Twenty-Four Gospel of Co-operation 1949

CHAPTER TWENTY-FOUR

Gospel of Co-operation

Shareholders at the 1949 annual general meeting of The Farmers’ Co-operative Organisation Society of New Zealand Limited held in Hawera endorsed a recommendation by the directors that the general manager, Mr C. G. Trotter, be appointed managing director of the Society. Mr C. D. Dickie, in speaking to the recommendation, said that the board and the shareholders recognised to the full that the progress made by the Society was in large measure due to the outstanding administrative ability of the general manager. There was little else the Society could do for him monetarily, and in view of the intention of the directors that he should pursue the business of the Society in other directions, and in particular by his visits to overseas countries, it had been felt that Mr Trotter should be given greater influence and status. Mr Dickie said that he had the greatest pleasure, having considerable admiration for Mr Trotter’s abilities, in moving that the appointment be made. In support Mr J. Cocker remarked that ‘promotion for Mr Trotter had been well earned’, and ‘the shareholders could not deny that they and the directors owed much to his guiding hand through difficult as well as prosperous times’.

Nineteen forty-nine saw the last of original provisional directors of the Farmers’ Co-op depart when Charles D. Dickie said goodbye to his fellow directors in an emotional farewell. A. J. Corrigan wished the Society’s appreciation of Mr Dickie’s services to the Society be placed on record. Mr Corrigan remarked: Few men today would be willing to risk their wealth as Mr Dickie had done in the support of an enterprise destined to have its difficult days but to become a flourishing organisation. Mr Conaglen said that Mr Dickie had benefited not only the Farmers’ Co-op and the immediate district but the whole of New Zealand, mentioning the ‘bobby’ calf industry that had been founded by Mr Dickie with the same foresight and courage. On behalf of the staff and shareholders, Mr C. G. Trotter, managing director, said: He counted himself fortunate to have been associated with two such estimable chairmen as the late Mr Hunter and Mr Dickie, both of whom had been sure dependable and wise. At no time had Mr Dickie sought to take advantage of his position in the Society and in surrendering the chair he did so firmly establish the esteem and affection of every farmer in the district. If there were more Mr Dickies about, the world would be a much better place in which to live. Charles Dickie responded eloquently in the spirit of one of the original South Taranaki founding fathers as he handed over the reins to Mr C. R. Honeyfield, the newly elected chairman of directors. Mr Dickie’s departure from the board had been hastened by ‘an eye affliction’, but he spoke of his continuing pride of the achievements of this evergreen enterprise. He likened himself to ‘the last leaf on the tree’. Apart from two years when he was in England in 1920–21 he had been associated with

the Society from the beginning and had succeeded the late Alex Hunter in the chair. He recalled the band of enthusiasts who, led by Mr George Buckeridge, founded the Society and how he had scored the second highest votes in the election of the first board, ‘when a Maori came to his rescue as a seconder’. Until then all his business interests had been in Wanganui. He said of the Hawera people: ‘such a lot of good sports to vote so solidly for me’, that he transferred and had remained a ‘Hawera man’, ever since.

Mr Dickie accepted a handsome specimen of Maori carving surrounding a desk inkwell and writing set, with best wishes for improved health and enjoyable retirement. Musical tributes followed the presentation.

Farmers’ Co-op was reported by some national media to have ‘a financial basis unique, as far as our information goes, in the business life of the Dominion’. Exceptional growth of the company during the past few years and the likelihood of further expansion prompted the board to reconsider many aspects of operating facilities. This would require considerable capital expenditure, which the Society wished to finance from its own resources. To promulgate this, an extraordinary general meeting was called on 8 March 1951 at the Buffalo Hall, High Street, Hawera to consider and approve increasing the nominal capital of the Society which had stood at £250,000 since the inception of the company in 1914 by £50,000 divided into 50,000 ordinary shares at £1 each, to make a total nominal capital value of £300,000. The motion was carried unanimously.

The new chairman, C. R. Honeyfield, had been a board member since 1923, nine years after the inception of the Society. He had, with other directors, steered the company through two world wars, depressions and a host of good and bad times, and had helped shape the company into the formidable provincial giant it had become. He witnessed huge changes in business procedure, the advent of motorised transport, electricity generation and modern communications as well as all the changes in society that modern facilities brought to the trading arena. His business acumen was born out of ‘hands on’ experience and from the pioneering gentlemen who surrounded him. Although there were times of indifference and sometimes acrimony, as there is in any organisation, in the main there was great respect between shareholders, the board of directors, executive management and staff who shared the bond of belonging and ownership. Trust and consideration was common to all who travelled on this co-operative journey, and loyalty was a hallmark of the organisation throughout its entire history.

Another long-serving stalwart of the Society was acting secretary N. C. (Norm) Blake, who sat in on his first board meeting on 28 February 1950. The position of secretary had traditionally been assumed by the general manager at board meetings, but with the elevation of Clem Trotter to the position of managing director, an opportunity to appoint a company secretary was created. Norm Blake commenced employment with Farmers’ Co-op in 1937 and worked his way up from the position of clerk to acting chief accountant. In 1945 he resigned from the Society, but two years later rejoined as the company’s chief accountant and continued in that capacity for the next 28 years.

Unbeknown to the recently appointed chairman, the Society was about to gather momentum far beyond its expectations. So successful was the year ending 31 March 1951, that even the auditor could not refrain from handing out bouquets and offering his congratulations: ‘It is no part of an auditor’s duty to congratulate the shareholders and management, but on this occasion I do so because the year has been such an outstanding one.’

Cecil R. Honeyfield. Chairman of directors of The Farmers’ Co-operative Organisation Society of New Zealand Limited, 1949–56.

A record turnover, which exceeded £5,500,000 in the past year’s trading, with a profit of £45,293. 11s. 2d. after making provision for tax, was indeed an astounding result considering that only five years earlier the Society had congratulated itself on reaching the turnover figure of £2,000,000. The profit, with £20,427.1s.10d. brought forward from the previous year, made a grand total of £65,720. 13s. 0d. The annual meeting of shareholders agreed to distribute this by paying the shareholders a dividend at a rate of 3¾ per cent, which would absorb £9239.14s.0d., transfer £35,000 to the general reserve, with the balance of £21,480.19s.0d. to be carried forward. A highlight of the Society’s operations was the payment to trading shareholders of a record amount in rebates, 37 per cent in excess of the previous year’s amount. The chairman stated that ‘shareholders during the past 15 years had received by way of rebate a sum equal to their capital plus 50 percent and in addition had received dividends averaging 4 per cent’. He also noted that the financial position of the Society had been strengthened by increasing the reserves by £148,647 from £27,834 at March 1936, to £176,481 at March 1951. He continued by saying that: ‘This was a record to be proud of, and by working together the future progress of the Society was assured.’

