DISTRIBUTION OF MILK 75 



one to the man marketing directly. A small amount of 

 extra milk is obtainable from a neighbor, if city regula- 

 tions are not too stringent to allow of this practice, or 

 milk can be obtained from some other milk man or from 

 a creamery. A surplus can usually be disposed of at the 

 same creamery, or it can be skimmed and fed to young 

 stock, in which case the cream is sold bottled to customers 

 or in bulk to a creamery or ice-cream factory, or is made 

 into butter on the farm. 



Under direct marketing the milk peddler is faced with 

 certain difficult problems. In the first place, the pro- 

 ducer peddling his own milk spends much of his time in 

 town, thus neglecting during that period his farm work 

 or intrusting it to hired help. On the other hand, if he 

 attends to the farm work himself and intrusts the milk 

 route to hired help, he has the difficulty of preventing 

 fraud or dishonesty, and of keeping customers satisfied 

 and having the work efficiently performed. 



Around our large cities direct marketing is being forced 

 out because the length of the drive to the city becomes too 

 great to be made regularly with a small load. The dairy- 

 man cannot afford to erect the kind of buildings required 

 by health regulations on high-priced land which is likely 

 to be needed for factories or homes in the immediate future. 

 If he goes out to cheaper land, however, he is likely to be 

 five or six miles or more from the city, in which case he can 

 hardly afford to take the daily trip to peddle his own milk, 

 unless he is a producer of "special" milk. Around a city 

 like Milwaukee there are very few dairymen within five 

 or six miles of the city proper. 



The producer of special milk would seem at first glance 

 to have some advantage in selling by the direct method, 

 since he can get a somewhat higher price. After he has 



