## 3 Results and Discussion
### Cross-Cultural Perceptions of Butters  
Irish and USA consumers scored the overall appearance liking of FS-GRSS and FS-CLVR butters significantly (\(p<0.017\)) higher compared to German consumers (Hedonics Table 1). However, Irish and German consumers both scored FS-TMR butter statistically (\(p<0.017\)) lower for liking of appearance. Cross-cultural liking of color corresponds to liking of appearance, with Irish and USA consumers liking FS-CLVR butter significantly (\(p<0.017\)) more than German consumers. Irish consumers are accustomed to yellow butter and previously showed highest liking for butter produced from grass and clover, compared to TMR [22]. Referring to the study by [PERSON] et al. 2007 [25], the same cluster of USA consumers who liked softer'margarine like' butters also preferred those butters and spreads which were darker in color, in agreement with this study. Similarly, USA consumers scored the FS-GRSS butter significantly (\(p<0.017\)) higher for liking of flavor than Irish and German consumers. Both Irish and German consumers had similar liking for the texture of FS-GRSS butter, which was significantly (\(p<0.017\)) higher compared to USA consumers. Overall acceptability of FS-GRSS butter was rated significantly (\(p<0.017\)) higher by USA consumers compared to Irish and German consumers, which may be driven by their high liking for flavor. Both USA and Irish consumers considered FS-CLVR butter to be significantly (\(p<0.017\)) higher for overall acceptability compared to German consumers. Salt intensity was perceived significantly (\(p<0.017\)) higher by German consumers compared to Irish consumers for both FS-GRSS and FS-CLVR butter (Intensity Scale Evaluation Table 1). Irish consumers are familiar with soft butter, and did not perceive a significant difference in salt taste in agreement with a previous study [22]. Butter sold in Germany, however, is typically unsalted, which may explain the higher perceived salt intensity in the pasture butters, although texture, as discussed earlier, is also likely a contributory factor. Perception of freshness intensity was significantly lower (\(p<0.017\)) by German consumers compared to Irish consumers for FS-CLVR butters. Irish consumers found FS-GRSS butter to be significantly (\(p<0.017\)) firmer compared to German consumers, which again, is likely to be related to familiarity [22].  
Significant (\(p<0.017\)) differences were identified for liking of FS-TMR butter, with USA consumers rating the overall appearance, color and overall liking significantly (\(p<0.017\)) higher, compared to Irish and German consumers, with a similar trend identified by [PERSON] et al. 2007 [25]. There was no significant (\(p>0.017\)) difference in liking of flavor of FS-TMR butter between Irish and USA consumers, which differed to [PERSON] et al. 2016 [22], where Irish consumers rated liking of flavor of TMR butter significantly lower than butter produced from milk from grass and clover diets. There was a significant (\(p<0.017\)) difference in the liking of texture of FS-TMR butter by Irish and German consumers compared to USA consumers. For intensity ratings, Irish consumers ranked color, flavor and firmness of FS-TMR butter significantly (\(p<0.05\)) higher than German consumers. No significant differences were evident in relation to JAR Evaluation for color, flavor, salt (USA consumers did not assess salt) or texture between the cultural groups. Overall, the cross-cultural perception of butter attributes by the three consumer groups was within a similar range on the hedonic scale, signifying a liking of butter among all three consumer groups.