PUSHING SALES.

Evening Post, Volume LXXXI, Issue 85, 11 April 1911, Page 7

PUSHING SALES.

NEW ZEALAND BUTTER IN LONDON. THE ADVERTISING SCHEME. In a special report to the Evening Post from, Dunedin, appearing last week, reference was made by Mr. J. R. Scott, secretary to the South Mand Dairy Association, to the adver.tifiaig of New Zealand butter in . London. The whole page advertisement in. the Daily Mail of 19th January "has been rather against us," Mr. Scott was> reported to have said. Then he con■tinues: "My brother recently wrote me< from Home : ' New Zealand butter is> largely advertised j indeed, they arecharging Is 2d per lb in the shops -now, , which now is exactly the • price of ourdairy butter, co there is not much catch in using frozen stuff.' That is from the consumers' point of view," added Mr. Scott. "The fact of the matter is that this so-called English dairy butter is our New Zealand butter just put up into pats, perhaps not all of it, .but statistics show that the exports of frozen butter to Britain from New Zealand' and other exporting countries amount to half the British consumption." Mr. S. Turner, representative -in New Zealand for J. J. LonsdsJe and Co., dairy produce importers, London, took strong exception to Mt. Scott's remarks in the course of an interview with The Post. "Does it-," he said, "sound feasible that the grocer who -has New Zealand butter to sell should tell the enstomer that it is two months old? Your Teaders axe clever enough to see that tiie grocer would do nothing of the sort. If Mr. Scott's brother went thoroughly into th-o facts of the case he would have found that a letter dated 23rd January, signed by the High Commissioner, to J. J. Lonsdale and Co. .etates^ ' It is an excellent advertisement, and I hope that the result will be in every way satisfactory to you.' Mr. T. E. Donne also wrote on. the same date : ' The advertisement is an excellent one, and 'it has been much praised by those interested in- the trade. " Mr". Scott'e brother would also 'have found that Lonsdale's have induced retail grocer© to make window displays of New Zealand butter, and inside their shops to label it as such on the marble slabs with the factory name printed on parchment upon the butter. In this Way the eu'tomer knowingly- buys New Zealand butter, arid it does not require any grocer or his assistant to say what.it is. As a matter of fact, the housewife tests the batter in the shop and picks out the best value from Danish, Siberian, Australian or New Zealand. In this way we have definitely solved the problem of direct and honest supply .of New Zealand butter from the factory to the consumer. " Mr. Scott further refers to some New Zealand butter being sold in pound pats," Mt. Tnraer continued. " That is y quite correct; but it is done by these who do not advertise and who let the byrfter take case of itself on the market, giving no guarantee to factories. No doubt much of the butter finds its way into the blender's hands; but not under our system of distribution."