-72-


 The data showing movement of fluid milk products into and out of
the market are presented as a part of the summary in Table 37. It can
be seen from these data that while a considerable amount of product was
shipped to and sold in other markets, little was moved into Northeast
Florida by firms located in other areas.


 Central Area.--Total sales of fluid milk products in the Central
area were 31,227,000 pounds in April and October 1959. Of this volume,
local firms supplied 74.6 percent. Sales by dairies located in the
Northeast area were 5,718,000 pounds or 18.3 percent of the total. An
additional 2,221,000 pounds (7.1 percent) of fluid milk products origi-
nated in the Tampa Bay area. The sales and movement of fluid milk pro-
ducts by Central Florida dairy plants and the origin of total sales in
the market are presented in Table 37. These data show that firms in
other markets sold about 25 percent of all milk products purchased by
area consumers, Furthermore, only about 2.4 percent of the volume of
products processed and distributed by local firms was moved into other
markets.

 Central Florida dairy plants processed and distributed 23,862,000
pounds of fluid milk products in April and October 1959. In two counties
in Tampa Bay, sales amounted to 372,000 pounds or 1.6 percent; and
202,000 pounds or 0.8 percent were sold in four Southeast Florida
counties. The remainder, 97.6 percent, was marketed within the local
area. Orange County, the most heavily populated in the area, accounted
for 43.7 percent of all sales by local dairies. Consumers in two other
counties in the area, Polk and Volusia, purchased 17.5 percent and 12.5
percent respectively of total fluid milk products sold in the market by
local firms. The volume of fluid milk products distributed in each
county served by Central Florida fluid milk processing and distributing
firms is shown in Figure 12.


 Tampa Bay Area.--The total volume of fluid milk products sold in
 the Tampa Bay area in April and October 1959 was 46,206,00 pounds
 (Table 37). As in most other markets, only a small percentage of total
 sales of fluid milk products in the market originated with milk distri-
 butors in other areas. Central Florida dairies marketed 372,000 pounds
 or 0.8 percent of total consumer purchases. An additional amount,
 1,064,000 pounds, or 2.3 percent of sales in the area, originated in
 Southeast Florida. Volume sold within the market by local distributors
 was 44,769,000 pounds. The largest amounts were distributed in two
 counties--Hillsborough and Pinellas (Figure 13). The two counties ac-
 counted for 75.1 percent of sales within the market and 72.9 percent of
 the total volume of fluid milk products distributed in and out of the
 market by local dairies.

 Tampa Bay dairy firms distributed fluid milk products in all
 counties within the market. Out-of-area sales by local firms were in