Empire Ex-Services Assoc. , does bottom say : "Lift Don't Grab"
Found a mention in a 1940 New Zealand newspaper article :
"The Empire Ex-Services Association of Whangarei held it's anuual picnic at Mair Park on Saturday"
Also on a business/company website :
"THE WHANGAREI RETURNED SERVICES' ASSOCIATION INCORPORATED - Previously/Alternatively known as EMPIRE EX SERVICE ASSOCIATION OF WHANGAREI INCORPORATED"
.