Butter sector consolidation

The launch of LURPAK heralded another development in the Danish butter industry: the consolidation of butter production on fewer but larger dairies. Owing to the consistent quality of the product, customers outside Denmark already perceived LURPAK as coming from one single dairy. In reality, until the mid-1950s, it came from 1,000 dairies. But with the launch of LURPAK and the introduction of the new packing machine this number was greatly reduced. At the same time serious attention was directed at the markets in the Middle East where more than 100 traders sold LURPAK under conditions that varied from the acceptable to the disgraceful. These many traders were replaced by a system with one or two distributors in each market. This initiative soon resulted in improved customer service and better handling of the goods, and the system came to lay the foundation for the spectacular success, which LURPAK came to enjoy in the entire region.