PRICE FOR QUALITY

Hawera Star, Volume XLVII, 22 October 1928, Page 4

PRICE FOR QUALITY

DOMINION DAIRY PRODUCE. VALUE OF APPEARANCE. INFLUENCE ON HOME SALES. Seeking first hand information concerning various phases of New Zealand’s principal industry, Mr A. O. Rowson, of London, who operates on an extensive scale as aj dairy produce agent, arrived in Hawera on Saturday evening. Inquiries relative to the production of butter have already occupied Mr Rowson for some two weeks in the. Auckland province and he is now visiting Taranaki with the object of pursuing further investigations into the cheese manufacturing side of the industry. ‘‘l ain not here 'to criticise New Zealand produce, but to glean information,” said Mr Rowson when asked by a “Hawera Star” reporter for an opinion concerning the suggestion, which has been raised previously that in the manufacture of cheese in this province there is a tendency to sacrifice quality for the sake of quantity. He emphasised, however, that, as a eemnionsense business factor, the first consideration of the maker must be to aim for the highest possible quality. “There is always a higher rate consumption of the better quality, attractive 'and palatable article than the one of. indifferent standard,” he continued. “Therefore, the better the quality the greater the consumptive demand keeps and the higher is the price realised. ”

TEXTURE AND FLAVOUR. It would ibc obvious that the manufacturer must cater for the consumer who was the ultimate buyer and, with the British buying public, tne appearance of an article on the shop counter exorcised a big- Influence on its selling value. In this respect complaints had been made by retail merchants with reference to New Zealand cheese owing to looseness in texture. Because of that the New Zealand product suffered in comparison with the Canadian and i English which were uniformly > of close, smooth and consequently attractive appearance when exposed for sale on the retail .shop counter. The natural result was that these competitive varieties of cheese maintained an average higher selling price. An inquiry by the reporter brought the response that the New Zealand cheese had been noticeably more uniform and clean in flavour during recent seasons though it did not mature to the same extent 'as had been formerly 'the case and in richness the flavour lost in comparison with the English 'cheddar article. Would pasteurisation have any effect in that respect was a following query tv which Mr Rowson replied that the process might exercise a certain influence, but intimated he would pre- \ fer not to express a definite opinion on that score, it being, together with the subject of texture, among the questions concerning which he was seeking information. S - *■ TRADE! WITH AMERICA. Asked concerning probable future development of business in New Zealand dairy produce on the American continent, Mr Rowson gave the opinion that there were possibilities or a considerable volume of trade in New Zealand butter with. Canada and the United States. He explained that until recently Canada had exported, thousands of boxes of butter annuiauy to the United Kingdom, but home consumption in Canada was now absorbing all but a comparatively negligible quantity. The demand for butter in the cities ol : that country and also ot the United States was increasing and the New Zealand product, being recognised as a high grade article, could be expected to find favourable markets there in future. , The opinion widely held, both at Home and abroad was that, g'mierahy ■speaking, the quality of New Zealand , butter showed to relatively greater advantage i than did that of New Zea_and “New Zealand makes what is undoubtedly high grade butter,” replied Mr Rowson, when asked concerning the standard as compared with the Danish snpplyi ADVANTAGE OF FRESHNESS, On the English market the Danish maker had, however, certain advantages in that Tie was so much closer to tiie point of consumption and the butter he forwarded could be on the talM.es of English households within a few davs of its • manufacture. “The quality of New Zealand butter as tasted freshly made in New Zealand clearly indicates the desirability . of getting this butter as quickly as possible to the consumer in England and that New. Zealand butter .probably holds its quality as well as, if not better than, any other butter in the world,” continued Mr Rowson. “Never the less the freshness of flavour is more manifest when the butter is new than after it has been stored ter a long .period. This lends to the conclusion that (the fresher the article the higher the price it should command at the English end.” Dealing further with this phase he remarked that modern processes might yet eliminate to a large extent the handicaps which distance imposed on a country such as New Zealand. EMPIRE PRODUCE PREFERRED.

“New Zealand seems to be trying well both in butter and cheese manufacture,” said Mr. Rowson. “Those engaged in the industry are giving careful consideration to, the marketing aspect. The produce is well put up and carries well, and. during my visit I have been impressed with the keenness of New Zealanders to cater for consumers’ requirements. There is no doubt that the British public, all things being in line, would prefer to buy New Zealand produce before that of foreign countries. “In the short space of time at my disposal I am engaging myself with learning more about the New Zealandi end of the business rather than touring the country extensively for supniies, it being recognised it is rather late, in the season for this latter objective. “This is my first visit, and I fee’ very much the desire to return at a future period for a more survey. Altogether to date lam delighted with all that I have , seen and heard, and will go back with a_. much keener interest in the business in consequence.”