Proponents also invoke the benefits of direct-marketing when promoting the sale of raw milk. The ability of the farmer to eliminate the middle-man and sell directly to the consumer allows for greater profitability. Many manufacturers sell small-scale pasteurization equipment, thereby allowing farmers to both bypass the milk processors and sell pasteurized milk directly to the consumer. Additionally, some small U.S. dairies are now beginning to adopt low-temperature vat pasteurization. Advocates of low-temperature vat pasteurization note that it produces a product similar to raw milk in composition.