THE MEAT BOARD.

Press, Volume LXVI, Issue 20104, 6 December 1930, Page 22

THE MEAT BOARD.

| LINKS OF A MARKETING CHAIN. i EFFECTIVE PUBLICITY. | (FMO* OUR OWJI COKRE3I.OXDE.NT.) LONDON", October 31 | Mr fi. S. rorsyth (British Representative of the Kew Zealand Meat Producers' Board) contributes an article to the first number of a new monthly journal, entitled "Imported Food Journal and Modern Meat Marketing," out today. This .iournal has superseded the "Imperial Food Journal," owned and published by Mr Joseph Raymond. ! Mr Forsyth, in his article, first rej fcrs to a newspaper article which stated i that the publicity activities of the Lonl don Office of tho New Zealand Meat Froducers' Board had virtualy served as an "Fat More Meat" campaign to Britain, by assisting the absorption of the increased supplies of all meat lauded in this country. "I appreciate that tins must be viewed as a complimentary, but possibly exaggerated claim," Mr Forsyth proceeds, "yet it is indeed both interesting and gratifying to read the host of retailers' letters received from all parts of Britain, showering bouquets on our advertising assistance, in the form of window display material, novelties, and recipe booklets, etc. What is even more gratifying is the goodwill expressed by each retailer in telling of the material benefit which our efforts have brought him in increasing his own stiles and business. This question of increased turnover of New Zealand meat, which these retailers have experienced, is an interest which is shared in common by the producers of New Zcalaud. Readers, therefore, will readily understand the satisfactory feelings of my Board, ns representing New Zealand meat, producers, at this increase in the presorial sales of retailers, ns this means the enlargement of New Zealand's meat industry. Increase in Absorption. "In tho first place, it surely must bo recorded .'is a wonderful fact that in these times of trade depression Great Britain could have absorbed, without undue market disturbance, close on eleven million carcases of imported lamb and mutton in the first six months of this year, an excess of million carcases as compared with the previous year. Of this huge total New Zealand contributed million carcases, or over cue million moro than last year, which at that time, incidentally, constituted a record. Putting on ono side even the intensive effort expended by the London Ofiicn of the New Zealand Board in distributing over OHIO,OOO pieces of advertising material, and 3,000,000 recipe booklets among so many thousands of British retailors, which undoubtedly increased their sales of New Zealand meat, T am of the opinion that the basis of Britain's ability to absorb all this meat has been the standard type, quality, and condition of carcases that we are now importing for tho butcher's business. To this also must bo added, I think, tho 'small joint' vogue, now so much in evidence by the public, throughout the land. New Zealand