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Got Milk? The Rosedale Dairy Product Mobile

Up until now, we haven’t seen any Product Mobile images, which are as sharp and detailed as this set of photos of the “Rosedale” Dairy milk bottle vehicle. It appears that the Dairy and the Mehse-Baker Ford Agency, both located in Laramie, WYO, entered a partnership with this promotional vehicle that benefited both firms.

Apparently, the framework for the body of the 1935 or later Ford truck was constructed of round wooden hoops, which were then cover covered with sheet metal. The neck of the bottle also appears to be made up of wood and mouth is covered with fabric, the cap is a piece of painted screening. The inside of the body is covered with horizontal strips of wood.

Please share with us what you find of interest in these photos courtesy of the American Heritage Center at the University of Wyoming.

  • Views of a fleet of trucks ready to be delivered (above) in front of the Mehse-Baker truck dealership building in the mid-to-late 1930s. The image (below) of the passenger car agency was taken later in 1942.   

 

28 responses to “Got Milk? The Rosedale Dairy Product Mobile

  1. In the 5th picture, parked on the far right, is a 1941 FORD Super De Luxe Club Convertible.

    In the window is a sign: “SEE THE ’42 FORD here soon.”

  2. Looks to me as it the view out of the windshield would be a might restricted. Wish there was a view from the drivers seat

  3. I would certainly hope that the milk bottle truck was only used for stationery displays and the odd parade. The lack of mirrors and restricted sightlines on this truck would be like driving a tank.

  4. That’s a handsome residential neighborhood in Laramie, seen in the pics with the milk truck.

    In Item 4 of 4 the Ford convertible along the side street must have an optional strip of chrome on the one-year-only fender crease that dips under the headlight on the ’41 model.

    They were wise to shave off the corner of their showroom building and install gas pumps as they headed into the war years when they’d be selling a fair amount of gas, though rationed, but few, if any, cars.

  5. David – If someone else has already said Thank You for giving us old car buffs something to look forward to each day in these trying times, excuse my repeating that very big THANK YOU. The actions needed for us to combat the covid 19 pandemic plaguing our world certainly hasn’t provided anything positive to occupy our thoughts so far. You deserve some kind of commendation for your actions. Keep it coming friend! It is most welcome!

    Lew

  6. The milk bottle truck is a ‘36, judging by the location of the “Ford V8” crest on the front of the hood pan. (My brother in law has had his ‘36 pickup since 1957 )

  7. Third picture, sales must have been brisk at the Fox Park Timber Co to order at least 7 new trucks. Already lettered up and numbered, but no bodies. I wonder if the are going to put bunks on them and haul logs out of the woods with them? They have off road tires. I’ll leave naming the model and year to Howard, our truck identifier. Howard? Also appears to be at least 6 chimneys on the building on the left. Last picture, I think it says in the window “I ‘ll pay you to see the 47 Ford here soon”. Also outside the pedestrian door is a tub with what looks like a wringer on it. Anybody know what it is?

    • Joann,

      Good eye with the full signage, but believe it is written ’42, not ’47.

      The wringer was most likely used to wring out the rags used to clean the windshields.

      The driveway for the service station must have been slim as a “Jersey barrier” was built into the building.

      AML

    • Hi Joann, the trucks appear to be ’35 or ’36 2 ton models. We can’t see the backs, but I’m sure these were destined to be road tractors pulling single axle trailers with cut boards. I’d say that tub with the wringer is for window rags.

  8. There was a Milk Truck similar to the Ford bottle shaped truck that showed up recently on the AACA forum. It was on a REO chassis, and was in very rough condition. Interesting body.
    Very nice, clean Ford dealership. Any one know if the dealer still exists?

  9. The 45 degree corner cut gas station buildings were quite popular in the 1940’s, there still seem to be a surprising number visible throughout the mid-wester and western states. Rosedale Dairy and Mehse-Baker Motors must have grabbed a good deal of attention with this product-mobile.

    Note the big billboard painted on the adjacent building: “W. H. Holliday, Co. Groceries, Hardware & Furniture”. Well before the big box retailers, locally-owned general stores fulfilled the needs of communities nationwide. For those of us who can remember those stores, we realize what a loss it is that these places no longer exist.

    Thank you, David. The Old Motor is a particularly valuable resource at this stressful time.

  10. The cap looks like an old tire (perhaps shaved to reduce the tread) covered with canvas or perhaps just painted.

    I don’t think the truck has been modified much, it looks like the bottle just slides over a truck.

    It would be fun to see that neighborhood today, Laramie can’t have too many old brick neighborhoods like that.

  11. My favorite product mobile would be the Moxie soda pop one of a life size cast iron horse set on a car platform and ridden by a guy in a military uniform.The steering wheel was just forward of the saddle and the foot pedals were somehow Incorporated into the stirrups.The car was a 30s model.From the dash on back it was just a platform for the horse statue to stand on.The tailpipe was routed thru the most obvious location on the horse.
    Be cool to see that one day on morning commute on the Interstate.

  12. Good to see the milk truck has snow tires, which would be needed in Laramie. The “seven-truck” photo was shot with a very wide-angle lens–unusual for that era–which distorts the image somewhat.

    • And the placard above the milk truck’s license plate states: “This Car* Equipped with the Famous Chippewa Tires.” Apparently that “fame” was not of the enduring sort, I was unable to find anything about them other than a tire store in St. Louis.

      *Technically inaccurate because it is a Ford, but let it pass.

      • Common practice at the time to refer to trucks as a car . Hence the great magazine CCJ COMMERCIAL CAR JOURNAL, also UPS , still refers to the ubiquitous neighborhood prowler as a “package car” .

  13. The milk bottle truck was not unusual in Wisconsin. In Milwaukee, it seemed, product themed trucks were all around. Champion Chicken had delivery trucks with the rooster on top, originally owned by a company called “Chicken Dinner Candy Bar”, apparently, with no connection to chicken, a milk company named Luick Dairy had bottle trucks like this on a Dodge chassis, and of course, the grand daddy of them all, the Oscar Mayer Wienermobile from Madison.

    • Howard I well remember the Champion Chicken truck. I worked at a gas station on 76th St. just north of Center. We were tasked with removing the chicken body from the ’53 Ford truck and moving it to a 60’s era Dodge van. The problem was once the body was mounted to the top of the van we couldn’t get it out of the garage door! A quick deflation of the tires was just enough to squeeze it under the door while holding that up with a pole.

      • Hi Jim, that was my old “stompin” grounds. I grew up near Appleton and Capitol.( 73rd and Fiebrantz) That McDonalds picture featured here a few months back probably brought back a few memories. I think Champion Chicken was located on like 84th and Lisbon.

  14. The line up of 1936 Ford cab and chassis trucks was a fleet order. Note on each door is Fox P??? Lumber Co. If this line up is 2 wheel drive it appears extra leaves were added to the front spring to give clearance for the oversize tires. The lactose limo is definitely a 1936. Not only did Ford change the wheels from wire to stampings, but the lug pattern was changed. No way to mix them up.

    • Hi Hayslip, Joann mentioned the tires too. It’s possible, these trucks hauled logs from the forest to the sawmill as well. I’ve seen pictures of trucks just like this, hauling 2 or 3( or 10) mombo logs on a dolly. If you google “Antique Ford lumber trucks”, you’ll see several examples.

  15. Somebody mentioned it would be interesting to see the neighborhood where the Rosedale milk truck was. The truck is parked on the side of the house on the Southeast corner of E. Garfield and S. 13th st. in Laramie. The house is still there, as are all the others in the pictures. More trees and the brick wall shown is still there.

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