Dairymen's Ass'n Enioys Good Membership Support

ii the upciiing session of the an- 'IIi?l' m '(:iiIlj.', of the Dairy Farmers .',r P.I-2.1.. union was held at the (-;.,,.L-.- Club yesterday morning. President, A.P. Mulligan presided He gave his address which was 10110..-ed by the annual report of me Secretary. J.L. Dewar. .

1,, me course of his presidential address Mr. Mulligan said "All thinkin:: people. no matter what mt... own profession.are agreed that mixed farming is the back- bone of the Nation and that dairy- mg is the backbone of in ed farm- In'.'. These are words tat I can by... up with a statement from no less a person than Prime Min- .....,- of Canada. Louis St. Laurent. W-up says, 'Dairying is a natural W1 indispensable part of the form at husbandry to which our people are accustomed and which suits our natural resources. Without it. mixed farming would hardly be possible at all and without it Ind the mixed farming of which it is so important a part, the way of in-jug of all our people would be sei-musty affected-and would have

In umlergo very... ...substantial chaui:cs.' . n.N'I: IN SIX

"Tlie gross value of the dairy iiuiusiry in 1954.was 900 million dollars and one out of every six or seventeen per centyof the total population of Canada is dependent on tlte Dairy Industry for a liveli- huori. In Prince Edward Island may eighty percent of the people rely on the dairy cow for I P0Ti' ion of their Income. This in 100 large a fraction of either our total population or of our total econom- lr production to be ignored for long. "We cannot underestimate the importance to our whole economy of the btiying power of 450.000 dairy farmers in the Dominion Of Canada. who together with their families and all the people who are connected with theldairy trade fnnguyne large quantities of man- iifactured good!-

IIURAL CONSUMER

"The average farmer buys in the proportion of Four to One as much in goods of every description as does the average urban consumer. xnl only does he buy the necess- ities for his household but he buys the products of industry in the nat- ure of farm implements and mach- lnery winch he uses in his work n the farm.

"llowevcr. one thing is becom- ing imreasin8iJ' apparent: the val- he of farm production is dropping; yct the farmer is still faced with high costs of the goods he buys while farm prices have not in- rrr-ascd. While this makes for rlicaper food products yet it is a condition of unbalanced economy iihiclt cannot be favorable to a great industry.

"In the face of this it is diffi- cult to understand the uneasiness in many circles over the small amount of the taxpayers money needed to subsidize dairy products. 2.9 cents per person per year was exactly what it took to make up the four million dollars spent by tile Agricultural Support Board from tiie time it was set up in 1946 to March 31. 1955. Lesser in- tiustrics itave received much more than this. The wheel that squeaks the loudest is the one that gets the crease.

"The reason for the uneasiness is that we ourselves. as a united body. have not done the public re- lations job necessary to get the value of our product across to the consumer. or more important to the consumer's wife who does by far the larger part of the buying everywhere. We must give public- ity to our products.

ADVERTISING

"Let us consider for a moment the power of mass advertising. It

conditions and dominates our day to day existence. Only in sleep do we find relief for a short time from the impact i: makes an botlt our eyes and our ears. It is a social giant, perhaps the most fas- cinating area of the unparaiielled industrial expansion of the first half of the 20th. Century.

"A survey made recently by the Dominion Bureau of Statistics re- vealed that in . 1954 Canadians spent almost 400 million dollars on advertising-an increase of 300 per- cent In the space of ten years. Of the total over (15 percent went to newspapers. radio took 8 percent while television got 2 percent. The rest went to movie. billboard and like advertising.

"It is an established fact that in a competitive society function- ing normally even top quality mer- chandise will not find a sufficient market by mere excellence alone. Promotion of an intensive sales campaign through the medium of the modern advertising agency is an indispensable condition for the success of any new product com- ing 0 the market.

, SALES FELL

"Even established products must be kept constantly before the pub- lie in face of the rapid develop- ment of new and improved pro- cesses and the developing of bet- ter production techniques. These self evident truths were given em- phasis at least twice during the past year. A common result of the newspaper strike in Britain last April and the more recent one in Detroit was that sales of a wide range of products fell sharply. This is a striking confirmation of the power of advertising.

"I must say that our more than average enlightened people in Prince Edward Island are fairly well convinced of this. Our Juno setaaside was the highest per cap- ita in Canada. a little over 99 per- cent. We must not fall down in this important area.