Remarkable figures had been achieved despite difficulties on the waterfront and the strike involving the freezing works, which included a complete cessation of wool sales and the hold-up of fat stock on farms. These labour issues caused considerable havoc amongst the farming community when many of the Society’s shareholders who normally traded on their own financial resources found it necessary to obtain temporary assistance from the Society. The chairman revealed further details that embellished this glowing and highly satisfactory financial return by advising shareholders that the Society had goods which it had already paid for aboard vessels with a value of £130,000. The higher turnover was to some extent attributable to increased trading by shareholders and the higher prices paid for general goods, wool and livestock. While there had also been a shortage in some commodities, this did not relieve the space problems at many of the branch offices. To assist with the purchasing and distribution of goods, a new subsidiary company, Taranaki Farmers’ Wholesale Limited, had been formed during the year, with shares being held by the Society and the West Coast Mortgage and Deposit Company. The company was registered as a wholesaler and was undertaking all importing and distribution of hardware and groceries for the parent company Taranaki Farmers’ (Wholesale), formed in 1950. It also traded with other retailers on a wholesale basis. The warehouse of Messrs Burch and Company in New Plymouth had been purchased as a permanent home for the new enterprise.

Rampant growth and continued under-capitalisation left the Society no choice but to again reconsider the capital of the company. Just over a year ago the nominal capital value had been increased from £250,000 to £300,000 and the directors were now seeking to approve a further increase from £300,000 to £600,000. The Farmers’ Co-op was a large importer of fertilizer and was required to pay for importations as soon as the commodities were loaded on vessels overseas, sometimes three months before taking delivery. Actually the Society had always been undercapitalised and this had hampered flexibility and growth. In addition, the high price of goods, the general inflationary trend and the waterfront strike had resulted in the locking up of a large amount of capital in goods in transit.

Throughout the past few years consideration had been given by the board to providing managing director Clem Trotter with some much needed support and assistance. His workload had increased enormously and a decision was made to appoint Mr H. F. (Henry) Wooffindin to the position of general manager. He had been an integral and energetic force in the growth of the New Plymouth branch and the surrounding districts and would provide the managing director considerable support as the Society continued to position itself into almost every trading possibility available in the province. He had tasted an extended period of management from January until October 1950 when Clem Trotter was invited to be part of a delegation to attend a J. O. (Joint Organisation) Wool

Marketing scheme five-year review in London, and he was absent from New Zealand for a period of some nine months. While in Europe he made a variety of contacts in the interests of Farmers’ Co-op and also had an extended holiday with his family. Clem Trotter’s son, Ron, recalls the adventure: I resigned my stock agent’s job to accompany my mother to London by ship. We planned to arrive at the end of the conference in early April. We had a flat in London as a base and I tagged along to most of his business calls. We visited Smithfield Market and called on Vesteys and Borthwicks. Mr Chisholm, the London manager of the Meat Board, was ex FCOS. My mother was invited to launch a ship for the Blue Star Line that was the Vestey shipping subsidiary. We also visited the N.Z. Loan and Mercantile Head office and Dalgetys and the Austin factory. Dad and I spent several days in Sweden and Denmark as guests of the Farmers Co-operative organisations servicing farmers. In Germany we visited a new German factory producing farm tractors and machinery.

Blue Star Line, a subsidiary of the Vestey Group, had been associated with New Zealand since 1920–21 shipping meat to the United Kingdom. In 1933 Farmers’ Co-op was appointed chief agents for Taranaki and the association with the company culminated in a long and lasting friendship between Clem Trotter and the Vestey family. The first ship serviced by the agency was the Tuscan Star and in the early days Farmers’ Co-op was responsible for both the New Plymouth and Wanganui Ports. Due to the difficulties of navigating the Wanganui River bar, visiting ships were left in the ‘roadstead’ and loaded by lighter. Apart from dealing with inward and outward consignments of cargo, Farmers’ Coop were also shipping providores and responsible for the ship’s husbandry. At the peak of operations in the late 1950s the number of ships serviced rose to 26, though with a change in loading patterns and larger and fewer ships the number dwindled. On 31 December 1968 with the amalgamation of Blue Star and Port Line the Blue Star Line agency arrangement with Farmers Co-op came to an end, and with this came the resignation of the well respected chief clerk, Mr W. M. Spedding, who was re-employed as assistant manager for Blue Star-Port Line at New Plymouth. The Company’s association with Blue Star continued with shipping wool from the Wool Store at Wanganui.

Weathering the storm and achieving stability became the challenge and focus as the Society entered the feisty fifties. Never before had the Society witnessed such a rapid expansion of business as that over recent years, and this meant considerably more capital was required to enable trading to continue at the same frenetic pace. Year Turnover in merchandise, motor –The previous total plus cars, motor accessories, parts, turnover in wool Repairs etc. and Auction Dept.

1946 1947 1948 1949 1,575,393 1,787,667 2,083,452 2,280,131

1950 2,690,437

1951

3,346,062 10 months to 31/1/1952 3,060,958 1,933,997 2,077,429 2,779,203 2,950,021 3,484,380 5,564,156 5,564,156

Although the company had never been in a stronger position, with high prices being received for dairy products, meat and to a lesser extent wool, the high cost structure could only be sustained by expanding output. In order for the Society to have the best independent advice available, the auditor, Mr W. G. Watts, was instructed to consult Mr E. D. Wilkinson of Wilkinson, Campbell, Christmas and White, Public Accountants, Auckland who was an acknowledged expert on company finance. More money was required urgently and after a meeting of the executive Mr Trotter visited the head office of the Australia and New Zealand Bank Limited in Wellington to discuss the Society’s overall position and requirements. The bank agreed to grant the Society an accommodation of £500,000

with the right to draw up to £625,000 prior to 31 March, such overdraft to be reduced to £300,000 by the end of September. This reduction of £200,000 was conditional on the Society issuing shares for this sum. As security Mr Trotter had agreed to give the bank a new debenture and first mortgage over the Society’s freehold and leasehold properties. However, in view of a suggestion made by Mr Wilkinson that it might be desirable to obtain long-term finance from other sources, the local bank manager of Australia and New Zealand Bank agreed to recommend to his head office that the mortgage should remain unregistered for a limited time so that the matter could be revisited after Mr Wilkinson’s final report. The board was pleased with this outcome and felt that they had been treated fairly. The bank was informed of future plans relating to the issue of shares. In initial discussions Mr Wilkinson had expressed the opinion that the Society was very under-capitalised.

A ten-page report relating to the ‘Proposed increase in capital of your company’, dated 18 March 1952 from Ernest D. Wilkinson, received a mixed reception from Clem Trotter, who was not wholly impressed with the recommendations proposed and placed his reservations in a note to the directors two days later, on 20 March: Attached hereto please find a few comments on Mr Wilkinson’s suggestions on proposals for improving the financial structure of the Society. It does appear that Mr Wilkinson has overlooked the advantages under which co-operative companies are able to operate, and the advantages that can be derived from the payment of rebates to their shareholders.

If Mr Wilkinson’s suggestion, which he recommends should be adopted, is adopted, the shareholders are to be asked to find £59,000 more than in the alternative scheme by way of new capital, and the company will immediately pay £35,000 of this sum to the commissioner of taxes. From a practical point of view, and the shareholders’ point of view, this does not appear to me a course that the directors can adopt. The whole success of the scheme depends upon the number of new shares we can sell to our present shareholders or clients who are desirous of becoming shareholders, and while we are optimistic it would be well to bear in mind that since March 1938 we have only sold Share Capital totalling £1370: all the other additional capital has been from shareholder rebates.

