A few days before the famous Alves Dairy closed down in February 1978, I spoke to owner Ernie Alves. The 150-acre dairy, marked by its 1950s style drive-in store, specialized in delicious chocolate milk. More extraordinary was the funny marquee that always turned heads: “Our Cow Are Outstanding In Their Fields”.
June: Did you think up the catchy slogan?
Ernie: No, my son discovered it in Iowa.
June: What’s the secret of your chocolate milk?
Ernie: Everybody knows our chocolate milk. It’s whole milk. If you buy chocolate, and it says ‘drink’, it’s either nonfat or lowfat and the butter fat isnot there. The consistency is like watr. We use whole milk, quality chocolate and pure sugar.
June: Tell me about the cows? Are they special?
Ernie: Cows aren’t just cows. Each one has a personality. You’d be surprised. ‘Bayshore Dotty’ is the boss. Her name was Dotty but her number is 101 and somehow ‘Bayshore’ got thrown in. You know ‘Bayshore Dotty’ because if you do something in the corral, she’ll be right there. The other cows won’t move, but she is right there. You bring in a new cow and she lets it be known she’s the boss. They have their pecking order.
June: Any other cows you can tell me about?
Ernie: Chicken Little, now that cow is a nervous wreck. You touch her and she jumps.