io THE MARKETING OF WHOLE MILK 



tempting dishes which call for their product as the princi- 

 pal ingredient. These recipes are accompanied by most 

 attractively colored illustrations. 1 Some constructive ad- 

 vertising, as a matter of fact, is now being done to in- 

 crease the use of milk. A campaign under way in Iowa, 

 aiming to teach school children the high food value of the 

 product, is resulting in a substantial increase in con- 

 sumption. The children are urged to use milk as a part 

 of the noonday lunch. The increase in some places is es- 

 timated to be as high as from ten to twenty-five per cent. 



As regards the consumption of condensed and powdered 

 milk there are tremendous possibilities for expansion. The 

 United States Department of Agriculture estimates that 

 the daily per capita consumption of condensed milk is but 

 0.49 ounce and of powdered milk 0.012 ounce. 2 



Section J. Regularity of Production and Consumption 



Milk as a market commodity differs from most other 

 commodities in the regularity with which it is produced 

 and consumed. Milk production is a regular, every-day 

 job. There is no let-up for Sundays or holidays. Even 

 a "strike" does not hinder production it may mean de- 

 struction of part of the product for the period of the strike, 

 but to leave cows unmilked for one day might cause irrep- 

 arable damage. Consequently production must be con- 

 tinued at nearly full speed or be entirely discontinued for 

 the better part of a year at least. 



Consumption likewise is quite regular. In the use of 

 milk as a food for very young children and as a part of 

 customary breakfast dishes, consumption is regular and 



1 See advertising pages of Ladies' Home Journal, Saturday Evening Post, and 

 Pictorial Review during 1918 and 1919. 

 * Weekly News Letter, Nov. 19, 1919, p. 5. 



