Page 6 Advertisements Column 3

Taranaki Daily News, 9 July 1915, Page 6

Wiiy Tea Costs More— The Third Article of a Stries dealing with a question which vitally affects every housewife. The increased demand for tea today is due to to the fact that huge quantities are wanted (or the 25 million men under arms. The Heads of the Armies of the world know that there is no drink so stimulating and beneficial, and hence they must have tea for their men no matter what it costs. Then, too, at the stroke of a pen, the great Russian Nation has been turned into a tea drinking people, and the money previously spent on Vodka is now available for the purchase of tea. But there is only a limited supply of tea and that supply is not sufficient to fill the present requirements. Hence at the tea auctions in Cevlon it has risen in price month by month, until to-day it costs the packer 2kl to 3d per lb. more than in Auimst last. This, of course, affects New Zealand very greatly, for the finest tea in the world has been sold here at prices which cannot be equalled. Although this seems a bold statement, it is one that will bear the closest investigation. For instance, a great proportion of the lea imports to England consist of what is known as "red stalk'' lea, the lowest possible grade—so low that it is prohibited throughout Australasia. Yet even this lowest grade is sold in England at 1/6 or more per lb„ while for line teas of the quality of "Amber Tips," 2/.S to 3/4 per lb. is asked. Tea experts the world over are astonished at the remarkable quality, flavour, fragrance and value given ill' Amber Tips" at so low a price, and it is because no better value can be obtained anywhere, that "Amber Tips" is to-day the most popular brand in New Zealand, Millions of packets of "Ambers Tips" are sold per annum. It is stocked in every shop from the North Cape to the Bluff. Only exceptional value could be responsible for so exceptional a sale. But tine tea is now costing the "Amber Tips" Proprietors, as well as other tea merchants, an average ofL>.Jd.' to 3d. per lb. more than in August, 1914. Therefore, if a fair price was charged' before the war, the tea merchant is to-day faced with an enormous loss should he continue to pack the same quality at his old prices. Of eoure there is the alternative of cheapening the quality by an admixture of inferior, less healthful teas. The "Amber Tips" Proprietors were advised by many to do this, but instead they decided to raise the price by 2d. per lb., and to continue to give the public that same splendid value which has always been associated with the name "Amber Tips." Now, Mrs. Housewife, what is your opinion of the whole-matter? Would you. rather have the same delightlul flavour, quality, puritv ;ind value and pay a penny a J-lb. 'packet more—or would you rather have an inferior and less healthful tea at the old price '! But you say "other teas have not been raised in prices." If so you can readily see that either excessive prices were charged before the war—so excessive that even an extra 2Jd. or 3d. in cost per lb. still enables a profit to be made —or quality must be reduced, othersi heavy loss must be faced. But even at increased figures Amber Tips is still the cheapest tea you can buy._ Cup for enp, value for value, nothing else can equal it, while it is 'so pure and healthful that it can be taken by even those of the weakest digestion. Surely these facts should weigh with you. Consider them carefully—write and tell us your conclusions. We believe that you want quality and that you want value. For that reason we have raised our prices because only by doing so can we continue to give you the same honest quality and the same honest value, lot i/IG, 2/-, 2/2 per lb. The only tea that has to increase its prices—theforegoing will tellyouwhy.