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Consider the Cow: 1924

Consider the Cow: 1924

Sept. 17, 1924. Washington, D.C. "Joseph Hiscox, Agriculture Dept., with exhibit for National Dairy Show in Milwaukee." National Photo Co. View full size.


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It's showtime again folks

Great to see a picture like this. In our sign painting industry we make lots of varied displays and dioramas like the ones above, even in our modern digital age there is still a need for the old skills that got us this far. Great stuff.


No macaroni art or shoebox dioramas?

Can you imagine

today, setting up a display and hiring a painter to paint scenes for the backdrop?

Four Percent

Milkfat varies between different cattle breeds but on average whole raw milk is around 4 percent milkfat. Standard dairy practices now remove almost all the fat from the milk and then add it back in to meet USDA minimums, such as 1 percent, 2 percent or "Whole," which is 3.25 percent.


What is the purpose of all those boards at an angle against the wall? They look like they're propping up the wall, but that seems unlikely.

[Display-building materials. - Dave]

National Dairy Show - 1924

Through cooperation with Milwaukee business men the National Dairy Show was secured for Wisconsin in 1924. This show was held September 27 to October 4 and was a complete display showing the progress of the dairy industry and its place among the other great industries of America. In addition many state organizations used the grounds for picnic purposes in 1923 and 1924.

Total attendance was 223,084.
Total receipts were $68,467.30

Trade Shows

I'd like to say that trade shows have come a long way since 1924, but honestly they haven't. Fancy milk display, gimmicky silos/sack/package/milk jug. The big graphic is a bit lacking because both images look the same except for some lines that come from the bones.

When did they stop making 4% milk?

Joseph W. Hiscox

Washington Post, Jul 22, 1922

Joseph W. Hiscox, a Washington man, whose duties are to prepare all the Department of Agriculture exhibits at State fairs throughout the country. He and his aides prepare, transport and display the results of the research and extension of activities of the department.


Now doesn't that look like a wonderful way to spend a Saturday. Those classy surroundings and innovative displays. Be still my heart. Where's the snack bar?

That cow is really undernourished,

Her Rib Cage is showing!

I prefer my milk with chocolate, though, not lime.


Mr. Hiscox would serve in this capacity (as the Chief of the USDA Extension Service's Office of Exhibits) for another twenty-five years, until his retirement in 1949.

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