DOMINION BUTTER

Otago Daily Times, Issue 26045, 8 January 1946, Page 5

DOMINION BUTTER

MARKETING IN BRITAIN ADVERTISING CAMPAIGN (Special to N.Z.P.A.) (Rec. 6.45 p.m.) LONDON, Jan. 7. A return to the pre-war practice of selling New Zealand butter in Great Britain under the New Zealand trade mark or brand is at present being discussed with the Minister of Food, Sir Ben Smith, by the Dominion authorities in London. The pre-war sale of butter in Great Britain under trade marks, indicating the quality or the country of origin, was controlled by the statutory regulations of the Butter Marking Order. This provided for several alternative types of branding, of which the following were in general use:—First, the country of origin—for example, English, New Zealand or Danish; secondly, Empire; thirdly, imported. This covered blended butter or butter imported from any source. On the outbreak of war the order was superseded by a defence regulation. This stipulated that no butter should be sold under any mark indicating its origin and quality, and required the use of the word “ National," The regulations also applied to margarine. The chief reason for this decision was to help the retailer. Many people had strong preferences for particular types of butter, and they did not take kindly to some indifferent stocks that came from the Continent before it was over-run by the Germans. But retailers were obliged to take supplies from the Ministry, and no equal division of the various brands could be made. Goodwill Never Higher It is important to realise that even when the defence regulation is eventually rescinded and trade marks or brands are again permitted, the retailer is not obliged to bring any brand to the attention of his customers. He may sell it as “ Home,” “ Empire,” or “ Imported ” butter. Appreciating this, and to combat the publicity given to the return of Danish butter, the New Zealand Marketing Department has recently been advertising the New Zealand product. Its intention is to stimulate goodwill for the Dominion—which, incidentally, was never higher than it is to-day—both, among the public and the retail traders. It is also to encourage buyers to ask for New Zealand butter, and retailers to volunteer the information that they have it. The full effect of this advertising, of course, will not become apparent until rationing ends. During 1945 New Zealand supplied 60 per cent, of Britain’s butter. Australia sent 20 per cent. Denmark 13 per cent., and Britain and the Argentine 7 per cent. From its liberation until the end of 1945 Denmark sent some 27.000 tons of butter to Britain. It is anticipated that Danish shipments may reach 75,000 tons this year. The first shipments of Danish butter after the liberation were not of high quality, but later transport improved and ships reached England more quickly. Colder weather arrived, and consignments were delivered in much better condition. Danish butter, however, is a ‘‘quick marketing” type, and is not entirely suited for the slow processes of rationing. It is, therefore, likely that the quality will again be affected during the summer months. Denmark was the only new source of butter supply for Britain in 1945. It is possible that some Dutch butter may be sent this year, together with cheese and milk powder. The Meat Situation Although NeW Zealand mutton and lamb were not subjected to the regulation preventing their being advertised during the war, it is not expected that the meat trade mark will be brought to the public notice again for some time. The reason, once again, is to prevent the retailer from being embarrassed. Under the rationing system he must accept any type of meat supplied by the Ministry of Food. He can make no choice, and is unable, therefore, to encourage his customer’s individual taste. Just when Britain’s Is 2d weekly meat ration will be increased or removed can only be guessed, and that vaguely.