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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:

Bulletin Editors 1970-1971
Peggy Schneider
Meredith McHone
Connie Grittion
Assoc. Bulletin Ed. 1979-1981 Barb Lee
(Later Director of Marketing)
Secretaries 1963-1978
Marvin Kruse
Evans Wright
Exec. VP of Market Dev. 1978-1981 Marvin Kruse
Supt. of Records 1975-1978
1979 -
Leonard Switzer
Dr. Roger R. Neitzel
Assist. Supt. of Rec. 1978-1988 Letitia (Tish) Byrne
Admin. Assistant 1978-1981 Virginia (Ginger) Gillette
(Later Secretary)

Other Notable Events

1971- 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.
1971- 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, Princeton, NJ.
1973- 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.
1973- 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).
1974- 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.
1974- 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.
1974- 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.
1975- Fred S. Idtse, the associaton's first fieldman and then Executive Secretary from 1942-1963 passes away.
1976- 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.
1976- 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.
1977- 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.

Through The Decades


(BS) - Brown Swiss       (BB) - Baseball

“1970 - 1979”

1972 (BB)
Roberto Clemente’s final hit of the ‘72 season was the 3,000th of his fabled career. On New Year’s Eve that year, he dies in a plane crash while on a mission to bring relief aid to earthquake victims in Nicaragua. He is inducted in the Hall of Fame in 1973.
10-10-1972 (BS)
If you were in the dairy business on this day, you soon heard the shocking news of the tragic fire in the cattle barns at the North American Dairy Show, Columbus, Ohio. Miraculously, 1,467 animals and several hundred people escaped the fire with few injuries. Only one animal died in the fire and three others died of severe burns. Twelve people were injured.
1973 (BB)
Willie Mays completes an illustrious career with a record most career chances by a NL outfielder (7,290) as well as 660 home runs (3rd only to Aaron & Ruth). Barry Bonds, Willie’s godson, has recently taken over 3rd place.
1974 (BS)
National Headquarters receives a “facelift”. The renovation included sandblasting, painting, land fill, and repair work. In addition, local artist Mr. Ted Benedict of Beloit painted the large billboard which is still today positioned on the north end of the building, identifying the Brown Swiss Association. As indicated in the 30’s review, the sign was repainted by Tena Cobb in the late ‘80’s.
4-8-1974 (BB)
Hank Aaron becomes the all-time career Home Run King, as he hits his 715th round tripper off Al Dowing of the Dodgers, surpassing Babe Ruth’s 39-year record. In 1975, Aaron also breaks Babe Ruth’s career RBI record of 2211.
1975 (BS)
May 24 marked the end of the reign of one of the longest continuous herds in the U.S. It was 85 years ago that Mr. Francis F. Kinney purchased one bull and 6 females from W. R. Fish of Mystic, CT. In 1908, his two sons, Warren and Morris, purchased the farm. Lee’s Hill became one of the best well-known herds in the country. On June 15, 1938, Vernon Hull became herd manager and helped build this dynasty. In February 1975, Warren Kinney passed away and willed the herd to Vernon Hull. On May 24, the Lee’s Hill Dispersal brought this great herd to a close.
1977 (BB)
Reggie Jackson becomes “Mr. October” as he leads the Yankees to the World Series Championship by hitting 5 home runs in the series and 3 in the decisive game 6. No one since Babe Ruth had hit 3 home runs in a series game.
1979 (BS)
Arbor Rose Stretchy Spicey became the new high-selling female of the breed on May 25 as the first animal sold in the St. John Dairy Dispersal at Glendale, AZ. Making the final bid at $25,000 was Hunziker Red Boots Farm, Kohoka, MO.