SOAP FOR THE MULTITUDE

Gisborne Times, Volume XXVI, Issue 2164, 13 April 1908, Page 3

SOAP FOR THE MULTITUDE

WHAT LOCAL INDUSTRY CAN ACCOMPLISH. OOME FACTS CONCERNING THE OF THE LYNDA SOAP COMPANY. If tho average Gisborne residenthad been told a few years ago.that boforc long ho- would bo buying his shaving soap, his bath soap, as well as that used for all varieties of household purposes from a company that was solely a local institution, lie would have simply laughed at his informant. Ilis mirth would have ausen largely because it had become ail inherited instinct with him that any articlo to ho of really first-class quality must he imported, and that to patronise a local article was to loner olio’s position in tlio social scale, liiio silly prcjudico which permeates many departments of trade constituted the chief obstacle to the success of tho company which undertook to manufacture soap locally. Every condition other than the unpatriotic attitude just referred to was favorable. Ihe presence of two local freezing works in tlio town made it nossible to obtain tlio raw material undor exceptionally fr o od terms, whilst tho comparative isolation of tho town rendered the competition of outsiders, less troublesome than would otherwise have been the case. Having arranged for a first-class plant and a staff of experts under the well-known Dunedin soapmaker, Mr. A. S. McLeod, the company started operations. It was soon demonstrated that tlio now organisation had nothing to fear from outside competitors on tho score of quality and price of tho goods turned out. Tho only difficulty was to get into the minds of tho public that it was actually possible for a, Gisborno firm to produce soaps that woro equal to thoso imported. This education of tlio consumer has, therefore, been tlio first object of tho management. It was quickly demonstrated to tlio leading grocers that tho Lynda Company had an articlo so good that it would, in time, sell itself, and duo credit must bo given them for tlieir assistance .in tactfully, but persistently placing tho local article before tile suspicious public. "This initial movement required skill and diplomacy on tho part of the salesmen, but tlieir task was niado easier by the universal satisfaction given to tho purchasers. Slowly but surely tho Lynda soaps have secured a hold on the local market, and within tho last few months sales have literally jumped ahead. The latest movo lias been to make a special window display of tho different varieties of soap and other articles that are manufactured at the Kaiti works. For this purpose an arrangement has been made with Messrs W. J. Cox and Co., grocers, to devote ono of their windows entirely to tho Lynda manufactures, and tho display that has been mado will come as somotliing of a revelation to the passoi;-by. Tho numberless worries of the busy housewife have recently been added to by. the hardness of the To Arai water, which resists all attempts to lather with ordinary soap, and in this matter tho company lias shown its-np-to-dateness by manufacturing a special brand, tlio “Sweet Briar,” which it is claimed, will give tho utmost satisfaction on washing-day. Soft soap has been mado a special study by the company’s manufacturer, Mr. A. S. McLeod, and is specially suitable for wool-scouring purposes. It is recog nised by experts that no soap, but well-macl-o potash mixtures, should over re near wool, and tho company’s article is in increasing demand for scouring purposes. Bath soaps and shaving soaps are of very fine quality, and there are also in the display soap extracts, medicated disinfectants, washing sodas, washing blue, axle greases, and other lilies. That the Lynda, Company is essentially a local concern, whose operations directly benefit the district, is emphasised by the fact that from tho tallow which comprises the raw material to the wrappers in which tho various articles aro packed, every item employed has, wherever possible, been obtained locally. The company makes its appeal to the public, not upon sentiment, but upon the quality and price of its goods, and is prepared to stand or fall oil this ground. At the same time Mr. McLeod contends that ho is fully justified in reminding Gisbnrneitos' that in buying Lynda soap they are patronising a concern which spends twenty shillings of every pound received in tho town itself. (Advt.)