CONTENTS ix 



CHAPTER PAGE 



IV. DISTRIBUTION OF MILK: 



Section I. Collection of Milk from the Farmers 62 



The direct and indirect methods, 62; collection by wagons and 

 trucks, 62-63; m ilk collection by electric railway lines, 63; 

 collection at country plants, 64; limitations of the country 

 plant, 66; ownership of country plant by producers, 67; 

 country creameries, cheese factories, and condenseries as 

 collectors of milk, 67. 



Section 2. Railway Transportation of Milk 68 



Development of railway transportation, 68; leased cars, 69; 

 milk freight zones, 69. 



Section 3. The Middleman Function 70 



Middleman generally denounced, 70; his functions, 71; direct 

 and indirect methods of distribution, 71; sale of milk 

 through stores, 72; duplication of services, 72, 



Section 4. Direct Marketing 73 



Prevalent about our small cities, 73; various methods, 73; 

 moderate amount of equipment needed, 74; method of han- 

 dling simple, 74; surplus and shortage not serious problem, 

 74; disadvantages of direct marketing, 75; special milk, 76; 

 direct distribution not a solution of the milk problem, 76; 

 opportunities of direct marketing, 77. 



Section 5. Indirect Marketing 77 



Prevails in our cities, 77; financial relations between dealers 

 and farmers, 78; financial standing of dealer, 79; dealers' own 

 milk cans, 79; entrance of the middleman, 80; high degree 

 of systematization necessary in a big milk business, 81; proc- 

 esses in large plants, 82; tendency towards centralization, 

 84; can small dealer withstand competition? 84; why the 

 small dealer stays, 85-87. 



Section 6. The Delivery Problem 87 



Horse and wagon delivery most usual, 87; use of motor trucks, 

 88; daylight vs. night delivery, 89; size of load, 90; pay of 

 drivers, 91; collection of accounts, 91; the ticket system, 91; 

 duplication in delivery service, 92; relation between number 

 of dealers and amount of duplication, 94. 



