On April 12, a delegation of 47 men from Titus, Camp, and Morris counties returned to Marshall at Marshall's invitation to tour the milk plant and see how it operated in detail and how to finance one of their own. Chamber of Commerce members and people from Titus and surrounding counties became excited about the possibility of attracting a milk plant to Mt. Pleasant, which would benefit the entire area. J. R. Hart, who visited Marshall, was called on to give his impressions as to the financial soundness of the proposition. He said he could see nothing wrong with the plan and that the people of Marshall were more than satisfied with the results there. He said that his party visited several Harrison County businessmen and farmers and that they were all enthusiastic over it. He gave numerous examples and had concrete figures to show how the plant insured a good market for local dairymen. C. L. Duncan said that if Mt Pleasant passed up this opportunity it would be like Jefferson allowing the railroad to go elsewhere when it had a chance to get them. If the milk plant didn't come here, it would go somewhere else nearby, and Mt. Pleasant would lose their opportunity.
During 1925, Ed Dickson, supervised by the Bureau of The Census in Washington, took a Titus County agricultural census. That census showed that during 1924 Titus County sold a total of 655 gallons of cream, or around six thousand pounds. During 1928, Mt. Pleasant's express company alone shipped a total of 231,000 pounds of cream, or over 38 times as much as was reported in 1924. This did not include what was picked up by truck for produce houses, or what was shipped from others towns in the county, which would have greatly increased the volume.
The Chamber of Commerce decided to try to raise $100,000 (approximately $1,125,000 in 2006 dollars) in matching funds to attract the milk plant to Mt. Pleasant. A public meeting for people of Titus County and adjoining counties was held at 2:30 pm, Monday, May 20, 1929 at the Titus County Court House. The meeting was considered so important that local stores closed during the meeting so their employees and customers could take part and their being open for business would not distract from the meeting.
The Chamber of Commerce contacted the Texas Milk Products Company of Marshall, Texas about putting in a large milk plant in Mt. Pleasant. Texas Milk Products Company, based in Marshall, Texas, had plants in Marshall and Tyler and were interested in spending $200,000 (approximately $2,275,000 in 2006 dollars) to build a large powdered milk plant in Mt. Pleasant to serve the Northeast Texas area.
However, before they would build the plant they required that Mt. Pleasant provide half of its cost. The Chamber of Commerce agreed, and began a subscription drive to raise the money.
Several Mt. Pleasant people went to Daingerfield on Thursday afternoon, May 16 to attend a meeting called to interest Morris County people in the proposed milk plant. A large crowd attended, and it was evident by talks made that Morris County people were intensely interested in increased dairying. They also pledged to cooperate with Mt. Pleasant to secure the milk plant that would furnish them with a close milk market.
Daingerfield said that it would send representatives to the public meeting to be held on Monday afternoon. The Mt. Pleasant committee that made the trip was highly enthused by the meeting, and felt hopeful that Daingerfield people would provide considerable financial assistance to secure the project.
The committee appointed to visit Naples and Omaha on Friday afternoon, May 17, reported that it met with considerable encouragement at both places, and that the people of those towns were highly interested in the milk plant proposal. Naples promised to send at least twenty-five people to Monday's meeting, and Omaha also promised to send representatives. All seemed to know what would be required to locate a plant in Northeast Texas, and they are willing to co-operate with Mt. Pleasant because locating a plant here would help them by offering a good and very convenient market for their products.
Mt. Pleasant's "can do" spirit was evident when fund raising kicked off on Monday, May 20, with a well-publicized public meeting in the District Court room of the Titus County Court House.
Even today, the amount of money raised was staggering. To our knowledge this amount of money has never been raised from individual contributions in a single day since. Again, when looking at historical dollar amounts, you must consider the purchasing power of the dollar relative to the time. To describe the amounts raised in today's (2006) dollars, we show the value of the 1929 amounts stated converted to 2006 dollars in parenthesis beside the 1929 amount.
