AS OTHERS SEE US.

Waipa Post, Volume XXIV, Issue 1400, 6 September 1923, Page 8

AS OTHERS SEE US.

LOMMLNWS OPINION OF AUCKLAND. PRODUCE VALUES EMPHASISED. (At the time of the Auckland summer carnival, promoted by the Auckland Advertising Club, a number of copies of the handsome souvenir programme then issued were sent by the New Zealand Dairy Company to its London manager (Mr J. B. Wright, 0.8. E.) They were distributed by Mr Wright to some of the leading produce houses in Britain, as indicating something of the nature of New Zealand, from which so much of the produce they were handling came. The interest evoked in Auckland by that programme is well illustrated by the following letter recently received by Mr W. Goodfellow (managing director of the New Zealand Dairy Co.) from Mr David Greig, wlho is proprietor of two hundred retail shops in London. Mr Greig has been so impressed by this evidence of Auckland’s prosperity that, as indicated in his letter, he hopes some day to visit this “beautiful country.” Mr Greig writes: “ I was very pleased to receive the souvenir programme of the Auckland summer carnival and a supplement of the Waikato Times for March, which you kindly sent me on 17th May. We were all greatly surprised at the size of Auckland, its trade, and especially its output of dairy products. I had no idea that you 'had such fine streets, such as Queen Street, Albert Street, and Hobson Street, or that you had such palatial shops and public buildings. Some of your drapery establishments are evidently the equal of our most up-to-date London houses. I was greatly impressed by the fine post office, public library, and town hall. “ What a good programme you arranged for the carnival. Everybody appears to be catered for. and 1 feel sure it must have been a huge success. “Your climate also is wonderful. There must be a great future in store for Auckland. We here in London know a little of the quality of Auckland and the goods she produces, such as butter and cheese. Personally, I do not think there is any finer quality butter or cheese produced in the world than that which New Zealand produces, and when I say New Zealand I mean Auckland, because, from Auckland we obtain “ Anchor ” butter.

“ The great rival of New Zealand butter has been Danish, but this year the margin between “ Anchor ” and Danish has almost vanished. Only the other day I was speaking to some Danish butter importers, and I asked them what they thought of “ Anchor " butter. They told me they preferred it to Danish. I was rather surprised at this admission, and yet it is only endorsing what many other people are saying, and proving that “Anchor” butter is the great and only rival of Danish, if not its superior. “ I feel certain that if New Zealand in the future takes as great interest in the production of her products, and as great a care in the handling and marketing of them, as she has hitherto done, then her products will lead the markets here in England as regards quality and price. “ The great advantage that New Zealand butter and cheese possess over any other butter and cheese that we handle is that the texture and quality are far superior to any of them. There is more stamina in New Zealand products.

“ r understand Auckland was once the capital; now it is Wellington. That is something like Edinburgh and Glasgow, is it not? Auckland will be able to say to Wellington, as Glasgow says to Edinburgh, “ If there’s anything you want, Wellington, just give me a ring.” “ I shall keep the programme before me, because it has so aroused my interest that I should like to visit your beautiful country.” The foregoing is probably tJhe most valuable testimonial the New Zealand producer has ever had as to the wisdom of applying the principles of big business to his produce. By eliminating over twenty competitive brands shortly after the amalgamation, and concentrating the strength of the New Zealand Co-operative Dairy Company upon producing butter of standardised quality under one brand, it has been possible to develop a goodwill and recognition for that brand impossible by other means. This has also been secured because of the massed quantities of butter that have been available under this brand. By making it possible to secure this high quality butter in big lines the New Zealand producer has simplified the buying task of the London distributor. This letter suggests immense future possibilities to New Zealand producers. What has been done with “ Anchor ” indicates what could be done if the whole of New Zealand butter were standardised under definite recognised New Zealand brands according to the three grades of quality and pushed consistently and uniformly as “Anchor” has been. The elimination of surplus brands and concentration upon New Zealand brands would speedily place the Dominion’s butter in that position of superiority that the London trade admits it is entitled to.