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2017 | OriginalPaper | Chapter

5. Diversification of Meat Exports

Author : David Hall

Published in: Emerging from an Entrenched Colonial Economy

Publisher: Springer International Publishing

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Abstract

Chapter 5 reports how diversification of meat markets was a continuous evolution with the most significant new markets being the USA and Japan. Producers had identified the need for new markets as early as 1945 and, in 1947, the Meat Board set aside significant resources for seeking and establishing new markets. Success, in terms of tonnage sales comparable with those to Britain, came in the late 1950s and 1960s when New Zealand successfully diversified meat exports through mutton sales to Japan and beef sales to the USA. Exports to Britain were maintained despite the successful diversification and meat became New Zealand’s most successful export sector in 1970, earning in real terms three times the revenue earned in 1950 whilst doubling the tonnage exported.

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previous chapter Meat and the British Market
next chapter Dairy and the British Market
Footnotes
1
On average through 1945 and 1946, there were two articles each month in Straight Furrow mentioning the need for new markets.
 
2
Meat Board Minute Book 9, 07/03/1947, 454, ANZ.
 
3
Meat Board Minute Book, 10, 28/04/1953, 934, ANZ; ‘Farmers Forum: In the Market’, Straight Furrow, 01/08/1954, 19, ATL.
 
4
‘“Hard Sell” Is Succeeding’, Straight Furrow, 04/09/1968, 16, ATL.
 
5
‘Graph Prepared by the Meat Board’, Straight Furrow, 08/04/1970, 17, ATL.
 
6
‘London or Washington?’, Straight Furrow, 15/04/1946, 1, ATL.
 
7
Harold Leov, ‘Ewe Mutton’, Straight Furrow, 15/06/1946, 27, ATL.
 
8
‘Meat and Wool Section’, Straight Furrow, 15/07/1950, 15, ATL.
 
9
‘Trade with the United States Must Be Handled Carefully’, Straight Furrow, 15/11/1950, 3, ATL.
 
10
Roger Buchanan, The Last Shepherd: Anecdotes and Observations from Five Decades in the Wool Industry (Wellington: Ngaio Press, 2012), 161.
 
11
‘Here’s What Americans Think of N.Z. Meat Imports: Acceptance in Many Quarters’, Straight Furrow, 15/12/1950, 3, ATL.
 
12
‘America Must Be Our New Market’, Straight Furrow, 15/11/1951, 5, ATL.
 
13
‘Trade with the USA: Many Factors Need Careful Handling’, Straight Furrow, 01/04/1952, 7, ATL.
 
14
Robert D. Hopkirk, ‘There’s a Market in the USA. For Good Quality Lamb’, Straight Furrow, 01/01/1954, 7, ATL.
 
15
‘Otago Executive Discussions’, Straight Furrow, 03/12/1958, 21, ATL.
 
16
‘Beef Shipment to America: Board Chairman’s Statement’, Straight Furrow, 01/05/1953, 16.
 
17
Minutes of the Meat and Wool Section Council, 04/02/1953, Federated Farmers 90 – 343 MSY−2732, M&W168/1953, 3, ATL.
 
18
‘Meat Handling Conference Proposed’, Straight Furrow, 16/04/1958, 20, ATL.
 
19
‘Meat Exports to Other Than U.K.’, Straight Furrow, 01/01/1954, 14, ATL.
 
20
Robert D. Hopkirk, ‘Unrealistic Approach to Opportunities in American Market’, Straight Furrow, 01/02/1954, 16, ATL.
 
21
Robert D. Hopkirk, ‘Meat Handling Methods in USA.’, Straight Furrow, 01/04/1954, 10, ATL.
 
22
‘What Are the Prospects for Increased Lamb Exports to USA.?’, Straight Furrow, 01/01/1956, 24, ATL.
 
23
‘Great Future for Meat Exports: Too Much Pessimism’, Straight Furrow, 16/07/1958, 3, ATL.
 
24
‘U.S. as New Primary Exports Market for N.Z.’, Straight Furrow, 19/03/1958, 3, ATL.
 
25
‘Potential of USA. Market for Lamb’, Straight Furrow, 06/08/1958, 34, ATL.
 
26
‘Invitation to U.S. Farm Leaders’, Straight Furrow, 07/05/1958, 4, ATL.
 
27
‘Meat and Wool Chairman’s Annual Address’, Straight Furrow, 01/07/1959, 8, ATL.
 
28
‘Meat Industry Review’, Reserve Bank, October 1981, 458, gives the best description of the differences between American and New Zealand grown beef and why that made New Zealand beef suitable for the processed food industry in the USA, ANZ.
 
29
‘Beef Markets in USA and Japan Opening for N.Z.’, Straight Furrow, 06/01/1958, 13, ATL.
 
30
‘Cleanliness of Export Meat’, Straight Furrow, 05/03/1958, 12, ATL.
 
31
‘Boneless Beef Processing Meat Shipped to USA.’, Straight Furrow, 02/04/1958, 4, ATL.
 
