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great proportion of Hampstead's residents, Competition
between them, which has been enhanced by price cutting and the
trading stamp war, has so far reacted favourably for the public
because quality and service have not suffered due to the high
standards set by those organisations who rely on these
qualities alone.
Where self-service has been adopted by the smaller trader
conditions have been more difficult due to the lack of space in
small existing premises where the provision of really adequate
preparation and storage rooms would reduce the selling area to
inconvenient and impracticable proportions. This limitation
has frequently resulted in the overstocking of an undue proportion
of pre-packed perishable foods over which very strict control
of stock rotation must be carried out if such goods are to
be sold at their peak of "freshness", This suggestion of lack
of "freshness" has been brought to our notice, and although no
question has arisen as to the commodity being actually unfit for
consumption, the frequent overstocking and lack of adequate and
efficient rotation of foodstuffs is the cause of some concern.
An insufficient number of refrigerated display cabinets in
these shops leads to their overloading above the efficiency
level, and a partial defrosting and a consequent deterioration
in quality of quick-frozen foods by loss of flavour, which
quickly occurs if the recommended temperatures are not maintained
up to the time of sale.
Normally, since the public do not complain on this score,
it appears that it is being conditioned to accept many foods
which are almost entirely devoid of their 'natural' taste. In
fact, most present developments in food marketing encourage the
housewife to accept pre-packed prepared foods to a much greater
degree, and a careful check of them has been maintained by
informal sampling. In the relatively few cases where these
samples have proved unsatisfactory on analysis, the producers,
importers or retailers concerned have willingly co-operated with
the Councileither by withdrawing the particular food from sale
or by amending the labels to comply with the requirements of the
Food and Drugs Act, 1955.
The Hampstead Consumer Group is very active regarding the
preparation and distribution of foods and frequently applies for
information regarding specific investigations they may be conducting.
They are to be complimented on their efforts to
encourage the public in its discrimination in the selection of
foods and of retailers upon whom its patronage is bestowed.