NEW ZEALAND LAMB

Evening Post, Volume CXXIII, Issue 75, 31 March 1937, Page 14

NEW ZEALAND LAMB

TRADE PROPAGANDA

(From "The Post's" Representative.) LONDON, March 11. Addressing a recent meeting of retailers in London, Mr. It. S. JTorsyth, C.M.G., the London representative of the New Zealand Meat Producers' j Board, referred to the board's successful publicity methods, which had not only interested the trade in the Dominion's produce, but had familiarised the public with its sterling qualities. He said that no fewer than 20,000 retail butchers used the board's publicity material, and New Zealand meat was consistently advertised in the lay i Press. The board always kept the J home meat trade's own problems in, mind, and in particular, by the decentralisation of marketing, had facilitated distribution and enabled butchers in different parts of the country to choose their supplies fresh from the ship. Over 53 per cent, of New Zealand meat went to Smithfield in 1925, he went on; today, London received only 30 per cent. Speaking or the increasing demand for New Zealand meat, Mr. Forsyth pointed out that while 5,500,000 carcasses of lamb were imported into Great Britain in 1914, of which the Dominions sent 3,500,000, in 1936 New Zealand sent 9,000,000 out of a total of 17.000,000 carcasses. While the top pride of New Zealand lamb in 1914 was 6d per lb, the average price in 1936 was 7Jd-per lb. Right through the year, New Zealand lamb had made Id per lb over South American, and 'id per lb more than Australian lamb. That premium was obtained because of the consistent quality of Ihe Dominion article, and the board's reliable grading system had won the confidence of the trade.