Pages 82-84 in Mary Cross (ed.), A century of American icons: 100 products and slogans from the 20th century consumer culture. Greenwood Press, Westport, Connecticut. 236 pages, Describes the Elsie the Cow campaign by Borden, beginning in the 1930s. By 1997 Borden had become primarily a chemical company and sold its dairy business to Mid-American Dairymen, which changed its name to the Dairy Farmers of America (DFA). DFA has rights to the Elsie and Borden trademarks which are used on DFA products.
