To Survive in the Space Age 70's Garlley Says •
Farmers Must Study Consumers
B> Boyd C. Gartley liuvival of Ameiican asucul-
Puthc Relations Director lute
InUr Stale Milk Producers
starting wnen Ciutsi was tioi n,
it took man 1750 yeai s to double
the metger amount of technology
known From 1750 to 1900, a per
iod of 150 yeais, infoimation
known to man about the woild in
which he lived doubled, from
1950 to i 960, the amount of tech
nology known doubled: from
1960 tc 1967, it doubled again
I am ’old, that in the futuie,
each pcuod of five to seven
years, tne amount of new infor
mation 'ill double
It bt .mes impelative for man
to ccnt.nue his education thiou
ghout lifetime, it is impossi
ble lor one man to know evei>-
thing
I urge you to use the “team”
approach in vour tanning opei
ation — this is necessaiy foi the
SECOND SECTION
Dairymen Must Strengthen
Operations, Official Says
Strengtnen the family dany The Faimeis Home Adnnnis
faim cpeiations lecommends tration Supeivisoi suggested
Eoy H Giesmann, county supei- stiengthenmg the family faims
visor of the Faimeis Home Ad- bv leoiganization of the opeia
mimstra'xOn, USDA tion, inciease in size and efficien-
“The total numbei of faims in cy, bettei livestock and machm
Lancaster County diopped fiom el y> up-dating management piac
-7,053 to 5 560 in the past decade tices and planning in detail
The numbei of dany faims in “The daily faimei can no long
the County is now below 1,600,” ei affoid to maik time He must
Giesmann said
Giesmann explained that al- The Faimeis Home Adminis
though the over-all pioduction tiation is woiking closely with
of dairy pioducts has been mam- puvate ciedit souices in develop
tained v,.:h fewei dany faims it mg financial backing foi family
does not compaie favorably with faimeis
the tremendous increase mm- When sufficient local ciedit is
dustnal p’ oducts output m the available Giesmann said that
county longteim ciedit may be available
The industrial and population thl ough hls office
explosion in the county has di as-
tically t-ranged the balance of He invites dany faimeis and
business and agncultiue in the otheis to see him at the Faun
Garden Spot Count} of Pennsyl- and Home Centei, 1383 Aicadia
vama, he said Road, Lancastei
Roy H Giesmann, County supervisor of the Farmers
Home Administration, this week urged local dairymen to
become bigger and more efficient in order to compete in the
changing Lancaster County economy.
Let’s take a moment and pic
ture your life as it was 10 >O.ll s
ago today. Can you lemcmbcr
what you ate, what the news
casters talked about, or the cut
of your clothes’ It is veiy poss
ible that on this day 10 yeais
ago:
You had yet to ride in a jet
plane, but had aheady taken
your last inner city bus ude
You had not yet bought >Olll
wife a wig, your child a hula
hoop or yourself a nding lawn
mowei, 01 had an electuc tooth
biush or can op°nei in >Olll
heme
You had probablj decided that
the scientists’ talk of transplant
ing human oigans 01 putting a
man on the moon was possible,
but that it wouldn’t happen be-
move foiwaid,” said Giesmann
" vv ' "
I
The world, including agncultuie, is caught up in a wave '
of new technology and know-how which rapidly makes estab
lished pioducts and ideas obsolete
In this new Space Age. agriculture must change its cm- !
phasis fiom ptoduction to marketing, from product research
to eonsumei research, warns Boyd C Gartley, member and
public iclations director of Interstate Milk Producers Co -
operative
This new consumer-marketing emphasis is necessary foi
faimeis and agi i-busmesses to survive in the Space Age, :
Gartley explains in the accompanying article
foie the beginning of the next
century
You had not yet uttcied the
words hippy, LSD, Cybernetics.
