NEW ZEALAND LAMB

Poverty Bay Herald, Volume LXIII, Issue 19138, 6 October 1936, Page 6

NEW ZEALAND LAMB

POSITION IN BRITAIN PUBLIC FAVOURITE NO. 1 DISTRIBUTION METHODS ‘‘Now Zealand ranks high in tlio Home market in the popularity of its products, and iu particular its beef and lamb are well and favourably known. With the exception of the partiality ol British consinners for the home-grown article, New Zealand meat occupies the position of ‘Public Favourite No. 1. ” commented Mr. .lames Hair, well known in the meat trade in this district, commenting on the impressions he had .secured during his recent, visit to the United Kingdom. Mr. Hair was able to make a close examination into the marketing end ot the meat business during his stay in Britain, and formed an excellent opinion of the manner in which the Moat Board carries out its work. “The publicity given to New Zealand products by the High Commissioners oft ice and the New Zealand Meat Board is of a high order, being active, regular, and efficient in operation. The regulation of supplies, effected by spreading shipments, has. been of incalculable value to the producer and to the meat trade generally,” said MV. Hair. “The requirements.of the meat market at- Smithfield represent between 80CO and 9COO tons a week. To over-supply or to under-supply this demand is to cause price fluctuation, an undesirable feature in general trade. Take for example chilled beef. Metropolitan London, through the Sirfithfield Market, requires about 110,000 quarters of beef. Should the supply rise to 120,CC0 quarters, the. market is over-supplied and the prices fall. On the other hand, should the supply drop to 90.000 quarters, the shortage' results in a. rise in prices. The same applies to mutton and lamb, only not to the same degree; mutton and Jamb being frozen, the market is less sensitive to fluctuations. VALUABLE SERVICES “Two methods of distribution of meat prevail in Great Britain. One is tho distribution by large meat ’firms, through multiple shops, direct to the consumers. Two large firms have adopted this method. The other is in the hands ot wholesalers who supply the goods to the shops of the proprietor-retailer. The advantages and disadvantages of these methods rest on individual opinion. Both are giving a very useful service in placing New Zealand meat on the British market. What concerns the producer most is the keeping open of as many channels as possible through which the Poiniiiimfs products may flow to distribution.

“While travelling through England. I called on several retailers Who were marketing Now Zealand lamb. Retailers agreed that the colour, shape, and appearance of frozen meat could be greatly improved and made much more attractive by thawing out slowly over a period in a cooling chamber. They were not slow to add, however, that they were retailers only; their job was to sell meat, and not to hold, it for defrosting. “Meat prices for the season just ended have been the best experienced for some years. One factor which played an important part in maintaining prices was the reported shortage in supplies. These reports .were supported by a comparison of freezing figures for the Dominion, each month’s killings showing a reduction on those of the previous year. In view of this anticipated shortage, there was no exertion of pressure to force sales.

“During the autumn months, however, killing figures increased, and by the end of the season most of the anticipation of a shortage had disappeared. These late autumn killings have somewhat overburdened the market, and the opinion is expressed that they may not be cleared before the new season’s arrivals. This position will have a bearing on new season’s shipments j however, the backward season in Australia, together with a lower price ruling at the moment in London, should tend to clear the old stock before our new season’s product arrives in London.

NEW ZEALAND’S ADVANTAGES “Two factors are at present receiving the attention of the meat industry in London. One is the. setting up of an Empire Meat Council, the object of which will he to regulate supplies, homegrown as well as imported. At the moment there is a lack of co-operation between exporting countries and the Homeland, and it is suggested that the Empire council should comprise representatives of tho Dominion Meat Boards, the Home Ministry «f Agriculture, and the Smithfield organisation. Whether New Zealand has much to hope for from this projected uniting of effort is perhaps open to question. At present New Zealand meat, is the best regulated and the best advertised supply on the Home market. The merging of interests may tend to disturb the advantages now enjoyed by New Zealand meat from these causes.

“The second venture is to set in motion a huge advertising campaign. If the plans under consideration eventuate, it will be the greatest advertising campaign yet undertaken in Great Britain. An annual expenditure running into six figures has been suggested, and more or less agreed to. If an agreement is reached it will have the backing of the Empire countries’ export boards, the Ministry of Agriculture at Home, importers, and the biggest meat firms. What has yet to be decided is the method of collecting the neiwfssary funds, and probably this can be done best through the medium of levies. The commencement of levies will present difficulties, however, in view of the varying positions of the bodies concerned.”