MARKETING EFFICIENCY

Waikato Times, Volume 114, Issue 19012, 1 August 1933, Page 7

MARKETING EFFICIENCY

GREATER CO-ORDINATION. CHEESE COMPARISONS. MR C. J. PARLANE’S REVIEW. The recent proposals put forward by the London Importers’ Association on the subject of marketing of dairy produce are generally commended by Mr G. J. Parlane, general manager of the New Zealand Co-operative Dairy Co., in his monthly statement to suppliers in the New Zealand Dairy Exporter.

“That suggestions such aB the licensing of agents, allotments of quantities, elimination of New Zealand buying agencies and “short” selling, should emanate 'from the importers themselves, confirms the attitude taken up hy our company and supported by our people for many years in advocating that producers should have some measure of supervision over the selling end of their business,” said Mr Parlane.

“While the proposals are obviously tentative and are subject to review by the Dairy Board, their adoption will certainly constitute a pronounced forward movement in the direction of greater efflofency in the selling of our produce. Naturally, there has already been some expression of opposition, particularly from tliose companies who in the past have been fortunate in their adoption of an f.o.b. sales policy, but it has been apparent for some time that such a policy can only be maintained at the expense of the" rest of the industry, and therefore must be curbed.

“Our company’s advocacy of greater co-ordination in marketing has been too frequently expressed to require elaboration, but in order to pointedly demonstrate the necessity for some orderly marketing scheme, I wish to quote some extremely Illuminating details in connection with the samples of cheese from various countries exhibited at the recent Auckland Winter Show. These cheese were brought out specially' for the show as being representative of cheese manufactured in the countries concerned and were all bought on the English market on the same day, this also applying to the New Zealand sample. The countries represented and the market prices reported as being paid were as follows:—English white, 113 s; Soottish coloured, 85s; Canadian white, 775; New Zealand coloured, 4£s; New Zealand white, 38s; Australian white, 38s; South Afrioan white, 38s. Superior Quality. “The exhibit was inspected by technical officers of our company, together with other competent Judges, Including prominent dairy factory managers, the total number present being 14 In all. The cheese was subjected to a very careful examination by all present and then placed in order of preference as shown by the ; Individual opinions expressed. The result was as follows:—The English white and the New Zealand coloured were placed equal first, as being the tw r o best samples; the New Zealand white was placed third; Scottish fourth, Canadian fifth; Australian sixth, and the South African exhibit last.

“When these placings are compared with the prioe list shown above, the extent of the heavy annual loss to New Zealand producers immediately becomes apparent, and there can be no doubt that failure on the part of the majority of dalryfarmers to support any movement for more efficient marketing methods Is largely responsible for this loss. In this case we have a definite Instance where New Zealand cheese, after being shipped to England, landed In the United Kingdom, and ■brought back to New Zealand, Is found to he equally as good as English cheese and much superior to Canadian, but the New Zealand producer has to accept 44s per cwt for It, compared with 113 s for English and 77s for Canadian.

“No more striking illustration, has yet been afforded the industry of realising Just what 13 being lost by reason of the lack of systematic marketing polloy. It Is to. be sincerely hoped that a large majority of New Zealand dalryfarmers will give wholehearted support to this latest movement to improve our marketing methods.”