BSCBA - USA 1970-1979

"Expansion: Personnel, Programs, Production, & Promotion"

Roger's Note: The seventies saw a lot of activity in promotion, program development, personnel changes and new production records. While a one page review cannot do justice to the many long lasting changes made during these years the following summary points out some of the breeds high points during this era. Many of the programs developed during this period are still the basics for many of today's programs.

Program Development

Two major areas of program development occurred during the seventies. The first was the expansion of foreign program development. While there had been correspondence and trips to many foreign countries since the early part of the 20th century, the inception of Brown Swiss Enterprises (BSE) in 1969 set in motion a great demand for US genetics during the 70's. Marvin Kruse became a great ambassador for promoting US Brown Swiss to breeders in foreign countries. This, in conjunction with the advances in sire evaluation by USDA, led to the demand and marketing of US genetics throughout the Brown Swiss world. This demand led to a significant increase in export sales, additional profit for US breeders and the need for additional staff.

During this expansion there were 18 people who served the association as field or area representatives either full time, part-time or joint with another association. Those included: Myron Fledderjohann, Ed Drewitz, Larry Roberts, Lee Majeskie, Lyle Roberts, Joe D. Miller, Ken Vial, Richard Drueke, Hans Leuthold, Alan Parker, Robert Lewis, Leonard Switzer (also Supt. of Records), Orville Kurtz, James Shaw, Cynthia Woodward, Todd Charnetzki, Jerry Meyers and Pete Giacomini. Obviously these were not employed all at the same time and some were only employed for a short period. Myron, Hans and Orville were those serving for more than a 10 year period.

Just as important was the development of many association breed programs during this same period. To spearhead this program development, in September 1970, Dr. J. Lee Majeskie was employed as an Assistant to the Secretary in the areas of breed improvement and promotion as well as part-time fieldman. This allowed Mr. Kruse to focus more attention to BSE. Many of the breed association programs developed during this period are still the basics of several association programs still in use today.

The first such program was the Production and Type Performance Registry (PTPR) program established in 1971 and initiated January 1, 1972. This program combined the two very important areas of production testing and type classification into one program along with other benefits. PTPR or its successor, The Brown Swiss Advantage (BSA) program, is still the most popular program available.

Following closely behind was the beginning of the Cow Recognition programs. In 1972 the "Certified Cow" program was initiated, recognizing cows on a combination of both production and type. A year later the "Elite" cow recognition program was adopted, recognizing a very select group of the Certified Cows. And finally, the Superior Brood Cow program was adopted in 1975. This program recognizes those cows based on their transmitting ability by requiring a number of offspring to be "Certified" or "Elite" cows or "Superior" or "Qualified " sires. The first list of Superior Brood Cows contained 18 animals and was published in the July 1977 Bulletin.

Other notable programs initiated were the Total Performance Award, developed in 1973. Awarded at each National Show as well as a National Winner each year, this award is the envy of all breeders and breeds. The national winner received a trophy sponsored by Meadow View Farm for several years and is now sponsored by the Vernon C. Hull Memorial Fund.

On the Youth side, the Youth Achievement Award was adopted and awarded to one youth in each of the 8 director districts (8 at that time). The first winners were: Barry Schaeffer, MD (I); Thomas Weygandt, OH (II); Stanley Smith, GA (III); John Korth, IL (IV); Maureen DeBruin, WI (V); Russell Church, IA (VI); Suzanne Reuter, OR (VII); and Arnold Rothlin, CA (VIII).

Other staff personnel changes during the 70's were as follows:

Other Notable Events

Promotion

The "Big Brown Cow" movie produced in 1968 receives world-wide acceptance. It is one of four movies selected to be shown at the XVIII International Dairy Congress in Sydney, Australia in October, 1970. Due to its success, copies in Spanish were made. Requests for the movie domestically were enumerable. The movie had been shown over several TV stations as well.

In November, 1973, at the National Convention in Portland, OR, the ever popular "Pasture Scene" was unveiled. (See photo) This scene was painted by artist Tom Phillips under the guidance of Secretary Kruse. The scene depicts a near ideal cow in the foreground and likenesses of some of the breed's typiest cows are pictured in the near foreground. While the identity of the four cows was somewhat of a secret at the time we will take the liberty to identify those animals here. The two cows to the left (front to back) are Jane of Vernon 29496 (circa 1920) and Mabel's Tamarind Violet 325683 (circa 1950). The two cows to the right(front to back) are Schulte's Sunwise Pat 499920 (circa 1960) and Lee's Hill Keeper's Raven 171673
(circa 1940). And now you know the rest of the story.

In addition to the Pasture Scene, Artist Tom Phillips also painted a scene entitled "Checkin' the Herd". This painting was used on the cover of a brochure merchandising Brown Swiss bulls for crossbreeding in beef production. Prints of both of these beautiful paintings are still available from the national office.

Through The Decades

(BS) - Brown Swiss       (BB) - Baseball

“1970 - 1979”