24 BULLETi:rsi 1095, U. S. DEPAETMENT OF AGRICUL,TURE. 



retail-route organization may be perfected to the point of permitting 

 large loads (350 to 450 quarts) the overhead costs may be reduced 

 to a minimum. 



Distribution through retail stores is a channel employed wholly 

 or in part by milk-distributing plants in many cities. Its advantages 

 are lower costs of delivery expense and usually lower prices to con- 

 sumers, especially at cash-and-carry stores. Its disadvantages con- 

 sist of increased competition in selhng, and the inconvenience, time, 

 and effort required by consumers to obtain their daily supplies. 



Hotels, restaurants, cafes, and refreshment stands ordinarily buy 

 both bulk and bottled goods at wholesale prices, which range lower 

 than retail prices. 



Sales to other dealers, who operate either or both retail and whole- 

 sale routes, is a method of distribution employed by some milk plants. 

 Such sales are at wholesale and may be made to independent dealers. 



Economy in retail-route distribution is dependent upon reduction 

 of route mileage and increase in size of load handled by each route 

 man and upon the extent that the sales organization is able to obtain 

 greater efficiency. Endless duplication of equipment, excessive over- 

 head expense, and needless street travel by many route men of com- 

 peting distributing plants have been pointed out as a great waste in 

 milk distribution. This could be eliminated by a centralized system 

 of distribution, with one plant handling the city's entire supply. 



The average load carried on retail routes averages usually from 

 250 to 300 quarts per day, while in exceptional cases as many as 

 350 to 400 quarts are delivered from one retail wagon. However, it 

 is entirely possible for one route man, serving all customers on both 

 sides of the street in closely settled sections of cities, to average 400 

 or more quarts daily. 



An efficient delivery system is just as important to the success of 

 a milk plant as is the quality of its products. Retail routes are 

 usually operated by a delivery man using a one-horse retail wagon 

 or a light motor truck. A retail delivery man, under ordinary con- 

 ditions, is able to supply 200 to 400 customers a day. Four to 10 

 routes are generally supervised by a route foreman, and in large com- 

 panies a sales manager supervises the work of the foremen. Credit 

 men, solicitors, collectors, loaders, and checkers are employed in some 

 delivery organizations. 



In larger milk plants, operating five or more routes, it is commonly 

 advisable to place the delivery system under the supervision of a 

 sales manager, with route foremen in charge of a number of routes, 

 say from 5 to 10. The sales manager supervises the route foremen 

 and such additional employees as solicitors and collectors, while the 

 plant superintendent supervises the loaders and checkers. 



