BUTTER SALES IN BRITAIN

Press, Volume LXXXII, Issue 24768, 8 January 1946, Page 5

BUTTER SALES IN BRITAIN

REPRESENTATIONS BY NEW ZEALAND

RETURN OF TRADEMARK OR BRAND WANTED (Special Correspondent N.Z.P.A.) (Rec. 8.30 p.m.) LONDON, January 7. A return to the pre-war practice of selling New Zealand butter in Great Britain under the New Zealand trademark or brand is at present being discussed with the Minister of Food (Sir Ben Smith) by the Dominion's authorities in London. The pre-war sale of butter in Great Britain under trademarks, indicating quality and country of origin, was controlled by statutory regulations. The Butter Marking Order provided for several alternative types of grading, of which the following was in general use: (1) country of origin, e.g., English. New Zealand, or Danish; (2) Empire; and (3) blended butter or butter imported from any source. On the outbreak of war the order was superseded by the Defence Regulations. These stipulated that no butter should be sold under any mark indicating origin and quality, and required the use of the word “National.” The regulations also applied to margarine. The chief reason for this decision was to help the retailer. Many persons had strong preferences for particular types of butter and they did not take kindly to some indifferent stocks that came from the Continent before it was overrun by the Germans. But retailers were obliged to take supplies from the Ministry of Food and no equal division of the various brands could be made. It is important to realise that even when the Defence Regulations are eventually rescinded and trademarks or brands are again permitted the retailer is not obliged to bring any brand to the attention of his customers. He may sell it as “Home,” ‘‘Empire,’’ or “imported” butter. Advertising Campaign Appreciating this and to combat the publicity given to the return of Danish butter, the New Zealand Marketing Department recently has been advertising the New Zealand product. The intention is to stimulate goodwill for the Dominion (which incidentally was never higher than it is to-day) both among the public and retail traders. It is also to encourage buyers to ask for New Zealand butter and retailers to volunteer the information that they have it. The full effect of this advertising, of course, will not become apparent until rationing ends. During 1945, New Zealand supplied 60 per cent, of Britain’s butter. Australia ""sent 20 per cent., Denmark 13 per cent., and Britain and the Argentine provided the remaining 7 per cent.

From its liberation until the end of 1945 Denmark sent about 27,000 tons of butter to. Britain. It is anticipated that Danish shipments may reach 75,000 tons this year. The first shipments of Danish butter aftjer liberation were not of high quality, but later transport improved and ships reached England more quickly, colder weather arrived, and consignments were delivered in much better condition. Danish butter, however, is of the “quick marketing” type and not entirely suited for the slow processes of rationing. It is, therefore, likely that the quality will again be affected during the summer months. Denmark was the only new source of butter supply for Britain in 1945. It is possible that some Dutch butter may be sent this year, together with cheese and milk powder. Although New Zealand mutton and lamb were not subjected to a regulation preventing their being advertised during the war, it is not expected that the meat trademark will be brought to the public notice again for some time. The reason, once again, is to prevent the retailer being embarrassed. Under the rationing system- he must accept any type of meat supplied by the Ministry of Food. He can make no choice and is unable, therefore, to encourage his customers in an individual taste. Just -when Britain’s 14d a week meat ration will be increased or removed can only be guessed, and that vaguely.