"In Land of Milk and Money, Alan Marcus examines the dairy industry's creation in the United States South in the 1920s. He suggests that the rise of the modern dairy business resulted from debates, experiences, and redefinitions that occurred both in the northern industrial sector and in small southern towns. Marcus looks specifically at the internal history and corporate policies of the Borden Company--the world's largest dairy firm--and the internal history of small-town commercial organizations that sought to lure the ...
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"In Land of Milk and Money, Alan Marcus examines the dairy industry's creation in the United States South in the 1920s. He suggests that the rise of the modern dairy business resulted from debates, experiences, and redefinitions that occurred both in the northern industrial sector and in small southern towns. Marcus looks specifically at the internal history and corporate policies of the Borden Company--the world's largest dairy firm--and the internal history of small-town commercial organizations that sought to lure the company to the South. He suggests that Borden implemented a whole series of corporate policies and techniques in its southern plants that came to characterize modern American industry generally and that it did so nearly five years before General Motors, which historians often give credit for fomenting that transition. Marcus focuses on Starkville, Mississippi, the location of Borden's first southern milk condenser, as the seminal touchstone for a public relations campaign that led towns throughout the South to establish milk plants in or near their town limits. He shows how town leaders and Borden conducted the campaign and what the results were in Mississippi, Tennessee, Alabama, Louisiana, and Texas. In these locations, the dairy industry's arrival led many of the region's farmers to diversify their output by adding dairy. Most did so, he suggests, only after a campaign by agricultural diversification reformers convinced them of the profits possible. He also shows how Black sharecroppers, tenant farmers, and dairymen played a role in creating the southern dairy trade. Land of Milk and Money focuses on small southern towns rather than the impact of scientists and the federal government, two groups that had been pushing dairying in the South for nearly four decades with little to no success and who were only tangentially involved in the creation of a southern dairy industry. At the time, many small towns in rural America were on the verge of extinction, which proved a potent force for action to attract an array of industries. While the histories of those other industries are well known, Marcus's study is the first comprehensive examination of the wildly successful southern dairy business. One byproduct of that success was that small towns secured a measure of independence and stability that allowed them to undertake the various modernization projects their citizens demanded"--
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