Since this study is largely an analytical appraisal, its purpose is not to solve any specific problem of fluid milk marketing, but to bring into focus problems that warrant a detailed and objective analysis. The procedure followed was divided into two parts. The first phase involves a review of the literature related to the regulation and control of the production, distribution and pricing of milk. Secondly, a study of the Lynchburg, Virginia milk market was made to determine the problems that have been encountered in this particular market. In addition, some appraisal is made of the role the control program has played in the production, distribution and pricing of milk in this market. / M.S.