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 If the current balance between supply and consumption is con-
sidered desirable and to be maintained in the future, more adequate
market statistics should be developed and revised as necessary. Dairy
leaders and operators of milk plants have indicated that costs of
production in Florida are such that utilization of local supply in
any product other than fluid milk returns insufficient revenue to be
economical. The widest dissemination of comprehensive market infor-
mation should enable the industry to better adjust to future conditions
in the desired manner.

 There is a critical need for the determination of reliable
measures of the effects upon demand of relevant economic determinants.
The development of the parameters of an adequate fluid milk demand
projections model would provide useful additions to the market knowledge
of milk market.control agencies, market firms and dairy farmers. Price-
consumption and income-consumption relationships need to be determined
by research. Measurement of the effect of these variables over the
expected magnitude of change is essential to the development of eco-
nomically sound pricing procedures for existing forms of dairy foods
and new products being developed.

 Consumers also purchase a service or non-food component when
buying dairy foods. Merchandising and marketing methods could be
developed which recognized and incorporated a knowledge of the extent
to which consumers are willing to pay for the various services if such
information were available. The data reported in this study can pro-
vide a valuable base point from which many of the additional projects
needed may begin. With the incentive of high fluid milk prices and
rapidly growing markets, the possibility of over-expanding farm pro-
duction and market facilities poses a constant threat to the orderly
growth of Florida's dairy industry. Development of guides to future
market development through a comprehensive dairy marketing research
program would appear to be a most desirable alternative.