The people's voice. [volume] (Helena, Mont.) 1939-1969, 1943-07-23
ARCH FOE OF
GRADE LABELLING
OUT OF OPA

| Lou MdxOn advertising agent IRON
Detroit and representative of H.
Heinz Company and other food &C
counts has up and left OPA flat.
According to Mr.. Thomas, presiden
of the United Auto Workers, Lou
Maxon was just a step ahead of the
sheriff for his liberal gifts of rationet
foods to himself and friends who
visited at his summer lodge in Mich
igan
However, in leaving, Dollar-a-Ye a1
businessman Maxon unburdened him
self of some blasts against OPA which
are worth quoting particularly as re
CARDS grade labelling.
Mr.. Maxon said in part: g.
cannot subscribe to the type of think.
| ing that created the hosiery order,
Ca grade labelling requirement. or
that continues to drive for grade Ia
being. Grade Labelling, in my
sincerest estimation, presents the
greatest threat to American industry
and our way of life that ever existed,
because it is without question the
spearhead to eliminate brands, trade
marks and eventually free enterprise"
Mr. Maxon is doubtless sincere in
his hostility to grade labelling for con-
sumner protection. But that is not
enough for in his advertising business
he has very selfish interest in the
present merchandising system of
selling unknown quality and obscured
quantity. His hysterical outburst
against a common sense program for
protecting both the consumer and leg
itimate business against the chiseler
is typical of the confusion and emo
tionalism which permeates business
thinking today.
Is our system of free enterprise so
feeble and insecure that honesty in
labelling and honesty in advertising
would send it crashing to destruction
with Mr.. Maxon at the bottom of the
pile?
II that is so maybe Mr.. Maxon's
conception of American business
doesn't deserve to survive.
1t has been too often the sad story
of American business that it views
all social legislation, all progress, as
destructive and fights the onward
march of humanity tooth and nail to
the destruction of public confidence
in the intelligence and integrity of
American business men.
Mr.. Maxon's comment on our edu
cational system is equally illuminat-
ing: "The professional mind, in my
estimation, is one of the most danger
Gus factors in our government to-
day. -
If that sentiment is indicative of
the thinking among leaders in the
business world today, if business has
such an uneasy conscience that it is
afraid of the intelligent, inquiring,
open mind, it can truly be said that
ike the Bourbons of France, Amer
lean businessmen have learned moth
ing and forgotten nothing. In such |
IN alarming flight from reason lies
he seed of the destruction of our sys-
.em of free enterprise. But, with |
apologies to Mr.. Maxon, it will not be |
grade labelling which will bring about |
hat end. 1t will be brought about |
by the inability of business to accept |
he social responsibilities which are
'equisites of leadership in the world
oday.
Grade labelling will come in the
United States. 1t will come for the
'ame reasons we now have it to a
legree in foodstuffs such as eggs,
meats, butter, and 1909 wooden ia
,rics.
1t is not subversive for shopper
o wonder if the clothing she buys
S wool or cotton or linen or ersatz.
The manufacturer who bought the
10th to make the garments bought
on grade and specifications. Why
lot the consumer? Similarly with
God, grade labelling is vitality import
mt to the consumer and it will come
n spite of Lou r. Maxon and the
ther apostles of business as usual.