Our interviewee admits he almost quit. "I went from having a full float to delivering to a handful of houses. The profit margins just weren’t there anymore." He took other jobs, but the pull of the early morning and the quiet streets never left him. By 2005, the U.S. Department of Agriculture noted that only 0.4 percent of people had milk delivered to their homes.
Old ideas become new again if you wait long enough. In 1996, I thought efficiency and low costs would destroy everything traditional. But human beings eventually crave connection and quality. The milkman didn't survive by beating the supermarket on price. We survived because we offer something a giant corporate grocery aisle never can: a face, a story, and a localized footprint. Interview With A Milkman -1996- -2021-
"It was a bit of a struggle at first, but we managed to stay ahead of the curve," John said. "We also focused on providing excellent customer service, which helped us retain our loyal customers." Our interviewee admits he almost quit