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Show I to sell it profitably," said Profes-1 sor Morris. "He has adopted the course that makes sense, aiming at increasing consumption, rather than either cutting his production or permitting a so-called surplus to ruin him." The ADA has worked to guard against imitations taking advantage advan-tage of wartime shortages of dairy foods, and it has employed vigorous vigor-ous public relations measures to promote better public understanding understand-ing of the fanner's problems. It has also sponsored extensive newspaper news-paper and magazine advertising anJ a radio network broadcast. Dairymen Join ADA Campaign Dairy farmers of Utah, under Merrill Warnick of Pleasant Grove, president of the Utah Dairy Federation, joined during the first two weeks of June in support of the America Dairy Association's As-sociation's nation-wide program of advertising, merchandising and research, aimed at maintaining a healthy dairy industry after the ' war. ! Prepamig for the day when shortages may turn into price- J wrecking surpluses, the ADA rep-1 resenting 5,000,000 dairy farmers, I is ready with plans for an extensive exten-sive program designed to open new outlets for all dairy foods and to speed the regaining of consumer markets that have become unsettled un-settled by wartime shortages, Mr. Warnick said Wednesday. In backing the association, nearly near-ly all Utah dairy farmers have made voluntary contributions ap-; proximating "a dime a cow per year" to the ADA'S nationl pro- gram. The payments have been! made on the basis of a cent per j pound of butterf at marketed dur- j ing the first two weeks of June! at creameries, cheese factories, marketmilk plants, cream stations, j and other dairy plants where milk ' and cream are purchased. These j dairy companies are cooperating with Utah dairy farmers by fur- j nishing the machinery to make the deductions. About $8000 will I be contributed by Utah farmers to I the work. Mr. Warnick declared that "The individual dairy farmer can do a job, through the ADA, that has to be done but that he would be i helpless to do alone. j Chairman of the ADA mobiliza- ; tion fund drive of the Utah federation fed-eration is Professor A. J. Morris, dairy manufacturing specialist of the Utah extension service, who pointed out that dairy farmers are gravely concerned over what will become of the 10 to . 15 billion pounds of ''extra" milk now being produced annually to meet war needs, after the war is over. "If milk demand declines after the war to its present level, leaving a 10 to 15 billion pound milk sur plus, it could wreck the dairy products price structure and demoralize de-moralize industry," he added. J The fund chairman also stated that a vigorous program such as that drafted by the American Dairy association will do much to find new markets; to discover facts that will aid sale of dairy products; and to hasten the return re-turn of consumers to the dairy foods they prefer but which they have been unable to purchase, at times, because of wartime shortages." short-ages." "What the dairy farmer proposes pro-poses to do about this "extra" milk production is to find a way |
