A Conversation with Bob Norcross, Sr.

Q. How important is viscosity measurement and control?

A. As important as your process is to your finished product. Viscosity determines how fast a material flows; it is a key to product consistency; it determines how thoroughly a fluid is mixed; it determines product quality before your process starts and it maintains quality during your process.

Viscosity control is one of those rare opportunities to simultaneously improve product quality and control materials cost. In areas where expensive materials are being consumed, viscosity control assures that waste is minimized.

Viscosity isn't a simple straight line measurement, like temperature, flow, or pressure. That's why it takes a specialty company like Norcross. A viscometer is not a plug-in control or a simple accessory. All the major process control manufacturers realize this and don't tackle viscosity because they don't have the technology or the focus. Our focus is directed solely toward process viscosity control and we are dedicated to providing the best in product and service. If a customer has questions, they can call us directly and be sure of getting the answer. No one else offers that kind of technology, knowledge, and service -- no one.

Q. How long has Norcross been in the business of process viscosity control?

A. My father, Austin Norcross, invented our process viscometer in the 1930s. This was the first process viscometer in the United States. We originally brought viscosity control to the textile industry and then expanded to offer a line of products to the paper, printing, electrical, automotive, industrial finishing, and just about any industry where viscosity is a process variable.

Q. How does Norcross's technology compare to that offered by other companies?

A. Norcross viscometers are just plain better. Our viscometers are more sensitive than any other -- so sensitive that we can easily measure changes in the viscosity of water. There isn't another process control viscometer in the world that can do that. That level of sensitivity is in every viscometer we produce and we can bring that sensitivity to any industry.

Another key factor is reliability. Often times competitive equipment appears to be functioning but, due to the nature of their principle of operation, they report false viscosities. It is typically very difficult, if not impossible, for an operator to determine the existence, cause and/or corrective action for these false readings. Our viscometer utilizes the simplest, yet most sensitive and reliable principle of operation. Any operator can assess our performance.

Q. ROI and payback are always a concern. Where does Norcross stand?

A. We have plenty of units out there that have been in operation for more than thirty years. That says it all.