Aug. 1, 1900.] THE TEOPICAL 
AG::iICULTIJRIST. 
93 
ADVERTISING OF INDIAN TEA. 
AMERICAN AND FOREIGN MARKETS FUND. 
Indian Tea Association, 
Royal Exchange Builclinor, Calentta, 16 June. 
(TO ALL PROPRIETORS AND AGENTS OF 
TEA ESTATES.) 
Dkar Sks,— lani now directed by tlie Gene" 
ral Committee of the Indian Tea Association 
to invite eontiibiitions from All Proprietors 
and Agents of tea estates to this Fund for the 
year 1900-1901. 
2. During the past year the Committee of 
the Association in London in administering the 
Fund, and in projecting measures for future 
work, have devoted their attention mainly to 
three objects. Firstly, to the continuance of 
the work in America ; secondly, to the best 
means of developing the tea trade on the Conti- 
nent of Europe j and, thirdly, to the effective 
representation of Indian tea at the Parib Ex- 
hibition. 
.3. The work in America has been carried on by 
this Association conjointly with the Ceylon Asso- 
ciation. The representative in the United States 
of the latter body— Mr, W. Mackenzie— has acted 
during the year as joint agent of the both As.so- 
oiations. His efforts in behalf of the industry 
have been eminently successful, the quantity of 
Indian and Ceylon tea taken by the United States 
and Canada in 1899 being 17,226,000 lb., as com- 
pared with 13,609,000 lb. in 1898. This is, the 
Committee think, a most gratifying increase ; and 
they propose to continue, and, if possible, extend 
their operations in the coming year both in the 
United States and in Canada. They will again 
co-operate with the Ceylon Association ; and they 
are confident that the satisfactory results of the 
past year will be repeated. 
4. The second main object which the London 
Committee have kept steadily in view throughout 
the year is the development of the markets in 
the various countries of Europe. To that end 
they have deputed Mr. J E Musgrave Harington 
on a mission of enquiry into the conditions and 
prospects of the trade in Russia, Germany, Turkey, 
Greece, Italy, Holland and elsewhere. Mr. 
Harington is making sj^ecial enquiries into the 
facilities now existing in those countries for sup- 
plying tea ; and also into the question of the 
possibility of increasing the demand for it. 
On receiving his report the London Committee 
propose to follow it up by active mea.suies of 
exploitation on lines somewhat similar to those 
adopted in America by Mr. Blechynden. That 
is to say by an extensive system of advertising; 
by assisting those already engaged in trade ; and 
by establishing new agencies at places as may 
be deemed advisable. 
5. The work which is being done in connec- 
tion with the Paris Exhibition is so well known 
as to need only a passing reference. Every effort 
is iDeing made to diiect the attention of visitors 
to the Exhibition to Indian tea, and to encourage 
them to use it. B'neili'ies are also affordfd to 
purchasers for obtaining surplies outside the Exhi- 
bition. There is good reason to hope that, as 
a result of the representation, a considerable 
impetus wiil be given to the consumption of tea 
in France, where at present the trade is com- 
paratively insignificant. 
6. I am now to turn to the question of the in- 
creased production of Indian and Ceylon teas, which 
in the opinion of both the London and Calcutta Com- 
mit tees, constituestlie chief reason at the |)resent lime 
for extending consumption in f(irei;,'n markets. 
From the Hgures * it will be seen that while produc- 
tion during the past live years has increased by SO 
per cent., consumption in the Ciiited Kinnllom 
has risen by only 1,5 per cent. With an enhanced 
import duty there is not the smallest ground for 
assuming that in the near future consumntion will 
show a more rapid rate of increase But, on the 
other hand, it is practically certain that the 
production of tea will be considerably augmented 
in the present and followinsf seasoi'is. The ex- 
tensions now coining into bearing, and the more 
general application of scientific principles to 
cultivation, leave little room for doubt as to the 
accuracy of this assum]ition. 
7. It is theiefote evident thnt unless vigorous 
and determined measures are now taken to stimu- 
late consumption in countries other than the 
United Kingdom, it will soon be impossible to 
avoid an ovei'stocked maiket and lower prices in 
London. That those evils should be avoided is 
essential to the well-being of the industry ; and 
the Committee accordingly now appeal to all 
Proprietors and Agents to contribute in behalf of 
the gardens under their diieetion in order that a 
comprehensive foreign market programme may bs 
undertaken. What that programme is to be has 
already been indicated-; and ample funds will be 
required if it is to be carried out in an efficient 
and satisfactory manner. 
8. The Committee would particularly appeal 
to all Proprietors and Agents who have hithei to 
held aloof from the Fund. That the ex- 
tension of consumption in foreign markets 
has now become a matter of vital importance 
to the industry has already been shown ; and 
it is therefore clearly necessary that the measures 
now being taken by the Association to promote that 
extension should be supported by the industry with 
complete unanimity. By no other means can suc- 
cess be fully achieved ; and as the resulting ad- 
vantages are shared proportionately by all, it is 
but reasonable that the funds required should ba 
similarly raised. 
9. The basis for contributions will be the same 
as in previous years, viz.: — 
4 annas per acre on the area undercultivation; and 
J anna per maund on the production ; 
and 1 am to ask if you will be good enough to 
intimate not later than the 15tli August next on 
the subjoined form your willingness to support the 
Fund on this basis. 
Yours faithfully, W. PARSONS, Secretary. 
* PRODUCTION IN MILLIONS OF LB. 
India. Ceylon. Total. 
1895 .. 135 98 233 
1896 .. 148 108 256 
1897 148 llli 264 
1898 .. 153 120 273 
1899 .. 175 130 305 
CONSUMPTION IN THK UNITED KINGDOM IN MILLIONS OF LB. 
Indio. Ceylon. Total. 
1895 . . 116 74 190 
1896 .. 123 80 203 
, 1897 .. 1?5 85 210 
1S98 .. 133 83 216 
1899 .. 134 85 219 
— Indian Planters'" Gazette. 
