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Vermont’s most important farm industry is dairying. In 1955, 69 out of every 100 dollars of Vermont cash farm income came from the sale of dairy products (6). This state’s 283,000 milk cows produce an average of over two million quarts of milk a day (5). Although only 5 percent of this milk is marketed locally by Vermont dealers, this portion brings a higher price to producers. It is an important source of income for many farmers, dealers, and others who are employed in the business of local distribution. If local consumption of milk could be increased, it would mean more income for these people as well as improved nutrition for the consumers.
As a means of increasing milk consumption it is important for those concerned to have a better understanding of the present trend in the consumption of milk and dairy products, and of consumer preferences regarding type of product and marketing services desired. It was for the purpose of supplying this information that the present study was conducted.
The specific objectives were: (1) To determine the per family and per capita consumption of milk, dairy products, and margarine in the Burlington area as related to size of family, family income, and education of the household heads. (2) To study consumer attitudes toward cost-reducing methods of milk distribution. (3) To measure consumer reaction toward prices of milk, cream, butter, and margarine.
Information for this study obtained by personal interviews with homemakers in Burlington, Essex Junction, and Vergennes, Vermont. The sample area of these places was defined as that area included within the corporate city or village limits. A simple random sample was drawn which insured complete geographic coverage of each area. The rate of sampling varied inversely with the population of the municipality (Table 1).
A personal survey of 1,294 households within the sample areas was made during August 1954 to January 1955.
Cheese, of one or more types, was bought by 92 percent of the families interviewed (Table 19). This product was most popular among residents of Essex Junction. There are the average consumption of all types of chees was 6.7 pounds per month. Vergennes households used 6.2 pounds per month, and Burlington households, 5.1 pounds. Cheese was included in the diet of nearly nine out of ten families in Essex Junction and Vergennes, as compared with seven out of ten in Burlington.
Cheese is a more popular food among Burlington residents than it was during 1935-36 (7). At that time it was served in only 62 percent of the households. The average consumption rate for all families was 2.24 pounds per month or 0.52 per person. The present per capita rate of 1.6 pounds is three times what it was during the depression years.
Cottage cheese proved to be the most commonly used type in this area. Nearly three-fourths of all families bought this product. Average consumption for these households amounted to three and one-third pounds per month.
American process cheese ranked second in popularity. Over half of all families reported buying this type of cheese. They averaged nearly two and one-half pounds a month.
Nearly as many households ate Cheddar cheese as American process. The average rate of consumption was 2.3 pounds per month for regular users.
Rates of consumption for other types of cheese are listed in Table 19.
*Less than one-tenth. †Includes pound equivalent of cream and grated cheese.