Shops were keen to provide services to newly developed areas, and delivery carts were a common feature of suburban streets.

Higgs was one of a number of dairymen active in south-east London with branches in Camberwell, Brixton and Peckham. Their farm was in Eltham which, in the early 20th century, was overwhelmingly rural.

Note the appeal to the safety of the product, crucial in the days before refrigeration and pasturisation.

Higgs was unusual in not (obviously) being Welsh - the vast majority of London dairymen came from Wales and in particular from Cardiganshire. Their communities had as their focus the Welsh Presbyterian Churches on Southwark Bridge Road and Lewisham Way.