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The first National Milk Week took place on November 14th through 20th, 1937. A joint project of the National Milk Producers Federation and the Milk Industry Foundation, the publicity campaign sought to increase milk consumption in the United States and to educate the public about the beverage's health benefits.
Alongside the usual publicity buttons and print ads, the Milk Week campaign recruited newspaper columnists and government officials to tout the nutritional benefits of milk. Popular movie stars posed for posters while drinking the beverage. A train station in Boston honored the week by temporarily housing two cows in its outdoor concourse. The cows were milked twice a day in full view of commuters, to whom the milk was later sold.
In the years that followed, National Milk Week was eclipsed by June Milk Month, which was founded in the same year and which remains in place to this day.
B. & M.'s North Station to house dairy "farm". (1937, November 6). Railway Age, 103(19), p. 658. Retrieved from https://books.google.com
The Dairy Alliance. (n.d.). June Dairy Month. Retrieved from https://thedairyalliance.com/june-dairy-month/
Promotion milk drive. (1937, November). Crowley's Producers' Bulletin, 3(5), 11. Retrieved from https://books.google.com