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Alan I. MarcusLand 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.
About author(s):Alan I Marcus is the William L. Giles Distinguished Professor of History at Mississippi State University and the coauthor of Technology in America: A Brief History.
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