TEA MARKET EXPANSION

Evening Star, Issue 22620, 12 April 1937, Page 2

TEA MARKET EXPANSION

USE OF PROPAGANDA Tremendous importance of tea propaganda carried out by the International Tea Market Expansion Board is stressed in. the report of the International Tea Committee for its third year from April, 1935, to March 31, 1936. The recovery in absorption has been a most encouraging sign, says the report, and it is to be hoped) that this will not suffer a set-back as the result of the increase in duty of 2d per lb, which has recently been imposed on teas entering the United Kingdom. U.S.A. CAMPAIGN BEGUN. “ The reasons why the International Tea Committee regards the question of tea propaganda as being of the very highest importance were set out in their previous reports. “ The committee are more than ever convinced of the great need for utilising every possible means to promote the consumption of tea; and they hope that the money required for this purpose will not be grudged) by the industry. “ In this connection it may be recorded that it is not only necessary to increase consumption, but that it is equally important that steps should be taken to maintain existing markets by publicity of every description. At the present time tea has to meet the competition of many beverages the proprietors of which are prepared to spend larger sums on advertising their products than the tea industry has been able to raise.”—‘ Advertisers’ Weekly.’