BUSINESS SLOGANS.

Wairarapa Age, 7 January 1926, Page 4

BUSINESS SLOGANS.

"An apple a day keeps the doctor away” is now very hackneyed as a slogan for the fruit producer, but it is evident that other forms of enterprising advertising in Britain have improved the consumption of fruit. This/fe a campaign the success of which has just been noted by the Glasgow Retail Fruit Trade Association. New Zealand fruit producers have for some years agreed to a small voluntary levy on each case of exported fruit, for the purpose of advertising their product in the English market. A contribution is made to the important central English organisation of? fruit and potato growers for this ptftpose, and some distinctively New Zealand publicity has also been undertaken during the last two years. The consequence is that on the average, New {Zealand apples realise a slightly higher price than those from Tasmania, certainly a good deal more than the amount of the advertising levy. More is to be done this season, and the policy is absolutely essential, because the production of fruit from our orchards has gone far beyond the capacity of the New Zealand market to absorb. Our producers are definitely committed to a steady export policy. They have sent away as much as 240,000 cases of apples' in a season, but this year they expect to reach a total nearer 400,000 cases. The conditions of transit have been improved, and the hazards of the business greatly reduced. Thus another important phase of wealth-pro-ducing export has grown into being, and with judicious encouragement of consumption by means of advertising in the great centres of the United Kingdom, there need be no fear that we will fail to dispose of our surplus' production.