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.
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
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:
|Assoc. Bulletin Ed.
(Later Director of Marketing)
|Exec. VP of Market Dev.
|Supt. of Records
Dr. Roger R. Neitzel
|Assist. Supt. of Rec.
||Letitia (Tish) Byrne
||Virginia (Ginger) Gillette
Other Notable Events
||For a short period of time the classification Multiple E portion
of the program allowed cows to obtain multiples above 5. This
was limited to 5E in 1971. However by that time there were 3
cows which already had obtained the "6E" rating. Those are the
only cows so designated and they are: V.B. Susanna Liege;
Meadow View Melody; and HyCrest Rachel.
||Ivetta 296971 completes her life at 17 years of age as the World's
All-Breed Lifetime Butterfat Producer with 13,607 lbs. fat and
308,569 lbs. milk. She was owned by White Cloud Farm,
||The first female registered in the Official Herdbook from the
Identity Enrollment program is CIE Sunny View Melody 592150,
owned by the Rudy Fick Family, Sunny View Farm, Doon, IA.
||An article in the Holstein World in 1973 and portions reprinted
in the Bulletin listed cows of all breeds with records of over 1500
lbs. of fat. At that time the leader was of course, a Holstein cow at
1913. There were 22 animals on the list and of the top 14, six were
Brown Swiss cows. They were: Letha Irene Pride (1733); Larry
Doris (1637 and 1502); PV Dodgers Judy (1602); Lee's Hill
Keeper's Raven (1579); Active Acres Bessie (1544); and L-J
Stretchy Rocker (1540).
||Schulte's Sunwise Pat takes home 5 consecutive All-American honors from 1969-1973. She also is the Central National Show Champion for three consecutive years, 71, 72, & 73. She was owned by Bernard Monson, Gowrie, IA.
||Green Pasture's Rayetta set the breed's All-Time High Milk Record as she produced at 5-1 a record 36,160 milk and 1611 butterfat. She was owned by Earnest & Bert St. John, Glendale, AZ.
||The state of Wisconsin honors the Brown Swiss breed as "Wisconsin's Bovis Domesticus for 1974" (Cow of the Year) at the state capital represented by UW Cora Autumn Beauty 559562. This year, 2005, is again Brown Swiss turn and Sun-Made Jetway Shatzi ET 869338 owned by Kent M. Thompson, Viroqua, WI is this year’s representative.
||Fred S. Idtse, the associaton's first fieldman and then Executive Secretary from 1942-1963 passes away.
||The February issue of the Bulletin pictures "A Million Pound Herd", owned by the William J. Notter Family (Venture Farm) of Cobleskill, NY. The total lifetime production adds up to 1,016,626
lbs. milk led by Evansdale Ethan Bella with 256,702 lbs.
||Norman E. Magnussen, prominent Brown Swiss breeder and sale manager, dies after a brief illness. Norman, owner of Norvic Farms, Lake Mills, WI had assisted Mr. Vid Vye in the early days of Brown Swiss auctions. Following Mr. Vye's death, he took over the Brown Swiss Sale Service. Now, upon his death, his son, Norman C. Magnussen, at the age of 22, withdrew from the University of Wisconsin to assume full responsibility of Brown Swiss Sale Service. The rest is history.
||The first heifer and bull born as a result of Embryo Transplant (ET) were offspring of Century Acres Royal Holly 569466, owned by Willian J. Faskell, New London, WI.
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.