416 MARKETING OF BUTTER 



but it is often preferable to sell the second grade butter under 

 a special brand reserved for that class of butter only ; frequently 

 it is possible to establish a satisfactory trade with acceptable 

 returns with this special brand. Another, often very desirable 

 outlet for the second grade cream is to manufacture it into un- 

 salted butter and sell it to the Jewish trade, ice cream factories 

 and bakeries. 



It is obvious from the above discussion that, while quality 

 is supreme, the sucessful marketing of butter requires careful 

 investigation and study on the part of the creamery, of the vari- 

 ous market demands, and of the channels of trade by which these 

 demands may best be supplied. The creamery must find and 

 supply that class of trade which has the greatest demand for its 

 butter. 



Uniformity of Quality. Having succeeded in finding the 

 most advantageous channels into which to divert the butter, it 

 is very important that the creamery be able to hold these mar- 

 kets, and success at this point in turn will largely depend on the 

 maintenance of uniformity of quantity and quality. The prob- 

 lem of maintaining the quantity of the supply will be discussed 

 under the heading of "Selling Creamery Butter Locally." 



Uniformity of quality is an inevitable demand which the 

 consumer exacts. In fact it is paramount in importance to qual- 

 ity itself. The public demands butter that is uniform in flavor, 

 salt, color and workmanship. Lack of uniformity makes the 

 consumer suspicious and dissatisfied. He feels that he cannot 

 depend on the product. Large creameries, who are in a position 

 to grade their butter closely, whose churnings do not vary in 

 size and whose process of manufacture is carefully standardized, 

 find little difficulty to supply the class of trade which they cater 

 to, with butter of fairly constant uniformity. Small creameries, 

 with their irregular churnings and often inadequate equipment 

 and system of manufacture, are not so fortunate in this respect. 

 This handicap is responsible for the frequent loss of an other- 

 wise satisfactory local trade and for their difficulty in securing 

 satisfactory returns from the wholesale and commission mar- 

 kets. 



