| Show THE SALT LAKE TRIBUNE TUESDAY MORNINQ FEBRUARY VAN j Q OPt mt 13 1934 °e S CLOVER LEAF ARRIS ANNOUNCES vj THAT I IRRADIATED' Vitamin B MIL NOW AVAILABLE TO ALL OUR CUSTOMERS IS and It Costs No More Than Ordinary Milk BEGINNING Tuesday morning Irradiated Vitamin D Milk will be available to all our customers In taking this step we are following out a pledge of long standing: that we will give our customers the benefit of every advancement made in dairy science as quickly as we are assumed of its value Then followed our decision to adopt the method and to make sure that its benefits may be enjoyed by all citizens rich and poor we have arranged to produce it in unlimited quantities feeding with cow’s milk especially choose Irradiated Milk which contains an abundant supply of Vitamin D The usual milk is almost entirely lacking in this food factor The nursing mother should drink it herself as a protection for her own bones and teeth which will give up part of their calcium and phosphorus content to replenish any insufficiency in her milk The milk is offered as a preventive measqfe only not curative Children who already have rickets and others with special needs should use it only as it fits into the physician’s diet program If "you have the slightest doubt Importance— and Lack— of Vitamin D by yourself or anyone else in your family Following the perfection of a practical scientific method of increasing the Vitamin I) content of milk we consulted members of the Salt Lake County Medical Society and received their approval to market Irradiated Milk i Important step is taken after physicians in this community approve marketing of Irradiated Milk Who Needs Vitamin D Milk T Our Irradiated Milk is for all the people It supplies children with the necessary calcium phosphorus and Vitamin D to prevent rickets Whenever it is necessary to supplement breast about the use of our Irradiated Milk ask your doctor and be governed by his As you know Vitamin D is the “sunshine” vitamin which in minute quantities stimulates the cells and helps the human body recommendation This company owes its large patronage to a pol- icy of furnishing the best milk modem methods can produce IRRADIATED Milk is limply the best pasteurized milk made even more beneficial -- 'You pow have one more reason— and a vital one indeed— for making milk the foundation of your family diet If you are not now a patron of this dairy you will want to avail yourself of this milk beginning today utilize calcium and phosphorus minerals which are essential elements in the formation and nourishment of bones and teeth Vitamin D has been known and understood for some years but we noV realize more fully wjiat an important part it plays in protecting babies against rickets or delayed hardening of the bones In extreme cases rickets is the cause of bowlegs knock-knechest defective teeth and similar conditions The diet of man is generally found to be deficient in Vitamin D more often than in the case of any other food factor Perhaps the most serious fact is the widespread deficiency of Vitamin D and the extent of rickets and other consequences For every extreme case of visible rickets Call Wasatch 70 or Ask Your Grocer Cloverleaf'Harris es under-develop- ed there are many milder cases where the evidence is to be seen under the Medical authorities have estimated that many children have rickets in some degree X-r- ay Everyone needs this vitamin— for it is one of the important food essentials for gpod nutrition of the teeth You wonder why Nature failed us so— for she did not put even a small fraction of enough Vitamin D in our diet Few foods have even a little Most foods have none' Nature did not fail us really— she simply didn’t foresee our sheltered mode of life She meant for us to receive this vitamin ‘ How Nature’s supply of Vitamin jEj rays of sunlight is cut off by weather and civilized life ultra-viol- et GRADE MMICTLY MILK APASTIURJZI9 The thinnest clouds filter out much ot the invisible ultra-violrays that constitute our main natural source of this vitamin Shade tog and dust rob of smoke likewise Ordinary window glass lets through absolutely none And finally our clothing is a perfect blanket et 1 rays through our skin from the ultra-viol- et of sunlight — and we are robbed of nine-tentof these rays by clouds fog smoke dust shade indoor life window glass and clothing hs see diagram) The Discovery of Irradiation In 1924 Dr Steenbock of the University of Wisconsin began experimenting with artirays After long ficially produced ultra-viol- et and others he research proved that our universal food milk already so rich in the minerals we need can be “Irradiated? or enriched with Vitamin D by exposure to these rays without affecting its flavor yet adding to its nutritional value Absolutely no foreign substance is added — the taste is not affeated The vitamin content is not diminished by cooking The method of irradiating is simple: milk is ezyosed in a thin film to the ultra-viol- et sun-larays of an improved carbon-ar- c Through the Wisconsin Alumni Research Foundation Dr' Steenbock has chosen to give this discovery to all people As a licensee of the Foundation this company is assured mp compdtent laboratory supervision on the Vitamin D potency of the milk Absolutely No Foreign Substance Is Added This seal denotes that our IRRADIATED Vitamin D Milk and the advertising claims for ltare accepted by the Aiherlcan Medical Association Foods Committee on IRRADIATED with a-violet ultr- rays under liby the Wisconsin cense Alumni Itesearch Foundation under the Steenbock patent 16808187 (U S i Patent No |
