The Guardian And Evening Star, with which is incorporated the West Coast Times WEDNESDAY, DECEMBER 28, 1932. QUALITY FIRST

Hokitika Guardian, 28 December 1932, Page 4

The Guardian And Evening Star, with which is incorporated the West Coast Times WEDNESDAY, DECEMBER 28, 1932. QUALITY FIRST

This emphatic warning to the dairying industry that world competit.on at present is a race fo r quality i 3 one which it will disregard at it.? peril. It is given by one fully qualified to judge, who has just returned from a journey of comprehensive investigation. Th e upshot of his observation is that all those countries with which N e w Zealand is in competition, directly or in-

directly are ceaselessly active in th,e endeavour to devise better methods of manufacture. They are doing all th?y can, moie-aver to learn irom one another. Th e question tiie industry in New Zealand should ask iPell' definitely and without self-deception is how far it is matching those efforts m its competitors. It should ask a!-so, in tli o process of selfexamination, whether it ir, entirely free from the complacence which negatives any hope of true progress, and whether it E resting on a sense of superiority which may have no sound foundation. The last of countries in which research and similar activities are in full tide '.3 arresting—Australia, Great BntaifT,- 'Sweden, Finland, Denmark, Germany and Belgium all appear in it. As long ago a« 1926 the -Imperial Economic Committee gave warning of what has .since happened. It said there would presently be intensified competition jn th? British market, nominating Siberia and the Baltic State? as countries likely to figure m the .struggle. Emphasising that everyendeavour should be maue to reduce the costs of production, it also gave due weight to quality as a defence against the assaults of competition. Ihe fall in price levels justifies what was said about costs, th? premium Danish butter commands endorses the need for quality. It should ihe realised. too. that the quality which counts is that which appeals to the consumer. And, finally, remembering the consumer, what is said about whey butter should be taken especially to heart. There have been many other condemnations of tfie harmful .effect even a small quantity of it can do. The industry should consider squarely whether the return for it. is worth the in fin* up damage it may do to all New' Zealand Arriving oh 'the inevitable answer* it will purely discontinue the ( export of whey butter as an important step toward conquering the market by quality.