THE DIRECT MESSAGE.

Hawera Star, Volume XLVI, 11 July 1927, Page 5

THE DIRECT MESSAGE.

PRODUCER TO ENGLISH RETAILER. PRUTT BOARD’S UNIQUE PLAN. SPECIAL TO THE ST AH WELLINGTON, July 0. New Zealand fruit-growers are experiencing a fine export season, the demand for New Zealand apples in Britain being so good that there will probably be an average gross return of 19s .per ease. They have been participating in a national “Eat More Fruit” campaign in Britain, and have also made a special New Zealand appeal which has taken a new form. “A message from New Zealand fruit growers to the retailers of Britain” was prepared early in the season by the Fruit Export Board, and published in the form of an attractively illustrated booklet in England, the distribution being managed bv Colonel Gray, the fruit-growers ’ • representative in London. . This direct message to the trade opens with the statement: “Our object in talking to you retailers in the Homeland is to establish a good understanding with you. We are. commercial fruit-growers wishing to conduct our business on your own well defined lines, keeping to the usual channels of trade, but we know that our export business can only be developed with the co-opera-tion of English retailers. We are organised growers, and we want to use our organisation to reduce production costs. . . By efficiency and economy all along the line from producer to consumer, the charges for all services will be such that our fruit can be sold at retail prices making for a large turnover and regular and increasing demand. 1 ’ The advantages of New Zealand for fruit-growing, arc described, the extent of the industry indicated, and detailed information "given regarding the functions of the Fruit Export Control Board. The Government grade standards are reproduced and the retailer is told of the Government guarantee and the strict inspection system. The letterpress is not lengthy, as an endeavour lips been made to picture the industry by photographic methods. The final point made is that -of the mutual trade interests of Britain and New Zealand. The strong and growing sentiment in New Zealand that we must increase our British buying is stressed, and it is remarked that business is best, developed on the basis of mutual exchange of products. “We seek the goodwill of the English retailer,” concludes this message., “and we have endeavoured to briefly explain how we have endeavoured to deserve it. Alay we ask in return that you become a. friendly advocate of "New Zealand fruit for your customers, that you display suitable advertising matter which! we hope to provide for your use, and that the retail price be fixed at a point which, while giving you a fair profit will encourage a greater turnover of our product?”. ” This message has been circulated to over 12,000 fruit retailers in the United Kingdom.