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AGRICULTURAL

ADVERTISING

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Atlas Club Banquet

Auditorium Hote! Chicago, December 14, 1906 URE food advertising, and pure stowed away the good things provided, food legislation, was the subject but what they were advertising men; of the evening at the annual and lots of the fellows said, after hear

banquet of the Atlas Club, Chi ing the guest of honor-Dr. Wileycago, on the evening of December 14th, speak, that he would have made 1906.

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DR. HARVEY W. WILEY, CHAIRMAN NATIONAL PURE FOOD COMMISSION.

rattling good advertising man had he As to the banquet itself, neither Dr. aspired to the noble profession in place Harvey W. Wiley, chairman of the Na of puttering with chemistry and things. tional Pure Food Commission, chief of The banquet was a sensible, hungerthe Bureau of Chemistry, United States satisfying affair, without frills, and was Department of Agriculture, Washing- thoroughly enjoyed by 136 members and ton, D. C.; Dr. Thomas J. Bryan, State guests.

Analyst, Illinois State Food Commission; Dr. Charles J. Whalen, Health Commissioner of the City of Chicago, nor Mr. Paul Pierce, publisher of What to Eat, seemed to concern themselves as to the purity of the excellent bill of fare. They pitched in and ate and drank just like ordinary mortals, who eat and drink what tastes good, and "ask no questions for conscience sake.” One couldn't tell, by the way they

Toastmaster J. R. Katherns, president
of the club, began at the bottom of the
program and introduced. Mr. Paul
Pierce as the first speaker of the even-
ing, who spoke on the subject,
How the National Pure Food Law Will Affect

Food Advertising
Paul Pierce, Publisher, What to Eat
Mr. Pierce said in part:

The pure food agitation, and the resultant enactment of the national food law has done

more to advance America's food industry than any step that has ever before been taken in the country's history,-it is creating publicity of greater value to the food producers and to the manufacturers of the legitimate, staple, standard brands of food products, than all the advertising in the past combined—not all the food manufacturers realize this fact. America has become much

greater than many of our people realize. No longer are our manufacturers dependent upon home trade. America has become the food market place of the world. On our great cattle ranges of the West, graze the herds that are to provide most of the nations with their meats. On our great Northwestern fields, waves the wheat that is to furnish most of the people of the world with their bread. Our butter and cheese, beverages, and relishes, and all manner of tinned products enter the market of all the nations. To the men who cater to this world

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of advertising such as the country has never known before. It doesn't cost the food manufacturer any more for a page advertisement in the magazines or newspapers than it costs the manufacturer of boats, fire-arms, automobiles, pumps, razors, opera glasses, diamonds, and so on, and yet he gets from ten to a hundred times the service. Every man, woman, and child eat foods, yet the boat man, the automobile man and so on, find it most profitable to buy space by the pages in the magazines, and the food man sits back and wonders whether it will pay him to advertise. Where

in five thousand may buy a boat once a year, the five thousand people in five thousand eat foods every day of the 365 days in a year, and most of them eat three meals every day. Thus there are about 5,375,000 meals eaten to where there is one boat purchased. There are nearly seventy-five thousand firms in this country doing an interstate business in food products. Food advertising has just started. It is bound to be the bulk of advertising in the future, because of the now favor. able conditions under the national food law.

The national food law is going to create food advertising by the manufacturer and distributors of food products, because

First-It is going to make it possible for a man to manufacture and sell a food product without putting that product in competition with a fraud.

Second—It is going to create food advertis. ing, because it will create new names and new terms for food products, and these new names and new terms must be advertised.

Third-It is going to create advertising because it will force the manufacturer who is engaged in interstate commerce in food prod. ucts and whose products, therefore, must comply with the national food law, to advertise to meet the competition of the manufacturer within the state, who is manufacturing products to sell within the state and whose products do not have to comply with the national food law.

Fourth-It is going to create food advertising, because it has already, and it will continue to create the greatest interest in the consumer, who is already educating himself to judge and discriminate as to the products he buys.

Fifth--It is going to create advertising because of the necessity to reassure the public on this food subject, which public has become very timid as

to many classes of food products.

