THE MARKETING OF 

 WHOLE MILK 



CHAPTER I 



f 



INTRODUCTORY SKETCH 



The milk problem has arisen largely as a result of the 

 complex nature of our modern civilization. In less ad- 

 vanced countries there is practically no such question, 

 because, in the first place, backward peoples use less 

 milk than enlightened peoples, and in the second place 

 each family group Is to a much larger extent self-sufficing. 



Milk distribution does not become a real problem until 

 producer and consumer are somewhat widely separated. 

 In the early history of all of our large cities many of the in- 

 habitants "kept a cow," a practice followed to this day in 

 many sections, especially in the smaller cities and towns. 

 Other consumers procured their milk supply from a neigh- 

 bor who had a cow, and still others patronized the milkman 

 — a producer who drove into the city from his farm morn- 

 ing and evening with his cans of milk, frequently announc- 

 ing his presence by means of a bell or whistle.^ Upon his 

 arrival the housewife went to his wagon with some conven- 

 ient vessel to get her milk. Sometimes the milkman fol- 

 lowed a more or less regular route, stopping here and there 



^ Harbison, Thos. 6., Milk and lis Distribution in Philadelphia (1917), 

 p. I. 



I 



