Word: milkings
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Dates: during 1950-1959
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Only a small slice of the world was listening the day a big-boned girl named Clara Anne Fowler stepped up to sing on Tulsa's KTUL. The program was a hillbilly affair sponsored by the Page Milk Co. Its sales-conscious title: "Meet Patti Page...
Last week Boston's Deerfoot Farms, a National Dairy subsidiary, and H. P. Hood & Sons thought the new product was doing fine. National put concentrated milk on sale last November in Wilmington, Del., liked the results so well that it decided to go into Boston for a bigger test. Hood immediately began to compete with National. Borden's and Beatrice Foods Co., a pioneer in concentrate experiments, are selling concentrated milk in Ohio and Illinois...
This flurry of activity is no surprise to dairymen. For years they have been trying to cut down their milk transportation bill by separating out the water, which makes up 87% of milk. Some dairymen think the new concentrate is the answer. They also think it might cut into evaporated milk's market because it, too, may prove to be more easily digested than fresh milk...
...concentrate must be kept refrigerated, but if kept at the right temperature will stay fresh as long as ten or eleven days. Other advantages to the consumer: concentrated milk takes up less space in the refrigerator, can be used straight as a cream substitute, and eventually may cost less than fresh whole milk. In most of the test areas, a one-third-quart container of concentrate (which makes a quart of milk) sells for about the same price as fresh milk. But when the customer buys a quart of concentrate at a store, he saves several cents a quart...
Eventually, dairymen hope to improve the concentrate to such an extent that it can be kept for longer periods. The concentrate could then be shipped long distances at one-third the present shipping cost of fresh milk. When this is done, the producers in the Midwest, who sell milk more cheaply than those in the East and South, will be able to branch out and bring cheaper milk to the rest of the country...