Tuesday, January 7, 2020

Tuesday Treasures

Tom the backroads traveller hosts this weekly meme.
Travel Tuesday
Our World Tuesday
My Corner of the World

John was reading the news and mentioned this to me this morning.

Borden, whose mascot, Elsie the Cow, has smiled out at consumers from milk, cheese and butter cartons for more than 80 years, has filed for bankruptcy protection, becoming the second major U.S. dairy company to seek help as milk prices soar and more Americans turn to milk alternatives.

Growing up in Montreal, I remember Elise the Cow!

Elsie the Cow is a cartoon cow developed as a mascot for the Borden Dairy Company in 1936 to symbolize the "perfect dairy product" Since the demise of Borden in the mid-1990s the character has continued to be used in the same capacity for the company's partial successor, Eagle Brand, owned by The J.M. Smucker Company.

Named one of the Top 10 Advertising Icons of the [20th] Century by Ad Age in 2000, Elsie the Cow has been among the most recognizable product logos in the United States and Canada.

I knew I had a photo of Borden's from Lafayette LA but I found three more in my archives.

2017 Lafayette LA

2013 New Orleans LA

2014 Lafayette LA

2013 Oklahoma City OK


  1. When I heard the news yesterday I thought of Elsie!

  2. Not heard of Borden but it's a shame to hear of any 'old' company in trouble. It's a fun logo!

  3. ...what a timely post Jackie. I read about Borden's yesterday. The milk industry is on hard times at the moment, if it weren't for yogurt's popularity things would even worst! When we were first married, my wife worked for Sealtest, I wonder if they will be the next to fall. Thanks for sharing Jackie.

  4. I hadn't heard that about Borden. I grew up with Borden and Elsie, as most everybody else my age.

  5. Elsie looks gorgeous. I get why she would be iconic.

  6. I remember Elsie! And Elmer, too! It's a shame that such an old company is failing...

    Your post is a great addition to 'My Corner of the World' this week!

    My Corner of the World

  7. Sorry to hear the news about Elsie the Cow... your photo filing system is super impressive!
    Happy New Year Jackie!
    Wren x

  8. As a kid, one of my friends made a crank call to the Borden Company and asked for "L. C. DeCowl." I'm sure she wasn't the first kid to do that! Sorry to hear the company is in bankruptcy. Sounds like the advertisements for almond milk have been a success.

    1. Too funny! I'll bet the switchboard (yikes, aging myself) got fed up with that prank.


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