Wholesaler’s Move To Reduce Fish Prices

Press, Volume CII, Issue 30157, 14 June 1963, Page 13

Wholesaler’s Move To Reduce Fish Prices

Modern methods of budgetary control and pricing not previously used by local fish retailers are to be tried during the next year by Fendalton Fish Supply in an effort to bring down fish prices.

Mr M. L. Newman, the managing director of P. Feron and Son, Ltd., which has recently taken over the management of Fendalton Fish Supply as its retail outlet, said it was time that more of the benefits of the fish auction system were passed on to the consumer. The new system would relate auction prices more closely to retail prices, said Mr Newman. When fish was plentiful and cheap in the market, the price would be more reasonable for the consumer. The system would be made available to other retailers as soon as it is in working order, he said. The system would be combined with modern forms of marketing and presentation and this should assure the retailer of a good living and give a much-needed boost to fishermen by creating a demand for fish during periods of glut, he said. Mr Newman said a great deal of work still had to be done before the new price arrangements could be in-

troduced. He expects that the system will be ready within the next three or four months.

Commending Mr Newman's plans, the national secretary of the New Zealand Federation of Commercial Fishermen (Mr J. P. Davies) said that fish prices would drop if the public were prepared to do more of the processing. From the net to the fillet stage involved wastage. Onlypart of each fish caught was bought, but the consumer paid for the work to bring it to what he required—usually a boneless fillet., he said.

Giving tarakihi as an example. Mr Davies said that this fish was gutted by the fishermen, who received 4Jd per lb. “Theoretically, the wholesaler gets }d. This gives a basic price of 5d per lb." More than 60 per cent, of a tarakihi was discarded during processing to the fillet stage. “No matter who processes, the wholesaler or the retailer, the cost is Ud. The tarakihi is now Is 4d per lb.” said Mr Davies.

The final price to the consumer included the profit of the retailer. “Fish prices are in the hands of the consumer included the profit said Mr Davies.