Sixth-It is going to create advertising because it will destroy the business in cheap, fraudulent, adulterated, private brands that do not comply with the national food law.

Seventh-It will create advertising because it will bring about a more profitable and satis. factory relation between the manufacturer of legitimate, standard brands and the jobber.

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trade, the enactment of the pure food law, and the agitation for pure foods have been a blessing that many of their minds have failed to

grasp. True, the food conditions in America and the agitation for pure food have been advertised to the world and the first effect, no doubt, has been temporarily disastrous. The after effect is to inform the world that food conditions in America have been revolutionized; that drastic national and state laws have been passed, and that, in consequence of this governmental supervision, American foods are now to be the purest of any in the world. All the nations will reach out for our food products as models of purity and wholesomeness. Foods labeled, “Made in America,” will be as famous as once were the wares bearing the trade-mark "Made in Germany."

The agitation for pure foods and the resultant enactment of the national food law are also the greatest things that ever happened for the advertising man. It will result in an era

As to the first point, the national food law will create advertising because it will make it possible for a manufacturer to manufacture and sell an honest product without putting that product in competition with a fraud. To illustrate: A short time ago a whiskey dealer went to a well-known expert authority on labels to get his opinion on a label. The label read, “Ten year old, Hand made, sour mash, straight whiskey."

"Is your whiskey ten years old?” asked the expert.

"No, it isn't really ten years old," said the dealer.

"Is it really hand made?"
"No,” he replied, “it isn't hand made.”
"Is it sour mash?"
"No, it isn't sour mash."
"Is it straight whiskey?"
“No, it isn't."

"Well then, you must not put on your label that it is ten years old, sour mash, hand made, straight whiskey."

Under the national food law, the label must tell the truth. The law makes it possible for a dealer to manufacture, advertise and sell a ten year old, hand made, sour mash, straight whiskey, without putting it in competition with such a fraud as this. It makes it possible for a man to put on the market a package of real Java and Mocha Coffee without putting that coffee in competition with all the false Java and Mocha coffee sold in every grocery store in the country. The enforcement of the law makes it possible for a man to put on the market a package of Venezuelan, Mexican, or Brazilian coffee without putting it in petition with exactly the same coffee fraudulently sold by grocers all over this country as Java and Mocha coffee. It makes it possible for a man to manufacture, advertise, and sell a product without putting that product in competition with a fraud.

As to the second point, the national food law will create advertising because it will create new names and new terms for food products, and these new names and terms must be ad. vertised. Mexican Coffee, Venezuelan Coffee, Brazilian Coffee, cotton seed oil, evaporated milk, cider vinegar, maple syrup, ations that must be advertised.

With few exceptions the present Java and Mocha Coffee must go; the present maraschino cherry must go; the present olive oil must go; the present evaporated cream must go, the present cider vinegar must go; the present maple syrup must go; the present condiments and spices, jellies and sauces, jams and preserves, must go and the true products take their places, and all these new products must be advertised under their true names, and the old products advertised true to label. All kinds of new products must be introduced to

the consumer; new prices must be explained; new labels advertised. The consumer must be made acquainted with the new brands of food products and the manufacturer must make the introduction and create the most valuable patronage by advertising.

As to the third point, the national food law is going to create advertising because it will force the manufacturer, engaged in interstate commerce, and whose food products must com. ply with the national food law, to advertise in order to meet the competition of the manufacturer within the state who manufactures products to sell within the state and whose products do not have to comply with the food law. I will not have time to discuss this point tonight, but I want to say that this is a most unfair competition, put upon the manufacturer of interstate food products. Advertising is the remedy; advertising will wipe out this fraud; advertising will bring big returns to the manufacturer, whose products comply with the law, The frauds practiced by the state manufacturer will be shown to the consumer through advertising, and this advertising will create a sentiment for state laws conforming with the national food law.

As to the fourth point, the national food law is going to create food advertising, because it has already, and it will continue to create the greatest interest in the consumer, who is al. ready educating himself to judge and discriminate as to the products he buys.

There was little interest in the food subject ten years ago.

