I02 THE MARKETING OF WHOLE MILK 



consumption of milk sold through stores has probably been 

 somewhat responsible for increasing the cost of distribu- 

 ting that portion which is delivered to the homes, since the 

 deliverymen of all the existing companies continue to travel 

 approximately the same routes, which, however, are now 

 somewhat more scattered. 



^ Section 8. The Surplus Problem 



One of the big problems in cbnnection with the main- 

 tenance of a city milk supply is that of the surplus. Both 

 supply and demand fluctuate irregularly. Demand falls 

 in cool weather, whereas supply is usually increased by a 

 cool, wet spring.^ Figure 7 shows the fluctuations for a 



Fig. 7. — Fluctuations in Supply and Demand of a Milwaukee Dealer. From 

 Wis. Agr. Exp. Sta. Bui. 285. 



Milwaukee dealer and his patrons. It will be noticed 

 that during a portion of the year a considerable shortage 



"In the summer of 1917 New England had a tremendous surplus, due 

 largely to a cool, wet spring, which made good pastures, much milk, and at the 

 same time decreased consumption. New England Dairyman, September, 1917, 

 p. 8. 



