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Overview:
This real photograph documents the second official "Cheese Day" celebration in Monroe, Wisconsin, an event first established in 1914 to honor the region's burgeoning Swiss dairy industry. Historically, Green County was the heart of Swiss immigration in the Midwest, and by 1916, Monroe had solidified its reputation as the "Swiss Cheese Capital of the USA," with this specific festival drawing a record-breaking "bigest kroud" to the city's downtown square. These early gatherings were vital for civic identity, featuring parades, traditional Swiss music, and the distribution of thousands of cheese sandwiches to visitors arriving by train from across the state.
Front of Card:
The real photograph captures a dense, expansive sea of people, mostly men in bowler and felt hats, packed into the street. In the upper left, the "Wall Paper, Paints & Varnishes" awning is visible above the "East Side Drug Store," adjacent to the "Leader Dept. Store." Ornate brick Italianate architecture lines the square, with bunting and flags draped from windows. A tall, thin tree trunk stands in the foreground, partially obscuring the view of the crowd. Hand-lettered white text on the right side of the negative reads: "CHEESE DAY OCT. 10. 16. MONROE WIS. 18".
Reverse of Card:
Handwritten correspondence:
Oct. 23 Dear Aunt will send you a card from cheese day. the bigest kroud Monroe ever had. we are all well hope the same from you wit. Love Lena,
Postal History: Postmarked MONROE, WIS. OCT 23, 7-30P, 1916 with a flag cancel. Addressed to Mrs. Christ Goetsche, Elgin, Iowa.
Stamp: The card features a 1914-15 George Washington 1-cent green (Scott #424), Perf 10. The stamp is Grade: Poor as it is heavily damaged with the left half torn away. For the specialist, the card layout features a U.S. Flag Cancel, which is a highly collected area of postal history. While the stamp itself lacks value due to the tear, the 1916 flag cancel provides definitive provenance for this historic Wisconsin event.
Layout: Divided Back
Printed Text: POST CARD / STAMP HERE / R
