A NEGLECTED NECESSITY

Hauraki Plains Gazette, Volume XXXIV, Issue 4573, 11 June 1923, Page 2

A NEGLECTED NECESSITY

ADVERTISING OUR PRODUCE., A little sound advice was given the New Zealand primary producer arid exporter by the British Trade Commissioner at a recent Wellington Chamber of Commerce luncneon. One tht.ng that is needed to extend our trade with Britain is tp advertise our produce—to let the man in the street know what he can get. from New Zealand. There is an enormous field for f-he expansion of our butter; trade, Mr Elmslie thinks, if the British consumer can be approached in the right way. As a matter of fact, the advertising of New Zealand jyoduce has' been neglected to a quite amazing extent. The New Zealand exporter takes it fo? granted that the man, this end who imports goods for sale in the Dominion should bring his wares and {heir merits under the notice of the buying public to the fullest, possible extent. He recognises, well enough the value —the necessity—of advertisement at this end; but, strangely enough, he expects to market his produce in Britain to the best advantage without the publicity which will attract the attention of the British consumer and induce him tp give preference to produce from within the Empire. We have the quality, we are increasing each year the quantity, and to get, the full benefit of the efforts of our producers we fiiust make the facts known to the British consumer—not ’ spasmodically or halfheartedly, but systematically and effectively. Mr Elmslie tells us that if ve buy more British goods the British workman will, be better able to .buy more Neu Zealand butter and cheese. ‘ This is quite right. But the British •- consumer needs to be told the same thing in regard to buying New Zealand produce—told that and many other things which will encourage him to ask for the foodstuffs that come from New Zealand. —Dominion.