Drive-In Dairies in Central California: Development, Organization, and Operation

Excerpts from the report: The development of a new marketing institution is always a matter of interest. Questions arise as to the role which it may play in the market, its advantages and disadvantages as compared with other marketing institutions, and the impact it may have on other marketing agencies, producers, and consumers. The drive-in dairy in California is not a new institution, but its growth in recent years qualifies it for attention. California drive-in dairies are an adaptation of a marketing institution which has been active for many years. Sales have been made at dairy processing plants for years, but were relatively unimportant until recently. The drive-in feature was added, making it possible for consumers to obtain milk and other products without leaving their cars. New establishments were opened at convenient highway locations. These features, with the price differential allowed by California regulations for sales at the plant where the milk is processed, were key elements in the growth described above. There are three general types of drive-in dairies. Ranch drive-ins combine sales, processing, and milk production facilities in one location. Dock drive-ins combine only sales and processing facilities, with milk coming from farms located elsewhere. There are also some drive-ins selling milk processed elsewhere at the same prices as those in grocery stores.