Пища для ума. Коломейцева Е.М - 46 стр.

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46
tor of milk quality. Others include acidity level, absence of bacteria, antibiotics,
other harmful agents, extraneous odors and aftertaste.
3. … has its own requirements for the milk it buys from farmers. It is the
farmer’s duty not only to produce the milk, but also to collect, store and deliver
it to the processor while keeping all its properties intact. Today, when increasing
quantities of milk are produced and processed, the farmer must possess a wide
range of equipment for milking, refrigeration, feed mixing and dispensing.
4. … of I & A studied Russia’s dairy industry in January 2003. The in-
dustry’s potential can be assessed more accurately if we recall what it was like
in 1990, when it reached record outputs. According to the National Statistics
Agency (NSA), there were 20.1 million milking cows in 1990, producing 55.7 mil-
lion tons of milk annually. Per capita consumption of milk was 376 kg a year.
5. … of cows in all farm formats has since shrunk to 12.1 million as of
January 1 2003. According to NSA estimates, Russia produced 33.5 million
tons of milk in 2002. Per capita consumption currently stands at 216 kg a year,
well below the recommended biological standard of 392 kg, which Russia had
nearly reached in 1990.
6. … milk consumption has plummeted for economic reasons, mainly,
lower purchasing power. Shrinking disposable incomes naturally compelled
families to rethink their nutrition priorities. Analysts also believe that higher
milk output could bring the prices down for dairy products in general, and thus
boost consumption.
One of the reasons for slumping milk consumption could have been such
market factor as substitution, or a change in eating habits. In recent years, as the
market became inundated with a great variety of imported foods and new do-
mestic products, a percentage of consumers must have given up milk and other
dairy foods in favor of other produce.
7. …, the analysts we have polled consider this factor unimportant. The
majority of experts believe that Russian consumers’ preferences have not
changed in any significant way over the past 10 or 12 years, and that milk con-
sumption will grow with disposable incomes. If this is true, Russia’s dairy mar-
ket appears to be starkly undersupplied and, therefore, appealing to both inter-
national and domestic players.
8. … has a number of idiosyncrasies in Russia. The industry’s ground-
work was laid in the era of communist centralized economics, and has since
remained largely unchanged. Milk production is still seasonal. Up to 70% of
cattle births happen in spring and summer. Skyrocketing milk yields affect
prices (low in summer, high in winter) and upset steady supply to dairies in the
long run. Yet another unpleasant peculiarity about seasonal production is that
demand for certain kinds of dairy produce, specifically, whole milk, is in in-
verse proportion to the seasonal production pattern, i.e. demand tends to hit
bottom right when production peaks. To an extent, rural production is still regu-
lated centrally by the state, which hampers market-based management and

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