DISTRIBUTION OF MILK 95 



tomer and because of the infrequency of the milkman's 

 calls. 



Section 7. The Store as a Factor in Milk Distribution 



Milk for household use ordinarily reaches the consumer 

 through one of three channels: 



1. It may go directly from producer to consumer. 



2. It may go from producer to a dealer and then directly 

 to the home. 



3. Or it may reach the consumer through a retail store, 

 in which case it may or may not pass through the hands 

 of a milk dealer, since some stores are supplied directly 

 by producers. 



As has been stated, the first channel is the usual one 

 in the smaller towns and cities. In the larger places, how- 

 ever, since it becomes practically impossible for any large 

 proportion of the producers to reach the consumers di- 

 rectly, the second and third channels must be utilized. 

 In Ohio cities a considerable portion of the milk is handled 

 by stores, the exact proportion varying from about 5 per 

 cent to over 50 per cent of fluid milk consumed in the 

 homes. 



The store as a factor in milk marketing has attracted 

 attention, along with other marketing agencies, largely 

 as a result of the ever-rising cost of living. The claim has 

 frequently been made that the solution of the milk problem 

 lies in the distribution of all milk through grocery and 

 other stores, since these already distribute other foods. 

 On the other hand, it has as frequently been proposed to 

 eliminate sales by stores, or at least delivery by stores, 

 and to have all milk delivered by producers or by milk 

 dealers. 



It is obvious, however, that any careful analysis of the 



