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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.
"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.