Bottling milk is not for the faint of heart. It can be a low-margin business that requires attention to every detail. Fluid milk processors know the trends and challenges better than anyone: steady, annual declines in the sales of gallon jugs; a tendency to eat breakfast on the run rather than at the kitchen table; a lack of advertising dollars to promote the health benefits of milk; consumers’ preference for other beverages; and federal regulations that inhibit innovation.