Primary Produce Promoted by Growers Association

Waimarino Bulletin, Volume 4, Issue 28, 16 December 1986, Page 17

Primary Produce Promoted by Growers Association

'Fresh vegetables for health' is the catch-cry of the New Zealand Growers' Association as they launch into a nation-wide campaign to promote their products. Chairman of the New Zealand Market Division promotion committee, Keith Jowsie, met with market gardeners of the Ruapehu region recently to discuss the Association's latest ideas to promote the health aspect of eating fresh vegetables and in doing so, putting vegetables "at the top of the shopping list." "Unless there is a concerted effort to promote fresh veges there is a real danger they may become a fad,"said Mr Jowsie. "We are working towards making them a premium product in the eyes of the consumer and once there we must maintain a top market position." Mr Jowsie told the gathering of about thirty market gardeners and their wives who dined at the Hobbit that over the last five years there had been a decrease of 25% away from vegetables and a corcesponding increase towards other market commodities. He added that the promotion planned was not a "get-rich-quick" scheme for any over-zealous market gardener, but solely to emphasise the healthy aspect of fresh, naturally-grown vegetables. "The promotion is to achieve a premium position for the Association in the market and to lift the whole status of vegetables in the eyes of the consumer," he said.

Promotion will be in the form of advertising extensively on television and in magazines. In addition posters will be distributed to 10,000 doctor and dentist surgeries nationwide. The health aspect of vegetables was advertised extensively about five years ago but producers found that some ideas were "too cluttered", making the message difficult to understand. The 1986 promotion deals with individual vegetables and their unique properties. For example the humble carrot, symbol of the Waimarino area, contains carotene which converts to Vitamin A. Carrots are rich' in Vitamin B6 and are also becoming known as a cancer inhibitor.

The vegetables are being given individual 'characters' which are expected to enjoy a long life and popularity, especially with children because of their simple and colourful designs. In fact the advertising is aimed mainly at New Zealand's children who greatly influence parents as to what they buy. A trial period of six months has been placed on the promotion and in that time six different vegetables will be promoted. There are in fact 41 vegetables registered under the Vegetable Levy Act with the

Growers Association, who are hopeful that all will be capable of being promoted in a similar fashion. The basic theme of the whole scheme is 'honest product, honest message' — an idea which was received favourably by growers around the country. Ohakurie's 'Carrot Guru' Peter Hammond, who is also president of the Ohakune Growers Association, was enthusiastic about the concept of widespread promotion and said that he could see potential in such a plan.