The general manager’s ‘few comments’ turned into a full analysis of the Society’s trading and financial arrangements. This analysis and Mr Wilkinson’s report was read by Mr Trotter to the board a few days later, which then set out two alternative proposals: Mr Wilkinson definitely advised against the issuing of preferential shares, but recommended the payment of a 5% dividend, the issue of 150,000 new ordinary shares, and that £65,000 of the amount to be paid by the way of rebates should be distributed in shares. Mr Blake’s comments on the report were also read to the meeting.

The whole matter was thoroughly discussed by the directors and it was proposed that the 150,000 new shares should be offered to the shareholders for cash with the suggestion that they at least double their holdings. The chairman stated that the members of the executive committee had already undertaken to double their holdings, and all other members present expressed their willingness to follow suit. Forms were prepared so that applications for shares could be taken at the extraordinary general meeting to be held on Thursday 27 March 1952. They knew it was questionable that the whole of the shares could be disposed of to existing shareholders, but a dividend of 5% free of tax, should, they felt, attract outside buyers, although the shares would not be put on the open market. In the end the portion of rebate that would be paid out in cash would depend on the response received, but it might be necessary to distribute the whole in fully-paid-up shares. There was a general feeling that shareholders would appreciate the necessity at this very crucial time in the Society’s history of supporting their own organisation. In the past large sums in rebates and

dividends had been received and Clem Trotter said that the only alternative to increasing the capital ‘would be to contracting the business, which would be unthinkable’.

Mr Law suggested that managers at various points throughout the Society’s offices and branches endeavour to call on bigger shareholders to make sure they attend the forthcoming extraordinary meeting. The board also discussed questions and criticisms that might be raised at the meeting.

They were not disappointed, when the viability of their own company was at stake, shareholders never failed to turn out in numbers and over 200 shareholders greeted the directors at the Buffalo Hall, High Street, Hawera. The increase in capital from £300,000 to £600,000 was approved, and that such new shares be under the control of the directors to dispose of, issue and allot the same to such persons and on such terms and conditions (and either at par or at a premium) and at such times and in a manner they may think fit. The increase was divided into 300,000 ordinary shares at £1 each. The resolutions were passed unanimously. The enthusiasm displayed at the meeting would have led the directors to believe that shareholders would take up a good portion of the authorised new capital. This, however, was not the case and, following a circular and general appeal, only £14,026 was sold. The general manager recommended that it be returned to the shareholders.

Farmer shareholders were fully aware of the current difficulties in relation to the stockpile of wool from the previous year and the unprecedented rapid expansion of business. Inflation as well as the waterfront strike had resulted in locking up a large amount of capital in goods in transit, a situation that was not of the company’s making but that placed a huge amount of pressure on the directors and management. This period of growth was to be one of the most demanding but eventually one of the most rewarding for Farmers Co-op’s general manager Clem Trotter. Few others would have had the foresight and intellect to steer what had become one of the largest and most successful trading enterprises operating in New Zealand, through a mire of complex trading conditions.

A complete review of the previous year’s operations was placed before the board, with ‘a guide to the future in the hope that it may be of assistance to us in arriving at any decision as to policy’. Clem Trotter had compared the past six years and capped it off by producing some quite extraordinary figures that were almost too good to be true. He summarised his report and in particular the past two months trading to 31 March 1952: The turnover for all departments for the two months was £1,332,000, so that the sum collected was less than £2000 short not only of covering the amount we had placed on our books but also all the advances made during the same period. Car sales, as already stated accounted for £200,000 of the turnover, and of this sum only £2,920 remains on hire purchase agreement. … These amazing results were only made possible by the untiring efforts of our staff, and without singling out any individual for special mention as all Branch Managers, Chief Executive Officers, the Staff generally did a wonderful job of work and are still doing so, I feel I should especially mention the staff of the motor department. They are working under high pressure and great difficulties. Not only were they faced with the difficulty of getting the vehicles discharged from the ships, but there were no railway trucks available after the cargo was discharged and all our built up cars and commercial vehicles were uncased and assembled in an open yard at Petone and were ferried from there to Hawera. The men worked long hours in the workshops, greasing bays, and in the garage without complaint and our superintendent and motor managers are entitled to our gratitude. His report was clearly written with a sense of relief and sincere gratitude. To be more precise, the cash intake over and above what had been going out was in the region of £300,000 better than the branch estimates of what could be achieved. The branch managers could not have anticipated the substantial increase in turnover in February and March. Neither could they have known that the Society would collect such a substantial volume of money in the same period. Mr Trotter also said that had the branch managers budgeted on the basis of the actual

Lamb fair, at Hawera Saleyards, Glover Road, 1952. Front from left: Graham Adams (stock agent), Arthur Smith (auctioneer), Albert Chong (stock agent), Harold Slater (head stock department auctioneer). Back from left: Bill Ellingham (squatting), Bernie Mann (standing on rail), Charlie Blair, Jack Brewer. Others unknown.

results the figures would not have been accepted. He said, ‘I am certain the most optimistic of us would not have thought it possible.’

It was in the end, as far as the Farmers’ Co-op was concerned, a race not only to sell goods but to collect the cash while it was still available and clear the goods without having to cut prices. It was estimated that in the 1952 calendar year £1,500,000 had been invested in motorvehicles alone in Taranaki and this money, except that of the traders’ profit, had gone out of the district. It was considered that most of the money used to pay for vehicles had largely come from past savings or had been withdrawn from the Post Office Saving Bank and from credit balances at the bank.

The Society also anticipated that due to wholesale cancellations, the manufacturers in New Zealand would give prompt delivery of goods, whereas in the past, in order to get delivery orders had to be placed six to twelve months ahead. In reviewing the purchasing situation and all other commitments, many orders were cancelled, except those for which it was anticipated a reasonably early sale would eventuate. Stocks of goods at branches were also reviewed and any surplus was transferred to other retail shops which resulted in rapid liquidation. The end result of this huge reorganisation of trading and continued monitoring of purchasing, sales and financial arrangements enabled the Society to overcome what had been one of the most difficult periods in its history. It would not be the last, with the resilience of this provincial titan being tested on numerous occasions as the century progressed. Much of the Farmers’ Co-op’s strength and ability to survive was assisted

by its isolation and geographical position in New Zealand and the area’s relatively small population. These factors continued to create a highly parochial and protective shield that would be the saviour of a number of other enterprises and establishments in Taranaki in the years ahead.

At the 1952 annual general meeting Clem Trotter said that some of the difficulties the Society was facing were caused by ‘a large flow of goods into the country’ and due to the hold-up in imports as a result of the waterfront strike we had huge quantities of goods arriving and due to arrive. … Practically every other importer in the country was in the same position but we were fortunate in obtaining from our bankers, with the consent of the Reserve Bank, accommodation to cover every possible commitment. Great difficulty was experienced owing to the congestion of our harbours in getting goods off ships, and further delays were caused due to the fact that the railway system was not able to cope with the traffic, and serious difficulty was experienced in getting the goods into warehouses for sale. I am happy to say that most of these goods have been converted into cash.

He went on to explain that the banking system and bankers in general during his term in office had never refused a request from the Farmers’ Co-op. It was an indication that they had faith in the Society’s stability. He also said: ‘we have never once in the whole of that period made a commitment we did not keep’. The Society had already increased its authorised capital from

Waitara branch store and staff December 1955. Back row from left: R. Skemp, Doug Hills, Neville Nickson, Terry Burgess, Cliff Best, Gordon Allen, Peter Lucas, Des Partington, Don McLeod, Reg Parli, Basil Brown. Front row from left: Ron Lenz, Ern Smith, Arthur Chadwick, Alan Street, Lois Popenhagen.

