When the Empire Marketing Board was set up a year
ago and endowed with an income of a million pounds so that it might " further the marketing of Empire produce in this country," it was widely believed—and feared by many—that the whole amount would be spent in adver- tising. The Board's first report, which can be had post free on application to 2 Queen Anne's Gate Buildings, S.W. 1, shows that it was misjudged. Publicity for Empire goods is desirable. But the Board has set out first of all to enlarge the supply of Empire produce and to improve its quality. Therefore it is spending large sums on scientific research into, for example, the effects of cold storage, the deficiency of mineral salts in certain pasture-lands and the improvement of the keeping quality of fruit. Further, it is inquiring into trade methods and trying to modernize them, especially in regard to fruit and dairy produce, where there is much waste. Publicity through newspapers, posters, lectures, competitions and exhibitions is the last stage in the process by which the Board will ultimately benefit every producer throughout the Empire and every consumer here.
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