk must be boil
ed before using
In the Orient, glassful of milk may
be the surest way to the sick-bed.
Why is it different in America?
Here, the dairy industry and health
@ln,. 70
YOU the safest milk in the world. Far
sighted milk companies throughout our
land vie with each other to produce
milk of the highest quality.
This is both good ethics and sound
business. More people drink milk when
they know it is clean and safe. So, more
is sold. Less is spoiled. Public health
is conserved.
Recognizing this, public health Off
cials have become instructors and coun-
selors, in place of simply being police
men and prosecutors.
Beginning with the farmer, and on
through its journey to the family door
step, about four million people have
share in the production of milk and milk
products.
Milk is perishable. 1t must be con-
sumed, or made into storable dairy prod
ucts, each day And the flow of milk
waits on no depression: 1888 production
from the cow topped 104 billion pounds,
as against 1925 80 billion. No wonder
the dairy industry is steady employer
of labor!
The market created by the dairy in
dustry brought dairy farmers more than
400 million dollars in 1886. Nearly one
fifth of all agricultural income comes
from the cow.
:. y 4
Out of each dollar the consumer pays
for milk, the farmer receives AZ 7l-lOO
cents-practically one half.
Wages paid to employees account for
26 68-lO0 cents Transportation, upkeep
and plant operation take 20 13-1OO cents.
Taxes, insurance and advertising amount
TO 3 84-10O cents. Only 23-100 of one
cent is paid in executive salaries.