COURTESY OF GORDON ALLEN

£300,000 to £600,000. Although they did not propose to issue more than £150,000, the intention was to give every shareholder the opportunity to subscribe. The general manager continued by saying that ‘the response, however, was not so good as might have been expected’, mainly due to the fact that restrictions in bank credit had an effect upon some of those who may have been willing to subscribe. The directors therefore decided that a substantial portion of this additional capital would come from profits of the Society and this would be achieved by declaring rebates amounting to £125,000. At the same time the directors increased the dividend by granting a bonus of 1¼ per cent. The shareholders who subscribed were notified that the Society intended to retain its co-operative basis, and they could have their money back, plus interest, if they were unwilling to put it in on this basis. Mr Trotter said, there had been several letters from shareholders complaining about the allotment of bonus shares as a substantial part of this year’s rebate. In each case he had analysed the account of the shareholder to ascertain what capital had been put into the Society, and what amount had been drawn out by way of dividends and rebates. The benefits that accrued to every one of them were such that he concluded the Society had to preach often the gospel of co-operation. Throughout the 1950s a tight rein was kept on the financial infrastructure of the Farmers’ Co-op, with ongoing appraisals and analysis of all branches and departments and the results being tabled at board meetings. It was a matter of adapting to meet the ongoing challenges and changes within the commercial sector. The year had been demanding and had called on everyone connected with the Society, whether clients, shareholders, staff, agents, executive management or directors, to put in their best effort. Directors also deliberated over a number of other important matters, including resiting the Stratford saleyards, which required considerable negotiation and discussion, with public meetings and hearings with the Commissioner of Crown Lands and Stratford Borough Council regarding the Esk Road location. Finally, after 11 months, on 27 November 1952 the purchase of a section on Esk Road was agreed to and resolved, with the presentation of specifications of yards and the road. A survey of the ground still had to be completed and it was arranged for either Mr Buttress of Hawera or Mr T. A. Urwin of New Plymouth to undertake the work. The County engineer had given his assurance that there was a plentiful water supply. On 30 September 1952 an invitation to the directors to be present at the Esk Road saleyards on 7 October at 11am, was received with pleasure when Newton King Ltd., and Farmers’ Co-op would hold a joint sale. Mr Law expressed the hope other directors would take the opportunity to be present at the opening. In fact the yards were in use prior to that date.

The value of insurance cover on Society buildings at this time was £156,565. In 1946 the Company had purchased premises on Tasman Street, Opunake and alterations were made to the premises. The proposed lease of ‘Hills Store’ at Wanganui to the N. Z. Wool Disposal Commission was arranged in 1949, bringing in a ‘very handsome return for the original outlay’. Number 2 Wool store was also purchased at Wanganui. Other projects continued in 1953, including the construction of an oil store at Hawera, saleyards alterations at Inglewood and Urenui and the purchase of property at Stratford and Opunake. The Waitara site on McLean Street was also purchased and an accommodation facility acquired for staff at Pungarehu. Extensions were completed to branch stores at Kaponga and Opunake and a ‘modernisation’ of the Stratford branch was undertaken in 1955.

The three subsidiary companies, Nolan’s Buildings, West Coast Mortgage & Deposit Co. Ltd., and Taranaki Farmers’ (Wholesale) Ltd., were all in a profitable position and operating in the best interests of the parent company.

Waitara branch came under the spotlight when Mr Laurenson, architect, submitted plans and sketches of the proposed new building at Waitara. Unfortunately the site presented a number of difficulties. It was in a very busy part of town and the proximity to the river made the question of

foundations ‘of paramount importance’, with a ground test providing a definite opinion on how they would proceed. He considered the present buildings would only have a short life and ‘as the site was within the brick area’, the new building would have to comply with Borough bylaws in the matter of materials. There was insufficient room for petrol pumps as the Council was adverse to kerbside pumps.

The building was to be erected in two phases so that one building could be completed before the other one was removed and business could be carried on with the least possible disruption. The fact that petrol pumps would not be available for shareholders became a stumbling block and consideration was given to the possibility of operating a separate bowser station. In the end the question of the rebuilding on the present site was left in the hands of the executive committee. Two test bores for foundations at the Waitara site were not satisfactory and Mr Laurenson suggested that the Society obtain expert advice before proceeding with the building. In the meantime the Church of England had decided to dispose of property on the main street, where the vicarage stood. It consisted of a half-acre section on a corner opposite the Post Office. It was in a good position and considered excellent for the Society’s purposes. Being able to purchase the site was not a foregone conclusion as although the trustees of the Church Property Board were prepared to meet and discuss the matter with directors the final decision would lie with the board in Hamilton. The management was authorised to purchase the half-acre section from the Church of England.

Nine months later, on 7 August 1953, the chairman advised that the Society had been successful in obtaining a twenty-one year lease of the church property at Waitara, with a perpetual right of renewal at valuation. On 27 October 1953 plans for the building were tabled and it was resolved to proceed immediately. Tenders were called and the contract went to the Williamson Construction Company. Three years after the board had discussed rebuilding the Waitara store – the target date for completion was set as the end of November 1955. Mr Trotter had approached the Prime Minister Sidney Holland to perform the opening ceremony. The new building was finally opened on 2 December 1955. Mr Chadwick was appointed to take charge of the produce department and a branch manager had been appointed. The vacated Waitara premises were eventually sold to Messrs Campion & Bolton for £3,200 cash.

The explosion of trading activity was now being felt everywhere, with storage becoming a significant problem throughout the branches. New Plymouth branch had reached its capacity for accommodating the ever-increasing volume of goods. Mr Wooffindin reported to the board in April 1950 that a shipment of hardware arriving would necessitate acquisition of extra storage space and he was negotiating the lease of a property in Molesworth Street belonging to J. Wilson. There was some concern that Mr Wilson’s bacon curing process may adversely impact on stored goods so it appears that this option was not taken up. The question of the New Plymouth accommodation was now a major item on the agenda. A property on the west side of Devon Street belonging to Burch & Co became available and was purchased. An adjoining property owned by Mr Lightband was also acquired and this would provide enough room for all the other departments in the New Plymouth branch. Within a few months a considerable amount of hardware was stored in the building. News of Farmers’ Co-op’s Devon Street property purchase soon reached the ears of the New Plymouth City Council and a letter was received from them wishing to know if the Society intended to vacate the Courtenay Street premises, and if so what price was Farmers’ Co-op asking. The response from the Society was that it intended to consolidate business on the Courtenay Street site, where they were already established and merely use the Devon Street property as additional storage space.

