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Land of Milk and Money - The Creation of the Southern Dairy Industry (Hardcover)
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Land of Milk and Money - The Creation of the Southern Dairy Industry (Hardcover)
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In Land of Milk and Money, Alan I Marcus examines the establishment
of the dairy industry in the United States South during the 1920s.
Looking specifically at the internal history of the Borden
Company-the world's largest dairy firm-as well as small-town
efforts to lure industry and manufacturing south, Marcus suggests
that the rise of the modern dairy business resulted from debates
and redefinitions that occurred in both the northern industrial
sector and southern towns. Condensed milk production in Starkville,
Mississippi, the location of Borden's and the South's first
condensery, so exceeded expectations that it emerged as a
touchstone for success. Starkville's vigorous self-promotion acted
as a public relations campaign that inspired towns in Tennessee,
Alabama, Louisiana, and Texas to entice northern milk concerns
looking to relocate. Local officials throughout the South urged
farmers, including Black sharecroppers and tenants, to add dairying
to their operations to make their locales more attractive to
northern interests. Many did so only after small-town commercial
elites convinced them of dairying's potential profitability. Land
of Milk and Money focuses on small-town businessmen rather than
scientists and the federal government, two groups that pushed for
agricultural diversification in the South for nearly four decades
with little to no success. As many towns in rural America faced
extinction due to migration, northern manufacturers' creation of
regional facilities proved a potent means to boost profits and
remain relevant during uncertain economic times. While scholars
have long emphasized northern efforts to decentralize production
during this period, Marcus's study examines the ramifications of
those efforts for the South through the singular success of the
southern dairy business. The presence of local dairying operations
afforded small towns a measure of independence and stability,
allowing them to diversify their economies and better weather the
economic turmoil of the Great Depression.
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