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Around midcentury, milk was viewed as one of humankind's most important foods. Advertisers and scientists alike had convinced the public that milk was a supremely healthy, nourishing, even life-giving substance. Its almost mystical whiteness was, for perhaps the only time in its history, matched by its hygienic purity and popular appeal.
An article that appeared in the Tribune-Republican of Greeley, Colorado in September of 1932 explained the need for raising funds for milk for needy families. Becoming a member in the “Quart A Day” club means that a person will contribute funds to reduce the cost of milk for needy families. As a result of the Depression many unemployed families were in need of nutrients and milk was a critical source of nutrients. The Greeley nurses also explained that as the winter season approached the milk situation would become more serious. “Quart A Day” club members could finance a half-gallon or two quarts of milk for 80 or 76 cents per month. Other organizations such as the Woman’s Club would continue to support undernourished school children.
Sources: "Milk in the Twentieth Century." Cambridge World History of Food. Cambridge: Cambridge University Press, 2000.
Milk Fund. (1932, September). Tribune-Republican of Greeley, Colorado. 6.