The Hawera Star. FRIDAY, JUNE 17, 1927. END OF THE PRODUCE POOL.

Hawera Star, Volume XLVI, 17 June 1927, Page 4

The Hawera Star.

FRIDAY, JUNE 17, 1927. END OF THE PRODUCE POOL.

Delivered every evening by 5 o’olook in Hawera, Manaia, Normanby, Okaiawa Eltkam, Mangatoki, Kaponga, Alton Hurley ville. Patea, Waveriey. Moltoia Whakamara, Ohangai, Meremere Frasei Road and Ararata

The' .statement issued from Wellington yesterday by the' Dairy Produce Hoard to the effect that the pooling of returns from, dairy produce is to cease occasioned no .surprise .to the persons most interested, for .indications that .something very like a return to free marketing would occur 'have (been given very plainly during the last few months. I he trend of public opinion towards the abolition of control lias been moist marked .in some quarters, but :t r-s doubtful df Taranaki were prepared fertile return of the anti-control candidate iby »such ian overwhelming majority ia» that secured by Mr. Hine over j Mr. Forsyth. However, the die has now been cast, both by the electors and by the board and at present the dairy farmer >i.s no more enlightened a-S to the prospects: of the future than he was prior to these important decisions being made. One thing alone remains certain at the present, stage and that is that there muist be no slackening of effort towards the goal of 'increased production. Indeed, with the ia.ii* cleared .in flic very near future, it Is to he hoped, of all controversy on the subject of marketing methods, the producer’s! most urgent need is to get down, to t.lui bed-rock auostion of getting the very utmost out of the laud that is his

to farm. His produce is to go on to the open market of iho world and it is for him to . see that the etuff iie sends there maintains the high (Standing it has enjoyed throughout all the painful experiences oi the last twelve months. It may he expected that the which has already announced that it will continue to handle all bills of loading land insurance as in the past, will also continue to advertise the New Zealand product on the Home market and will extend this branch of its work. Whatever arrangements are made under free-marketing to finance an advertising scheme, it will ip!ay the farmers to (.support them so long ais they can he .satisfied that the publicity work is in the hands of men who know their business and that they are getting value for the money expended. Advertising is not a job tor amateurs in those days and particularly is this so when it comes to advertising & Large scale industry «udh as w dairy produce exporting. It has cost something in the past to make New Zealand butter and cheese known to the British consume!, and it will continue to cost money to make the English buyer understand why he should 'at least try the New Zealand article. “Truth in advertising” is not merely, a slogan among those who spend large sums annually upon making known the goods they have to sell; they know full well that though the right kind of advertising can sell anything, the goods advertised have ’to he up to the standard claimed for them if they are to continue selling. On the other hand, it is net true that good goods, once advertised and sold will go an selling themselves without assistance from the publicity branch. They must be kept before the public, eke that fickle customer Will distribute its patronage over a* number of other lines, which are- attractively ‘advertised. These are all facts well known to the advertising expert, bat imay not be understood by the hard-working dairy farmer. Nevertheless, they should be known to him for he is one of the working partners and the only producing partner, in a huge enterprise which has to meet competition from every dairy producing country in the world on the English market, and it is to his own' interests that he should understand one of the important needs of his business and see that the need is .satisfied.