NEW ZEALAND PRODUCE.

Otago Daily Times, Issue 21019, 7 May 1930, Page 21

NEW ZEALAND PRODUCE.

A FINE EXHIBITION. THE POWER OF A NAME. (Froji Omi Own Correspondent.) LONDON, March 27. New Zealand and Canada have the principal exhibits in the Empire Marketing Board’s section at the Ideal Home Exhibition. With the new Empire Hall in use there is plenty of room for the exhibitors this year, and both New Zealand and Canada have conspicuous “ cor* ner sections” with a frontage of over 50ft.

With such a large assortment of tinned and. bottled goods to work on Canada has undoubtedly the more spectacular display. In this connection it may be interesting to tabulate what is contained in a hamper which this dominion is selling for £l, delivered in any part of the country. This useful case contains maple syrup, tomato ketchup, breakfast cereal, raspberries, cherries, salmon, tomato soup, mock turtle soup, meal loaf, rindless cheese, macaroni, baked beans, plums, peaches, pears, honey, beetroot, tomatoes, peas, sugar cane, and' lobster. The assortment is an attractive one, and doubtless the distribution of the cases acts as a good advertisement for the dominion.

It was fortunate that the Tainui apples arrived* in time for the exhibition.' A good selection of Gravensteins and Worcesters adds a fine splash of colour to the New Zealand stand. These are con tained in gilded and be-ribboned baskets and a number of full cases is also shown. Bags containing three samples are being sold for 6d, and the public arc being informed that New Zealand apples are “ the finest the world produces.” A refrigerated cabinet occupies the corner of the stand, fn this are freshly cut joints of lamb with notices to indicate what they are. At the back, on the right, is a very realistic butcher’s shop with a row of lamb carcasses hung on hooks. One carcass is laid on the block, and beside it is the model of the botcher sharpening his knife. THE OCEAN ROUTE. Along the back of the stand is a welllighted seascape. On the right is a map of New Zealand, on the left a map of -England. From one to the other models of ships are continually moving, three being at various stages of the journey at one and the same time. MECHANICAL' FIGURES. The now well-known figure'of “Imperial Bee ” hands out the placards on which are words of wisdom regarding New Zealand honey—" Straight from the sun-drenched meadows of New Zealand," “Builds up muscle; builds up bone,” or “ Will build you up from weakness to strength,” A new working model to

goods-which the buying public demands—but more important still it demonstrates the real practicability of that which should be our theme “ Buy New Zealand-made to create a contented .people, and to present a unified front to foreign competition.”

draw attention to the apples shows a rosy-faced boy seated at a table with an interested dog beside him. Prom time to time the boy raises a red apple to his mouth and chews with evident appreciatioit, while the dog looks up with an expression of envy. Well-printed placards give information regarding quantities and conditions of production in the Dominion. The main theme, however, is “New Zealand—the land of sunshine products.” Two beacons illuminated at regular intervals carry the inscriptions—“ Buy New Zealand butter,”,** Buy New Zealand cheese.” The Empire Marketing Board, the publicity section of the High Commissioner’s Department, and the four produce boards have combined to arrange the stand. Not far removed from the official stand the proprietors of “ Anchor ” brand butter have a stand which attracts large numbers of people. The feature of this is a model of a Waikato farm and factory, The green fields, the hills, and a waterfall and stream are realistically modelled, lorries carrying milk cans move up to the factory and the machinery inside the factory is shown in motion. In the background is a herd of c'ows being driven down the hillside. THE VALUE OF A NAME. Producers will be interested—perhaps a little surprised—to hear how their produce is marketed by a certain wellknown firm. The principle is to advertise a name, which I will call “ Bright Eyes,” The packets of butter are labelled “ Bright Eyes, the perfect butter —Bright Eyes choicest cream butter.” A scene on the paper wrapping reminds one of green fields and running water. Now this is perfectly good butter, for it is the best New Zealand butter, chosen by someone who knows the brands. New Zealand butter up’to the,necessary standard is put through a machine which gives it an increased softness, after whicli it is put up in 11b packets. “Bright Eyes” is then sold as “Bright Eyes.” No secret is made of the fact that it is New Zealand butter, but neither the grocer nor the customer asks where it has come from. It is just “Bright Eyes,” and the quality is good. There is “ Bright Eyes ’* cheddar cheese, made up in most attractive packets. Inside are’ small pats done up in silver paper. On the packet is the inscription: “ Bright Eyes, the perfect cheese, made in England from Empire produce, no preservatives.” Now, this is delightful cheese, and the silver-papered pats are fresh and moist.

There is no secret about the cheese if one inquires. It is good New Zealand cheese-t-perhaps a blend of early season’s and late season’s cheese. Or it may be a blend of New Zealand and Canadian. The object, however, is always to keep it up to a certain standard of quality, and to distribute it in a soft and fresh condition. The firm is showing the good--at many trade exhibitions, and the name not “ Bright Eyes,” of course—is becoming- well known among retailers. Doubtless, the firm is well repaid for the trouble it takes in making up this New Zealand produce and giving it a distinctive name. If the Government should decree that the name of the place’of origin be printed on the wrapper the firm is quife ready to do so. In the meantime consumers, and even retailers, are not over-anxious to know where it comes from, so long as it is good.