Milford chronicle. [volume] (Milford, Del.) 1878-1974, 1947-08-01
Campaign To Sell
Broilers Planned
Feed Manufacturers Asked To In.
crease Costs To Finance Project

: Plans for financing an extensive
and convincing advertising and
promotional program on trade
marked quality controlled Delmar-
va chickens were launched here
last Monday night by the Delmarva
Broiler Federation at a meeting of
its Board of Directors.
The Federation, as an industry
organization, plans to request all
iced manufacturers to add lac 10
the price of each 100 pounds of
mixed poultry feeds sold on the
Delmarya Peninsula south of the
Chesapeake and Delaware Canal.
Alter having studied this problem
for over two months, the directors
reached the conclusion that this
method of financing such a pro-
gram would be the fairest and the
most equitable as we'll as having
the added advantage of insuring
participation by every segment of
the industry besides broiler
growers and feed dealers, our dres-
sers buy feed for their feeding sta
tions, most of our hatcherymen
grow brOilers in addition to opera
ting hatchery and our live buyers
do some feeding before they ship to
the market. So that no one group
on the Peninsula will be involved in
collecting the 115c per bag, the
Federation plans to ask the feed
manufacturers to remit the returns
direct to the Federation. The ex-
penditure of the funds in the most
beneficial advertising channels
will be supervised by the Fedora
ton Board of Directors which is
made up of men representing each
of the major groups in the Pen
insula's broiler industry; feed deal
ers, professors, growers, hatchery
men and live buyers.
Participation in this plan will be,
of course, voluntary in every phase
of its operation. With wholehearted
cooperation from the feed manu-
/ facturers and from those who pur-
chase the feed and are interested
in the welfare of the Delmarva
broiler industry, this promotional
program can be an overwhelming
success and can do a great deal to-
ward expanding the demand for
Delmarva chickens. There is a ire
mendous selling job to be done. To
/ give an idea of the extent of our
markets; if each family in the New
York City area consumed only one
! Delmarva chicken each week in
| the year, the Peninsula could sell
2h million chickens a week in that
area alone. Then there are all the
other large eastern cities which re-
present sizeable consuming pub
! lie.
With the proposed advertising
program in effect, it will be posi-
BILE, for the first time in the history
of the industry, to make the house
wife in New York City and other
eastern cities conscious of the fact
that the tender, fresh-killed, young
chicken which she buys is a Del
marva chicken. Realizing the fact
that the housewife must never be
| disappointed in the quality of a
trade-marked "Delmarva Chicken, :"
the Federation plans to maintain
very strict control over the quality
! of the poultry on which the trade
4. mark appears. Without quality con-
troll of the product, the trade mark
ing and advertising would be worth
less. 1t is fairly simple to sell a
product once with some good adj
! vertising but to keep the customer
coming back again and again, the
quality of that product must al
ways be up to par.
Further details regarding this
plan and its intended operation can
be obtained from any one of the
Federation directors or by writing
: to Delmarva Broiler Federation,
Box 366, Salisbury. Maryland. All OF
continued on page 81