NEW ZEALAND MEAT

Evening Post, Volume CXI, Issue 119, 22 May 1931, Page 9

NEW ZEALAND MEAT

PUBLICITY CAMPAIGN

GOOD RESULTS FOLLOW

(From "The Post's" Representative.) LONDON, Ist April. South America, will be senouig from five to six miiiiqu carcasses of lUiuu to this country, daring the present season. If this fact is borne in mind by New Zealand producers they will tno more readily appreciate the very necessary -work whicfl lsbejng done by tne London oiiilee' of the iNew Zeaiand Meat Producers' Board. The day has long since gone by when New Zealand produce could be said to sell itself. Judicious and persistent publicity, is necessary to keep sales on the steady upgrade. ...... ; This season some modifications have had to be made in the methods of publicity. Last year, in response to advertisements in the trade journals, practically every retailer in. Great Britain was supplied with advertising material by the board. Owing to the great popularity of New Zealand Jamb, however,, it was found that.many, unscl-U- ---■ piilous butchers were- deaorating their shops with the material and selling little or ;no New-Zealand lamb. ' The inspectors of the Meat Board had in many instances t* inalco retailers take dawn the material when they found this ■was: happening., The display of the advertising material by such.butchers nat-ax-ally irritated the genuine retailer of New ZeaJamJ lamb. . It.haa been arranged that an applicant for tii a tree ativeiii.saig material must , fill' in. it £orm guaranteeing that he is a ■Tmut, fide- s-ellet of New Zealand lamb, and ttusffrtm has also to be certified Ityt the wholesaler who supplies the meat. This has tightened up. the distributions of the material, but even •SiOTgh the application form 3 v/ere issued'only three week 3 ago over 6000 retailers have already applied foe Jiaaterial, and several hundred sets are buting- sent out from the board's office catch day. . ' , . AITEACTIVE StATEBIAL. '■Tfcis is undoubtedly the best form of puJWteity, as the advertising material is displayed at the. point of sale, and every poetaon. of the butcher's shop is utilised .for displaying- the material. There is first of all the window streamer, six feet 10ng,,, which advises tho passer-by to\" Ask. here for New Zcaliind lamb—the best in the world." This is printed in blue, white, aiid green.. There Is the- window disc with ' a picture of a Southdown lamb and another suitable inscription.. There is a large- show cardl with a eilhouette of a lamb. There are stars for placing on the window. There are small silhouettes <*f' a lamb and large silhouettes. Tfhere are friezes for the windows. 'SkeiA are in the form of connected dascsy one bearing thel word "B-cliei-ortsv" & second picture, cufc a lamb, and a tlMffdi a map at New" Zealand. The series isi.. repeated again and again to loemi. ai Song: ebaiu. Booklets are also dtstribuAad, and each contains a small aiffioxcefifie of a laimb, with a cooking recipe aft the back. The. printing is all done in- very high-class 3tyle, and in ■weltsfflecfaad- colours. Mr. B. S. Forsytß; has BECeived hundreds of letters fitoia retailers -stating; how this material Is apprecia-fced and has increased sales of New Zealand lamb. EVen tlio big agents,, who* are- not always ready to admit the- ljoneflts that f all their way, Itawe stated that their sales have been materially increased by this publicity campaign. WARNEWG TO EETAILEES. At the; prcaeait moment an advertisement rs runniag in the ineafi trade journals, which cSescribes another branch of the Meat Board's activity. The advertisement speaks for itself. It reads: •' Warning.—-Wrongful substitution in selling New Zealand meat. Be it lcnown that tie New Zealand Meat Producers" Board has intensified its activities againast the wrongful praetiee, of selling aaier 'Imported Meat' as 'New Zealand-' During 1930 no fewer than 31 successful prosecutions, leading to heavy finea and costs being imposed, have beeur carried out in towns widespread throughout the country. Successful! prosecutions have been carried out at Ashton-UHdcr-Lyne, South SMefilsv Cketborpea, Portsmouth, Grave-st-ndi jfeweastley Liverpool, Plymouth, Shcfflieldv Bradford, WalsalJ, London, Stoke. Ne%v Zealana meat has earned a national reputation for quality which must not b& .disturbed. The board's rfortsy therefore,-are fully concentrated era completely stamping out this harmful and illegal practice. This is not carried oat m any vindictive spirit, but to t,rc-vi<le effieetiva and fair protection for that feig body of bona fide retailers of New Zealand, meat, and to guard the interests of the New Zealand producer an 3 British public alike. The New Zealand Meat Producers' Board will take further immediate legal action against any butcher (or butchers) discovered trading Kj this unfair and illegal means. Issued by ; the New Zealand Meat Producers' Board protecting the interests of New Zealand meat."