32
‘A Mistake in Lamb Exports?’, Straight Furrow, 21/12/1960, 6, ATL.
 
33
‘Meat and Wool Section Chairman’s Address’, Straight Furrow, 01/07/1959, 7, ATL; ‘Mr D. J. Ormond’s Address to Electoral Committee’, Straight Furrow, 02/09/1959, 5, ATL.
 
34
‘Revolution with Selling Drive’, Straight Furrow, 15/05/1963, 32, ATL.
 
35
‘U.S. Tariff Commission to Consider Lamb and Mutton Imports’, Straight Furrow, 20/01/1960, 1, ATL.
 
36
‘N.Z. Must Watch How the Wind Blows Overseas’, Straight Furrow, 20/07/1960, 5, ATL.
 
37
Meat Board Minute 12, 03/03/1960, 1644, ANZ.
 
38
‘Need to Get Alongside USA Farmers’, Straight Furrow, 07/09/1960, 1, ATL.
 
39
Meat Board Minute Book 12, 04/08/1960, 1680/81, ANZ.
 
40
Meat Board Chairman to Minister for Agriculture, 05/05/1960, Meat Export Development Company (New Zealand) Limited – General, AAFZ W1318 7174 Box228 1, ANZ.
 
41
Meat Exporters Association to Minister for Overseas Development, 20/06/1961, Meat Export Development Company (New Zealand) Limited – General, AAFZ W1318 7174 Box228 2, ANZ.
 
42
Meat Exporters Association to Minister for Overseas Development, 20/06/1961, Meat Export Development Company (New Zealand) Limited – General, AAFZ W1318 7174 Box228 1, ANZ.
 
43
Hayward, 116.
 
44
‘A Mistake in Lamb Exports?’, Straight Furrow, 21/12/1960, 6, ATL.
 
45
‘More Understanding Wanted by U.S. Farm Editor’, Straight Furrow, 01/02/1961, 11, ATL.
 
46
‘Change of Front’, Straight Furrow, 18/01/1961, 5, ATL.
 
47
‘The Great Breakthrough?’, Straight Furrow, 08/08/1962, 14, ATL.
 
48
‘USA Market for NZ Lamb’, Straight Furrow, 18/09/1963, 5, ATL.
 
49
Meat Board Minute Book 13, 04/12/1963, 2044, ANZ; Treasury Note: Meat Export Development Company (NZ) Ltd., 02/11/1971, AAFZ W1710 7174 Box 120 Meat Export Development Company (New Zealand) Limited − General, 1, ANZ.
 
50
Minister of Agriculture to Deputy Chairman of the Meat Board, 03/09/1964, AAFZ W1318, 7174 Box 228 Meat Export Development Company (New Zealand) Limited − General, ANZ.
 
51
‘Meat Export Problems’, Straight Furrow, 21/10/1964, 8, ATL; ‘Development Company Activities’, Straight Furrow, 07/07/1965, 15, ATL.
 
52
‘Big Losses on Meat Drive’, The Dominion, 15/12/1965, Meat Export Development Company (New Zealand) Limited – General, AAFZ W1318 7174 Box 228, ANZ.
 
53
Diversification of Markets for Lamb, 22/12/1965, Federated Farmers 90 − 343 MSY2741 M&W53/1965, 1−6, ATL.
 
54
Diversification of Markets for Lamb, 05/01/1966, Federated Farmers 90−343 MSY2742 M&W60/196, 1, ATL.
 
55
Diversification of Markets for Lamb, 05/01/1966, Federated Farmers 90 − 343 MSY2742 M&W60/1966, 1, ATL.
 
56
‘DEVCO Sound but Too Slow’, Straight Furrow, 04/09/1968, 4, ATL.
 
57
Chairman’s Address to the Meat and Wool Council Section, 19/06/1968, Federated Farmers 90 − 343 MSY2746, M&W36/1968, 3, ATL.
 
58
Minutes of Meat and Wool Section Council Meeting, 19/06/1968, Federated Farmers 90 − 343 MSY2746, M&W38/1968, 7, ATL.
 
59
‘Imports Restricted’, Straight Furrow, 04/09/1963, 15, ATL.
 
60
Meat Board Minute Book 13, 04/02/1964, 2050, ANZ.
 
61
Importation of New Zealand Meat in to USA, 1 April 1967, AAFZ W5705 7174 Box 204, ANZ.
 
62
‘Beef Exports Held Back from US Market’, Straight Furrow, 18/09/1968, 3, ATL.
 
63
‘U.S. Reaction to N.Z. Success in Lamb Market’, Straight Furrow, 08/04/1970, 26, ATL.
 
64
‘Talks on USA Lamb Market to Resume’, Straight Furrow, 09/09/1970, 3, ATL.
 
65
Education, Compatible Lamb Programs Goal of Joint Committee, 11/12/1970, Meat Export Development Company (New Zealand) Limited – General, AAFZ W1710 7174 Box120, 1−3, ANZ.
 
66
Otago Daily Times, 25/03/1971, Meat Export Development Company (New Zealand) Limited – General, Lamb in America, AAFZ W1710 7174 Box120, ANZ.
 