To CANADIAN MARKET "Thoughtful consideration brings the realization that it is to tiic Canadian Consumer that we must look for a market for most of our products. There are many factors to keep us from getting heavily into the export field. Time does not permit dealing with them here. "I think we could well take ll leaf out of the book of the Dairy Farmers of the United States and push the programme of milk in the schools. We would be aiding the Dairy Industry it is true. But what is of far greater importance we would be aiding the health of the future citizens of Canada. "We know that tvhcn recriiit- ment was being carried on during the last two World Wars an alarni- ing number of our young men were turned dotvn for defects arising out of malnutrition. Surely this is a situation that should not exist in a land of plenty such as ours. We Itave been blessed above many other nations by Divine Providence. Let us then co-operate and educate oui' the right foods and wlial can be better than milk the food Nature ordained for man. Let us exert all our energies to ensure at least the protection of the present floor on butter and the exclusion from our Country of the edible oils from which butter substitutes are made. Let us guarantee to our children the foods nature intended for them.

QUALITY FIRST

Since for many primary produc- ers are attending this meeting. I should like to emphasize. as have done my predecesso s in this ()f- flce. that all the advertising and all the promotion the National Dairy Council of Canada can do will come to nothing if we do not aim at producing a top quality

ORDER

Picture in the paper?

"GUARDIAN PHOTO"

IT'S VERY EASY TO

Readers may order one or more copies of any staff photograph appearing in the Guardian. simply sending cash with order and addressing coupon be-

low to: " STAFF PHOTOS ' THE GUARDIAN --I P. O. Box 213. Chtown, P.E.I. -i

Large 8" x 10" glossy prints will be-mailed immediately for 91.00 each (Plus tax) as per table below.

lfit'so

COPIES

children to use,

product. We must ever put Quality first. last and in the middle. It is easil; the most important thing of all and one about which we must be instantly on the alert.

"Top notch products do not Just happen. They are the result of continuous effort and attention. In this regard I would like to ex- tend congratulations to Central Crcamcrles who brought renown to our Province when they capt- ured lop honors in Canada wide competition for their skim milk powder.

"I would be remiss. I think, it I did not voice at this point the pride we all felt when the Worlds championship in potatoes likewise fell to a Prince Edward Islander. Mr. Sylvester McAulay of East Baltic. These honors prove that we in Prince Edward Island have the tools and that we can do the job. Let us aim to have more of them.

"Most of you will have read the accounts carried in the press of the meeting of the Dairy Farm- ers of Canada held recently for lhe first time in the Maritirries. at Saint John, New Brunswick. It was a very successful meeting and an inspiration to all those who at- tended. We are fortunate in hav- ing such an able group of men when it comes to pressing our claims with the Federal Govern- ment and to the general handling of our affairs.

"Before closing I would like to thank sincerely our own group of Directors. a body of men of no mean ability, for their hard work and faithful service during the year. It has been a distinct pleas- ure to work with such a genial, co-operative group.

SECRET.-iRY'S REPORT

Report of the secretary J. L. Dewar. to the annual meeting of the Prince Edward Island Dairy- men's Association:

"The support received by the Association from dairymen and plant operators for over half a century is an indication of the in- herent stability of the industry." .I.1.. Dewar said in his annual re- port. "The past year was no ex- ception and the assessment levied on the plant operators has been met in its entirety. The June set- aside of 87,699.95 which is paid by the farmers themselves was also an outstanding success and is a splendid example of cooperation on the part of the plant operator and the farmer."

"The annual meeting of the

Dairy Farmers of Canada was held in January at Saint John. N.B.. and due to its location offered an oppoi-ttiiiity for our people to take part III a national meeting. an op- portunity which was made use of by twelve persons. including five of your directors. V ”Last spring the Province was ;vlsitod by 0.J.W. Shugg. Director yof Publicity for the Dairy Farm- ers of Canada. Mr. Shugg met lwith the Board of Directors to dis- lcuss the various features of ad- lvcrtisiitr: and promotion. In Oct- lnbcr, Marie Fraser visited the ;Province contacting newspapers and radio stations.

DAIRY BOOTHS

"During the year your Secret- ary assisted in the organization of the Dairy Booth at the Mari- time Winter Falrand in January attended both the Annual Meetings of the Dairy Farmers and of the Federation of Agriculture in Ham- ilton. Ontario. The latter meeting gave a generous portion of its time to consideration of the pro- blems of the Dairy industry. In February. your Secretary was one of a delegation from the Canadian Federation of Agriculture which met with the Dominion Cabinet to discuss Canadiamagriculture. Here again the Dairy Industry was fully represented and received a satis- factory part of the time allotted.

