THE MEAT BOARD

Timaru Herald, Volume CXXV, Issue 18412, 2 November 1929, Page 11

THE MEAT BOARD

VALUE OF PUBLICITY. AN AUSTRALIAN TRIBUTE. The efficacy of the New Zealand Meat Producers’ Board publicity in Great Britain is attested by the London correspondent of the Pastoral Review, who speaks of the enormous influence which must accrue in the retail section of the meat trade from the activity of Mr R. S. Forsyth, the Board’s London manager, in issuing to the trade literature and advertising devices in the form of window streamers, circular discs, silhouettes of typical New Zealand lambs and other coloured notices to promote the sale of the Dominion’s meat. Reports of the reception of this campaign, he says, prove its value to the trade, while he understands the issue of New Zealand meat cookery booklets is this season being increased to 2,000,000 copies. “Last month,” relates the correspondent, “I had the experience in a retail meat shop of being pressed to buy South American lamb in place of New Zealand .mutton, the shopman doing his utmost to persuade me to this course, thereby revealing the fact that he was striving to sell me at New Zealand meat retail prices an article which he obtained at a penny or more per pound less than the Dominion product. My opinion was that South American trade parties in Great Britain were probably propagandising the retail section strongly to this end, and my advice to Mr Forsyth was that the New Zealand trade should meet the position by doing likewise. My only hope is that the New Zealand Meat Producers’ Board will make it possible for Mr Forsyth, who has already, I believe, contemplated the move, to carry out such an activity by means of one or more travelling propragandists who could secure the favour of the retail trade.

“All this discussion of meat propaganda impels the thought that Australia might do an immense amount of good in expanding the demand for Australian lamb, mutton, and beef by organised steps of propaganda through trade channels. I refer to trade activities, as distinct from the ordinary advertising to the public by the Empire Marketing Board and Australian authorities, and it is clear that there is a vast amount of room for promotional work on the part of one whose sole activity on behalf of Australian producers would be to increase the favour of Australian meat in markets and shops all over Great Britain. “Mr Forsyth informs me that arrangements have now been made for the investigation of the problems of the fuller retention of bloom and condition in New Zealand meat by a survey of the subject to be engaged in by some shrewd investigators. These will include Dr. Efter Griffiths and Dr. Vickery, who, I believe, will proceed to the Dominion in the autumn and view the conditions in the preparation, transport, and marketing of meat and report thereon.