Dive Brief:
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Kreider Farms is working with Doorstep Dairy to deliver its regular and flavored milk products — as well as cream, juice and other items — in three counties in the southeastern part of Pennsylvania.
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Doorstep Dairy also delivers locally produced eggs, cheese, meats, breads, fruits and organic granolas, among other items. For a $4 delivery fee, Doorstep visits local farms and other food firms each week, picks up ordered items and takes them to consumers' homes.
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"The return of the milkman is an outgrowth of the trend of having nearly everything delivered to our doorstep," Daryl Mast, owner of Doorstep Dairy, said in a release. "Most of our customers like the convenience of doorstep delivery, and they want the freshness of products produced locally. And, some just like the nostalgia of returning to the good old days."
Dive Insight:
Kreider Farms said it currently has its locally produced items delivered within 150 miles of its own dairy farm, so clearly the partnership with Doorstep Dairy isn't going to do a whole lot to expand its footprint. However, it may appeal to consumers who like the idea of old-fashioned milk delivery and appreciate having a local product brought right to their door — especially for such a low fee.
The trend seems to be growing since New York City has three milk delivery services taking locally sourced milk, eggs and produce to doorsteps throughout the metro area. There are others around the country as well. Some farms offer door-to-door delivery, and a Maryland-based creamery has been delivering milk, meat and other dairy items to homes since 2001.
According to the U.S. Agriculture Department, 30% of U.S. customers got milk through home delivery in 1963, but when retail grocery stores became more widespread, that percentage had fallen to 7% by 1975. Kreider Farms said by 2005 fewer than 1% of all milk sales were being delivered to the home.
This partnership could work to the advantage of both businesses if consumers like the products and the customer service well enough to keep the deliveries coming. People like locally sourced foods and beverages of all kinds — and may pay more to get them— plus dairy in particular benefits from being fresh and local. In addition, milk delivery isn't a big step for consumers who are used to ordering online and having their groceries or meal kits delivered to the door.
Smaller retailers looking to beef up their home-grown image and focus on locally sourced products might consider partnering with a local dairy to have the items delivered to customers along with the other groceries. It may help both sides as retailers and dairies struggle to keep market share and maintain their operations in an increasingly competitive climate.
Grocers could even consider having a special part of the dairy section with freshly made milk delivered earlier that day. To be sure, it would cost more but as consumer demand for fresh and local products grows, more shoppers would likely be willing to pay it. One obstacle that could slow widespread adoption would be the retailer finding a producer close enough to supply the milk. A larger retailer interested in a similar idea would likely have to start locally and gradually expand over time as they establish more partnerships with local dairies.