THE DIRECT MESSAGE

Poverty Bay Herald, Volume LIII, Issue 16389, 11 July 1927, Page 7

THE DIRECT MESSAGE

PRODUCER TO ENGLISH RETAILER

FRUIT BOARD'S UNIQUE PLAN

(Special to the Herald.) WELLINGTON, this day. New Zealand fruitgrowers are experiencing a line, export season, the demand for New Zealand apples in

Britain being ho good that there will probably be an average gross return

of 19s per case. They have been participating in a. national "Eat More l-'ruit" campaign in Britain, and have, also made a special New Zealand appeal which has taken a now I'orm. "A Message from New Zealand Fruit Growers to the Retailers of Britain" was -prepared early in the season by the Fruit Export Board, and published in the form id' an attractive illustrated booklet in England, the distribution being managed by 001. Gray, the fruit-growers' representative in London. This direct message to the trade opens with the statement: "Our object in talking to yon retailers in the Homeland is to establish a good understanding with you. We nro commercial fruit-growers wishing to conduct our business on your own well defined lines, keeping to tho usual channels of trade, but wo know that our export business can only be developed with;: the co-operation of English retailers. We arc organised growers, and wc want to use our organisation to reduce production costs. . . . By efficiency and economy all along the line from producer to consumer, the charges for all services will be such that our fruit can be sold at retail prices making for large turnover and regular and increasing demand."

The advantages of New Zealand for fruit growing are described, the extent of the industry indicated, and detailed information given regarding the functions of the Fruit Export Control Board. The Government grade standards arc reproduced and the retailer is told of the Government guarantee and the strict inspection system. The letterpress is not lengthy, as an endeavor has been made to picture the industry by phonographic methods. The filial point made is that of the mutual trade interests of Britain and New Zealand. The, strong and growing sentiment in New Zealand that we must increnso our British buying is stressed, and it is remarked that business is best developed on the basis of mutual exchange of products. "We seek the goodwill of the English retailers," concludes this message, "and we have endeavored to briefly explain how r we have endeavored to deserve it. May we ask in return that, you become a" friendly .advocate of New Zealand fruit for your customers, that you display suitable advertising matter which we hope to provide for your use, and that the retail price be fixed at a point which, while giving you a fair profit will encourage a greater turnover of our product?" This message has been circulated to over 12,000 fruit retailers in the United Kingdom.