Response from the Council was almost immediate. A further letter embodied a resolution passed at a recent meeting in which the Society was asked if it would be prepared to discuss with a representative of the Council the question of selling the Courtenay Street property. In an informal discussion with two Council members the suggestion had been made that the Council might exercise

their right to acquire the land under the Public Works Act. Mr Trotter and Mr Wooffindin met with members of the Council, who requested that their valuer and officers inspect the building. Mr Trotter agreed to the inspection, but said that this must not be regarded as evidence that Farmers’ Co-op were willing sellers, and that before they could consider a sale they must be assured that a suitable alternative site was available and that their shareholders would not be prejudiced. The old wooden St Andrew’s Presbyterian church building, on Devon Street, purchased in May 1947, for £5,750, along with a section valued at £2000 currently used by St Andrew’s Scout Troup as a hall, and an old house situated on Gill Street on a property adjoining the Devon Street property were also available. It would then only be a matter of securing a property owned by McLeod & Slade to acquire the whole block. Over a year had elapsed and the opportunity arose to purchase Burch & Co.’s Gill Street property. The sale was completed at a cost of £36,000, which was considered ‘most reasonable’.

In July 1951, members of the New Plymouth City Council visited head office at Hawera to discuss with the Society the purchase of the Courtenay Street property. The selling value was placed at £18,500:

Clement G. Trotter with other public figures of the 1950s in published cartoon.

It was felt that taking all the circumstances into account, it might be better to deal with the Council while they were anxious to purchase and it was possible for us to make suitable arrangements with regard to tenure, than wait and risk having the property taken compulsorily.

Negotiations with Mr P. Stainton from the New Plymouth City Council revealed the Council would have preferred to purchase about twenty feet of frontages on Courtenay Street for street widening purposes but realised that this would not be acceptable to the Society and proposed to negotiate for the purchase of the whole property. There was, however, a wide difference of opinion on the market value of the property. The Council valued it at £15,000, whilst Farmers’ Co-op’s price was £26,000. Mr Wooffindin was to discuss this with Mr Stainton, but a stalemate followed when the Council would only agree to pay £17,000. Although this sum was very close to that assessed by the Society’s independent valuer, it was felt that the property was a valuable one which might even increase in value if, at a later date, the Council should decide to take it compulsorily. Payment would have to be made in cash and the Society would be running very little risk in allowing the matter to remain in abeyance.

Negotiations continued over the coming months. The Society questioned the Council on existing by-laws affecting the erection of a building on the Courtenay Street property and learned that the New Plymouth City Council intended to widen Courtenay Street. Any building on this site would have to be set back 20 feet. Mr Laurenson had been asked to draw up plans for both the Courtenay Street site and a building on the Devon Street site. The end result of his report on the Courtenay Street site was that ‘the foundations were good, but that the restricted area would make a suitable layout almost impossible’. Also, when the area required for widening the street was taken by the Council, the boundary would be well below the street level, and any building erected would require substantial and extensive retaining walls, greatly adding to the cost. It was decided to focus on the Devon Street site. The time was ripe. It was May 1953 and the directors spoke of making provision to accommodate a drapery department and tearooms, as well as offices for letting. In fact there was so much excitement about the prospect that it was suggested that there might be merit in offering a prize for the best design.

Eventually architects were instructed to draw up plans, but building would probably not commence for at least a year. Mr Laurenson was in fact overwhelmed with work and a couple of years went by without further progress on the Devon Street building, until June 1955 when Mr Porter of architects Porter & Martin, Wellington attended a meeting of the board with a consulting engineer to table plans and demonstrate with block models various suggestions for the building. Following discussion they were asked to prepare a plan of the first stage of the building operations for submission to the directors.

Enormous growth had taken place within the past ten years and the Society had become the largest and most progressive trading company in the province. The future seemed assured and in this balmy climate of self-satisfaction and confidence it was not surprising that the Society would tackle the most ambitious of all its initiatives since inception. New Plymouth had become a popular city and the nucleus of the provincial population, and there appeared to be great opportunities for future expansion. In accord with a philosophy of being everything to everyone the concept of building a large departmental store seemed a natural and popular progression. It was now a question of raising the necessary finance and getting consent from the New Plymouth building controller. The result of these applications would determine the future of the Farmers’ Co-op New Plymouth operation. A mortgage for the project was raised from the Mutual Life & Citizens Assurance Company, who made £125,000 available at five per cent, plus a repayment of capital of £5,000 a year. The interest and capital repayment was equivalent to a rate of nine per cent per year. The mortgage was for five years and would then be subject to review.

Tenders closed for both the main building and piling contracts on 17 December 1956, with architects Porter & Martin advising the tenderers for both contracts.

Main Contract: (1) Chas. Luney Ltd. £247,791.0.0. (2) Roebuck Construction Co. Ltd. £262,557.17.9. (3) Williamson Construction Co. £264,449.0.0. (4) Boon Brothers Ltd. £281,836.0.0. (5) Jones and Sandford £283,056.0.0. (6) W.M. Angus Ltd. £293,651.0.0. (7) J. L. McMillan & Co. Ltd. £296,764.0.0. (8) Fletcher Construction Co. Ltd. £297,661.0.0. Messrs Porter & Martin recommended to the board the tenders of Messrs Chas Luney Ltd for the main contract (£247,791.0.0) and Cementation Co. Ltd (£14,063.0.0) for the piling, stating that they had excellent reports of Messrs Luney’s work and considered their advanced methods and general efficiency enabled them to compete more favourably. Cementation Ltd would be able to complete the piling in 14 weeks as against six months required by the next tenderer. Items not included in the contract would amount to a further cost of £30,600 and this did not include the provision of an automatic sprinkler and fire alarm system. These two items ‘were not considered essential’, although the board realised that provision of both would be raised by the city council when plans were submitted for approval. Both contracts were approved by the directors, who were unanimous in their opinion that Porter & Martin had done an excellent job and it was suggested that their services might be used with advantage to reconstruct Nolan’s Buildings in Regent Street, Hawera, which was currently under consideration.

Demolition of the Presbyterian church and other buildings commenced almost immediately and a proposal to erect a two-storeyed garage on the site of the Hotel Cargill, on Gill Street, adjoining Farmers’ Co-op’s motor showroom in Devon Street was also considered. Eighteen months later the board was offered another site – Roebucks – which was thought to be a better proposition. With work on the main building project now well underway, leased premises occupied by the Home Appliance Department also came up for consideration. With the lease coming up for renewal, and its close proximity to the new complex, purchasing the building seemed a good move. Devon Street property values appeared to be increasing and the Society exercised its option to puchase the property.

Taranaki Harbour Board office at New Plymouth hosted the 7 September 1956 board meeting and farewell function for retiring chairman Cecil R. Honeyfield who had chaired the board of directors for the past seven years. The meeting provided an opportunity for board member H. E. Blyde, also a member of the Taranaki Harbour Board, to take the directors on a conducted tour of the port facilities at New Plymouth. Afterwards the incumbent chairman of the Society, Mr W. O. Williams, presented Mr Honeyfield with a wrist watch in recognition of his services to the Society. Clem Trotter presented Mr Honeyfield with a Parker 51 pen on behalf of the staff of the Society. In Mr Honeyfield’s reply he noted that he and Mr Andrew Larcom were now the only two remaining of those who signed the original Memorandum of Association of the company in 1913. Cecil Honeyfield departed from the board with many credits to his long and valued service to South Taranaki. His father, Edmund Morgan Honeyfield, had arrived in New Zealand in 1856 with his parents when he was 14 years of age on barque Ashmore. Their home had been at

Mr W. O. Williams, chairman of directors of The Farmers’ Co-operative Organisation Society of New Zealand Limited 1956–58.

