N.Z. Butter Sold Under Many Different Names

Press, Volume XCVII, Issue 28551, 2 April 1958, Page 9

N.Z. Butter Sold Under Many Different Names

(From the London Correspondent ot "The Press"!

To a visitor from New Zealand, the marketing of New Zealand butter in Britain leaves much to I be desired. The chief source of complaint has been that New Zealand butter is seldom seen in the shops and when it is, it is so thoroughly disguised by British trade wrappings that it is unidentifiable as New Zealand’s finest dairy product. Thus the thousands of pounds spent on advertising might seem to be serving little purpose. The progress of New Zealand butter from ship's hold to the British consumer’s shopping bag is complex and subject to the ramifications of British trading methods, systems and the general British "way of doing things.” All New Zealand butter, with the exception of rare and special consignments, arrives at British ports in 561 b slabs encased in cartons prominently bearing a fern leaf. After being unloaded the butter is placed by the New Zealand Dairy Products Marketing Commission into cold store where it is made available to commission agents, who number about 17, for sale direct to retailers throughout Britain. Sales are usually made in 100 box lots. Of the 140,000 tons of New Zealand butter shipped to Britain each year some 90 per cent is cut and wrapped in a wide assortment of wrappers while the remaining 10 per cent, is sold in bulk. Before the war practically all New Zealand butter sold in Britain was sold from bulk slabs. Although no precise figures are available it is estimated that some 25 per cent, of New Zealand but-

ter landed In Britain is blended with cheaper and inferior butter from other countries resulting in the Dominion’s product losing its identity. The purpose of blending is twofold—to improve the quality of poorer and cheaper makes of butter and to reduce the price to the consumer. Compared with Australian but-, ter the New Zealand product does not fare badly. It is estimated 90 per cent, of Australian butter is blended with the product of other countries. It is difficult to find any store in Britain where pure Australian butter can be purchased as such. The reason for this wholesale blending of Australian butter lies on the fact that it is cheaper than New Zealand butter but of a good quality. When blending is carried out it is usual for Australian and New Zealand butter to be blended with poorer quality butter from the Continent to give it more body. When butter is sold in Britain it is necessary, under the British Butter Marketing Order, for the retailer to stipulate whether the product includes imported butter. Thus New Zealand butter may be blended with butter from any Continental country and simply go under the general description “imported” or “foreign.” Because of the competitive element in British chain and multiple stores and the variety of services given customers by "prestige” stores, the wrappers and brand names on New Zealand butter not subject to blending may vary from store to store and dairy to dairy. “150 Brand Names” Although no figures are available, it is estimated that NewZealand butter sells in Britain under at least 150 different brand names. To the New Zealander many of these appear ridiculous on a New Zealand product, but there is nothing the New Zealand Dairy Products Marketing Commission or any other New Zealand authority can do to alter, control or even influence the present British marketing systems and methods to ensure that all New Zealand butter is sold as a New Zealand product. Traders prefer not to be at the mercy of an "outside” owner's brand and favour having their own, and any goodwill it may bring. Small independent grocers and dairies without the organisation for packing their own butter rely on the brand of packaging agents. Some of the brand names under which New Zealand butter is sold in Britain having little or no relation or link with the Dominion include: Fair Isle. Flagship, Leopard's Head. Maypole, Kontiki, Ophelia, Rowena, Ivanhoe, Water Mill, and Farmgirl. Brands with a New Zealand slant include Fernleaf and Nuzelo. Normally if New Zealand butter is sold unblended the fact that it is New Zealand butter is usually on the label, although it is quite likely to be in small print and no* easily discernible. Nevertheless there are still cases where it is simply called "pure Empire butter.” The vast sum being spent on advertising and promoting New Zealand butter in Britain —this year’s expenditure is expected to reach £543.000—is expected to prove its value, as retailers will be encouraged to capitalise on what is. to them, free advertising, and to display New Zealand butter more prominently in the hope of increasing turnover. To the New Zealand visitor this big expenditure will not be readily visible as it is placed where it will have the most impact on the consumer. Advertisements are likely to be found in magazines with a womens appeal and on television at viewing peaks.