NEW ZEALAND BUTTER

New Zealand Times, Volume XXXIII, Issue 7399, 29 March 1911, Page 2

NEW ZEALAND BUTTER

THE GREAT ADVERTISING CAMPAIGN. WANTED AN AUTHENTIC ACCOUNT. Information of tho big advertising campaign being conducted in Britain in regard to New Zealand butter is finding its way out bo the Dominion, but all the inf (rmatior. available emanates from newspaper o> rrespomlents who have no tpecial acquaintance with (he industry or even tho market end of it. Ono London correspondent sees a splendid result- from this booming of New Zealand butter among the readers of tho “Daily Mail.” While, no one will deny that the advertising will do great good, especially the stylo of advertising adopted by Messrs Mills and Sparrow—showing a map of New Zealand (with the dairy factories indicated) occupying the front page of tho beat paper for the purpose in England, and accompanied by a list of ‘ the grocers whore Now Zealand butter may bo obtained—there is reason-to doubt the happy result pictured by a recent London correspondent. Ho says i “Sold ynder its own name it will nvako many converts - and establish a reputation among tho public as it has among tho experts in the trade/ 1 Xf "all we have heard from reliable men in tho butter business bo true this is altogether misleading, for the simple reason that it will not pay the Home grocer to sell a butter under its own name of which he cannot secure a constant supply throughout tho year. Ho must maintain a-but-ter of a uniform character and at as near as possible tho one price at all seasons of the year. Therefore he . must have recourse to blending. Then, again, there is something in the. spreadable butter argument. Ono serious drawback to selling New. Zealand butter under its trno. designation, oven supposing a constant supply could be mamtained, is that tho channel through which it reaches the Homo market is constantly being changed. A man is not going to create a demand for a brand which may bo going to a rival tho next season. Unfortu-. nately the information reaching the Dominion regarding our produce on Homo market either emanates from interested sources or men not in close touch with tho trade. There is a pressing need for unbiassed and reliable reports. The Loral-on representative of i the , National Dairy Association should bo able to furnish just the information desired, but apparently bis reports are treated as confidential documents, _ only available to the men who pay for his services.