The court room was crowded to full capacity, the balcony was full and many people were unable to get into the building to take part in the meeting. In addition to a large number of Titus County residents, visitors came from Daingerfield, Omaha, Naples, Mt. Vernon, Marietta, Cason and Pittsburg. Quite a number were present from Marshall, and Cotton Belt Railway representatives from Tyler and Southwestern Gas & Electric Company representatives from Shreveport attended.
I. N. Williams, one of the Chamber of Commerce committee appointed to investigate financial details of the Marshall plant's proposition, presided over the meeting. Mr. Williams spoke briefly and said that the committee had thoroughly investigated the proposition and recommended that Mt. Pleasant do everything possible to secure the plant. He said that Mt. Pleasant had never fallen down on any proposal to better the county, and that it approached zero hour on this occasion fully confident that it was able to get this plant. Then he introduced Marshall Chamber of Commerce Secretary Bryan Blalock, who was largely responsible for attracting the plant to Marshall that pioneered the industry in Northeast Texas.
Mr. Blalock said that from interest shown by the size of the crowd, he was sure there would be no trouble in securing the Mt. Pleasant plant. He said that various phases of dairying are responsible for one dollar out of every $5.65 realized from farm products over this country, not counting what is consumed at home. Mr. Blalock said that grass is the easiest thing to grow on any farm, and said to ask any cotton farmer about this fact. He said that grass is the basis for all dairying. He gave figures from Harrison and Titus Counties, showing that the cotton crop provides an average of less than $950 ($10,800) in gross income to each farm in these counties, while milk produced by ten cows ten months a year at a price of only 20c per gallon would bring a higher average for each farm. Mr. Blalock also pointed out that the dairyman didn't have to wait a year to get his money, but is paid at least twice a month.
J. C. Kennedy, formerly of Marshal and head of several Southern power companies, said that the companies he represented were dependent upon the people's prosperity in the communities they serve, and that he wanted Mt. Pleasant to secure the plant. Mr. Kennedy said that after traveling all over the country, he found no area better adapted to dairying than ours and he said that Mt. Pleasant had a better territory to draw a milk supply from than Marshall had when its plant was started. He said that the soil of this area was adaptable to fertilizing, and that a dairy farmer could raise just as much cotton as before because dairying improves the soil and he doesn't have to work so many acres, obtaining a higher yield per acre.
Cotton Belt representative H. H. Spraggins said that dairying is the only industry that brings more money to an area than it takes out and that Cotton Belt wanted to help the agricultural industry, which is the principal source of their revenue. They felt that dairying was the best way.
Southwestern Gas & Electric Company President A. Lieberman of Shreveport and Texas Milk Products Company President Marvin Turney of Marshall were introduced to the crowd.
W. O. Irvin of Daingerfield said that farmers all over Morris County were asking him what Mt Pleasant was going to do about a milk plant, and his answer always was not "What is Mt. Pleasant going to do, but what are we going to do?" He said that Mt. Pleasant had a reputation of always putting things over, and he wanted a part of the movement. He backed up his statement by later subscribing for $1,000 ($11,400) in stock.
Dr. Dan Witt said that when dairying got well under way here, farmers wouldn't worry about too much rain because it would help their grass.
W. S. Swint told of his trip to inspect the Marshall plant, and how he saw hundreds of milk cans along the routes and that everybody seemed more prosperous because there was more money coming in.
W. T. Connor of Daingerfield said that he was willing to help in this movement, and that he wanted all the farmers to get interested.
J. C. Parchman of Mt. Vernon pledged Franklin County's support in the movement.
Sam Williams said that the grass is taking the land anyway, and that the owners should feed it to cows and get a revenue from the milk. He said we have the water, the grass, the roads, and all we need is the market that a milk plant would furnish, and he was willing to mortgage one of his brick buildings if necessary to pay for his part of the stock.
The chairman then read Marshall proposal offering to sell preferred stock bearing 8% interest, payable semi-annually, and giving a lien on both the Marshall and Mt. Pleasant plants as security. He then asked for offers.
