§ Mr. M. MacPhersonasked the Minister of Food what steps have been taken since 1945 to make herring more popular as a food; and to what extent these have been successful.
§ Mr. StracheySince the beginning of 1945, my Department has spent nearly £60,000 in advertisements on herrings in64W the national and provincial Press, and has distributed over a million leaflets. To encourage a wider distribution, we have also since 1946 paid for the cost of providing dry ice with all consignments of Scottish summer herrings to destinations in England and Wales. Because of other factors, such as the supply of other foods, it is impossible to measure the effect of these steps upon sales of herring in the home market. From 1945 to last year, much larger quantities of herrings were sold than before the war, and in 1948 consumption was over 50 per cent. greater than in 1938. This year, so far, landings have fallen by 25 per cent., demand has slackened markedly, and consumption has been about the same as in 1938.