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Hanschu Jersey cow could become famous

Staff writer

Elsie the Cow has been a mascot for Borden milk products since 1939. Borden Inc. took the animal on tours throughout the country to attract attention to its products.

Numerous Jerseys have been used as Elsie the Cow in the history of the company. One Jersey that has the potential to become an Elsie was recently purchased from Lyle and Carol Hanschu of Lost Springs.

Borden Milk Products LP, a private corporation based in Dallas, Texas, bought the bovine. The company is licensed to use the Borden name and the Elsie the Cow trademark.

According to Shari McCrary, a spokesperson for the company, the company has only one Elsie, but several other Jerseys are kept in reserve to serve as substitutes when needed.

Elsie travels throughout Texas and Louisiana nine months of the year in a special cattle trailer, appearing at public events such as state fairs and rodeos to promote Borden’s dairy products.

McCrary said the newly acquired Jersey will go through the process of being trained and groomed just like the real Elsie and will be kept in reserve if she measures up to the company’s standards for Elsie.

A contracted team that is in charge of the animals picked up the cow April 27 at the Hanschu dairy two miles northeast of Lost Springs. The unidentified man and woman selected a cow named Betsy from among the couple’s 50 or so Jerseys. Betsy supposedly was chosen to replace a 17-year-old Jersey that was “put out to pasture.”

Lyle Hanschu said the American Jersey Cattle Club, which keeps a record of registered Jerseys, referred the company to him because he has Jerseys whose horns are shaped correctly.

Also, Hanschu operates his dairy differently than most modern dairies. He treats his cows as individuals. Each has a name and wears a chain necklace on her horns.

“The man and woman dated these gals for about an hour,” Hanschu said. “They played with them and petted them to gauge their personalities. If a cow didn’t like them, they went on to another one. They picked the one they liked.”

Hanschu has been involved in dairy farming since he was 5 years old. This sale was a highlight of his career. It was a big one but it came with a lot of work. Hanschu said he worked all day the day before the sale, scrubbing down his modern dairy barn and making it spotless.

The woman took a lot of pictures, and the couple left with a good impression, Hanschu said.

A history of Elsie

Elsie originally was created for Gail Borden in the 1930s as a logo to symbolize the “Perfect Dairy Product.” The pleasant-looking bovine had big eyes and wore a daisy necklace.

The imaginary character’s first public appearance as a live cow was at the 1939 New York World’s Fair. It was purchased from a Connecticut farm family and is buried in New Jersey.

Elsie’s image became famous throughout the world. She sold $10 million in war bonds during World War II, appeared in movies, and received the key to more than 200 cities.

Elmer the Bull was designed to be her mate. The cartoon character was later lent to Borden’s chemical division as the mascot for Elmer’s Glue.

The two mascots produced fictional offspring — Beulah, Beauregard in 1948, and twins Larabee and Lobelia in 1957.

Borden Inc., once one of the largest producers of dairy and pasta products in the U.S., underwent numerous expansions and contractions during its existence. Eventually, its many subsidiaries were sold off.

The Borden name and Elsie the Cow trademark are owned by Hexion Specialty Chemicals. They are licensed to other companies such as Borden Milk Products LP, which was formed in 2000 as a subsidiary of National Dairy.

The Borden Dairy at Dallas, Texas, sponsored a 70th birthday bash for Elsie in 2009 at the Texas State Fair.

Dairy Farmers of America purchased the Borden/Meadow Gold Dairies subsidiary in 1997. The farmer-owned cooperative is licensed to use the Borden name and Elsie’s image. Elsie is the symbol of several cheese products produced by DFA.

Last modified May 12, 2010

 

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