longwhitekid

Saucing Material

In Canned Goods, Canned vegetables, Culinary Anthropology, Grocery Archaeology, Kiwi Classics, Supermarket Anthropology, Wattie's on June 26, 2011 at 10.46

Here’s some recreations I’ve been working my way through lately.
The two Wattie’s labels probably date from the early to mid 1960s and were part of the group that came from the ex marketing manager’s collection mentioned in a previous post.

 


James Wattie and Harold Carr formed J. Wattie Canneries Ltd in 1934 and in 1935 started supplying pulped fruit for jam, and quickly turned canning of fruit.

a

It wasn’t until 1936 they moved into vegetables so we can conject this Frimley label dates from the second half of that decade when they have clearly acquired the Frimley plant which must have been close by – it was also based in Hastings. I am going to place it between 1936-1939.


Frimley goes back to the early 1900s producing a generous variety of canned vegetables, jams, pie fruits, dessert fruits, Baked Beans, and tomato ketchup; through the 1910s – when they added jelly crystals and fruit squashes to their range as well. By the WWII years spaghetti and packet tomato sauce was included in the range. In 1913 Frimley was purchased S. Kirkpatrick & Co. (Kirkpatrick and “K” brands) which was in turn became part of Wattie’s.  The brand appears it had been killed off by the end of the war, probably a victim of rationing which led to focus on certain brands – some survived, some didn’t. Fat was trimmed as far as brands that were a supefluous representation of market share and nothing more.

a

Frimley canned veges and ketchup advert, Marlborough Express, Volume XLV, Issue 254, 31 October 1911, Page 3

As no more than a trademark belonging to another larger and far more popular self-named concern, it had no doubt ceased to have any value as a stand-alone name.

I grabbed this Frimley label off the official Wattie’s site as a teeny .jpeg and was able to bring it back to life, although it did take the best part of a day. I will definitely get to a proper post on the Wattie’s company history – as one of New Zealand’s most successful and iconic brands.

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