67
‘U.S. Lamb Quotas Would Be Bitter Blow’, Straight Furrow, 04/06/1969, 5, ATL.
 
68
McAloon, 145; ‘Govt Concern at USA Surcharge’, Straight Furrow, 08/09/1971, 14, ATL.
 
69
Tait, 89.
 
70
Calder and Tyson, 255.
 
71
Calder and Tyson, 226.
 
72
Agricultural Policy in New Zealand, OECD Report, February 1974, 28, ANZ.
 
73
Agricultural Policy in New Zealand, OECD Report, February 1974, 69, ANZ.
 
74
‘Changes Likely in Beef Exports Soon’, Straight Furrow, 08/04/1970, 16, ATL.
 
75
Minutes of the Meat and Wool Council, 16/09/1947, Federated Farmers MSY2730, M&WM30/1947, 5, ATL.
 
76
‘Meat Board Replies to Resolutions’, Straight Furrow, 15/11/1947, 35, ATL; Meat Board Minute Book, 9, 03/10/1947, 491, ANZ.
 
77
‘An Awakening Giant – The Far East’, Straight Furrow, 15/08/1951, 17, ATL.
 
78
John Singleton and Paul Robertson, Economic Relations Between Britain and Australasia 1945–1970 (Basingstoke: Palgrave, 2002), 126.
 
79
Singleton and Robertson, 124.
 
80
‘Reciprocal Trade with Japan’, Straight Furrow, 15/11/1957, 28, ATL.
 
81
‘New Markets: An Age Old Problem’ Straight Furrow, 01/11/1961, 14, ATL.
 
82
Meat Board Minute Book 11, 05/12/1957, 1438, ANZ.
 
83
Meat Board Minute Book 11, 13/06/1957, 1374, ANZ.
 
84
Meat Board Minute Book 11, 06/03/1957, 1354, ANZ.
 
85
‘Japan Develops Taste for Beef’, New Zealand Herald, 15/04/1957, Keith Holyoake Papers MS−1814 70/05, ATL.
 
86
Meat Board Minute Book 12, 19/03/1959, 1562, ANZ.
 
87
Meat Board Minute Book 12, 07/05/1959, 1565, ANZ.
 
88
Calder and Tyson, 128.
 
89
‘Marketing New Zealand Meat’, Straight Furrow, 16/10/1968, 22, ATL.
 
90
Calder and Tyson, 125.
 
91
Singleton and Robertson, 130−135.
 
92
State Luncheon in Honour of the Japanese Prime Minister, 02/12/1957, Keith Holyoake Papers MS−1814 – 071/4, Visit of the Japanese Prime Minister, 1−5, ATL.
 
93
Singleton and Robertson, 134.
 
94
Lamb Research in Japan, August 1972, Importation of Meat Into Japan, AAFZ W1714 7174 Box 36 Part 2, 1-3, ANZ.
 
95
‘Orderly Marketing in U.S. Advocated’, Straight Furrow, 21/12/1960, 25, ATL.
 
96
Meat Board Minute Book, 06/06/1962, 1870, ANZ.
 
97
Meat Board Minute Book 16, 03/06/1971, 880, ANZ.
 
98
Lamb Research in Japan, August 1972, Importation of Meat Into Japan, AAFZ W1714 7174 Box 36 Part 2, 2, ANZ. Partly, the problem seemed to be that lamb was not kept in good condition in butchers’ shops.
 
99
Meat Board Chairman’s Report to the Electoral Committee, 03/04/1963, Federated Farmers MSY2739 M&W19/1963, 9, ATL; Japan’s Potential Market for Meat, 22/01/1973, Importation of Meat Into Japan, AAFZ W1714 7174 Box 36 Part 2, 2, ANZ.
 
100
‘Healthy Demand for N.Z. Lamb’, Straight Furrow, 05/09/1962, 9, ATL. Evidently, at the time Japan was not regarded as one of the ‘highly developed countries’.
 
101
Beef and Veal – Kennedy Round, 15/02/1968, NZ − Japan Relations − Exports to Japan − Meat, 1965–1974, ABHS W5330 6956 Box 29 TKY 26/3/10, 1, ANZ.
 
102
Meat from Mainland China, Embassy Tokyo to Wellington, 14/02/1969, NZ − Japan Relations − Exports to Japan − Meat, 1965–1974, ABHS W5330 6956 Box 29 TKY 26/3/10, ANZ; Trade with Japan, Embassy Tokyo to Foreign Affairs Wellington: Trade with Japan, 16/10/1970, NZ − Japan Relations − Exports to Japan − Meat, 1965–1974, ABHS W5330 6956 Box 29 TKY 26/3/10, 3, ANZ.
 
Metadata
Title
Diversification of Meat Exports
Author
David Hall
Copyright Year
2017
Book
Emerging from an Entrenched Colonial Economy

Print ISBN: 978-3-319-53015-4

Electronic ISBN: 978-3-319-53016-1

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-53016-1_5