Weddel’s World
WESTFIELD
TOMOANA
PATEA
KAITI – in conjunction with Gisborne Sheepfarmers Freezing Co. Ltd.
QUARTERLY NEWSLETTER
ISSUED BY W.& R. FLETCHER (N.Z.) LTD
Registered at Post Office Headquarters Wellington as a magazine.
APRIL, 1977
U.K. LAMB MARKET NOT A TRUE REFLECTION
The Chairman of the Meat Exporters Council, Mr W. F. Leonard, warned farmers in March not to overact to the recent fall in the price of lamb in Britain as this was not a true reflection of the lamb marketing situation. Mr. Leonard said that lamb prices in Britain traditionally fell during the first two months of the year, and this fall had always been followed by greater interest by wholesalers and retailers to push sales of New Zealand lamb.
He was confident this situation was about to take place in Britain.
Mr Leonard said he was disturbed by reports from London about the catastrophic fall in the price of lamb, and reports that prices had fallen to record low levels.
“This just simply isn’t true, and has led to an overreaction, largely emotional, over the recent drop in wholesale prices for our lamb.”
Mr Leonard pointed out that the facts were that New Zealand lamb was showing what really should be considered an artificially high price throughout November to early February. The situation had been compounded because there were inadequate supplies of lamb available for volume sales due to the interrupted start to the killing season and the price had remained artificially high.
“Then around the middle of February large supplies of lamb arrived in Britain and the price dropped, but this price drop was accentuated as the reduction over a period of two weeks reflected the normal fall that would have occurred during a six week period in other seasons.
“For example the PM grade was selling ex-depot at the beginning of January at 48½ pence per pound and this dropped to 42½ pence in February, but in 1976 the comparative prices for the same period were 34½ pence and 30½ pence.
“So the comparative price fall this year has been only two pence more but what everyone is forgetting is that the present low price is still 33 percent higher than last year.
“This has been reflected by the fact that the current schedule is still about 50 percent higher this year to the farmer than last year’s rates and reflects the fact that the situation has become over emotional now,” Mr Leonard said.
The Executive Chairman of Towers and Company of London, Mr John Buxton, said he fully agreed with Mr Leonard’s views but added that the present situation had emphasised the need for a properly organised strategy for New Zealand lamb sales to Britain.
Mr Buxton, whose company is the marketing company for four major New Zealand meat exporters, was visiting New Zealand for discussions with his partner companies.
He said that the present situation in Britain should never have arisen as it was the result of a severe shortage of lamb towards the end of 1976 as a result of the success of the lamb diversification policy.
While he saw the true value of diversification Mr Buxton said that it should be run in conjunction with marketing to Britain, which still was and would remain New Zealand’s largest market.
“Diversification should be developed and not run as an ad hoc exercise as it is at present.
“A steady flow of product is necessary to such a large market as Britain.
“Because of the lamb shortage last year sales in the final quarter were 50 percent lower than predicted and this led the price to rise to 48½ pence per pound a level it should never have reached.
“At this price New Zealand lamb would have met customer resistence, a circumstance that the industry could not really afford in a market where it is competing against cheap meats such as pork and poultry.
Mr Buxton stressed that lamb was not alone in coming under pressure, as the prices of all other meats had fallen, precipitated by the devaluation of the Irish pound which led to imports of cheap Irish beef.
He said the situation had also been aggravated by rumours of an extremely tough budget towards the end of the year, the result of which was a dramatic increase in spending on durable goods.
As a result meat had come under pressure and with reduced money available for food, meat consumption had fallen.
But overall he was optimistic about the future of New Zealand lamb for the rest of the season.
“One of the retail market leaders, the Sainsbury supermarket group, has already reduced its retail price list, and this will have the follow-on effect of encouraging consumption.
“It will also put pressure on other retailers to follow suit, and this in conjunction with the large Meat Producers Board promotion, should see an increase in lamb sales with a resultant rise in wholesale prices.
“Even though, through extraordinary circumstances, sales are presently well down, I have no doubt the exporters will be able to market all the product expected in Britain this year.
“I see no reason why New Zealand lamb should not yield a mean price of 45 pence per pound ex depot for a PM lamb over the year based on an expected volume of 220,000 tonnes, provided, and I must stress this, the present intervention price is withdrawn.
Mr Buxton said that the success of New Zealand lamb on the British market was threefold: it was consistent, it was well promoted, and it represented good value to the consumer.
“The third point is the most important and we must be careful that we don’t force the price too high or we could see the same situation again.” Mr Buxton said.
Japanese Interest in NZ. Meat Meals
Japan is expressing increasing interest in importing meat and bonemeal from New Zealand.
During a recent visit to Fletcher’s operations, Mr K. Tanmoto and Mr Y. Nakamaru of Toshoku Ltd made this point in discussions on future supplies of meat and bonemeal.
The two men inspected the production of meat and bonemeal at the Westfield Freezing Company and Nelson’s (N.Z.) Ltd’s Tomoana works in Hastings.
To date Toshoku’s main interest has been in the Tomoana product which they said was regarded to be the best imported from New Zealand, and Mr Tanmoto said that his company had many customers who insisted on being supplied only with the Tomoana brand.
He said that Toshoku believed that market trends in Japan indicated a regular and increasing demand for protein meals from New Zealand, and his company was therefore keen to cover their customer’s requirements from surplus production which becomes available for export.
Both Mr Tanmoto and Mr Nakamaru considered their visit to New Zealand to be very beneficial and said they were impressed with the production and standard of the meat and bonemeal manufactured at Fletcher’s works.
Photo caption – Mr K. Tanmoto, at Tomoana, with from left, Mr H.J. Beauchamp, W. & R. Fletcher’s by-products manager, Mr A. Edwards, the Tomoana works manager, and Mr G. Armstrong, assistant manager, by-products.
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