Elsie making comeback
One of the hottest stars in
Hollywood these days is after all
only a farm animal. No doubt the
sexy Miss Piggy would be offended
to hear herself described that way,
but truth is truth. Despite her
efforts to be beautiful and desired,
she is still a pig.
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[JKUBQTH
Farm
Talk
Jerry Webb
Miss Piggy is not the first farm
animal to jump the bamlot gate
and head for the bright lights.
There have been others, most
notably a Jersey cow named Elsie.
The American Jersey Cattle
Club reminds us that Elsie, the
advertising symbol for the Borden
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Company’s milk products, enjoyed
unprecedented popularity a few
decades ago and is now making her
media comeback.
Elsie the cow started out as a
print media logotype an artist’s
caricature that began showing up
m milk ads in national magazines
back in 1936. The popularity of the
campaign soon sent Borden
executives on a nationwide hunt
for a real cow.
The real live Elsie made her
debut at the 1939 World’s Fair -m
New York City, according to J.F.
Cavanaugh, executive secretary of
the American Jersey Cattle Club.
He was one of a group of college
students assigned to the task of
caring for a herd of 150 dairy
animals on exhibit at the fair.
It soon became evident, he says,
that everyone who stopped by the
display wanted to see Elsie, and
the Borden Company wasn’tabout
to disappoint them. A special booth
was hastily prepared and a
registered Jersey cow, Elm Hill
Farm’s You’ll Do Lobelia, became
Elsie.
Elsie was given the very best.
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including a boudoir featuring all
the whimsical farm-related props
a big-time advertising department
could think of. There were chums
made into tables, milk bottle
lamps, a wheelbarrow chaise
lounge, and oil paintings of Great
ami Uncle bosworui.
Elsie outdrew everything at the
1940 World’s Fair, including the
multi-million dollar General
Motors Futurama, as thousands of
fans stopped by her stall. Taking
advantage'of this popularity, the
Borden people created her family,
a husband named Elmer (still
featured on Elmer’s Glue), and a
calf named Beulah.
Then it was off to Hollywood to
make a movie while Elmer kept
things going at the fair. Elsie co
starred with Jack Oakie in a film
called “Little Men” and received
star treatment, including a stay at
the Ambassador Hotel and a
cocktail party at Giro’s.
Following the World’s Fair
closing m October 1940, Elsie and
Beulah went to New York’s ex
clusive Bonwit Teller to get the
young heifer ready for school, then
on to Philadelphia where they
drew 228,000 admirers during a
three-week stmt at Gimbels. The
lines of lookers were so long, Santa
Claus had to be relocated to the rug
department.
Elsie then became an un-
NEWARK, Dela. - Now’s the
critical time to start checking your
crops for European corn borer
activity particularly your com.
Peak first brood egg laying ac
tivity occurred 7 to 10 days ago, so
larvae should be hatching out now,
says University- of Delaware
Extension pest management
specialist Mark Gruastem.
Though some egg laying will
continue during the first two weeks
of June, borers emerging right now
are the ones to watch for, m terms
of how much damage you can
expect this season. Overall m
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Lancaster Farming, Saturday, June 13,1981—D7
Start checking corn
now for ECB
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NO OF BEEF DAIRY _
paralleled fund raiser collecting
more than 10 million dollars in War
bonds between 1941 and 1945. She
traveled all over the Umted States
in her own private rail car - even
received a Doctor of Bovinity
degree from the University of
Wisconsin.
Recent surveys show that even
after more than four decades smce
her World’s Fair debut, Elsie
remains the most beloved
trademark in America, with the
Campbell Soup twins a distant
second.
And now the Borden Company is
bringing Elsie back as a living
symbol of the vitality and ex
citement that goes with milk.
Bordens now owns several
Elsies. They’re housed at Ohio
State University where ag students
provide for their health and well
being. Instead of a box car, the
modern Elsie, still a pert and
pretty Jersey cow, travels by air or
in a fifth-whCel trailer dubbed a
“Cowdillac.”
So once again Elsie makes the
rounds of fairs and grand
openings, delighting kids who may
be seeing for the first time the real
source of milk. And standing
behind those kids some misty-eyed
parents or grandparents who can
still remember when they saw that
first Elsie at the World’s Fan: so
long ago.
festations in com are still expected
to be light to moderate as
predicted earlier this spring, he
says.
The most important com to
check first is the earliest planted
conventionally tilled com (that
planted before April 20). This was
the tallest and thus most attractive
when female moths were laying
their eggs.
Recommendations for ECB
control are no different than they
were last year, says Graustein. So
follow the same prescribed
guidelines for determining if and
when insecticide treatment is
needed.
Fact sheets outlining scouting
procedures for ECB m com are
available at county Extension
offices. These fact sheets also list
recommended chemical controls,
should treatment be required.
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