POPULARISING MILK

New Zealand Herald, Volume LXXIII, Issue 22393, 14 April 1936, Page 13

POPULARISING MILK

CAMPAIGN IN MELBOURNE SUCCESS OF BOARD'S EFFORTS Encouraged by the success of the recent Milk Month the Melbourne Milk Board intends to continue its publicity campaign indefinitely. Some reports received by the board indicate that many metropolitan vendors of milk have made record sales, which can be attributed only to the board's educational campaign. Proprietors of milk bars and cafes state that their sales have increased, particularly among youths and men. The board is determined, therefore, to persist in making known the fact that milk is not necessarily conducive to obesity, the fear of which has a serious effect on the consumption of milk by women. The funds of the board are obtained by a levy of id a gallon on all milk distributed by retailers. Provided the Minister for Agriculture is agreeable, the board will spend several hundred pounds more on advertising this year. The campaign initiated by Milk Month will continue, although it will be necessarily less intense. No effort will be spared to discover and put into effect new methods of making the public realise the value of milk, and the board will not be satisfied until every citizen is consuming in some form or other at least one pint of milk each day. Before the campaign began, she average consumption was half a pint a person. Retailers are co-operating with the board to increase consumption, in homes. An attractive folder has been prepared by the board, pointing out that milk is of benefit to all members of a family, and that it is essential to the maximum efficiency of both mental and manual workers. Copies of the folder will be distributed by retailers to every home' in the metropolitan area. Householders will be offered cookery books at cost price. These will contain recipes for milk dishes selected by expert dietitians. A most important aspect of the board's work has been the increase in consumption of milk by workers in factories. Arrangements are being mado to have milk delivered to factories placed in.cool storage. At one factory the consumption was increased by several hundred per cent in a very short time, with the result that there was an appreciable decline in the number of applications for sick leave, and a general improvement in efficiency. The board is convinced that manufacturers and others will realise that it is in their own interests to cooperate with the board in the establishment of milk clubs in factories, warehouses, offices, and other places where labour is concentrated. It intends, therefore, to devote particular attention to a special campaign for this purpose. The Education Department is assisting the board by publishing the board's articles in school papers.