BREAD CONSUMPTION

Manawatu Standard, Volume LVI, Issue 64, 13 February 1936, Page 3

BREAD CONSUMPTION

NEED FOR STIMULUS. BAKERS FAVOUR CAMPAIGN. WANGANUI, Feb. 11. Protracted discussion arose from a paper entitled, “Trade Problems Allied to Bread Consumption,” read by Mr R. T. 11. Norton, Lyttelton, to the New Zealand Master Bakers and Pnstrypooks’ Association’s conference this afternoon, after which the following motion was carried: “That should the Wheat Board approach the association with an eat-more-bread campaign the deputation to wait upon the Minister he empowered to assure him that' the industry will endeavour to support it to its utmost.”

.The-paper left ample room for criticism, which lasted practically all the afternoon. Mr G. K. Mathieson, Auckland. said that now restrictions had l>een placed on Canadian flour importations there would he a great deal of experimenting in local flours. He also touched on the point that breakfast foods were finding more popularity, which was detrimental to bread consumption. “These breakfast food men.” said Mr Norton in reply to a question, “have got ahead by boosting their lines and by reaching the housewife, who is the buyer, through advertising. We’ve got to get right down to the child at school to tell them what food value in bread is.” “The public like a change,” said M'r F. S. Birch, Palmerston North, stating his opinion as to why the consumption of bread was on-the decrease, “but all the boosting in the world wouldn't bring the trade back to whole it was a few wears ago. We have also to contend with smaller families.” Mr F. W. D. Sin cook. Christchurch, said that the aroma in bread was lacking to-dav owing to the use of compressed and not brewer’s yeast. Abo modern ovens did not bake with the same sweetness. Speaking on the vhite versus brown controversv, he ;nid tests had proved tha+ white bread had. a more nutritive value. ADVERTISING BREAD.

The question of advertising bread vas brought iorward and it was sugkpsted that the Government would ake over the collection of the ton ’evv which was now operating in the South Island and apportion the amount between national advertising and organising. Mr A. McDonald, late experimental baker at the Wheat Research Institute, Christchurch, said the quality of wheat had to be obtained. “I think that •hose in charge of Lincoln College ore following the wrong lines, playing up to the farmer by emphasising the importance of the yield,” he added. If they extended their researches on Marquis. Jumbuek a.nd Garnet wVeat, he ■onsidered much more satisfactory remits would ho obtained. “Flavour was the thing,” he declared, and there was no comparison between bread made with. Canadian flour and that made with New Zealand flour. The best bread improver, as he lia.d ioiuid in tests, was nmlt. Mr J. O. Boniface, Palmerston North, said bread flavour was very much the bone of contention. Modern methods and machinery, too. were factors which had a tendency to turn out a machine-made product perhaps not as attractive to the public as it should he. Another factor which tended toward a decrease in bread consumption was the lack of constant attention to harvesting and milling. This had a detrimental effect on the flavour and composition of bread, and the conference would have to endeavour to device means of overcoming the situation. He considered the time was overdue for a national advertising campaign.