NEW ZEALAND LAMB

Press, Volume LXXI, Issue 21456, 24 April 1935, Page 13

NEW ZEALAND LAMB

MEAT DRIVE IN LEICESTER. ENGLAND'S AGRICULTURAL CAPITAL Leicester, a prosperous city with a population of 239,000, was selected recently by the New Zealand Meat Producers' Board's London representative for a "drive" in favour of New Zealand meat. This appeared to be a rather courageous experiment, for although the city itself is a busy manufacturing centre, it stands in the heart of one of England's finest agricultural districts, and has been called the agricultural capital of the country. However, the results of an intensive campaign in favour o£ high quality New Zealand meat thoroughly justified the effort, for It demonstrated the possibility of greatly extending business, particularly in New Zealand lamb. The aim was to get the good class butcher more keenly interested in the high-quality New Zealand meat, and to make it clear to the consumer that "Empire" on the brand does not mean that they will got the New Zealand product. Consequently, the first step was to circularise the retail traders inviting them to attend a preliminary meeting, and giving them information regarding the competitions for windowdressing with New Zealand meat, and the decorated trade cycle competition. There were 41 entries for the latter, and the parade of the meat trade cycles through the shopping centre of the city attracted much attention.

A children's painting compctilion Is now a well established and highly popular feature oE these publicity drives, and over 500 Leicester children sent their entries. All received some reward, because every competitor w:s invited to a cinematograph entertainment, two of tile largest theatres in Leicester having to be taken for the purpose. The Lord Mayor and Lady Mayoress of the city attended both performances, the latter presenting the prizes to the successful competitors. Incidentally, the Lord Mayor spoke in terms of high appreciation of New Zealand meat, which he regularly consumes.

The window-dressing competition for retail butchers was conducted in two sections, three prizes being offered in each, the winner of each section receiving a silver cup in addition to a cash prize of £5. No fewer than 'J4 shops made special competitive displays of New Zealand meat. Practical evidence of the keen interest of the trade was provided by the fact that Iwo large lirrns arranged for parties of their shops managers to be brought into Leicester from other towns such as Nottingham and Derby, to view the competitive window displays. "Instances were reported to us," states the board's London manager, "of increased business by retailers, and also of customers on discovering through the instrumentality oC our advertising, that the 'Empire' lamb with which thev were being supplied was not New Zealand, as believed, transferring their custom to another butcher selling the genuine New Zealand."

the Meat Board's organisation followed up its publicity campaign in Derby and Burton, and planned to cooperate with the Dairy Board later in the season in an extensive campaign in the manufacturing districts of North Lancashire, the pottery districts, and the imporlnn* motor manufacturing centre of Coventry. DISPERSAL SALE ABERDEEN ANCI'S HERD AUCTIONED (i■■ ;u: •' ASsw■ lat I <»s *j• L: L F.<; i: AM .) HASTINGS, April 23. Another of Hawke's Bay's oldestablished cat tie studs ended its history when the Omarunui herd of Mr W. Kinross White was dispersed bv auction to-day, this making (he third big dispersal in Hawke's Bay in (he last few months.

This Aberdeen Angus herd in the last 30 years has built up a name for itself, and buyers were p'resent to-dav f rom all parts of the North Island. The top price, 300 guineas, was obtained for the senior herd sire Actiu/n of Gwavas, which was sold to A. F. M. Symes, of Hastings, a younger bull, Oberon of Omarunui, selling at 100 guineas, and a prize cow, Norma of Omarunui, selling at 95 guineas <\ total of 170 head was sold, the average price being about 20 guineas. The surprise of the sale was the manner in which some of the old cows sold, seme 14 years of age making from 15 to 22 guineas, v/hile a 17-vear cow with calf at foot made 19 guineas. Purchases were well distributed throughout the island, several going to the Wairarapa, Manawatu, Auckland, and Poverty Bay districts. DIVIDENDS DIE Alexander Mirif".— Is a ■-!>:, re. .. Apr. 2P A:.soi irit. r<it Newspapers, l.ti]., .Syd-ney—-interim 2 per ( i tit. on ordinary ami prefr-renc.. .. Apr.tilO United Provisions, Sydney—halfyearly prof, at, (> p.',- cunt, per milium, let,-; tax . . Apr. ;;o British Tobacco ( Ant.), Ltd.- - quarterly on preference at lij per cent, per annum . . Apr. DO United Building Society, Auckland Australian Iron and Steel (pref.) —at, 74 per cent. per annum for half-year ended Mav May I lv, S., and A. Bank—interim, 2 ] . per cent. .. May J JJ.1.0. —pref., C per cent. per annum .. jf,, y ] N.Z. Investment, Mortgage, and Deposit Company—final of :j per cent, at the rate of 5 per cent, per annum . . Mav 2 Perpetual Executors and 'Trustees of Australia—half-yearly at G per cent, per annum . . Mav 4 Bank of Adelaide—!l na I halfyear at l per cent. per per annum . _ Mar 8 -Mosgiel Woollen—.ls 22-5 d a ...hare Ma cJ •{ Broken Hill Proprio'ary-—half- ' yearly, Is a share _ Ma.' 1 i Smith and Smith, l)un<-i!ia- --jpref., Is a share ' \ Bank of N.Z.—final, 5 per cent. June MISCELLANEOUS SALE Mr If. G. Smith, the City .Market, reports lh« following sales privately and at auction last week:—Aged gelding £-1, gr. ;;eldinS •£(>, I)ay gelding £1.7, Jersey heifer »2 2 s sd. Jersey cow .1:2, ilo. £5 ss : , do. £3, do. 1()< - 25 weaner pigs Gs (id to Os, van £5 2s fid. gic £4 12s fid. do. £5 10s, ridingsaddle £l, collar £1 15s, 5 tanks .£23, incubator A'2 10s, stove £?„ pump ii 10s, Alfa I.aval .separator £B. garden roller £4, do. .M. 2 coke heaters potato digger £5, cultivator £5 10s, Planet' seed sower .1:1 17s (id. do. £2 ss. sot harrows £5. open lire boiler' £2 ss, saw bench and motor XI ss, bath !'•! 10s, do. £2 IKs (id, 2 v.-imlows £5 15s. kitchen range ,K7 ] ss, Shacklork range .16, range £4 .15s, gas stove A3, do. ,£(> 10s, bicycle A' 4, do. All, do. £3 15s, I'ord car £ls, Dodge .£!), motor-cyelo £5 10s, do. A t 10;j, mirrjr .CI, piano £9, four-piece suite ,£l4 10s, carpet £5, bedroom suito £l2 10s, four chairs £2, couch £5, couch and s([uab ill. carpet .t'4, do. A'-l 10s, d. chest £2, wardrobe 12 15s, tallboy 12 10.;, eongoleiin! square ,12, rhc-lerfiebi if in., oftice de-!; .12 10s, three piece M.i!e .10 Jiis, v, ardro h- . 15, carpet, £ti 7s fid, ex. table £2 10s, sea. grass cbaira A2 17s bd, labia AJ. —8