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PRODUCE DISPLAY

A FINE EXHIBITION

STAND AT OLYMPIA

POWER OF A NAME

(Frota "The Post's" Representative.) LONDON, '27th March.

New Zealand and Canada liave the principal exhibits in tho Empire Marketing Board's Section at tbe Ideal Home Exhibition. With the new Empire Hall in use, there is plenty of room for the exhibitors this year,"and both New Zealand and Canada have conspicuous ."corner sections," with a frontage of over 50ft. V '■ "With such a large assortment of tinned and bottled goods to work on, Canada has undoubtedly the moro spectacular display. In this connection it may be interesting to tabulate what is contained in a hamper which this Dominion is selling for £h, delivered, in any part oj the country. This useful case contains maple syrup, tomato ketchup, breakfast cereal, raspberries, cherries, salmon, tomato soup, mock turtle soup, meal loaf, rindless cheese, macjroni, baked bean, plums, peaches, pears, honey, beetroot, tomatoes, peas, sugar-cane, and lobster. The assortment is an attractive one, and doubtless the distribution of the cases acts as a good advertisement for the Dominion. ' It was fortunate that the Tainui apples arrived in time for the exhibition. A good selection of Gravensteins and' Worcesters adds a fine- splash, of ■colour to, the New Zealand stand. These are contained in gilded and berjbboncd baskets, and a number of full cases are also shown. Bags containing three samples are being sold for sixpence, and tho public are being informed that New Zealand apples are. "the finest the world produces."- v A. refrigerated cabinet occupies the corner of the stand. In this are freshly cut joints of lamb with notices to indicate what they are. At the back, on the right, is a very realistic ■butcher's shop, with a row of lamb carcasses hung on hooks. One carcass is laid on the block, and beside it is a , model of the butcher sharpening Ms knife. THE OCEAN ROUTE. Along > the back of the stand is a ■well lighted seascape. On the right is a map of New Zealand, on the left a map of England. From one £o the other models of ships are continually moving, three being at various stages of the .journey at one and the same time. On the left, at the'back, is a fine 'diorama showing a New Zealand farm •with the green hills as background. jßutter, cheese, honey, and tinned 'goods fere arranged artistically. At the front Isf the stand there are counters, over which are being sold samples of butter, fconey, and apples, and a good trade is jjeirig done. The now well-known figure of "Imperial Bee" hands out the placards on which are words of "wisdom regarding New Zealand honey: "Straight from the sun-drenched meadows of New Zealand"; "Builds up muscle, builds up fcone"; or "Will build you up from weakness to strength." A new working model to draw attention to the japples shows a rosy-faced boy seated at a table with an interested dog beSide him. Prom time to time the boy raises a red apple to his mouth, and chews with evident appreciation, while the dog looks up with,an. expression of ■envy. Well-printed placards give infor•Biat.ion regarding quantities and eondi.tions of production in the Dominion. The1 main theme,. however, is "New Zealand —the land .of sunshine products." Two beacons illuminated at Tegular intervals carry the inscriptions, "Buy New Zealand butter," "Buy New Zealand cheese." The Empire Board, the publicity section of the High Commissioner's Department, and the four produce boards have combined to arrange the stand. Not far removed from the official •tand, the proprietors of "Anchor" brand butter have a stand, which attracts large numbers of people. The feature of this is a model of a Waikato farm and, factory. The green fields, the hills, and a waterfall and stream are lealistieally modelled, lorries carrying milk cans move up ,to the factory, and . the machinery inside the factory is shown in motion. ' In the background is a herd of cows being driven down the hillside. VALUE OP A NAME. Producers will be interested—perhaps a little surprised—to hear how their produce is marketed by a certain wellknown firm. The principle is to advertise a name, which I will call "Bright Eyes." •, The packets of butter are labelled "Bright Eyes, the perfect butter—Bright Eyes choicest cream butter." A scene on the paper wrapping reminds one of green fields and running ■water. Now, this is perfectly good butter, for it is tho best New Zealand butter, chosen by someone who knows the brands. New Zealand butter up to tho necessary.standard is put through a machine, which gives it an increased softness, after which it is put up in lib packets. "Bright Eyes'Ms then sold ,as "Bright Eyes." No secret is made of the fact that it is New Zealand butter, but neither the grocer nor the customer asks where it has come from. It is just "Bright Eyes," and the quality is good. There is "Bright Eyes" cheddiir chocsc, made up in most attractive packets. Inside are small pats done up in silver paper. On the packet is the inscription, "Bright Eyes, the perfect chce.«c, made in England from Empire produce, no preservatives." Now tirvo is delightful cheese, and the silvor-papc-n;cl- pats are fresh and moist. There is no secret about, the cheese if 0110 inquires. It is good ,New Zealand cheese—perhaps a blend of early season's and late season's cheese. Or it _ may be a blend of New Zealand and Canadian. • The object, however, is always to keep it up to a certain standard of quality, and to distribute it in a soft and fresh condition; The firm as showing the goods at many trade exhibitions, and the name—not "Bright Eyes," of course—is becoming well known among retailers. Doubtless, the 'firm-are well repaid for the trouble they take in making up this-New Zealand produce and giving it a distinctive name. .If the Government should decree that the name of the place of origin be printed on the wrapper, .the firm is quite ready to do so. In the meantime, consumers, and even retailers, are not overanxious to know where it comes from, so long as it is good.

Permanent link to this item

https://paperspast.natlib.govt.nz/newspapers/EP19300520.2.39

Bibliographic details

Evening Post, Volume CIX, Issue 117, 20 May 1930, Page 7

Word Count
1,025

PRODUCE DISPLAY Evening Post, Volume CIX, Issue 117, 20 May 1930, Page 7

PRODUCE DISPLAY Evening Post, Volume CIX, Issue 117, 20 May 1930, Page 7

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