Letters began flooding the SBL office at the rate of over 110 a day. “We were working 18-20 hours a day trying to keep up with the correspondence. It was an exciting time. The term “Breed ‘Em All Simmental” came out of our office at that time. We were putting an ad together, and needing a headline when Bea Tolley said, “Breed ‘em all Simmental.” We liked it, and it stuck.” (Beef Today Yearbook’77:86)Beatrice was a valued and indispensable employee. She helped keep the SBL head above the flood of correspondence, telephone inquiry, scheduling, administrative matters, etc. that were overwhelming the new company. She was highly efficient with whatever was required of her; and her quick-witted “Breed ‘em all Simmental” has become a catchphrase in the industry.
The picture below is from the last page of a 12-page brochure produced by SBL in the year 1970—the first real SBL brochure. It replaced a folio of photocopied pages and series of photo albums used at information meetings prior to 1970. The brochure was full of black and white pictures and performance testing results. The only spot of color was in their logo as seen below. However, interest and income were picking up rapidly and by about 1971 SBL was into full-color, professional brochures.
(address and phone number above are no longer valid for SBL)
