THE FRUIT INDUSTRY

Evening Post, Volume CVII, Issue 23, 28 January 1924, Page 3

THE FRUIT INDUSTRY

• TO THE IDJIOE. ~ SirI,—l1,— I have read with interest. your editorial comment upon the difficulties in which, the Fruit-Growing Industry finds itself at the present time, and' I would like to direct attention to the manner in which similar difficulties were overcome in Victoria.

The. Fruit-growers in that State had a very trying time in 1921 and 1922, and it was decided to organise a fruit pool to assist in disposing of ijh» industry's produce to better advantage. Later, a Co.mmoriwealth pool was formed, and the Australian Federal Government co-operated with the growers in endeavouring to improve matters. One of the .first conclusions reached by the Commonwealth Fruit Pool was that the importance of the domestic or .home market.had been under-estimated. Too much attention was being concentrated upon Overseas Market and the Common- i wealth Fruit Pool decided to make special effort to stimulate the consumption of fruit in the Commonwealth. A comprehensive newspaper publicity programme/ was organised . and several thousand pounds were expended in attractive displays in the principal newspapers throughout Australia. This "Eat More Fruit Campaign" gradually improved the demand, and was-one of the greatest factors in clearing surplus stocks^. . The Promoters of the Pool realised the important-fact, that the actual consumption of fruit in the Community was but a small \ proportion of the possible consumption. This elastic demand was considerably, increased by judicious advertising, and one of the" most im-port-ant features of campaign was that it rendered genuine service, not only to the fruit producers, but also to the general public. I would therefore suggest, that the Fruit-XJrowers* Organisation in New Zealand consider^ seriously the possibilities of stimulating demand within the local markets.—l am etc., : I • FRANK GOLDBERG. January 25th.