Kiwi 1930-1939

Troublesome Times. The big crash of 1929 swept through western economies, “Wall St. lays en egg”, said Variety’s immortal headline. Many factors combined caused the only decline in KIWI sales figures in the company’s history: on the one hand, the world-wide economic depression, more and more macadamized roads with better drainage, the preference for shoes instead of boots, and the passing, in the main, of the horse with its saddleryand harness, brought changes to peoples habits. On the other hand, production had become costly and quality was hard to maintain. KIWI new only too well that its reputation at home and abroad had been built on quality and this was not negotiable. New machinery and scientific methods were devised to streamline production and minimize rising costs. Laboratory control of raw materials was instituted to ensure consistent quality and reduce losses. Temperature control was introduced, and checks on the printing and fit of KIWI’sfive colour tins began. In addition, new accounting systems were adopted which gave immediate and reliable statistics on stocks, sales and costs throughout the world. Kiwi survived the Depression, and continued to grow in the post -depression years.

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