CULTURED MILK 153 
sumers do not know much of its value, and, therefore, a 
certain amount of advertising will be found profitable. 
This can be done through the press, through posters and 
by furnishing dealers with attractive display signs. 
Those who handle this product for the first time on 
their milk routes, should furnish their customers with 
printed leaflets discussing the merits of the product. 
Necessary Precautions. To keep the cultured milk 
as free from foreign organisms as possible, thorough 
pasteurization of the milk is essential. It will also be 
necessary to buy new cultures about every two weeks. 
Indeed the same precautions should be taken here as 
in the case of starters discussed in the preceding chap- 
ter. Every bottle of the cultured milk must bear a 
label giving the trade name of the milk, such as “Cul- 
tured Milk,” “Fermillac,” etc. The milk must be con- 
stantly kept at low temperatures from the time it is 
made until it reaches the consumer; the nearer the 
freezing temperature the better, but it must never be 
frozen, 
