The Press WEDNESDAY, MARCH 20, 1957. Trade Prospects in Asia

Press, Volume XCV, Issue 28231, 20 March 1957, Page 12

The Press WEDNESDAY, MARCH 20, 1957. Trade Prospects in Asia

The report of the New Zealand trade commissioner in Southeast Asia (Mr R. G. Hampton) on the prospects of increased business in his area is most satisfactory. In the next few years the potential Philippines market and the actually developing market in Malaya and Singapore may not be of great national significance, because New Zealand’s customers on the other side of the world, notably Britain, are still taking almost all our exports. The importance of new trading outlets will increase rapidly, however, with the growth of population. To maintain even the present standard of living for a much larger population, New Zealand will have to increase its export ncome. It probably will not be able to do so by relying on the capacity of its traditional markets to increase their demand proportionately. One of the best prospects of disposing of the surplus that must be expected lies in a rising standard of living in the populous countries to the north, though similar opportunities may be found, too, in South America. The value of Mr Hampton’s work is less in the immediate business that can be done in this area than in the favourable introduction that he can arrange for New Zealand goods. In primary products, at least. New Zealand prices should be fully competitive; and many of our manufacturing industries, notably those processing our home-produced raw materials, should also be able to sell at a satisfactory return. The great consideration must be quality. Every satisfied cus-

tomer now will have some influence among the greater number of possible customers in the future. New Zealand’s success as an exporter of primary produce has owed much to the adaptability of farmers and processors in meeting changing needs in their established markets. Greater adaptability still will be necessary if full advantage is to be taken of trade openings in the new countries of Asia. Greater purchasing power among their peoples will not necessarily, or even probably, be accompanied by as rapid changes in their prejudices and preferences. New crops may be desirable and new methods of processing old ones. Two recent examples suggest that New Zealanders will be able to meet new , circumstances efficiently. The development of the dried milk industry after the war was so smooth that its present scale is now accepted as normal The quick-freezing of food, particularly vegetables, has progressed so fast that in four years it is already beginning to rival canning. This industry, too, is reaching out into overseas markets, with useful shipments to Australia. The remarkable suitability of New Zealand conditions for growing grass should not obscure their suitability for many other crops, too. No doubt New Zealand’s newer export trade ventures will suffer reverses (as have the oldest from time to time); but the longer-term prospects are encouraging, provided that quality and the requirements of customers ate always kept in mind.