EMPIRE MARKETING

Hawke's Bay Tribune, Volume XVII, Issue 210, 19 August 1927, Page 6

EMPIRE MARKETING

MOVEMENT IN HASTINGS MAP ANU PICTURES RECEIVED. Mr. \V. A. G. Penlington, M.A., principal of the Hastings High School, lias just received a comprehensive map of tlie British Empire and its main trade routes on the seas, with the object of co-operating with the Empire Marketing Board (E.M.8.) in furthering the marketing of Empire produce in Britain ‘>y placing the maps and the accompanying industrial pictures, each properly mounted, on the walls of the school, in order to inspire the pupils—boys and girls—with the spirit of trade within the Empire. The map is designi<i as though viewed by the pilot of an aeroplane, flying so high above London that all tlie continents and seas are spread beneath his gaze, showing how widely the British Empire is scattered and how vast its extent, as compared with the area of the Mother Country. He can see the ships, as shown on the map, speeding their way across the ocean carrying the products of the far-flung Dominions to the British ports and the outgoing freights of British manufacture being borne to the Britons beyond the seas. COMMERCIAL POSSIBILITIES. The map emphasises the recognised fact that, within the last few years a revolution in geography has been going on, as sweeping as that brought about by the sailors who discovered America 111 IW2. In 'ears gone by, the journeymgs to and from the colonies was hopelessly slow, and consequently there was no reciprocity of trade. As science and know radge progressed transport owarne more and more expeditious, and the world shrunk accordingly, until now 'ls furthest corners have been brought near to the heart of the Empire. The air routes have brought India within a few days of the Imperial metropolis. South Africa within a week and Australia less than a fortnight, so that the commercial possibilities, marching with the development of aviation, now in its infant stages, are beyond conception. The pictures, illustrative of the map and very attractively and artistically designed, show the products of the Empire's varied climates 111 the raw state—the sugar-cane of the West Indies, British Guiana, India, British East Africa. Natal. Queensland. Fiji and Mauritius: the copra of the South Sea Islands, British Borneo, Ceylon, Mauritius. Zanzibar. East Africa, Gold Coast and West Indies; tea. from India, Ceylon and from Nyasaland and South Africa, in small quantities; rice, from India, and representations of various other imperial harvests in their preparation. What mav be described as the concentrated essence of all the nictures is one of a grocer’s shop in an English village, in which are displayed New Zealand apples side by side with goods imported from all over the Empire, being dispensed retail over the counter to that verv important person known as the “consumer.” SPIRIT OF PATRIOTISM. These pictures, with the map. must, with the instruction contained in them, exercise a considerable influence on the susceptible minds of the oncoming generation and must stimulate at its source that spirit of Imperial patriotism so essential to the affiliation, the concentration and the perpetuation of the British Empire, as a great civilising force amongst, the nations of the earth. The Empire Marketing Board asks the peoples of Great Britain and Ireland, as well as the peoples of her world-wide dominions, to demand in their daily shopping the produce of their own country which, in the Imperial sense, is every country under the British flag, provided that it is satisfactory in price and quality in doing this, they will not only m satisfying a natural instinct but they will be taking a real part in a planned and concerted effort to make the British Empire lead the world in organised production and the prevention of waste.