MILK DONATED

"The Canadian Federation of Agriculture is giving the dairy in- dustry full support in an effort to develop "a milk-in-school" pro- gramme for Canada. Such a pro- gramme can well have a very ben- eficial effect on our health stand- ards and would. in addition. as- psist in solving the problem of sur- lpluses. At Christmas time this As- isociation made a donation of 240 lquarts of milk to needy families in this City. Distribution was hand- led through two welfare organisa- .tlons and I would like to quote lfrom a letter received from the ;director of one of these groups.

"Milk is a commodity that we y'oitld like to have a lot of for distribution. We see the need for .1! every day in the homes into which we go. We do try in our own small way to try to educate

by

Sales Tax 1 PRINT .. .10 ZPRINTS ' .20 JPRINTS no 4 PRINTS .40 5 PRINTS .50

Name

Pll8eNo...........Newspiiper TitleofPieture ihlumberdeslred ....................................... Address ...............,......................

vaooeoeoocooouutn

..usoeooaooIeoeoo

these people to buy the proper foods but it Is an uphill task in many cases. The children have had so little milk in their childhood that they have never learned to use it as they should. We are ikeenly interested in what we have ibeen reading at different times in the newspapers about trying to ut imlik into the schools. We are - ihlnd it one hundred percent and lwlll be willing to cooperate in any .way we can if you were making lthc experiment.'

. "In December. were made to assist four young linen in taking the dairy short courses at the Ontario Agricultur- al College. Trained workers are of importance in the maintenance of quality and your Association would appear to be following a sound pnlicy in providing scholarships for such courses.

"At the last session of the lag- ilslature an amendment was ob- tained to the Association Act pro- viding for additional accredited do- Iegates in plants with over five hundred patrons.

"surplus production in some ldairy products and competition ;frnm substitutes continue to be 0 ;n:-nhlcm although with the latter it hi noticeable that consumer groups are not pressing as vigor- inusly for colour in these products land are also possibly moderating their enthusiasm with respect to the value of cheap 1 reads. While

we do have in an amount butter over and above current requirements this can hardly be

viewed as a serious problem. cort- alnly not one which should be the cause of undue concern to the con- surner whose position is far better when a surplus aim has would

YCIT.

ties. According to

I

PRODUCTION OF MILK

In order to give a detailed re- port on the Datr, Industry for any year it is first important to give the total pounds of milk Pl'0l1ill(-'- ed for the' year and the pounds and percentage used in the manu- facture of the different commodi-

”Dairy Re- view" which is a monthly report issued by the Dominion Bureau of Statistics. Ottawa. the total pro- duction of milk in this Province from January 1 to December 31. 1955 was approximately 216,783,000 pounds. Of this amounh 134.048.853- pounds .r 61.84 percent was used in the manufacture of cheese. 13.- 424309 pounds or 8.19 percent

was used for pasteurized fluid mill and cream purposes. 20,795,377

pounds or 9.59 percent for ice cream and concentration purposes and 41.102.57ll pounds or 19.97 per- cent was used for other purposes. dairy butter, feed for stock and consumed in the farm home.

PRODUCTION OF BUTTER From January 1, 1955 to the end of May the manufacture of buttet- for this Province showed a de- crease of 14 percent below that of 1954. but during the months of June and July this decrease was reduced to 5.3 percent. In August and September it was increased to 7 percent and for th e remaining three months of the year. October. November and D e c e m b e r the

P.E.l. Dairy Superintendent Report Shows Milk Use Up

At the annual meeting of the P. E. I. Dairymen's Association Wed- nesday the following report was submitted by Dairy superintendent II. J. MacDonald for the calendar

crease of 297,048 pounds or about 4-3 Percent. The gross value of butler was 33.444.240.07. The aver- age price received per pound of butter was 59.09 cents. The aver- age net price per pound of fat was 63.19 cents.

PRODUCTION OF CHEESE

The total output of cheese was much less than that of last year which no doubt can be attributed to a decrease in the number of patrons supplying milk for this Wmmodiiy. In 1955 there were Only. 444 patrons compared with 541 in 1954.

The total pounds of cheese made .was 680,248 which is a decrease of 233,310 pounds or 25.54 percent. The gross value of the cheese made was.sz2-1,742.54. The average price received for cheese was 33.03 cents and the average net value per pound of butterfat was 62.24 cents The net value to the patron per hundred pounds of milk was 32.18 and the average number of pounds of milk to make one pound of cheese was 10.86.

