Cashing in on Californian market

Press, 7 February 1985, Page 20

Cashing in on Californian market

From

OLIVER RIDDELL,

in Wellington

An article from John Hutchison in San Francisco that was printed in “The Press” on January 16 has prompted the Minister of Overseas Trade, Mr Moore, to reply. Mr Moore said he was delighted with

Mr Hutchison’s emphasis on the affluence of the Californian consumer. California was a hungry consumer of New Zealand’s exports, and would continue to be in 1985,

as the high disposable incomes of Californians would trigger renewed growth and increased demand for high quality imports, Mr Moore said. It had been predicted that in 1985 California would continue to prosper more than the United

States as a whole and more than most other countries. The Los, Angeles and San Francisco urban areas would prosper the most. New Zealand was cashing in on the Californian boom, he said. In January a food and beverage promotion — “Try a Taste of New

Zealand” — ran concurrently in six stores of the prestigious Irvine Ranch supermarket chain in Los Angeles. Irvine Ranch specialised in top quality gourmet products for the discerning buyer.

It had been organised by trade staff in Los Angeles in conjunction with the owner of Irvine Ranch, Mr Jon Hubbard. It had aimed at introducing New Zealand gourmet foods and beverages to the top end of the Californian market and Mr Hubbard described it as: “A very big success for Irvine Ranch.”

Delicacies displayed had included ■ venison, goat meat, camembert cheese, green lipped mussels, melons, whole John Dory fish, berryfruits, stone fruits, other cheeses, honeys, biscuits, lamb, and a selection of quality wines and beers. Mr Moore said the promotion had lasted for two weeks.

“Californians are keen to try new foods and our natural products are particularly appealing to this health conscious market,” said New Zealand’s newly-appointed Trade Commissioner to Los Angeles, Mr Gavin Thompson.

“We are promoting New Zealand as a supplier of natural, fresh foods and Irvine Ranch outlets fit well with this image. The Irvine Ranch promotion was one of many promotions scheduled for California in 1985,” Mr Thompson said.

Mr Moore said that on January 30 a five-day, in-store promotion had begun in 10 of the Petrini chain of supermarkets in San Francisco, with New Zealand trade staff closely involved in the planning.

“We will continue to push high quality New Zealand foodstuffs to the California markets,” the Minister said. “Our exporters, with help from trade staff overseas, have found these promotions an ideal way to do it.”