CONTROL BOARD

Northern Advocate, 25 November 1925, Page 11

CONTROL BOARD

the name unfortunate

In the course of an interview with the "New Zealand Times" the Hon. W. Pember Reeves said: — "Another, matter which strikes me is the amount of trouble which we have been talcing to gain control over some of our supplies to England, so as to ensure an adequate amount arriving and not to flood the market at any one moment. It seems to "me it is a very small matter —but it seems to me that the selection of the word .'control' for the title of our various bodies —the Meat Control Board, the Dairy Produce Control Board, and so on —is a little unfortunate. The word is one which is likely to receive little sympathy at the other end. Its implication will be that colonials are attempting to gain control of the market. The less said about control the better. "There is one very big thing, in this connection, which we shall have to consider, and that is scientific advertising. This will have to be adopted to a greater extent than it has been hitherto. You see, we have done just about everything possible at this end, and now we must consider the other end, and see what steps can be taken to improve our position. The amount of ignorance in Great Britain is really extraordinary. The people we must reach are the small retailer and the consumer — to them our advertising must get home. The people are ignorant about our goods, where they can be bought, what price they should give, and everything else. lam inclined to think that this is a, side of the marketing of our products which needs a great deal of inquiry and on which a great deal can be done."