Fortian, Apegee oi used the
words pot, fuzz, speed, 01 grass
in their new meanings
You consideied the autumn haze
ot burning leaves as pait ot the
pleasant nostalgia of Indian sum
mei instead of as nasty an pollu
tion caused by thei mal inversion
The past decade has been a
peuod of lemaikable change in
almost all aieas of civilized hu
man activity and thought In oui
own society, theie have been
staitling changes in income ed
ucation, hung styles, social and
moial values All in turn have
had a significant impact on food
patteins—in shopping, in pre
paung and seiving
Amei icans ate bettei m the
60’s than evei befoie Overall
food consumption pei capita ic
mamed lemaikably stable while
food consumption patteins
changed significantly There
have been consideiable shifts
between ceitain bioad food pro
ducts and even within some
bioad food gioups Packaging
and foim have ceitainly been
effected
Think back to 10 yeais ago to
day It is almost ceitain that on
that day
You had not \et tasted tin key
m a i oil, fieeze dued coffee, in
stant potatoes, liquid diet food
Oi a flavoifui diet soft dunk
You had yet to taste and ically
like imitation cneam foi coffee
01 imitation fiozen pie-whipped
ci earn that tasted as good if not
bettei than the leal things
On that day, y ou pi obably had
not yet used sugai substitutes,
opened a can with youi fingei
and a pull ung
Oi eaten food fued in a giease-
Icss, teflon pan, fiozen vegetables
cooked in a plastic bag Oi fiozen
Penn State Specialist
Future for Dairying
* ,-H^
** >
■c* i
Dining the 1970’5, Pennsyl
vania and the othei Noith
eastein States will continue to
be an impoitant dairy reg'on
because the need tor fluid mdk
by the nearby urban population
should keep dairying more
profitable than other farm en
terprises, according to a Penn
State extension farm manage
ment specialist
Dr Samuel A Dum said,
“Production wise, the Common
wealth now supplies 30 per cent
of the Northeast’s milk and is
in a favorable resource position
to continue to supply this 01 a
gi eater shai e ”
Pennsylvania dany heids
have lagged behind the North
east aveiage in output per cow
and in numbei of cows pei
farm, the Penn State professor
emphasized This would imply
room for continued improve
s' >a * % *
AS rK* -TsX »*• N«S '*+ -V ' •* *
waffles that popped out of a toa
ster
Market segmentation has been
one of the mayor marketing phe
nomena of the decade Its appli
cation is most evident in the con
sumption of food products
If I had a ciystal ball and
would do as other prognostica
tois have done in the past to
loiesee all the drastic changes
that will take place in the pro
cessing, handling and distnbu
tion of milk, I could parahiase,
as some have done, as we gaze
into the futuie let's say 35 yeais
fiom now
Someone has predicted that
the homemakei will choose hei
foods fiom display samples and
purchase them by inseition of a
ciedit card into a leading device
Hei ai tides will be conveniently
packaged and ready foi hei to
Pennsylvania Leading
Guernsey State in 69
Pennsylvania was the lead
ing state in the nation in 1969
in Guernsey negotiations and
tiansfeis, as well as the leading
Golden Guernsey milk sales
temtoiy, accoiding to the Mav
7 edition of Guernsey Breedeis’
Journal
In registrations, Pennsylvania
led with 5 216, followed by Wis
consin with 4,455 and Ohio’s
distant third of 2,933
In transfers, Pennsylvania
was fust with 2,652, followed by
Wisconsin with 1,762 and North
Caiohna 1,330
Pennsylvania was the leading
Golden Guernsey territory with
31,975,295 quarts sold, edging
out California with 30,074 542
ments m production efficiency
and potential for an increase in
average income per dairy farm
For the most part, farmeis
will need to expand production
in order to keep income in line
with expenses, he added Farm
milk prices will not increase
much in the near future and
off-farm opportunities will con
Monday Is Deadline
About 80 Lancaster County fai -
meis who are enrolled in the
1970 wheat progiam still have
not certified then wheat and
diverted acieage, Miss Dorothy
Neel, ASCS county executive di
lector, noted this week
She reminded that such certifi
cation is necessary to earn pay
ments Final date for the certifi
cation is Monday, June 8.
Lancaster Farming. Saturday. June 6.197 Q
pick up as she leaves the store.
Most of her food purchases will
have been processed for conven
icnce, including complete meals
pieparcd to gourmet standards.
If I weie to hazard a guess as
to the accuracy of this type of
prediction I would say that in
all likelihood men of the future
will find that they were conserva
live and unimaginative
If past experience is any cri-
U non, we will fall short of mak
ing a reasonably good estimate
of the state of agricultural and
marketing technology of the fu
ture
No one had the foresight to
pi edict the many changes that
have taken place in the past 10
yeais No one can predict all the
changes we will encounter in.
the next decade howevei, some
tiends aie evident
For fanners, the Space Age
70’s will lequire a maiket orien
tation
A maiket-ouented approach in
volves going into the market
place to determine what the con
sumei needs, wants 01 desires—
then someone must tianslate
these consumei needs oi desires
into products and maiketmg pro
giams that enable them to earn
pi ofit
This appioach is consumer or
iented as it reflects the desire or
(Continued on Page 20)
and third place “Southwest”
with 23,002,657
But while Golden Guernsey
sales diopped eight pei cent in
1969 Gurnzgold sales climbed
eight pei cent
Accounting toi most of the
Guernsey milk sales by percent
age were Gurnzgold, 40 2 per
cent Golden Guernsey, 36 33
pei cent, Gueinsey Royal, 17 15
pei cent, and Gurnzskim, 554
pei cent
Three Pennsylvania firms
weie among the 25 largest
Golden Guernsey distributors
in 1969 Country Belle Co-op
Faimeis, sixth Abbotts Dairies,
eleventh, and East Malta Dairy
Faims twenty-second
Sees Good
in Northeast
tmue to compete foi labor.
Dairymen who take advantage
of efficiencies through
mechanization and improved
technologies will be able to
compete for capital and physi
cal resources.
-“The dairy industry must be
conceined with the continuing
decline in the per capita •con
sumption of dairy products,"
Dr Dum said “Competition
from other products is severe,
but the dairy industry must
meet it ’’
Farm business studies showr
that many Pennsylvania dairy
men have been able to obtain
high incomes and competitive
returns on investment in recent
years The better managers will
continue to do so in the years
ahead, the farm management
specialist noted.
17