Notes

A black and white image portrays a woman (not in full view) pushing her full grocery cart against a backdrop of a grocery aisle. In a smaller black and white image, there are filtration machines.

Do your sales depend on perfect clarity?

Celite Filtration provides:

Brilliant polish—at fastest flow rates

QUALITY THAT SPEEDS SALES, by a filtration method that speeds production…this double advantage is yours with Celite diatomite filtration.

You obtain brilliant polish, because Celite removes even the finest suspended impurities. Yet you secure the fastest flow rates consistent with desired quality, because a Celite filter cake contains millions of microscopic filter channels per sq. ft. of surface. For example, with a typical syrup, you can achieve excellent clarity at a flow rate of 10 gal/sq ft/hr—using a standard grade of Celite.

Production men also favor the Celite method because of its simplicity. It may be used with any type of conventional filter unit, and it is almost automatic in operation. For maintenance work too, Celite Filtration is the economical, efficient way to obtain pure process water for bottle washing, equipment cleaning and other service functions.

Because of its many advantages Celite Filtration is used by most sugar refiners and brewers, by leading bottlers of soft drinks, processors of fruit juices, cooking oils, fats…and many other products.

How can Celite aid your product or process? A Johns-Manville Celite Filtration Engineer will gladly show you, without obligation. Simply write Johns-Manville, Box 60, New York 16, N. Y. In Canada, 199 Bay St., Toronto 1, Ontario.

*Celite is Johns-Manville’s registered trade mark for its diatomaceous silica products.

Johns-Manville CELITE FILTER AND PRESSING AIDS

The product advertised in this ad is a filtration method for food and beverages, and not food and beverages themselves; this is not particularly common in ads found in the Food Technology journal. 

Nonetheless, Celite is advertised as the ultimate solution for manufacturers; not only does it filter out impurities in food and beverages, but it can also help with obtaining pure water. Celite is portrayed as something that can do whatever manufacturers need in their facilities and products, which would be highly desirable for profit-making. The image of a grocery cart full of products reinforces this; it conveys that if Celite is used, then manufacturers can boost their sales.

Christy Lam