It was hard to convince any. body that there was any fraud in the manu. facture and sale of foods. It is different today. The people have learned to want pure foods. This want is voiced in the national food law, the first law of its kind ever enrolled on the Government's statute.

In the passage of the meat inspection law, the first national step ever taken to protect the people from eating diseased, decomposed and chemically poisoned meats.

In the passage of numerous state laws to protect the people from food frauds.

In the organization of a national body of state and national food officers to enact and revise state laws, that they may conform with the national food law; in the reincarnation of the Bureau of Chemistry into an organization to look after the enforcement of the food law; in the creation of District Attorneys to aid in the enforcement of the law; in the creation of many new national officers, all to aid in giving the people pure foods; in the enactment of new city ordinances and the overhauling of city food inspection and health departments, resulting in the confiscation of thousands of tons of impure food. This movement is not confined to any one district. It is as wide as the nation.

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The national food law has brought a tremendous publicity to this question from one end of the country to the other. Women are cross-questioning their grocers; they are in. quiring as to what products they buy; they want to know the name of the manufacturer of a food product; they want to know his standing; they want to know the reputation of his foods; they are writing state food commissioners for their reports; they have learned to want pure foods.

A new standard has been created, and that standard is purity.

My common sense tells me that, where a manufacturer puts up a package of food prod. ucts under a certain name, and puts his name on the label and spends thousands of dollars in advertising that brand and that good name, he is not fool enough to put into that package a lie that will stamp it as a fraud. My magazine, What to Eat, has always advocated a safe, substantial and permanent guide for the manufacturer in the manufacture of his prod. ucts. This the manufacturer is entitled to; this he ought to have. Under the broad policy outlined by the officials, who have charge of the making of rules and regulations for carrying out the law, the manufacturer is going to have a safe, substantial and permanent guide for the manufacture of his products, and all products that are manufactured by him before he receives that guide, will not be interfered with by the officials, unless these products are in clear violation of the plain reading of the law. Everything that has already been done by the officials clearly indicates that everything is being done and will be done to conserve the interests of the legitimate trade.

As to the fifth point, the national food law is going to create advertising, because of the necessity to reassure the public, which public has become very timid as to many classes of food products. The consumer has got his mind in a very unfortunate state. He rarely enjoys any meal he eats; he feels that, if he eats meat, he will contract ptomaine poison; he feels that, if he eats bread, he will have indigestion or some other stomach trouble; that, if he takes sugar into his system, he will have diabetes; that, if he drinks milk, he will get tuberculosis; that, if he drinks soup, he will get Bright's Disease; that vegetables will weaken his system; that, if he smokes, he will get paralysis or cancer of the tongue; that, if he drinks wine, he will have the gout; if he drinks whiskey, he will have the jimmies, and that tea and coffee will make him a nervous wreck. The advertising campaign, present. ing all these products in an attractive manner, as clean, pure, and wholesome, will reassure the public and create a great demand for the products that are advertised.

As to the sixth point, the national food law

is going to create advertising because it is going to destroy the business in cheap, adul. terated, fraudulent brands that do not comply with the national food law. The legitimate, standard, staple products, that will take the place of the adulterated, fraudulent, private brands on the grocer's shelves, will be the products for which the greatest demand has been created by advertising. Advertising will acquaint the consumer with the frauds. Ad vertising will tell the housewife what foods comply with the national law. Advertising will tell the housewife what foods it is safe for her to serve on her table. Advertising will make it necessary for the dealer in private brands to have those private brands equal to the legitimate, standard, staple products, or it will put him out of business. The only weapon of defense the private brand man will have will be advertising, and he will have to have his private brands comply with the national food law to use that defense. In the competition created by the new conditions, the manufacturers of food products, who gain the ascendancy in trade, will be the manufacturers who do the most effective advertising.

As to the seventh point, the national food law is going to create advertising because it is going to bring about a more satisfactory, pleasant, and profitable relation between the manufacturer and the jobber. The jobber will no longer push frauds. All the business the jobber has done in cheap, fraudulent brands, will be replaced by business in legitimate products that conform to the law, and the products that he sells the most of will be the ones for which the greatest demand is created by advertising.

