Traditional Milk Delivery Faces Decline in Irapuato

Don Jesús Martínez has been a familiar figure in the streets of Irapuato, Guanajuato, for more than seven decades, delivering unprocessed milk, known as leche bronca, directly to residents. Starting his trade between 1954 and 1955, initially using a mare for transportation in the old Barrio de Guadalupe, he now uses a small aluminum container to distribute the milk each morning.

The milk is sold at a price of 15 pesos per liter, which is considered affordable compared to modern retail offerings. However, Don Jesús's operations have faced a reduction, with daily sales dropping to between 50 and 60 liters, significantly less than in previous decades when hundreds of liters were sold daily.

The sustainability of this traditional milk delivery service is heavily reliant on the loyalty of local customers and the mutual trust built over years. Customers appreciate the high quality of the unprocessed milk and the personalized service, which includes replacing any milk that spoils due to high temperatures before it can be boiled at home.

The trade is under threat due to a combination of factors, including high summer temperatures, reduced milk production at local farms, and a lack of interest from younger generations in continuing the trade. This decline is reflective of broader consumption trends in Mexican cities, where industrialized milk from supermarkets is gradually replacing traditional local deliveries.

Despite these challenges, each morning delivery by Don Jesús preserves an intangible cultural heritage, emphasizing direct contact and trust between producer and consumer.