N.Z. PRIMARY PRODUCTS

Press, Volume LXXXII, Issue 24984, 19 September 1946, Page 6

N.Z. PRIMARY PRODUCTS

DEVELOPMENT OF MARKETS BOLD SELLING CAMPAIGN ADVOCATED (P.A.) WELLINGTON, Sept. 18. New Zealand must plan for active propaganda for its meat and dairy produce, not only in countries familiar with those products, but in European and Eastern lands and the West Indies, said the chairman of directors of Wright, Stephenson, and Company, Ltd., Mr J. T. Martin, when emphasising the need for the development of overseas markets at the annual meeting of the company. Increased production demanded an expansion of markets, the lowering of customs barriers, and reasonable freedom from Government controls, he continued. Every producing country to-day was concentrating on widening its markets. That was clearly seen in New Zealand, where the consulates and trade commissioners of British and European countries were being strengthened, and were directing greater attention than ever on trade expansion. The expansion should be no less with New Zealand. The Dominion could only make a strong impression by a bold selling propaganda plan. The plan should include largesize sample consignments of lamb, mutton, butter, cheese, and dried milk, and arrangements for delivery through cool stores, expensive advertising, and experienced representatives. It might even mean incurring the cost of building cool stores in Eastern countries, but the initial expenses, however large, would not be recurring, and should, over a period of years, and providing a satisfactory trade was established, be a comparatively small charge on the whole industry. “We are losing valuable time, and if this is neglected much longer we may find ourselves forestalled by other more progressive nations,” continued Mr Martin. “Individual merchants can do very little, as our main exports are bought under Government bulk purchasing. Any control exercised outside the Government is by the Dairy and Meat Boards and the New Zealand Wool Disposal Commission.”