Direct from the cow to the consumer. I would like to share with you this farmers’ initiative in San Sebastian. (Basque Country, North of Spain). Vending machines of farm fresh milk are located in the main residential locations of the city. The milk producers association of Gipuzkoa is promoting this way of consuming in the region. Consumers can take their own bottle or buy it from the same machine. One litter, five litters, or any other quantity can be bought. Citizens just have to insert one Euro in the machine and press the button.
Healthier than refreshments, direct from the producers, great fresh milk with it real taste.
Due to the success of the initiative, vending machines are being deployed. The Basque Government subsidize up to 50% of the vending machine cost.
More information (in Spanish!!): http://www.diariovasco.com/v/20100807/san-sebastian/vaca-dentro-maq... , http://www.miblogdepintxos.com/2011_02_01_archive.html
That's a fantastic initiative. In Valencia (Spain, :-)), some years ago a company developed a machine for producing freshly squeezed orange juice in bars, hotel, etc. Their business model included orange supply by themselves. With the time they realized that the product was better accepted when oranges were supplied by local (or from nearby) producers (they sell to this service oranges that because of size or small imperfections could not be sold in the market) creating this way a more sustainable business.
It is a fantastic initiative indeed. It has been spreading in France as well, after some farmers got inspired by what they saw in Italy (in fact, the vending machines they use are made in Italy). Check this tale of a French dairy farmer who overhauled his languishing business for the better after striking a deal with a local supermarket to install a RAW milk vending machine by the entrance doors (meanwhile, raw milk producers are being persecuted in the United States, but that's a story for another discussion I suppose...).