20 COMMERCIAL ASPECTS OF MILK-SUPPLY 



of an agency in London for the sale of milk to retailers, 

 so as to dispense with the intermediate wholesale dealer. 

 The Staffordshire farmers began to think it would be 

 better for them if they adopted a similar policy, and 

 they approached the Derbyshire farmers to see if they 

 would join in an agency scheme to embrace the two 

 counties. Derbyshire approved the idea. But there 

 were financial difficulties to be solved. It was especially 

 thought the London agency should not be started with- 

 out a definite guarantee of the necessary capital for 

 three years. By the end of that time, in the opinion 

 of Mr. Edwin Smithells, secretary of the then newly- 

 formed Staffordshire Farmers' Association, the agency 

 would be self-supporting. 



The matter was laid before the leading Staffordshire 

 land-owners, who were assured that if the proposed 

 scheme were carried out, the position of the farmers 

 would be substantially improved. The landlords res- 

 ponded by giving generous subscriptions or donations 

 to meet the initial expenses, and by guaranteeing any 

 further sums that might be wanted for a period of 

 three years. Not only, indeed, have the landlords done 

 this, but they have helped to form the executive com- 

 mittees of the Staffordshire and Derbyshire Associations, 

 and have taken an active and thoroughly sympathetic 

 part in the working details. The Earl of Lichfield, 

 President of the Staffordshire Farmers' Association, 

 attends all the meetings of the executive committee of 

 that body. 



Once started, the London agency speedily attained 

 a success which has been described to me as ' pheno- 

 menal.' The agent does not himself sell the milk. 

 He finds customers, whom he introduces to the mem- 

 bers. If terms can be agreed to between them a form 

 of contract is drawn up through the intermediary of 