Buckthorn Weston near Gillingham, Dorset, England and they came to live in New Plymouth where other Honeyfield families had settled in the early 1840s. Edmund farmed at Wanganui in the 1870s before establishing himself at Whenuakura. Although a quiet man he was popular and was elected to the first Patea County Council. In 1877 he married Catherine Gane and they settled in ‘the small cottage he built and they named their homestead ‘Park Farm’, after a country mansion at Mells, Somerset’. In September 1878, Cecil, the first of their 11 children, was born. Cecil was educated at Collegiate School, Wanganui and after leaving school worked full time on his father’s farm which he was managing at the age of 24. In 1905 he married Catherine Wright of Wanganui and in 1906 ‘Kate’ gave birth to a daughter, Rosalind, and the following year a son, Edmund Lee. Cecil’s interests were broad and he was soon heavily involved in local affairs. He was a director of the Whenuakura Dairy Company, a member of the Patea Borough Council, Deputy Mayor for 16 years, and chairman of the hospital board for 27 years. He also sat on the boards of the Patea Freezing Company and Patea Loan Co., and of course The Farmers’ Co-operative Organisation Society. Apart from his sheep and dairy farming operation, he held the office of president of the Patea Rifle Association, he was associated with the South Taranaki Automobile Association and was patron of the Patea Golf Club. He was member of the Hawera Club, sat on the Whenukura School Committee and was Synodsman for the Patea District.

A month earlier at the R.S.A. Social Hall on Princes Street, Hawera at the Society’s annual general meeting attended by about 150 shareholders, Mr G. W. A. Williams spoke of Mr Honeyfield’s long and outstanding association with the Society: Mr Honeyfield was one of the pioneers of the Society who had served on the board during the difficult times of the slump as well as the prosperous times that followed, and it must be very pleasing to him to be able to leave the company in such a sound prosperous condition. He moved that the appreciation of the shareholders of Mr Honeyfield’s long and faithful service as director and chairman be placed on record. This was seconded by Mr Washer and carried by acclamation. Farmers’ Co-op’s board of directors was studded with long-term capable men, many with a wealth of experience in a variety of other co-operatives and organisations. The top job of chairman of directors was now placed in the hands of Walter Owen Williams a dairy, cattle and sheep farmer at Ohangai Road who later lived on South Road, Hawera. He joined the board in 1937 during the reign of long-time chairman Alexander Hunter and witnessed the Society’s fortunes throughout 20 turbulent but highly satisfactory years. He was born in Christchurch and educated at Warwick House Commercial School and came Mr R. M. Cathie, chairman of directors of The Farmers’ Co-operative Organisation Society Limited, 1958–73. to Hawera to join the auctioneering staff of the N.Z. Loan and Mercantile Agency Co. Ltd. He was also a director of the Hawera Co-operative Dairy Factory Co., Vice President of the Egmont Racing Club, and Hawera Club and a member the Wanganui Club. His interest in the Taranaki Automobile Association and member of the executive Council of the N.I.M.U. provided the board with a chairman of considerable commercial acumen to take on the challenges of what was becoming a new age of technology and diversified business practice. His term at the top was a short one, however, as although he continued to chair the board with distinction, during the second year of his chairmanship he suffered ill health. Having been re-elected chairman of Farmers’ Co-op a week earlier at the annual general meeting, he passed away during the night of 16 September 1958 at a hotel in Wellington where he was staying with the intention of attending a meeting the following morning with managing director Clem Trotter. He had only recently returned to Hawera after an absence of three months touring the west coast of North America, accompanied by Mr R. H. Leece, and visiting his only son, E. C. Williams, in Vancouver. He was 83 years of age at the time of his death; his wife had passed away two years earlier.

Continuity was an important factor in the selection of a chairman for the Farmers’ Co-op board. With the Society entering a new age of technology and a number of large projects already underway,

Farmers’ Co-op garage and showroom c.1955, Princes Street, Hawera.

in particular the new departmental store on Devon Street, New Plymouth, it was imperative that whoever took over the reins was fully committed to completing the project and conversant with the procedure and plans for future expansion. Grasping the magnitude of the Society’s current programme would have been a daunting prospect for an outsider. The board selected Ronald McGilvray Cathie to take on the mantle of chairman. A former employee of Farmers’ Co-op, a farmer, and long-time shareholder, his career as a stock agent started at Katikati and he came to Taranaki to work for N.Z. Loan and Mercantile at Waverley. In 1927 he took employment with Farmer’s Co-op at Stratford and New Plymouth for a short period before moving back to Waverley. He also owned a farm at Pihama in partnership with his brother. His election to the board brought experience gleaned from his time on the boards of the Taranaki Producers’ Freezing Company Limited, chairman of the Pihama Dairy Company for 15 years and Councillor on the Egmont County Council for a period of time.

Austin cars were now an integral part of the company’s trading profile and wherever Farmers’ Coop went so did Austin Motor Company. The partnership had been through difficult times but had survived. The relationship between Austin and the New Zealand distributors provided an exciting opportunity for two Farmers’ Co-op staff members when the manager of the motor division, Rex Goodchap, and service manager Ken Catchpole were chosen to represent the Company at Austin’s 50th Anniversary celebrations in Birmingham, England in May 1955. With other distribution representatives from New Zealand and Australia they flew from Auckland, via Sydney and Darwin to Singapore, where they were entertained by the Austin representatives at a banquet, then on to London before going to the factory in Birmingham. Ken Catchpole describes a trip of a lifetime: Our first impression was the colossal size of the factory, covering 268 acres, with 21,500 employees. We saw huge presses, approximately 20ft high with an operating pressure of 350 tons per square inch, turning out body panels at the rate of one every 12 seconds. We also saw crankshafts being made with a ten thousand pound steam hammer at 800 tons to the square inch. Two blows and a crankshaft is made in a rough state, then straightened and machined. These are only two examples of the amazing things we saw. Blocks and cylinder heads and gear box casings were finished on multiple drilling machines,

Hawera Motor Branch staff 1959. Back row from left: J. Peterson R. Tecofsky, B. Tarr, W. Robinson, K. A. Wilson, B. Teir, J. Sainsbury, T. Southcombe, B. McAsey, J. Pettett, C. Black, L. T. Corrigan, N. R. Corrigan, I. McDonald, H. Slinger. Middle row from left: N. Cressy, E. C. Aitcheson, J. Toon, D. Sainsbury, N. Murray, M. McGovern, J. Hamblyn, R. Kalin, L. T. Parish, P. Kennedy, J. Duncan, L. Harford, K. W. Gray, D. Lewis. Front row from left: T. E. Evensen, W. Petrie, K. W. Catchpole, C. J. Brough, R. B. Goodchap, H. J. Orsborn, R. Burson, W. Whittington, B. A. Monaghan.

for example, the cylinder head had 145 drills with 32 operations. Upon completion of assembly all motors are driven for 1 hour, 20 motors at a time. ... The number of vehicles produced for the week during our stay was 5,500, or one for every 45 seconds. The last day we were there was what we would call an A. & P. show, merry-go-rounds, stalls, all sorts of games for the children, to celebrate the 50th Austin Golden Jubilee.