PASTEURIZED MILK

The production of pasteurized milk showed an increase over that of 1954. The increase in the sale of this commodity can be attribut- ed to a greater number of pasteuri- zing plants in the Province. As a result this milk was more widely distributed than in former years.

In 1955 there were 11.330088 pounds pasteurized which was an increase of 1,097,859 pounds over 1954 or 10.72 percent. The total pounds of cream pasteurized for the fluid trade was 191,886. The gross value for both milk and cream was S503.809.67.

arrangements -

manufacture was greater than that of last year.

The total output for the year be- ins 5.828.211 pounds. This is a de-

Di.

CONCENTRATED FORMS

”The consumption of concentra- ted milk products continues to in- crease in Canada and to provide additional outlets for the farmers. Research on the development of an instantly soluble whole milk pow- dcr when and if successful could have it revolutionary effect upon the fluid milk industry in partic- ular and upon the whole industry in general.

"As your President has pointed out competition for the consume 's dollar has never been keener than is the case today. Dairy products are in competition with other foods. with clothing, with household ap- pliances and indeed with a host of family requirements. We know that dblry products are good nutrition- al value but we must continue our efforts to convince the housewife of this fact. all of which suggests that Dairy farmers must not only continue but should expand their efforts in the advertising and pro- motional field.

"The June set-aside in this Prov- ince amounts to approximately 91.- 00 per dairy farmer. Surely a small amount to promote an In- dustry which is the bulwark of our mixed farming system.

ECONOMY OF PRODUCTION

"It is becoming increasingly ap- parent that the survival of the farmer In -the dairy industry rests upon economy of production. Of marked significance in this res- pect.is the possibility in the pro- duction of higher quality rougha- ges. better pastures. better hay. and better silage. In addition. we are now learning that cattle can be satisfactorily carried in this climate in very cheap buildings

choice spend most of their time outside in the winter. This Prov- ince can produce grass and hay in abundance and these are the crops which should be emphasized in lowering the cost of milk.

"This Association is represented on the Dairy Farmers of Canada by one Director. This makes it difficult to maintain a continuity of experience which is most im- portant if Prince Edward Island in to recognize the fact that it is a Province. and as such has a definite responsibility in National affairs and in the affairs of nat- ional farm organizations. It would appear reasonable to suggest that this Association in addition to be- ing repnesented by its Director at National meetings should also be; represented by a delegate who will be obtaining the knowledge and experience necessary to fit him for the senior position.

"The duties of your Secretary in this Association are pleasant ones. pleasant due to the relation- ship existing between your as- soclatlon and its members both the manufacturcrcs and producers and between all the officials of both the Federal and Provincial Depart- ments of Agriculture and in part- icular with the dairy officials of

"In concluding this report I wish to express my congratulations to those who have been successful in winning the prizes offered by the Association. Good quality and ex- cellecne of work is of extreme im- portance. and those who maintain both are deserving of recognition.

c ' B Ind Wm in fact It Ewen free crease of 13.57 percent in first

grade. a decrease of 12.90 percent in second grade. third a .1 .13 percent below third. 53.12 percent of the cheese made this past year scored ninety-three points 0 over which is an increase of 24.81 percent in this catiigory over that of 1954.

ICE CREAM

The total amount of ice cream

manufactured in 1955 was made

t four plants, namely: Central reamerics and Garden City Dairy.

C

It in if 3631'!-lliy Were I-0 deV&'i0P- Charlottetown; Olympia Ice Cream Co. and ideal Dairy. Snmmerslde. The total number of quarts was 797,813 valued at S31-1,916.90 which is an increase over 1954 of 26.169 quarts or 3.39 percent with a corres- ponding increase in value.

GRADE OF BUTTER

During the winter months grad-

ing of butter was done every two weeks but it was done weekly from May lst to the end of the year. According to the annual report is- sued by the Dairy Products Mar- keting Division. Agriculture, 5,623,912 pounds of butter graded which represents about 97.85 per- cent of the total manufactured. Of this amount 94.19 percent was first grade. 5.80 percent second grade and .01 percent third grade. In 1954 there was 96.2 percent of the total manufacture graded with 94.22 per- cent being first grade and 5.78 per- cent second grade. The first grade is lower than 1954 by .08 percent with an increase of .02 percent in second grade and .01 percent in third grade.