fullscreen: Marketing

FLOUR AND BREAD 
53 
Second clear, or low, grade is the name given to a small amount of flour 
obtained after the removal of the first clear. 
The lowest grade of flour manufactured is called red dog; it is dark in 
color and possesses but little power of expansion. (This is sometimes 
sold as a higher grade of middlings and used for feed rather than flour.) 
By blending the different streams in the milling process millers 
secure various commercial types of flour which are sold under 
distinctive trade names. 
BY-PRODUCTS 
On the average, from 11 to 12 per cent of the wheat is returned 
as a fine bran mixed with some of the floury part of the kernel 
and known as shorts (or middlings.) The remainder of the 
product, perhaps 13 per cent, consists of the outer covering of the 
wheat kernel, known as bran. Shorts and bran are the principal 
by-products and are used largely for animal feeds. Graham flour 
(‘Too per cent extraction”) contains all the by-products. It is 
simply the result of grinding the cleaned wheat to a moderate 
degree of fineness. Whole, or entire, wheat flour is prepared by 
a process somewhat similar to that used in making graham flour, 
except that after the wheat has been cleaned and before it is 
ground it is subjected to a mechanical process whereby the three 
outer layers of the berry are removed, and leaving what is known 
as the cerealin to be ground with the gluten and flour cells. 
TRADE CHANNELS 
Many of the large flour mills maintain branch houses in the 
important distributing centers of the country for the marketing 
of their output to the grocery and bakery trade; but a considerable 
proportion of the domestic output of flour not sold at or near the 
place of production is distributed through mill agents, brokers, 
and jobbers to retailers and bakers. Perhaps one-third of the 
flour sales are handled by jobbers. The latter are usually whole 
sale grocers, although a few specialize as flour jobbers. Brokers 
and mill agents usually sell flour in car lots on a commission basis.
	        
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