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Edmonds (brand)

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OwnerGoodman Fielder
CountryNew Zealand
Introduced1879
Websiteedmondscooking.co.nz

Edmonds is a New Zealand brand of baking powder and creator of the Edmonds Cookery Book. It was founded in 1879 by grocer Thomas Edmonds after hearing his customers complain about the available baking powder not always rising properly. He created his own formula and told his customers that his baking powder was "sure to rise", which later became a slogan of the brand. Brierley Investments acquired Edmonds in 1984, and Edmonds later became part of Goodman Fielder.

The Edmonds Cookery Book was first published in 1908 with the name Sure To Rise Cookery Book. Since then, it has become New Zealand's best-selling book, and has been described as a New Zealand icon. The book uses affordable pantry stables as ingredients.

History

[edit]
Thomas Edmonds
The Edmonds factory and garden, 1936

Edmonds was started in 1879 by grocer Thomas Edmonds after hearing his customers complain about the available baking powder being unreliable,[1][2] because they were not able to guarantee that their baking would rise.[2] Edmonds decided that he would create his own formula, while his wife Jane managed the shop.[3]: 3  He sold 200 tins in his first batch, telling his customers that their baking was "sure to rise",[1] which he turned into the brand's slogan.[2] He spent three years perfecting the formula, and travelled around Canterbury marketing his baking powder to households.[3][4] If the occupants refused to buy the baking powder, he would give them a tin for free and would take it back if they were unsatisfied. Edmonds recalled in 1922 that no tins were ever returned.[5]

The Edmonds family moved to a house in the early 1890s on the corner of Aldwins and Ferry road in Christchurch. There Edmonds increased the scale of production by building sheds. This site later turned into the iconic three-storey factory with the "Sure to Rise" sign[3]: 4  in 1892, featuring gardens and later making its way onto the cover of the Edmonds Cookery Book.[1][2]

It took until 1912 for the one millionth tin to be sold,[6] and by 1929, Edmonds was selling three million tins a year. This meant that there were so many used tins that something had to be done to get rid of them. One way was to use them to build a few roads in Christchurch. Another use for old tins came during World War II, when the Home Guard encouraged housewives to keep them so they could be used as bombs in case the country was invaded.[7]

After the head office and manufacturing moved to Auckland in the 1980s and the Ferry Road factory was abandoned,[7] it was controversially demolished in 1990, and the Christchurch City Council bought part of the gardens next year. An oval garden and a rose garden was later added.[1][2] Brierley Investments acquired Edmonds in 1984,[7] and Edmonds later became the property of Goodman Fielder.[1][7]

There is a street next to the location of the old factory named Edmonds Street. From 1893 it was incorrectly spelt "Edmond St", and was renamed to "Edmonds St" in 2018.[8]

Edmonds Cookery Book

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Main article: Edmonds Cookery Book
The third edition of the cookery book, published in 1914

The Edmonds Cookery Book is a recipe book made by Edmonds, that features simple recipes using pantry staples and affordable ingredients.[9] The 2012 edition has over 500 recipes.[1]

Having over three million copies sold as of 2015, it is the New Zealand's best-selling book. It is a ubiquitous in the country, described by Ron Palenski as "much a part of New Zealand kitchens as a stove and knife". It is considered a New Zealand icon, and made an appearance in a 2008 stamp series which featured national icons for each letter of the alphabet.[1]

Before the cookery book was created, Edmonds put recipes in the lids of tins.[7] The Edmonds Cookery Book was first published in 1908, originally named the Sure To Rise Cookery Book and had an original length of 50 pages.[1] In 1930 the first edition with photography was released,[6] and since 1955, the 'sure to rise' factory has been on the cover.[9] The book has been spiral-bound since 1976.[10][9] The 1971 book was dedicated to gas cooking,[10] and a microwave baking section was added in 1988.[6]

The cookery book was originally free, but since 1955 people have needed to pay for it.[6][9] Originally, housewives could write a request to Edmonds to get a free copy.[10] Couples in the 1940s who announced that they had become engaged in the newspaper would receive a free cookbook.[6]

Factory Gardens

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Edmonds Factory Gardens

The gardens were originally designed in 1923 with an Edwardian style by a factory worker,[11] as part of the garden city movement.[3]: 7  A garden was designed in front of the factory in 1935 by Edgar Taylor, with a neoclassical style. A bowling green and kindergarten was later added.[11] There is also a lily pond and a bed of French marigolds in the form of the Edmonds sunrays since about 1940. A pond and creek was added from 1977 to 1982. The gardens in front of the factory was removed in the demolition, but the ones west were kept as they were bought by the city council.[3]: 7  There is a memorial rose garden to the daughter of Edmonds, Irene Ballantyne. It is often used as a wedding venue.[11]

The gardens are maintained by the local group Friends of the Gardens.[2]

Products

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Edmonds products include Baking powder; Jelly crystals, which had the slogan "sure to set";[2][7] and a pastry range, which was discontinued in 2023.[12]

References

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  1. ^ a b c d e f g h "Edmonds cookery book". nzhistory.govt.nz. Retrieved 13 August 2024.
  2. ^ a b c d e f g "Sure to Rise: The story of Edmonds". RNZ. 18 May 2023. Retrieved 13 August 2024.
  3. ^ a b c d e Hurrell, Mei (1993). The legacy of Thomas Edmonds (PDF). Christchurch. Environmental Policy & Planning Unit. Christchurch, N.Z.: Christchurch City Council, Environmental Policy & Planning Unit. ISBN 0-9597973-1-9. OCLC 39746008.
  4. ^ "Brand History". edmondscooking.co.nz. Retrieved 30 March 2021.
  5. ^ "A Great New Zealand Business". Evening Post. 17 February 1922. Retrieved 31 March 2021 – via Paperspast.
  6. ^ a b c d e "Iconic Edmonds cookbook given mouthwatering makeover". Your Weekend. 29 September 2016. Retrieved 20 August 2024.
  7. ^ a b c d e f "Edmonds: The rise and fall of a family factory". The Post. 20 May 2023. Retrieved 20 August 2024.
  8. ^ "Christchurch's Edmonds St name to be finally fixed after typo lasts 124 years". The Press. 30 January 2018. Retrieved 13 August 2024.
  9. ^ a b c d "Edmonds' recipe for success". Otago Daily Times. 2 January 2019. Retrieved 13 August 2024.
  10. ^ a b c Forrester, Georgia (2 August 2019). "The Edmonds Cookery Book: How NZ's much-loved book has drastically evolved". Stuff. Retrieved 13 August 2024.
  11. ^ a b c "Edmonds factory gardens still charms". Stuff. 16 November 2014. Retrieved 13 August 2024.
  12. ^ "'No longer commercially viable' - Edmonds pastry discontinued". RNZ. 8 September 2023. Retrieved 13 August 2024.

Further reading

[edit]
  • Alsop, Peter; Parsonson, Kate Parsonson; Wolfe, Wolfe (1 May 2023). Sure to Rise: The Edmonds Story.
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