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Show i ""H ' - -W r it WELBY W. YOUNG . . . Dairymen president Dairymen Benefit From Advertising President States Benefits to daily farmers In Vie Pleasant Grove area of cooperative co-operative advertising through the A mericain Dairy Association on the national level, and the ADA of Utah looally, where described this week by Welby W. Young, ADA of Utah president, as 1961 advertising plans were told. Mr. Young said ADA figures show that nationally in 1940 there were 28 billion pounds of milk, or 32.5 per cent of all the (milk marketed, going to fluid milk use. That was the first year of operation of the American Dairy Association. In 1959, the percentage of milk marketed was 46.3 or a total of 52.1 billion pounds. In 1940 the per capita consumption of fluid whole milk was 264 pounds, compared with 297 pounds in 1959. Utah figures show an even greater gain in per capita consumption con-sumption of fluid whole milk since 1940, according to Harold L. Peterson, manager of the ADA of Utah. He said Department of Agriculture figures show a substantial sub-stantial gain in Utah's per capita milk drinking. "Unquestionably, the advertising advertis-ing program of the American Dairy Association has influenced milk drinking markedly in recent re-cent years," Mr. Peterson said. "Here in Utah, newspapers have played a dominant role in ADA advertising, which has been directed dir-ected at increasing milk drinking among teenagers and adults." Grover B. Simpson, western regional promotional director of the ADA, said that in 19C1, ad. verttsing will stress the protein in milk. "Studies just completed show that 49 per cent of adult Americans recognize the impor. tance of protein in the dirt, but only per cent are aware of the abundance of protein in milk." Among newspaper advertisement advertise-ment captions which will be u-l in 1961 are: "Drink the protein snack milk" and "Drink the protein lift milk." |