Dr. Whalen spoke on "What the Health Department of Chicago Is Doing in the Interests of Pure Foods." He said that, when he assumed the office of Commissioner of Health, about sixteen months ago, the city had but four inspectors, while now it has fifteen food, four ice, and five restaurant inspectors.

“In 1892, which was the first year of the milk inspection, 10,722 samples of milk and cream were examined. Of the first 500 samples, collected from milk dealers, 373, or 75 per cent, were found to be below the requirements of the ordi

At the same time samples taken at the railroad receiving platforms, on the arrival of trains, showed only 8 per cent below-proving conclusively that the adulteration was done chiefly his speech, published in the Chicago Tribune of Dec. 15th :

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by the city dealers, thus emphasizing the necessity for city inspection.

"Last year, 1905, a total of 25,727 samples were analyzed; 1,492, or 5.8 per cent, were found below grade. Improvement in quality of milk supply109 per cent, due to inspection.”

Dr. Whalen stated that, since the inauguration of milk inspection by the city in 1900, there has been a reduction of more than 60 per cent of child mortality

Chicago consumes 1,100,000 quarts of milk per day. In 1905 more than 32,000 quarts were condemned and destroyed. In 1900 formalin, used as a preservative in milk, was found to the extent of 15.37 per cent in each 1,000 samples. In 1901 only 8.06 per cent, and the percentage has decreased each year, until in 1905 only 46 per cent was found in each 1,000 samples examined.

In addition to milk and ice inspection the department keeps four dairy inspectors on the road within 100 miles of Chicago, supervising sanitary conditions.

The inspection of meats, poultry, fisi!, fruits, vegetables, canned goods, etc., resulted in condemning and destroying unfit food to the aggregate value of $296,395.00 in 1905.

Many other items were covered in Dr. Whalen's able address, demonstrating that Chicago is looking after the health of her citizens in a thorough manner.

Dr. Bryan, in his address, said that the corps of inspectors of the Illinois Food Commission, was wholly inadequate to the work assigned to the six field men, and yet it has accomplished many reforms. The state appropriation for this important work should be ten times what it is.

The pure food law is declared by Dr. H. W. Wiley, chief of the bureau of chemistry, United States department of agriculture, to be the most unique law on the statute books, in that it gives a criminal a chance to reform before he is taken into court. Dr. Wiley was a guest at the banquet of the Atlas Club in the Auditorium Hotel last night. In his address he declared that Congressman James R. Mann of Chicago deserves more credit than any other person for the passage of the pure food bill.

"We don't know exactly how the law will be carried out,” said Dr. Wiley, "for the reason that we haven't got to that yet. But for nearly twenty years the department in Washington has been working to the end now in sight, and we are pretty sure of our ground. The law gives the secretary of agriculture greater power than ever before was delegated to a cabinet officer. It is wholly within his power to say when a man is violating it and when he is not. Although a criminal statute, it contains a provision which I believe can be found in no other and under it a manufac. turer of an impure or fraudulently marked food product may reform and the matter will never reach even the grand jury room.

"I believe this is an excellent provision, because in my experience manufacturers do not wish to violate the law willfully, and the job. bers, who are equally liable, prefer to comply with its provisions. All want to get on the right side of the fence, and since this bill has become a law none of them has evinced any other disposition.

“Under the law the secretary may confer with experts to learn what is and what is not impure or a violation of the statute, and during the last six months Secretary Wilson has consulted fully 1,000 such men. In fact, 1 just came from Louisville, where there were a dozen men in conference over a matter which might be deemed of small moment, but on the other hand might serve as a precedent if not properly handled."

At a recent meeting of the Atlas Club the following officers were elected for the ensuing year: President, J. R. Katherns; vice-president, A. J. Horlick; secretary, W. M. Shirley; treasurer, A. D. White. These, with the following named gentlemen, constitute the board of governors, J. A. Dickson, G. H. E. Hawkins and R. J. Gunning.

Dr. Wiley's Speech Dr. Harvey W. Wiley, the guest of honor, did not speak from notes. The following is from the brief account of

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