APPLE JUICE DRINK

Dominion, Volume 34, Issue 157, 29 March 1941, Page 10

APPLE JUICE DRINK

Stimulating Consumption In Wellington District GOVERNMENT CAMPAIGN Plans for stimulating the manufacture and consumption of apple juice in the Wellington district, have been announced by the Minister of Industries and Commerce, Mr. Sullivan, who said that for some time past the Bureau of Industry had been engaged on these. „ “In Canada and other countries, said Mr. Sullivan, “increased production and sale of apple juice had been one of the important measures taken in disposing of surplus quantities of apples resulting from war conditions. These developments overseas Were made possible by the fact that before the war apple juice was a well-known and popular non-alcoholic drink, particularly on the Continent. “In New Zealand, however, apart from an introductory display at the New Zealand Centennial Exhibition, no concerted effort had been made to bring the merits of apple juice prominently before the public, as the manufacturers so far have been, obliged to concentrate their efforts on perfecting the production processes. “With a view to developing this worth-while industry, a zoned publicity campaign is being organized in the Wellington district, and for a period supplies of New Zealand-made apple juice will be distributed at special advertised prices, in order to test the public demand for this delightful and health-giving drink. Limited manufacturing facilities make it impracticable this year to extend the campaign, beyond the selected zone—WellingtonHawke’s Bay district—or the restricted period of two mouths. It is hoped that the results obtained from the campaign will serve to be the forerunner of greater and more comprehensive efforts iu the future and that the applegrowing industry will derive substantial benefit. “Distribution will be made to merchants and retailers through the Wellington and Hawke's Bay districts by the Internal Marketing Division. “It is anticipated that retailers will assist in this effort to popularise a health-giving beverage that is wholly produced by the co-operative efforts of Zealand primary and manufacturing industries.” Mr. Sullivan added that the campaign wpuld commence within a few days.