Why Tea Costs More—

Gisborne Times, Volume XLV, Issue 3991, 26 July 1915, Page 7

Why Tea Costs More —

Information of Vital Interest to Every Woman. The factors responsible for the v. enormous rise in the wholesale price of tea—increasing its average cost to the tea merchant by no less than 2nd. to 3d. sT lb. since the war started—have already been dealt with in earlier articles of this series. The reasons why “Amber Tips” Tea has been forced to increase its prices by 2d. per lb. have also been fully detailed. In considering the matter, it is well to remember that during the last nine years there has been absolutely no other increase in price in “ Amber Tips,” although to-day the cost of labour and packing alone has more than doubled. The cost of labels, cartons, and packages has also increased year by year—while tea was rising steadily in price even before the war started. Tea experts have always been surprised at the remarkable value, wonderful quality and purity given in “A nber Tips ” at so lowa price. Nc other brand has been able to offer such good value and hence the sale of “Amber Tips” has increased year after year, until to-day it is the most popular brand from the North Cape to the Bluff, selling millions of packets thro'ughout the Dominion. But you will readily see that the article giving the best value is the one most affected by the heavy increase in price of raw material. Not so with an inferior tea sold at the same price, because its margin of profit —the difference between cost and selling price—is much greater. The average increase of to 3d. per lb. in the price of tea faces the tea merchant with but two alternatives —he must either increase his prices or reduce his iJ quality—unless he is to face heavy loss. Either course is reasonable, but the proprietors of “Amber Tips” have chosen the former one rather than the latter. But. think the matter out—if another hrand does not raise its prices and still claims to give the same value—surely it means that the price charged before the war was excessive—more than should be asked if good value for the money -was given—otherwise a heavy loss must be faced by the packer. It is always harder to raise the price of a product than it is to reduce its quality, and it was easier for “Amber Tips” to meet the increased cost by giving an inferior article by adding lowgrade inferior ieas. But the " Amlier Tips ” standard has been set.as the highest that can be given at the ju ice the best value that can he obtained for the money--and this standard will still he maintained. Only 2d. per lb. more is asked, and that 2d. per 11.. ensures the finest tea that can he purchased in the world at the mine price. This seems rather a bold statement, luit we are prepared to back it up bt tacts. lVovi- it for yourself. Write to M,ur friends in England, Austra ji., Canada, or elsewhere - send them ; p-.ckot <d' "Amber Tips” and as l 111.. 1n if they can secure the same valm ■oualitv, purity, and flavour for even <i : Hi. unue. After all is said and done, snivl he increase Ul i*'>St l'' blit Sill ill \\ le iiiie console!s lh.it 'he finest value i world is being seemed-a tea whirl ulisi>|uie 1 \ pure and line that it cai ~,.a , ilv be taken by children and In Ciose of the w> a host digestion. I'lien. too. " A inner Tips " is the most ~domical tea because it gives more , ;S per lb. of Ibe delicious refreshing vi rage - the cost per cup is less, so • , i you are slid saving money and