CONDENSED AND POWDERED MILK 459 



established and a regular trade developed before success is as- 

 sured. To attain such a result the new product must meet the 

 keen competition of similar products already well established. 

 There are many well-established brands of condensed milk now 

 on the market. There may be room for many more, but new 

 brands, regardless of their quality, must expect to overcome 

 strong competition before a firm foothold is gained. This 

 usually requires extensive advertising and a competent, vigor- 

 ous sales force, which entails a heavy expense. Good salesman- 

 ship and advertising must be continued. The necessity of a 

 thoroughly organized selling organization should, therefore, not 

 be overlooked. 



DEFINITIONS AND STANDARDS 



The following definition and standard for condensed milk, 

 evaporated milk, and concentrated milk was adopted by the 

 Joint Committee on Definitions and Standards of the American 

 Association of Dairy, Food, and Drug Officials, the Association 

 of Official Agricultural Chemists, and the United States Depart- 

 ment of Agriculture, on November 20, 1914 : 



"Condensed milk, evaporated milk, concentrated milk, is 

 the product resulting from the evaporation of a considerable 

 portion of the water from the whole, fresh, clean, lacteal secre- 

 tion obtained by the complete milking of one or more healthy 

 cows, properly fed and kept, excluding that obtained within 

 fifteen days before and ten days after calving, and contains, all 

 tolerances being allowed for, not less than twenty-five and five- 

 tenths per cent (25.5 %) of total solids and not less than seven 

 and eight-tenths per cent (7.8%) of milk-fat." 



Very recently the same Associations and Committees have 

 adopted revised definitions and standards which have not yet 

 been adopted by the United States Department of Agriculture. 

 By the new definitions, condensed milks are classified and 

 defined as follows : 



