Show the he livestock Situa situation fio a i there la is it a growing conviction on oil the part of cattlemen that ono one solution in the marketing in ar of beef at more stable prices will come coma more general use of the federal service in grading and stamping for quality the livestock and meat business la is probably the oldest industry in the world in lie the united states it la Is by far the largest industry yet we must admit that our merchandising of beef and nearly all U meats is on an antiquated basis despite the fact that meat forms forma the center of nearly every american meal there so far has been little effort to standardize the product or to make certain that the buyer over the retail counter has any real assurance that he or she will bet the quality of product ordered it la Is argued by cattlemen that it if standard federal grading of beef becomes an accomplished fact the country over it will be A the be greatest step ever taken towards adding confidence oo on the part of the consumer in beai beef indicating the tremendous demand on theeart the part of consumers for government graded and stamped beef it Is interesting to note that in the short period of two years los log angeles now stands fourth in the united states in the volume of beef carrying government stamps of grades los angeles advanced from eleventh place to fourth place during the last twelve months with indications relating pointing towards standing third place early carly this thia year at this time thie chicago la is first new york second st louis third and los angeles fourth in volume of lambs now being graded by expert government meat men los angeles has advanced to first place in the united states starting with one grader two years ago there are now three government graders antwork at work in metropolitan metro poll LOSI los i angeles it Is interesting to learn that the demand Is not entirely for the two highest grades known acus choice and US prime although a great greatt deal oi of western fed beef f qualifies for the highest grades however only a small percentage of all beef in the united states reaches these two highest grades and consumers coris are learning that US medium and US good grades are very satisfactory large buyers of beet beef are beginning to insist on buying on gov eminent grade producers and feeders believe that when the time comes that a housewife may order meat by U S government grade over the telephone it will help to reduce the lost cost of distribution it goca without saying paying that the most economical means of merchandising izing meat Is by telephone but it Is difficult to inspire complete confidence until the buyer Is assured of standardized quality guaranteed by an official government stamp interest of stockmen stoc kmen has always centered on production practically all of our government and private research experiments and surveys concern the production side of the meat and dairy da try busin ek ess we are constantly improving in efficiency we learn ways of balancing rations to reduce the amount of feed required for the production of a given amount of meat or milk our animals are being improved in conformation and ability to utilize feeds various by pro ducts are arc bel being ng processed so that they may be used for livestock feeds and surveys are regularly made to determine the numb number or of dairy and meat animals la in the minds of most livestock operators the stile sale of meat and milk la Is taken for granted in other words no effort la is made to increase we look on meat eat and milk as basic foods of which the public will always consume a certain amount there Is no question that more meat and milk would bo be consumed iry tho the people of the united states if systematic intelligent campaigns advertised these products it Is true that packing companies carry on advertising designed to increase the sale of their particular brands and a parallel situation in the milk distributing industry there hav hag never been a concerted conceited campaign supported by producers to advertise meat and milk as a food perhaps the outstanding example of successful success ful cooperative advertising Is found in the history of the california fruit growers exchange originally this organization marketed a small volume of citrus fruit an advertising fund was created by assessing each producer it a small amount for each boxt box of fruit lie he sold gold since the inception of this plan the sales have increased tremendously milk has fill all the refreshing quai qualities of various soft drinks that are being sold ln in huge volume in addition milk has hag its value as a food which at pres present elit is solely responsible for fok its ita sale meat mca t likewise offers unlimited qualities that may be lie emphasized in a campaign to encourage people to eat more meat there is no teason reason why money for such a project could not bo be raised by the same method used by other organizations that Is assessing each producer a small amount for each unit he sells distributors tribu tors would find strong incentive to help because their business la Is based on volume there is it ft tremendous field open in the distribution of meat and milk increased consumption of these products cau can be brought about aboul just ijuan as aa the thesalis sales of numer f 4 ous other products have been increased improved methods of handling would cut costs of dis tribu tion with both con consumer and producer sharing in the savings sl |