In 1923 Lamont and Board were about to open their own butter factory in Te Aroha, and were unhappy about the method that was being used to pasteurise the cream for the butter. Back then cream was often contaminated with outside flavours: when the cow ate strong-flavoured weeds or grass, the flavour would find its way into the milk.
There's nothing worse than oniony, grass-flavoured cream! The established method of pasteurisation (basically boiling the cream and cooling it again) may have killed all the bad things in the cream, but it didn't help it to smell or taste better - it was common for cream to come out of the process tasting cooked or even burnt.