J. A. Petty, local Southwestern Gas & Electric Company manager, started the stock purchases by buying $5,000 ($57,000) for his company.
George Lilienstern announced that be would take $5,000 ($57,000), and Charles O. Lide said that he would buy a like amount.
Cheers greeted these announcements, and when A. C. Hoffmann said he would take $10,000 ($114,000) the crowd went wild.
Oil Mill manager J. C. Roberts said that although he could not speak officially, he felt sure that his company would buy another $5,000 ($57,000).
Other large purchasers were: Sam Williams, $3,500 ($40,000); M. C. Rogers, $2,500 ($28,500); W. A. Ford, $2,600 ($29,500); I. N. Williams, $2,000 ($22,800); T. L. Denman, $2,000 ($22,800); J. A. Ward, $1,000 ($11,400); W. S. Swint, $1,000 ($11,400); C. L. Duncan, $1,000 ($11,400); J. M. Badt, $1.000 ($11,400); W. O. Irvin and W. T. Connor $1,000 ($11,400) each. There were eleven purchases of $500 ($5,700) each.
When the meeting closed, $60,300 ($687,000) in stock had been purchased.
Committees were appointed to thoroughly canvass the county and raise the balance of the amount.
The next day, all members of the fund-raising committees were invited attend the Rotary Club's noon luncheon to report on additional money raised. P. O. Wilhite, J. C. Brown, E. I. Lazarus, Gus Presley, S. H. Spurger, W. R. Whitaker, W. E. McClintock, O. L. Crigler, C. E. Cawthon, Dan M. Witt, Sam Williams, I. N. Williams, C. C. Mason, J. R. Hart, H. L. Hess, J. M. Ellis, Sam Hess attended as guests of the club.
The meeting became a milk plant program and each committee made its report. An additional $8,750 ($99,700) in stock was sold, which when added to the amount raised Monday brought the total stock sold to $69,050 ($786,600), leaving $30,050 yet to be raised.
W. O. Davis of Omaha, another guest, said that Omaha would have a public meeting at 4 p.m. to see how much could be raised there.
Bryan Blalock of Marshall said that he had hurried from Marshall to be here because he had never been as inspired as at Monday afternoon's meeting when more money was raised than at the first meeting at either Marshall or Tyler for the same proposal. He said that the last dollar is the hardest to raise, and told the committees not to be discouraged, but to keep working because the entire state was now watching this small city put over a big job.
On Monday evening, June 24, 1929 Texas Milk Products Company President Marvin Turney, Secretary-treasurer Myron Blalock, and General Manager D. B. Short entered into a contract with E. S. Lilienstern, A. C. Hoffmann, C. L. Duncan, A. J. Copellar and I. N. Williams, the local committee for raising half of the cost of the Mt. Pleasant plant, stipulating that the local committee would make its first stock payment on July 15th, and the remaining money would be paid by October first.
Work on the building was to begin in August, and a committee to select the site will begin work soon. The plant size and capacity was to be modeled after the Tyler plant, but it would have more modern machinery than was at either Tyler or Marshall.
Critics who said that Mt. Pleasant would not raise the $100,000 and that the plant would never be built even if the money was raised now knew that when Mt. Pleasant started something, no matter how big, it could be accomplished. Those who had hoped to divide milk production in this area would be sadly disappointed.
On July 19, 1929, Texas Milk Products Company bought lots 1, 2, 3, and 4 of Block 20 of the original Mt. Pleasant town site from Clara Walton (formerly Clara Peterman, daughter of H.W. Peterman). They paid $2,000 (about $22,800 in 2006 dollars) for the 240' x 240' block of land located on the east side of the Cotton Belt track and on the north side of the Daingerfield Highway. Present-day East Arkansas Street and part of Choctaw Street were the Daingerfield Highway in 1929.
