"MILK CONSCIOUS."

Auckland Star, Volume LXIX, Issue 136, 11 June 1938, Page 19

"MILK CONSCIOUS."

publicity: contemplated. tv-^aw^rfr* - ;"" I "**' '»■.-»- .■■ ■■ ■•-•'*— f**-> CAMPAIGN- PROPOSED. A moTttto inaugurate a campaign for the jpopJularising of milk in Auckland was enthusiasm by the Auckland Metropolitan Milk Council yesterday afternoon. Reference was made to the of similar campaigns in other countries, and it was considered that it w&uld prove very advantageous in the flush of the season, when farmers had a glut of milk. Mr. C. J. Lovegrove, who brought the matter forward, referred to a recent campaign in Wellington, as a result of which thp consumption of milk by the public Lad been increased considerably. The high nutritive value of milk should be stressed. He recalled that at a smoke concert he attended in Sydney recently the men had been served with beer and, instead of the usual soft drinks, milk. He had been amazed at the free consumption of milk at such a function, but had been informed that it was a common custom, chilled milk being preferred by the men. The chairman, Mr. I. J. Goldstine, stated that while unfortunately the council was not permitted to use its funds in euch a campaign he was sure that all members would be behind any such move. Aucklanders were not consuming sufficient milk per head of population, and an effort should be made to make them more "milk conscious." Mr. A. Rosser: Bring the price down and they will drink it all right. Mr. J. Haslam referred to a campaign undertaken several years ago which had not proved successful. The chairman said that reports from Australia were very satisfactory, and pdded that the winner of the Great Northern Steeples at Auckland had been trained on a milk diet. Perhaps the price factor affected the position, but disregarding that, he was convinced that consumption would increase considerably if a campaign were undertaken. He would like to see the council behind the move, although at the present juncture it was not permitted under its constitution to contribute to the cost. The matter is to be further considered.