As a grand finale we had a quick glimpse of the first Austin Turbine car to have its whole power unit completely housed in the normal position. The heat exchangers, which form part of the unit, are of very advanced design, and, in fact, the exhaust gases are so cool it was safe to hold a hand in them. Apart from a brief statement made by the Company, no detailed information or pictures of it had ever been published. It appeared not because it was likely to go into production yet but because the Austin Designers wanted to give their guests a glimpse of motoring in the future. The car caused quite a sensation when it made a complete circuit of the track as a great surprise at the end of the program. The only thing which distinguished it from an ordinary car was the soft note of its turbine unit and the bonnet had been slightly lengthened and that their wire mesh grills were let into the bonnet top. The only technical information so far released on it was the 125 HP gas turbine with a heat exchanger to assist the economy.

This was the end of the visit to the Austin factory. The next day we left to visit the Morris factory in Oxford, which was also very exciting but on a much smaller scale. It was a wonderful experience for us all and one we will never forget. After leaving the Morris factory we were taken on a very enjoyable trip through the countryside to Brighton. We stayed the day in Brighton, then travelled back half way to London, staying the night at Worcestershire Brine Baths Hotel. The next day we travelled by train to London. For the rest of our stay we were treated to a wide variety of entertainment such as The Changing of the Guard, The Searchlight Tattoo, The Tower of London, St. Paul’s Cathedral and saw “The King and I” at the Theatre Royal, Drury Lane and many other places of entertainment. Then came the Austin Golden Jubilee, 1905–55, Farewell Dinner at the Savoy Hotel, with guests from Australia, New Zealand and South Africa. As you can imagine, it was a wonderful dinner. It was also the first

time ever that guests were allowed to take off their jackets in the restaurant. All the top people of the Austin Motor Company attended the dinner. Well, all good things must come to an end and the next day I left for New Zealand, via Singapore. Rex went home via New York where he attended a special meeting with the Atlantic Oil Company. He said afterwards that the deal he made there was even better than the one we already had in New Zealand, and proved to be a great asset for the Farmers Co-op.

The longstanding association with Austin – soon to span 25 years – had been a very rewarding and valued one. Austin sent a representative from Birmingham once or twice each year to visit the six companies selling Austin cars in New Zealand. He visited Farmers’ Co-op motor garages at Hawera, Stratford and New Plymouth and discussed any problems and matters pertaining to the franchise and any changes happening in the future. Farmers’ Co-op had experienced difficulty employing qualified mechanics at the time and it was decided to advertise in England to encourage mechanics to emigrate to New Zealand. Applicants would be interviewed while the two Farmers’ Co-op managers were in London. Four were finally chosen, including Brian Tarr, George Duffus and Jim Duncan.

The 25-year association with Austin Motor Co. Ltd. as direct franchise holders, was celebrated by Farmers’ Co-op at a cocktail party in the motor showroom on Princes Street, Hawera on Thursday 14 March 1957. Directors, management and staff were addressed by Mr J. C. Boult, New Zealand representative of Austin who presented a number of commemorative plaques to the company and

The Farmers’ Co-op Department Store New Plymouth was opened on 25 October 1960, the largest store built in New Zealand since the Second World War.

replica plaques to long-serving personnel of the motor department. Some of the Society’s personnel in attendance were: C.G. Trotter, H. J. Wooffindin, R. B. Goodchap, C. J. Brough, W. O’Grady, J. D. France.

The New Plymouth’s Devon Street departmental store was now the focus of the Society’s expansion plans. The M. L. C mortgage of £175,000 had now been signed and sealed with the first instalment of £50,000 due in December 1958. The balance of £125,000 would be payable on completion of the building. It was anticipated that the building would be completed on 18 February 1960. The final layout of the store was placed before the board for their consideration, however: It was felt by members that as the plans had been prepared by those who would be responsible for the efficient running of the store, the Directors were now really in a position to judge such a technical matter, and it was moved by Mr McCallum and seconded by Mr Marfell that the plans as submitted be approved. Some 41 men were employed on the project in the initial stages, and by 24 March 1959, 35 per cent of the construction work had been completed. The estimated cost of the building was also constantly being revised, with projected costs for completion now amounting to £295,000. Although no firm figure had been established to stock the building, it was estimated to be in the vicinity of £200,000, which would mean that the Society had £500,000 tied up in this one building. February 1960 came and went without any definite date of completion in view. It was considered possible that the basement would be available for occupation by the end of March, the first floor at the end of April and the rest of the building at the end of June. March arrived and tenders were called for the ‘fittings’ of the new store and, finally, the end of June was set for the Society to take possession. Some late additions were now being included, with one of the two manual lifts being upgraded to an automatic lift at £1,248 and the inclusion of a ‘coffee bar’ plant and fittings between £5,000 and £6,000. The question of car parking for the new store was another issue being considered. Plans had been drawn up for the New Plymouth garage, that included a service station and workshop which was expected to cost £100,000. This was to be constructed on the site of Hotel Cargill, adjoining the existing showroom premises in Devon Street, but was finally built immediately behind the main store on Gill Street and opened on 30 May 1961 with Joe France as manager.

During what was an exceptionally busy time for the Society with many projects underway, Clem Trotter advised the board that he had been appointed ‘the representative of the whole of the Co-operatives in New Zealand’ to attend the Annual Conference meeting of the Overseas Farmers’ Federations Limited in London. He was scheduled to depart ‘by air’ on 9 May and would be returning during the first week of July. In addition to the conference it was Mr Trotter’s intention to visit the Austin manufacturing division, the Blue Star Line and Vestey’s, all having good agency arrangements with the Society. Leave of absence was granted by the board.

August 1960 arrived and chairman R. M. Cathie reported that the committee responsible for staffing and stocking the new New Plymouth store were now in a position to consider the nature of the opening ceremony and it was therefore necessary for the directors to decide the finer points of this important event, including who should be appointed to open the premises. The precise date was still unknown, however, and it was felt that the greatest compliment that could be paid to Clem Trotter, managing director, would be to request him to open the building. The big day was eventually scheduled for Tuesday 25 October 1960, with a buffet dinner provided for invited guests. Letters were written to the Prime Minister and Leader of the Opposition and it was hoped to publish the replies in supplements being prepared for local papers to coincide with the opening of the store.

Claimed to be the largest provincial store built in New Zealand since the Second World War, the Farmers’ Co-op’s £500,000 three-storey building was indeed an ‘ultra-modern store’, with many impressive features. It was designed specifically for the convenience of the public, with 66,000 square feet of retail space, a self-service foodmarket, garden lounge, and hairdressing salons for

ladies and gentlemen. Sixty telephones had been installed by New Plymouth Post Office technicians, comprising ‘the most modern telephone equipment installation in Taranaki’. The press release regarding this new telephone system carried detailed technical information: The telephone switching system is installed in a room on the roof of the building and the associated operator’s switch board in the office block are of the latest design, providing for a maximum of 100 extensions telephones and 15 exchange lines. Code calling and a night watchman’s service may be added if required. The telephone system is known as a private automatic branch exchange (usually abbreviated to P.A.B.X.) and is the equivalent of a small automatic exchange within the store…. The single wire length of all the wires in the plastic and lead covered cables installed in the Farmers’ Co-op new store is estimated to be approximately 45 miles or equivalent to the distance between New Plymouth and Hawera. The paper used to insulate the wires in the lead covered cable would be sufficient to print 30 daily newspapers or paper the bedrooms of a three bedroom house.

