Milk vendors cultivate consumers

Press, 20 February 1980, Page 6

Milk vendors cultivate consumers

Households throughout New Zealand will receive a booklet from milk vendors during the next few days, in a “good-will gesture” to consumers.'

Mr I. M. Murray, president of the Canterbury Milk Vendors’ Association, said that it was the first step in the battle.to fight rising prices and falling consumption of milk by improving relations with consumers. “It is the first time that milk vendors have joined forces on a customer service project on this scale,” said Mr Murray, who is also the milk vendors’ representative on the New Zealand Milk Promotion Council The Government’s decision to reduce the milk subsidy had caused repeated price rises, he said. Consumption had declined about 15 per cent since February, 1976,

when the first increase took effect. “For the first time in our history milk consumption is falling, and it has fallen a long way," Mr Murray said. In the two weeks since the latest increase to 18c a pint, consumption had fallen about 7 per cent. This could partly be attributed to consumer resistance, which would ease as people got used to the new prices, he said. Sales had picked up slightly in the last few days. “Vendors did not have to make, much effort when milk cost 4c a pint. Now that consumption is falling, the entire milk industry, realises that it has to get out and sell.”

Mr Murray said that the biggest drop in' milk consumption had occurred among big families. This was unfortunate, because milk was .a--good food for children. :

“The Government . has given people the idea that milk is now .expensive,” he said, “but in? fact, compared with other foods, there is still no cheaper way of getting more nutritional value.” The glossy, four-page booklet, which will b£ delivered to 65,000 homes in Christchurch, contains .18 milk- recipes. . They were selected from 2500 entries in a national contest.

It. also includes information about , serv ices con - sumers-can expect from, milk vendors, and how the public can help vendors. ' - v, “’

Mr. Murray said that, the booklet was only the first in a series of milk promotions planned by vendors.