Milk prices are determined by a number of factors; the marketing area each store is in, the supply and demand of customers, available space for product storage and the local price of other brands. We believe we have a superior product and it's our desire to set a fair, competitive price that will allow stores to increase sales and sell at it's potential. (This marketing strategy sometimes results in offering milk at a lower price in one store while another may remain fixed or even increase slightly). Our main goal is to provide the highest quality product at the best price in all stores.