CONSUMPTION DECREASE

Taranaki Daily News, 17 August 1935, Page 24 (Supplement)

CONSUMPTION DECREASE

THE MARGARINE POSITION. PRODUCTION IN BRITAIN. The following extracts from the chairman’s address at the annual meeting of one of the largest margarine concerns in Britain will be read with interest: “During the year under review no improvement in butter prices took place. This is not, surprising when I tell you that the record figure of imports of butter into the United Kingdom of almost 450,000 tons in 1933 has been exceeded in 1934, when imports amounted to 490,000 tons. The production of butter in this country remained fairly constant in both these years at 50,000 tons. The butter consumption for 1933 was practically 500,000 tons, whereas it was increased in 1934 to 540,000, so that both imports and consumption of butter during last year were nearly 9 per cent, in excess of 1933.

“I have given you these figures so as to show you that the glut of butter to which I referred last year has not only continued but the situation has been greatly accentuated, and I can only hope that in the autumn of this year when the Ottawa agreement is reviewed that steps will be taken to adjust these abnormal conditions which have had a detrimental effect on our trade. “In the circumstances outlined it will not surprise you that the margarine consumption in this country has decreased, although only 61 per cent.; the consumption figures for 1933 were 178,000 and for 1934 166,000 tons. We have continued to /give every support in the sale of our leading brands by consistent advertising, especially of our popular brand, Stork Margarine, which has been widely brought to the public notice, either through the press, the gift scheme or our house-to-house campaign.” This statement of the margarine position shows how the consumption of butter is stimulated when prices are low and also indicates the value the margarine people attach to advertising, using even the house-to-house canvass to introduce their substitute to the public.