J. Wattie Canneries’ New Warehouse, Penrose, Auckland
NEW SERVICES FOR GROWING MARKETS
With the opening of this ﬁne modern warehouse at Penrose, Auckland, the Company offers a greatly improved service to merchants and retailers in this largest population area in the Dominion.
No longer wholly dependent upon the mixed warehouse, we are now able to carry for complementary delivery, stocks of every product in the Company’s full range; serviced by our own staff, single-minded in their representation and thus pressing every advantage we possess as against competitors.
The importance of this attention to detail in single-minded promotion of Wattie products through our own ancillary warehousing cannot be over-emphasised; and it is an important development from the viewpoint of the grower, no less than the retail trade.
It’s rather reminiscent of the House that Jack built. The grower regards the foodstuffs as sold when he is paid by the processor: the processor thinks they’re sold when he’s paid by the merchant: and the merchant thinks they’re sold when he’s paid by the retailer: while the retailer thinks they’re sold when he’s paid by the customer. (Note that, “the customer” or spelt a little differently – “the consumer.”)
The crops you produce aren’t sold ﬁnally and satisfactorily – opening the pipe-line for more production and more sales – till the foodstuffs are consumed – and somebody gets hungry again.
That’s where our new and enhanced warehouse service plays its important part in the selling cycle. If the merchant delivers the foodstuffs promptly to the retailer, who sells promptly to the shopper, who promptly makes it into meals – the pipe-line of supply stays open and unimpeded, right back to the grower.
This steady, uninterrupted movement of the foodstuffs from the growers’ ﬁelds on to the nation’s tables is fundamental to us all. That’s why J Wattie Canneries Ltd., having opened their own fully equipped and staffed warehouse in Auckland, are watching carefully the emerging need in other areas.
The South Island offers particular problems in the shipping bottleneck. At present, Wattie’s maintain in Christchurch and in Dunedin – as in Wellington – commodious supplementary warehouse space on a rental basis. We are well served by our agents in these territories. Our merchant friends render loyal support to the limits imposed by their multiple representation in many brands and products.
A ﬂeet of ﬁne new delivery trucks has been provided for the more expeditious despatch of the Company’s products throughout Greater Auckland. An interesting point is that, although they are the largest practicable for congested city streets (7-tonners), a full load will frequently get no further than the adjoining districts; for example, Otara, where the volume of sales has already mounted so greatly through such modern outlets as the Otara Supermarket, that our ﬂeet is already fully extended.
After all, something over one-third of the population of New Zealand is concentrated within the Auckland Province, and we have gone out to meet this challenge.
But a company of our size, with its growing roots so deep and so widespread, cannot rest on its oars, nor be wholly dependent upon others for its merchandising. As our Sales Division creates mounting demand for Wattie products, improved services must be established. In this determination lies the security of the future – the growers’, the processor’s, the merchants’, the retailers’, and the consuming public’s. An expanding market proﬁts us all.