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in Kraft's 75 year history. We took our lumps, but we did not attempt to deceive the consumer.

Our commitment to quality also encompasses our advertising. As you are aware, violence and sex have become increasingly overt in television programming during recent seasons. Such programming never has been a part of the way in which we advertise Kraft products. As a result of maintaining our historical advertising policy, Kraft was forced to eliminate from consideration almost half of the national 1977-78 TV schedule as unsuitable to be associated with the Kraft brand name. We will sacrifice media coverage and advertising cost efficiency in reaching our markets rather than subsidize material that may be offensive to our customers. We believe such material, in the long run may destroy the very marketplace and system in which we have prospered and grown. Nor has this been an easy decision to make.

We try to apply this feeling for the importance of quality to every Kraft activity. This includes our programs of affirmative action, of providing quality employment and promotion opportunities for minority and female employees. It applies to our involvement in minority economic development. Certainly, we cannot claim to have the most extensive programs of this kind in American business. But I would like you to understand that Kraft standards of product quality apply equally to Kraft's programs and policies that involve the most fundamental of all activities, human relationships.

I cite these examples to illustrate that sustaining a long-term commitment to quality will not always be easy for you or for anyone. But it is the right commitment, and it will pay high dividends in the long run.

I doubt that anyone here today has any illusions about the enormous financial requirements which are essential if we are to turn our cities around and to offer equal economic opportunities to all Americans. Without the financial support of government, business and large banking institutions, the task is impossible. These are your target market groups. Your banks have to grow, and then, become increasingly important factors in achieving NBA goals. You cannot do the job alone, but neither can industry nor government. But, with cooperation, we can use all our diverse resources. Together we can positively influence the course of minority economic development.

Whatever else we do, we should give high priority to communications, to understanding and to quality. These have served Kraft and the individual of Draft well. Today, we are an international company, with annual sales over $5 billion. Seventy-five years ago, we were a single man, whose name was Kraft. He had a horse, he had a wagon and he had a unique idea about selling cheese. Also, he had commitment to quality and a commitment to people. He had a commitment to do that which was right, that which he believed in and that which he believed would strengthen the community he served. Out of that commitment grew the company of which I am a part; a company that, hopefully is assisting your community to reach its goals.

A similar commitment to quality can serve you equally as well. Now I realize that your largest bank today has approximately $60 million in assets. Perhaps that is small by industry standards as we look at them today. And perhaps some of you think you are too small to make a difference in our economy. If so, you overlook the fact that just 13 years ago your largest bank had only $12-½ million in assets. From $12-½ million to $60 million is real growth. You can be proud of this growth because it is something that you accomplished with only your own resources. And you have just begun to grow.

Let me close with a challenge. If you make excellence and high quality service your standard, the man who speaks in my place to your association 13 years hence will speak to members whose banks have hundreds of millions of dollars in assets and billions of dollars collectively to infuse into the markets you serve. This is growth that will come from your knowledge, from the sound base that you have build and, most of all, from your commitment to quality.
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Kraft Barbecue Sauce gives the same olé soul some sass.

[[image - picture of a plate of tacos]]

When days are known by the menus you serve, an exciting exception is in order.

Try combining reliable olé ground beef, your natural flair and mix in bits and pieces of onion and chili powder. Then pour on KRAFT Barbecue Sauce... it's the Boss Sauce. Thick and rich, it simmers deep-pit flavor into all kinds of meats and reheatables.

Use the Boss Sauce daily. It adds a Saturday-night lift to your day. And that's Boss.

[[image - KRAFT logo]]...means more than cooking.

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[[image - bottle of KRAFT Barbecue Sauce]]

SOUL SAUCE TACOS

1 lb. ground beef
3/4 cup KRAFT Barbecue Sauce
1/4 cup of water
1/2 cup chopped onion
1 tablespoon chili powder
Taco shells
Chopped tomatoes
Shredded Lettuce
KRAFT Sharp Natural Cheddar Cheese, shredded

Brown meat; drain, Stir in barbecue sauce, water, onion and chili powder. Simmer 10 minutes, stirring occasionally. Fill taco shells with meat mixture, tomatoes, lettuce and cheese.

10 to 12 tacos