For the past several years, my level of optimism about the future of the beverage milk business has been on a rollercoaster ride not unlike the price of milk.
Unfortunately, price and sales run inversely-price goes up a lot and sales go down a lot; prices go down a little and sales go up a very little. Many of our best customers-families with several kids-just simply don't think they can afford milk any longer; certainly not as much as they once could.