BRITISH POSITION

Waikato Times, Volume 127, Issue 21193, 16 August 1940, Page 7

BRITISH POSITION

MARGARINE MENACE EFFECT ON BUTTER MARKET RATIONING PLAN EXPLAINED “The Introduction of a rationing plan of 4ozs a head a week, now 6 ozs, by the British Government, plus the raising of the retail price of butter to from Is 6d—ls 7d a lb, has had a very adverse effect on sales, and has automatically boosted margarine, which until quite recently, was not subject to rationing or any other restriction,” said Mr W. Goodfellow, managing director of Amalgamated Dairies, Ltd., in explaining the present British rationing system at the annual meeting of the New Zealand Co-operative Dairy Company today. “Under the rationing plan,” said Mr Goodfellow, “the customer must register with a store, the store must register with a wholesaler, and the

wholesaler must register with an importer. Importers must buy all their requirements from the Ministry of Food.

“Importers’ requirements are sent in weekly, with the cheque, and a delivery order is given for the supply of butter and cheese so required—regardless of the country of origin. “Amalgamated and Empire Dairies, therefore, do not now handle New Zealand and Empire produce exclusively, but the produce of all countries from which the British Government make purchases. Brands have been removed, and all butter is sold as “National Butter,” —and in such circumstances all advertising has had to be withdrawn. Unrestricted Market “On the other hand, vitaminised margarine, as already indicated, has had an unrestricted market and has in fact been advertised and pushed to a greater extent than ever before. It now sells at from 5d to 9d a lb. Margarine has been greatly improved, and is today manufactured largely from whale oil.

“It is not equal to the best quality butter, but it is good and it has a great hold. After the war, the special merits of butter, such as its nutrition value, will have to be featured in no uncertain manner and supported by expert testimony from recognised authorities. “It is suggested that an investigation would probably disclose that the digestibility of butter is superior to margarine, and for that reason butter would be entitled to ask a premium over margarine, based on its food value. Need For Advertising “We estimate that in order to put butter back into the homes of the people of the United Kingdom when conditions are again normal, it will cost Australia and New Zealand about £50,000 each for an initial joint advertising campaign. “We have already discussed this subject with the Australian directors of Empire Dairies, who are in agreement with our ideas. Our first and all-important job just now, however, is to do all in our power to help Britain to win the war.”