Baking Powder Was A Sideline

Press, Volume CVI, Issue 31071, 28 May 1966, Page 13

Baking Powder Was A Sideline

<sp,-,-tally written for "The Press" by DOX GRADY I after his arrival from England in 1879, an enterprising grocer, Mr T. J. Edmonds, began mixing the ingredients for baking powder in a small room behind his Woolston shop and selling it to his customers in small lots. He hawked the baking r .wder round much of Christ- < iiurch in a two-wheel handcart. If anyone refused to buy a tin of his baking powder, he ’ ■ft one anvwav, in the full nfidence that he receive full ravment on his next trip. From this small, but stubborn beginning, has grown ■ re of New Zealand’s biggest '>od-packing and processing companies, that todav manufactures baking powder in 2* •on mixes at a time, and emnlovs 110 persons. When T. J. Edmonds began making baking powder on a large scale he chose Ferry | road as a site and built a model factory, and the firml has frequently won the award: 'or the best laid-out factory: site in Christchurch. Mr H. W. Revell, general manager of Edmonds, has I diversified the products of I the firm and has sought expanding export markets. In its 60.000 sq. ft. factory at Woolston or elsewhere in New Zealand it produces 10 flavours of jellies, custard powders, cake mixes, pudding mixes, and freeze-dried vegetables. Edmonds produces in staggering quantities in its can factory, it makes 110 14oz bak-ing-powder tins a minute, on a fully automatic plant. The presses stamp out the lids at a rate of 100 a minute. Slogan By Chance The firm supplies at least 70 per cent of the baking powder cans in the country. According to the factory manager (Mr G. C. Cocks), who joined Edmonds 43 years ago. some housewives use a 14oz tin of baking powder in a fortnight—if they bake plenty of scones. But others, less inclined to bake, may have a tin on the shelf for two years. Mr Cocks said that the firm’s founder had adopted his slogan “Sure To Rise”i

from a chance conversational remark, he happened to make to a woman customer. She had asked him if his product was any good and Mr Edmonds replied: “It is sure to rise, madam.” He liked his own reply, and adopted it The chief ingredient for baking powder is cream of tartar, a by-product of the • wine-making industry, which i Edmonds imports from Australia. The cream of tartar is ; derived from a deposit left on ■ barrels and vats. Edmonds set up a factory in many years ago to : manufacture cream of tartar, j The company took over the i Auckland firm of G. E. Win- ; son Ltd., about two years ago, to help overcome the problems of freight to North Island markets. But an advantage of the take-over was that it gave the firm additional lines to manufacture. Another Edmonds development is Edmonds White Wings Ltd., which produces cake mixes, pudding mixes ■and instant puddings. The . company, formed by Edmonds : and White Wings Ltd. of Australia, has embarked on a I rapid programme of new products using the latest food ! technology developments. Mixing, Testing j ■ Apart from cream of tartar and sugar, the company mostly uses New Zealand raw materials. The flour used in its products is locally grown; so is the cornflour. Packageing materials are produced here. Edmonds owns “a big slice" of a firm it was instrumental in setting up in Blenheim — Instant Foods N.Z. Ltd., which grows, harvests, processes and! freeze dries vegetables. At present freeze-drying is confined largely to peas, beans and onions. But scientists in the firm's laboratory at Ferry road have successfull freezedried raspberries, strawberlies, ice cream, mushrooms and other types of fruit and vegetables. Asked the principle activity! of Edmond’s food business. Mr Revell, says “measuring,"! “mixing” and “testing.” This 1 was the “hard core” of thej food-processing business. A sample of each cake or pudding mix, was sent to the plant's laboratories for testing and cooking for quality control before it was packed. A single error, such as an ingredient missing from a pro- I

duct, could ruin a reputation which had taken years to build.

The test cooked cakes usually find their way to staff morning teas, are given to the staff or to church bazaars.

No Insects

In a factory where large quantities of flour are used dust-collectors are used constantly to eliminate the danger of explosion. The firm also uses an entoleter to ensure there are no insects in flour used in pudding mixes. The “jelly room” at Edmonds is one of the busiest sections of the Christchurch plant. Jelly-packing machines are automatic and can pack 40 packets a minute, which are put in bundles of a halfdozen assorted flavours and wrapped in cellophane.

Mr T. J. Edmonds continued to take an active interest in the business till he died in 1932. The most permanent reminders of his philanthropy are the band rotunda and the clock tower on the banks of the Avon and Edmonds Park adjoining the Ferry road factory.

The pictures show colouring matter being added to jelly crystals and jellies being packed.