A public call box was installed on the ground floor of the store adjacent to the Devon Street entrance, ‘available to the public for calls to New Plymouth subscribers’. As well, a drive-in bay was provided for parcels and pick-up, and there was an unexcelled roof-top view of the city and Mount Egmont, including a play area. The centre also catered for home gardeners and sold fine china and glassware, family footwear, drapery, menswear, paint and wallpapers, home appliances, produce, hardware, machinery and farm equipment. To top it off a large flashing ‘F’ beacon sat above the building. It was impressive and fitting tribute to celebrate the ‘incredible growth’ of the company in recent years.

The big day arrived, with Mount Egmont dominating the scene. Clear skies and sunshine greeted guests from all parts of New Zealand. It was a memorable day for the Society, with thousands of shareholders and casual shoppers turning out, to witness the opening. The store’s opening captured the imagination of the public throughout Taranaki, and many entered a large departmental store for the very first time. Newspapers reported on the growth of the Society over the past ’20-year boom’ and on the day’s events: With a view of Devon Street seen through windows flanked with indoor gardens of coleus, ferns, bronze flax and primulas, the coffee party yesterday morning at the opening of The Farmers’ Cooperative Society’s departmental store at New Plymouth had the advantage of a very attractive setting. Guests looked on one side at the store’s fashion lounge and at the servery end were murals of life and scenery in Mexico. The whole scene with many of the women guests in the season’s favourite ‘high hatted’ millinery style, had a metropolitan air unusual in Taranaki. Mrs C. G. Trotter, Hawera, wife of the managing director, was hostess, wearing a smart sheath frock of navy blue with a jacket to match, the reverse faced with navy and white polka dots to match her hat. For the buffet dinner in the evening, Mrs Trotter wore the same frock, its square neck emphasised with a white polka dotted bow. … The guests were taken on a tour of some of the city’s parks and gardens during the day and in the evening they saw the lights of New Plymouth from a hilltop, with the beacon light of the new store as the centrepiece. Some idea of the crowd that thronged the building may be gained from the experience of one Hawera visitor. She was a guest at the morning reception and afterwards it took an hour for her to rejoin the rest of her party at a pre-arranged part of the shop.

Shoppers and curious onlookers packed every possible department of the store to such an extent that top executives of the Society, who had spent many long hours organising the special day, found themselves ‘pressed into service as salesmen’, instead of being able to join the social occasion. One clerical officer, from Hawera declared that he ‘must have served 100 grocery orders during the

Hawera Pedigree Pig Fair, 1960. In the pen from left: Clem Fowler, Harold Slater, with stock clerk Lank Lewes taking notes.

day, in an attempt ease the load of the permanent staff’. In one case a director was approached by an elderly woman begging him to take four pence for a comic she had selected so that she could get away from the crush. He took the four pence and ‘she began the arduous task of path finding through the multitude’. With free soft drinks and sandwiches offered, children were not slow to accept the invitation when the schools finished for the day. Another director said, ‘the complete roll of every school in the city seemed to descend on the store as soon as the school was out’. Preparations had been made for some thousands but there seemed to be tens of thousands, a newspaper report exclaimed. The difficulty was bringing in more supplies to keep faith with the customers who were so many that the bearers of relief supplies found it almost impossible to make their way from the doors to the serving counters. One novelty for many young people was the new automatic lifts, with the opportunity ‘of swift volition from floor to floor’. It was a highly successful day for the Farmers’ Co-op New Plymouth operation and its new branch headquarters.

A newspaper report on the spending power of Farmers’ Co-op staff was illustrated in an article in the press:

… the spending power of the staff of Farmers’ Co-operatives headquarters and branches affects the whole of Taranaki trading because of the amount of money paid out in wages each week by this firm to its 530 employees. More than £4,000,000 has been paid out in wages to staff since 1937. Last year’s wage bill amounted to £370,765.

Now the ‘flagship’ of the company, the New Plymouth departmental store, seemed to be ticking over without too many hitches. It was reported that the store was ‘running fairly satisfactorily although there are a number of bottle-necks that will have to be eliminated’. There was too much congestion on the main stairway, and an additional pair of swing doors were installed. However, on Fridays in particular, a weekly ‘bottle-neck’ at the foot of the escalator provided a meeting place for farmers to discuss the many and varied farming problems of the day. They also assembled in the roof-top café, where much of the stock business was transacted by Farmers’ Co-op agents. These two areas proved very popular spots for ‘old timers’ to meet contemporaries.

Amatter that required the utmost confidentiality had been placed before the board on 20 March 1960, and ‘On no account was it to be discussed until the proposals had been either accepted or declined.’

Clem Trotter had received a visit from the chairman and secretary of the Kaupokonui Cooperative Dairy Company who were anxious to dispose of their store outlets at the factory site at Kaupokonui and Manaia. The turnover was approximately £160,000 and stocks were valued at ‘about £50,000’. There was no goodwill attached to the purchase proposal and the Dairy Company hoped that the Society would be able to lease the premises ‘in the same manner it had done with the Cape Egmont Co-operative Dairy Company’. Two months later the Society received advice that the Kaupokonui Dairy Company had decided not to dispose of their business, and at least for the moment no further discussion was entered into. Trading within the Manaia, Kaupokonui district had throughout the history of Farmers’ Co-op been restricted by the strong support of its own local dairy company merchandise stores at the Kaupokonui Dairy Factory and Manaia. Establishing a Farmers’ Co-op store at Manaia had been attempted on a number of occasions without success. The opportunity to tap into what was one of Taranaki’s most wealthy farming districts was a chance not to be missed, and although it appeared that second thoughts had dissuaded the Kaupokonui board not to continue with further negotiations as this stage, the Society waited patiently for another opportunity. Some two years later the opportunity arrived. On 11 June 1962 chairman Ron Cathie hurriedly called a meeting of the board to advise that confidential negotiations had been proceeding with the Kaupokonui Co-op Dairy Co. Ltd in relation to the possible acquisition of the Kaupokonui store and Manaia shop, stemming from discussions entered into with general manager Mr Wooffindin.

The proposition put forward by the Kaupokonui board had been considered by the executive following a visit and inspection on the previous Sunday to the Kaupokonui store and Manaia shop. Following the inspection the executive advised the Kaupokonui directorate that the next step in proceedings would be receipt by the Society of a written offer from them. An offer of sale was received during the ensuing days, with indication that the Kaupokonui board wished to have arrangements finalised by the end of the financial year, which was 30 June. The dairy company appointed a small executive to finalise arrangements if the two parties could come to some agreement.

The meeting discussed the proposition at great length. There was a general opinion that the Society ‘was not giving an adequate coverage to this particular area of South Taranaki’ and, due to the co-operative nature of the dairy company, the Society had previously refrained from entering into strenuous competition for business in the area. It appeared to be the right time as the dairy company was losing business and Farmers’ Co-op was not obtaining its fair share of business due to lack of coverage in the area. It was the Society’s intention to lease the site and eventually build a shop in Manaia. Further negotiations led to a final agreement being reached to take over the Manaia and Kaupokonui stores. It had been a long time coming. Now the Society would be able to offer farmers in the area a complete range of produce, merchandise and services.