SHY DELEGATES

Evening Post, Volume CXV, Issue 130, 5 June 1933, Page 11

SHY DELEGATES

BWtR BRAND PROBfciM

" MAKING A START "

If attempts to standardise butter in one section.of New South Wales have failed, how can uniformity be secured as a basis of butter standardisation throughout Australia? This question was one of the missiles thrown at the national board proposal at the' recent factory managers' conference in Sydney. The conference received a report from a previous conference of co-operar tive butter factories, which supported a co-operative brand for butter instead of a national brand. This pre-con-ference of co-operatives "recognised the multiplicity of brands under which Australian butter is marketed in Great Britain as a definite marketing disadvantage, decided in favour of a cooperative brand, and approved of the efforts of the P.D.S., the Gippsland Co., and the Farmers' Co-operative Distributing Co., to have all choicest butter forwarded to Empire Dairies, Limited, packed under the 'Sunny South' brand. It was also decided to support wholeheartedly- the marketing.-of Australian, ■butter in Great Britain in pats, and to empower the three companies mentioned to proceed with [the scheme, in conjunction with any other co-operative organisations which later might become members of the group.' Delegates affirmed the necessity for loyalty to cooperative selling." When the above report came before the conference of factory managers, Mr. P. C. Bosche said that the idea of a co-operative brand was an excellent one —for the Empire. Dairies, Ltd. As yet only certain Sseetions of the eo-operatice interests'had supported the move. If the idea of a national brand was genuinely entertained, the advocacy of the "Sunny South" brand_ ,was a wrong way of approaching it. To .limit definitely the handling of the butter by a co-operative organisation was not likely to encourage the support and goodwill of the co-operative houses on the other side. If conference would not confine the discussion to the original motion of the national brand, then ho asked that no , endorsement sli%M be given to a sectional brand. Tife development of a national brand musfibe a gradual matter, declared Mr. G-. W/Gordon, and the co-operative brand agreed to would act as a fore-runner to tjfe wider brand. "Wo have been discussing 'national brand' for years and years, and I am fed up with talking pious resolutions and doing nothing," said Mr. J. E. King, general manager of the Cooperative ' Producers' Distributing Society, Ltd. Something definite was now going to bo done, ho said. In the 'first week of July certain factories wore to be asked to market under the '' Sunny South'' brand. There would be no difficulty in Queensland following suit. It was also proposed to adopt a patting scheme sometime in October. It was a happy coincidence that in October "Victoria was making excellent butter, but fell off in production from December to January. New South Wales, however, then came on and went ou into March. Queensland should be able to furnish the winter supplies. The scheme for a patting factory would obviate the necessity for storing butter so as to ensure a continuity of supply Mr. A. W. Wilson, general manager of the Gippsland and Northern Cooperative Co., Ltd. (Victoria), said that Australian butter suffered many natural disadvantages in comparison with the Danish product. "We arc looking forward with hope to overcoming some of our difficulties through the action now proposed," he said. Mr. C. Garrad saw no advantage in factories losing their individuality. Even if a national brand were adopted discriminating buyers overseas would still require to have their preferences catered for. On the motion of the president, Mr. W. H. Penhuy (Casino), it was agreed that it be a recommendation -to the Dairy Export Control Board to offer a prize for- the de-sign of .1 national brand, and that conference approved of the national brand.