412 MARKETING OF BUTTER 



The above example is suggestive of the possibilities and limi- 

 tations of the actual overrun. Its purpose is not, to indicate what 

 the overrun should be, but to invite the consideration of the overrun 

 from every angle that influences it. This example does not repre- 

 sent any specific case, nor do the gains shown represent maximum 

 possible gains. On the contrary, the unrecognized fractions re- 

 corded here are small, they might in actual operation at times be 

 considerably larger, in which case the increase in the overrun would 

 be correspondingly greater. But this example does show that, pro- 

 vided that the creamery operates on a high standard of efficiency, it 

 is quite possible for the overrun to be slightly above the maximum 

 of the theoretical overrun which, with butter containing 80% i fat, 

 is 25%. 



In short, the subject of overrun can be consistently considered 

 only in terms of efficiency and it is through efficiency only that any 

 creamery can hope to regulate the overrun. The creamery that 

 expects to reliably regulate its overrun must aim at maximum effi- 

 ciency in those many details that so vitally affect the overrun ; effi- 

 ciency that makes for exhaustiveness of churning and minimum 

 mechanical losses on the one hand, and correct weighing and testing 

 of cream and butter on the other ; efficiency that means the record- 

 ing of every fraction of a pound of cream and every fraction of a 

 per cent of fat in the test, that the standard equipment for weighing 

 and testing enables the operator to determine. This, practical ex- 

 perience and careful experimental study have shown to result in 

 an overrun, in which the unavoidable mechanical losses are 

 largely, or wholly, or occasionally even slightly more than 

 wholly offset by such gains as may accumulate from the un- 

 determinable and unrecognized fractions in weights and tests. 



CHAPTER XIV. 

 MARKETS AND MARKETING OF BUTTER 



Importance. At best the success of all business ultimately 

 depends on its ability to dispose of its products at a satisfactory 

 margin. Successful marketing is an open secret in all lines of 

 business success and the butter business is no exception to this 

 rule. Notwithstanding this fact, the market end of the butter 

 business is a department not infrequently much neglected and 

 often least understood by many producers and manufacturers 



