Swatting A Prejudice

NZ Truth, Issue 1103, 20 January 1927, Page 4

Swatting A Prejudice

. — ■ — - "♦■ Making the Products of New Zealand Factories Known

' '•" ; "New Zealand Truth has frequently pointed out that a- marked prejudice exists against New Zealand-made goods and it has .continually stressed the point that this prejudice is foolish and based, up on no solid foundation. '7 But its existeiice/is hindering internal development m the Dominion, andTthe time has come when a concerted attempt should be made to destroy it. .

THAT. this is realized by those most interested^has been shown by the -formation of. a New Zealand-made Preference League along similar lines to. the- highly successful Australianmade Preference . League, and it is probable that within the next couple of months this organization^ '.will be firmly established not only m the four principal centres but also m the main country districts. So far as "Truth" has been able to ascertain, the League has been founded on the right principle, and its sole object' is to popularize New Ztealandmade goods.. It hasT a tremendous task ahead of it, but efficiently managed,, it should prove successful. •" •'' There are several pitfalls, how- . ever, which it must avoid. In the first placej it must be national and T not parochial,- and, secondly, it must preach the purchase of New Zealand-made, goods not as a sen^ timent but .as a sound business r venture. ■ Nobody desires to see ''.■■tie locallymade article purchased simply because it is .made m. New Zealand by New .Zealanders for New Zealanders. It should be purchased because, the quality is ■ the equal or the superior of, the imported and the price is attractive. Such is undoubtedly the "case to-day, but unfortunately 'it is not fully realized by the general public. That's where the League should enter the arena and make its presence felt. The League which is being formed is pledged not merely to the interests of secondary industries. It stands for both secondary and primary, industries' and its object is to . equally boost the products of farm : and factory. ■•'■.;-'' Its ' policy,' therefore, is sufficiently broad-minded to appeal to all,: and m the opinion of "Truth" is should disassociate itself from all tariff questions and simply aim 'at the popularizing of Ne.w .Zealand-made goods. There is sufficient work m that ;direction to -keep it busy without neces-' sitating interference m. what are.-pure-ly political questions. During the last few years the principal defect noticeable in' connection with New Zealand-made goods -,fhas been the lack of enterprise on the part of manufacturers. They have -been far too parochial and. they Thave not advertised their product^' on a. national It is a sorry, truth that to-day comparatively 'few New Zealanders realize to -any degree the success and extent of our manufacturing interests. Everybody knows .what we produce m the way of primary products, but very few have any idea , of the articles that are manufactured m our factories. Even .when they have, v they find it extremely /-difficult more often than not to secure' New Zealandmade goods, inasmuch as the lack

/of advertising on the part of the makers leads retailers to prefer. „ to stock and sell well-advertised ' overseas goods. The formation of the league will, to a large extent remove *this disability, and if individual manufacturers will only avail themselves of the effect a publicity campaign m favor of New Zealand-made goods must have there is no valid reason why they should not materially, strengthen their position. '• " ■ TJie League's campaign will prepare the way and if judiciously followed by individual campaigns on bohalf of certain manufactures the ultimate result will be a widening of the market for local goods. ''■•'- This inevitably will mean mass pro» duction, and consequently a reduction m overhead and production costs, thus enabling reduced prices to consumers. It is obvious, however, that no matter how great the trend m favor of the home article may be, New Zealand manufacturers will still require certain increases m the protection at present afforded them by the tariff. With the general public price Is often placed before quality, and the result is that owing to dumping and the manufacture of certain goods by cheap labor, the local maker will not always be m a position to withstand overseas competition. .'■'•• '■. He stands, -ho chance 6f proving the quality and workmanship of his products; he is unable to enlarge his market. Handicapped, as he very often is, . by lack of capital, he is forced to struggle on from hand to mouth, unable to properly advertise his goods. Increased protection, however, will give him a ; chance to capture the market, and once he has done that there is no reason at all why he, should not be able to reduce prices and successfully combat overseas competition. "Truth", "wholeheartedly supports Protectionism, believing that it is required for, the future prosperity and well-being of the Dominion as a whole, but the at the same time it has very decided opinions as to. where protection is required. "' v * ' ' 'AH our secondary industries do not require it. There are some which are m the happy position of being able to flourish and progress as the tariff at present stands. 'Others cannot. Sweeping requests. for all-round tariff increases are, therefore, to be discountenanced. Preference should be given to those industries which really require assistance, and tariff protection should not be restricted to any one class. Manufacturers- and primary producers both require it. But as important as tariff protection is the necessity for the breaking down of the foolish and even stupid prejudice against the home-made article. That's where the League is going to do its best work. ■, .