Evidence of the value of the new canning industry is
satis- factory ; but there are prejudices to be overcome, and they should be noted by every household caterer. For instance : " a peculiar prejudice against British canned fruits and vegetables is being experienced by all retailers owing almost entirely to the novelty of the products as compared with the familiar peach, apricot or pineapple." This dislike of novelty is one of the marks of the British consumer, especially when compared with the American. An American advertiser once told me that in his country you could advertise the public into buying anything, for a year or so ; but when you ceased pressure, the public ceased buying. In Britain, on the other hand, storm tactics had a most disheartening effect, and were indeed a mistake ; but that when you did find a client he bought your food product regularly for the rest of his life. One American firm changed its whole system of advertising to suit this insular psychology. This may perhaps encourage us to hope for a steady growth in the taste for British canned food. The one new canned food that the poorer consumers have greatly appreciated appears to be the canned dried peas. They are naturally cheaper than the excellent tinned green peas. It is an interesting fact—not noted in the leaflet—that special varieties are being bred solely to fit the canning industry.
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