CHALLENGE DAIRY PRODUCTS INC.
From Challenge Dairy:
On January 2, 1911, The Challenge Cream & Butter Company opened for business in a rented storeroom in Los Angeles to sell the products of cooperative creamery associations in Riverdale and Tulare. The staff consisted of a manager, assistant manager, bookkeeper, and delivery salesman. Four people. The new company owned a wagon but had to rent a horse to pull it.
725 F St,
Legend has it the company name "Challenge" was selected by the first President of Challenge Cream and Butter Association, J.P. Murphy. Over dinner, he studied a mural on the wall that showed two elk coming together to spar for the position of "king of the forest." Under this mural were the words, "The Challenge." At the time, Mr. Murphy felt that this was exactly what he and the dairymen he represented were trying to accomplish. They were challenging the other dairy organizations with a product that was known for its quality.