The Milkman Delivers
If you’re of a certain age and grew up in America, you probably
remember hearing the sound of clinking glass outside your house early in the
morning as the milkman made his rounds.
While most Americans head off to the
supermarket or other stores to get their milk these days, milkmen have not
totally vanished from the landscape. A case in point is Jim Pastor who with
14 others makes stops at 4,800 homes in Southern California, according to the Los
Mr. Pastor and company deliver milkman staples, including
milk, eggs, cheese, butter and bread. But in keeping with the times, consumers
can also get soy milk, smoothies, pies, quiche, coffee, fresh-squeezed orange
juice and artisan baked goods from Picket Lane Bakery in Orange County. Also
available are seasonal fruits and vegetables from another local supplier, Tanaka
“In this day and age, you have to have variety to stay in business,” he
told the Times.
Success of the venture, which comes at a premium price,
is intrinsically tied to goods being locally sourced.
“I like the idea that we are supporting a local business, and a local
Joanne Irish of Long Beach, a longtime customer of Mr. Parish. “We love
milk, and I just got tired of schlepping milk around.”
Ms. Irish told
the Times of another benefit. “I know this sounds
crazy but we actually did a blind taste test with supermarket milk and the
fresh milk. You can really taste a difference.”
Customers such as Ms. Irish
can receive deliveries up to twice a week or as infrequently as every other
week by going online and signing up at www.wowdelivery.com.
Payment is made by credit card or check and there is no additional fee for
delivery. The company provides customers with an order form if they are looking
to purchase something not on the standard list.
Discussion Questions: Is there a significant niche market for milkmen today?
Do you see milkman services such as that offered by Jim Pastor getting most of
their business from consumers of online grocery sites or others who go to the
convenience store or supermarket to pick up milk and eggs?