General Manager D. B. Short of Marshall, who closed the deal, said that the location was ideal because it insured easy access at all times because of good streets, and was just three blocks from the public square, where all of the county's highways converged. The location adjacent to the railroad also required that very little track be built, thereby saving considerable expense.
Cotton Belt engineers were at work on Monday afternoon, July 22, surveying soil on the property to determine how much work was necessary to construct the foundation. Mr. Short announced that the architect was already at work drafting plans and specifications for the building, and that bids would be let in early August.
Mt. Pleasant's new milk plant attracted attention from all over the area. Ruston, Louisiana Chamber of Commerce President W. E. McBride, Chamber Secretary H. I. McKnight, and B. H. Rainwater of Ruston visited Mt. Pleasant on Tuesday, September 18, 1929 to learn how Mt. Pleasant conducted its campaign to finance the plant because Ruston was trying to attract a plant similar to the one here.
Texas Milk Products had drawn plans for the plant by October and were ready to proceed with construction, but the Chamber was still $9,000 ($102,500 in 2006 dollars) short of their commitment and had run into trouble getting some people who had promised donations toward the plant to deliver the money. The Mt. Pleasant Daily Times published several articles in late October, 1929 stating that it was time for the remaining people who had pledged contributions to put up the cash or Mt. Pleasant would lose the plant.
Texas Milk Products representatives came to Mt. Pleasant to meet with the Chamber on Saturday, November 9, 1929. They explained to the Chamber that Texas Milk Products had plans, specifications, and all details ready since October 1st and had only been waiting for Mt. Pleasant to finish raising its part of the money. They wanted to start construction immediately, and told the Chamber that whether Mt. Pleasant would get a milk plant would be decided by the following Wednesday.
On Wednesday, November 13, 1929, Marvin Turney, president of Texas Milk Products Company, Myron Blalock, their attorney, D. B. Short, manager, and Knox Lee, a director the company, returned to Mt. Pleasant to meet with the Chamber. The Mt. Pleasant trustees agreed to underwrite the balance of the unpaid money pledged, with the understanding that they be given two weeks in which to collect the amount not paid.
Ten contractors were given specifications and construction bids were let, to be returned and opened Wednesday, November 27th. Texas Milk Products Company reserved the right to accept or reject any and all bids, and it was made clear to all that construction was contingent on the Chamber's collection of the remaining $10,000.
Several bids were offered, but all were higher than Texas Milk Products planned to invest. The three lowest bidders were O. L. Crigler of Mt. Pleasant, J. M. Pressler, who built the plant at Marshall, and Campbell White, who erected the Tyler plant. Texas Milk Products rejected all bids and modified the plans to have the plant face a different direction and eliminate a basement that was originally planned. The changes reduced dirt work and concrete costs considerably to bring the project in line with the company's budget.
New plans were secured from the company's Chicago architect and bids were re-let. On December 3, 1929, Marvin Turney, President of Texas Milk Products Company, announced that O. L. Crigler had been awarded the contract. Work was to start the same week and the building was to be completed within eighty days. Cold weather held up pouring the concrete foundation, but by December 15, Cotton Belt began construction of a rail spur from the main line to the plant. The spur hastened work by allowing materials to be unloaded on site, eliminating a quarter-mile haul from the city tracks. By February 20, 1930, the 113 foot concrete chimney was almost complete.
While the construction work continued, work was started in the community to promote the use of milk products and to encourage farmers to build dairy herds so a ready milk supply would be available by the time the plant opened.
Mayor A. H. O'Tyson, following Texas Governor Moody's lead, declared March 30-April 6 as Milk Products Week and issued a proclamation to urge people to use more milk products. Unlike the year before, Milk Week now had a more keen meaning to the future of Mt. Pleasant. A meeting was held at the Palace Theatre March 28, 1930 to better acquaint Mt. Pleasant businesses with the dairy industry. M.C. Jaynes, Texas Milk Products' local plant manager, worked to educate local business people with problems of the industry and to educate farmers how to make dairying profitable for them.
