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TEENDS IN MILE MAEKETING 

 By L. P. Stice, Extension Marketing Specialist 



The trend towards the marketing of dairy produ'^ta as whole milk rather than 

 as cream is significant both to the dairyman and to t"ie jatVeting and processing agen- 

 cies handlirg dairy products, for it involves cha.v'S'.^ itzi bCvn transportation and proc- 

 essing facilities needed. The Bureau of i\gricultur?.l Ic-rnoirTv-^B es-uiriates that the 

 qua^itity of whole milk sold wholesale in the ITniteC iScatt/j aaiost doubled from 195^ 

 throrgh 19^!^, rising from ^k billion pounds to nea^'^-ly ^l-i bill; on pounds. Approx'*.nately 

 hclf, or 17 billlcn pounds of this increase was obtained froEi r.ncreased milk prcdaction 

 on fariis but the balance was at the expense of decreases in tue marketing of cream, rr- 

 tail sales by fax -mors of milk and butter, and smaller farm consumption. Sales of cream 

 at vholesale (on milk equivalent basis) declined from ^h billion pounds in 195^ to 27 

 billion pounds in 19^ii-. 



That this trend of selling fluid milk rather than cream has been more pro- 

 nounced for the five eastern com belt states (includes Illinois) than for the country 

 as a whole is indicated by the data below. These percentage figures represent the pro- 

 portion of total farm milk production which was delivered wholesale as milk and as 

 cream for the different periods. 



Eastern Com Belt United States 



Years Milk Cream Milk Cream 



19^ ii- 1935 average 1^5.7* 51.7* 51.7* 5'+.2* 



193^-1959 " 3k.9f> 25.7* 58.0* 51.1** 



19)+0- 191+1^ " 70.5* 15.2* U8.7* 27.0* 



The question is, will this trend continue? It probably will during 19^+5, 

 but at a reduced rate. If it is to continue after the vslt the consumrtlon of fluid 

 milk -And v>.r\^ milk products will need to be even greater than at prpte it , P^tween 

 19? t- ?xr: ly Kj "tr.^ marked in.cre?,Ge in the consumption of evaporated d: j-.-c, o>.c?.jO and 

 fl-.;i.'.. 'j'.r.T ••■♦■; r!r.:lr;fiy rer.""-:!- ! Die for greater marketings of whole rr.l'C. ':n-3e 1940 

 the.:., pi^ l..Ci-i an even grev.-'it i./':.oi'aatlon caused by the lerge r>crc.'.s?ilian requirement 

 for Viicle milk products including evaporated milk, cheese, and d-ry milk solids. 



