longwhitekid

Archive for the ‘General Foods Corporation (NZ) Ltd’ Category

Bite Size: Sweet and Fizzy Memories

In Fonzies, Food Processors Limited, Frist, General Foods Corporation (NZ) Ltd, Green Lime soft drink, Happy Days, Kandy soft drink, Laverne and Shirley, Leed soft drink, Lemonz, Life, Old Stoney soft drink, Pasito, Wattie Cannery Ltd, Wattie's on July 20, 2013 at 10.46

CALENDAR 2012 LWK copy sml

Kandy was a drink I remember very well from my childhood, although – I don’t know if we were ever actually allowed it – I think it was probably a bit too trashy so it stayed on the shelves at the dairy. Not to mention that there’s not one thing about it that isn’t man-made. Its pop-style garishness signifies that Australasian obsession I’ve mentioned before – a fascination with all things American and retro in the mid-late 1970s period, probably inspired by the popularity of TV shows like Happy Days, Sha Na Na and Laverne and Shirley (and inspired Rocker stylings in adverts like Bluebird chips, Perky Nana, and Sparkles) at the same time as Kiwis were busy un-tethering their Union Jack apron.

KANDY  Soft Drink Can 1970s-80s copy sml

Unlike Leed, as I’ve recently found out, Kandy was endemic to Aotearoa as far as I am aware. Kandy came in a crown-capped bottle as well , although I don’t remember ever seeing it. I’ve always loved the design which could not be more consummately “Seventies.”

Soft Drink Cans FOOD PROCESSORS Ltd Watties 1980s sml

Three drinks manufactured by Food Processors Ltd: Old Stoney and Kandy are 1970s versions, Green Lime Flavour is a 1980s product.

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It was manufactured by a company named Food Processors Limited, which I think was a sub of Wattie’s under the General Foods Corporation umbrella. Food Processors Ltd also made Old Stoney, a popular canned ginger beer which was around through the Seventies and into the late Eighties, maybe longer, and others like one that was just called Green Lime Flavour. I think that Wattie’s probably acquired Food Processors Ltd in the 1980s as suddenly their logo is emblazoned on some of the later cans.

Soft Drink Cans 1970s-80s NZ KANDY-WATTIES edit sml

A selection of late 1970s-early 1980s drink cans; One of the Wattie’s products under their own brand top left. Image courtesy of and ©  Steve Williams collection.

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Wattie’s of course also did a large number of drinks in the 1970s and 1980s that readers will remember like Pasito, Frist, Lemonz, and Life. Most of these are not too hard to get on auction sites and come up on a fairly regular basis. Under their own brand Wattie’s did canned lemonade, sparkling lemon, orange fruit drink , and lemon fruit drink. Also a range of fruit nectars – peach, pear, apricot, and nectarine. Citrus and tomato juices were of course a mainstay of the product roster through the decades and were produced from the 1950s onwards.

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

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The Shelf Life of Reilly

In All Blacks, Aulsebrook's, Aulsebrook's confectionery, Bank's Box Company, C.M.C., cache, Christchurch Meat Company, CMC sheeps tongues, collecting, Convent of Sacré Coeur Catholic boarding school, Disprin, Erskine College Wellington, Farmer's Trading Co., Fresh-Up Mini drink, Garrattco, General Foods Corporation (NZ) Ltd, Grocery Archaeology, Heards confectionery, Henderson Sweets, hoard, ICI, Island Bay, Jaffas, James Smith Limited department stores, James Stedman, Kaiapoi Petunia Group Textiles Ltd, Kaiapoi Woollen Manufacturing Company, L. Reilly, LD Nathan Wholesale Ltd, Leonard Heard, Lifesavers, Lynn Mall, Mackintosh Caley Phoenix, Mackintosh's, Mackintosh's confectionery, Mackintosh's Toffee De Luxe, N.Z. Apple & Pear Marketing Board, New Zealand Railways, New Zealand Refrigerating Company, Newmans coaches, Nugget, NZ Rail, Peter Frederick Hilton Jones, Rabo, Reckitt & Colman (NZ) Ltd, Reckitt and Colman, Reckitt Colman Nugget, Sacred Heart College Island Bay, Sacred Heart College Thorndon, Sun Maid raisins, Sun-Maid Growers of California, Sweetacres, Terylene, Thorndon, Tip-Top, Transport (Nelson) Ltd, Trumpet, Wattie's, Wellington, Woolworth's Food Fair, Woolworth's supermarkets on June 16, 2013 at 10.46

1 Erskine College Stash Wellington - edit

A row of labelled cans retrieved from the hole, mostly 1960s vintage. Raro wasn’t launched until sometime in 1961, and the can looked like this from the beginning.  I have previously recreated this Wattie’s fruit salad label here, which
was definitely in stores in 1964, and Wattie’s cans were selling for 2/3 in that year. Imperial pricing pencilled on both items indicates prior to mid 1967, so  I’d date them (widely) between 1962-1967.

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Recently, a reader of this blog contacted me to ask whether I would help them date a cache of items that were found in an old school building complex. They had been discovered when vandals on the property had removed some of the floorboards in one of the old dormitories, presumably looking for copper pipes to take. Whilst attempting to secure the aperture, before there was some kind of accident, they noticed a couple of things in the recesses of the dim hole. Upon further investigation was a selection of items that had been discarded over the years by a former student, or plural.
Found repositories and the story they tell are one of my favourite things, like this lot, found inside a long forgotten American house cistern.
These types of accumulations are obviously very different from collecting in which the acquirer may be particularly discriminate about categories; or hoarding – where there is complete indiscrimination in regards to a singular, or often multiple genres. A good example of this is children’s scrap books and things that they select to keep and then edit, gluing in items that may appear to be random, but in fact are not at all – it is done with complete deliberation and within that selection of items is data that tells a tale of the time.

2 Erskine College  (Sacred Heart)  by Tom Law  TELPortfolio on Flickr

Erskine College, courtesy of and © Tom Law, TELPortfolio on Flickr.

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Discards on the other hand while equally as fascinating, have many different factors come into play that affect the agglomeration. Foremost, apart from the initial partiality involved in acquisition, what survives from that juncture is completely random – as opposed to any further intention being involved. There’s a lot of chance with what endures the circumstances and the environment – so many aspects become involved from thereon of what you will end up with. But essentially even though the items found may be just a fragment of a bigger picture, it can give you an awful lot of information about the lives of the people who discarded the items – you could write an entire thesis analysing the selection of items and the narrative it supplies.

3 Erskine College  (Sacred Heart) Adrian Pratt Life In The Land of the Long White Cloud blog

Erskine College, courtesy of and © Adrian Pratt, Life In The Land of the Long White Cloud blog.

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Wellington’s Erskine College, at the corner of Avon Street and Melbourne Road, Island Bay, Wellington was formerly known as Sacred Heart College, or in long form – the Convent of Sacré Coeur Catholic boarding school for women – until well into the 1960s when the name was changed to avoid confusion with Sacred Heart College in Thorndon. It is a collection of Category I historic buildings – as bestowed by the New Zealand Historic Places Trust – including former dormitories, and the Chapel of the Sacred Heart (considered one of the country’s best examples of Gothic architecture). Built during 1905-1906 by the Society of the Sacred Heart (Sacré Coeur), and designed by John Swan, it was not only convent and school but surrounded by a farm, gardens and a grotto.
Some of Peter Jackson’s film, The Frighteners (1996) was filmed at Erskine, especially the flashbacks, the exterior mansion shots and the chapel scenes. The flashbacks occurred on the third and fourth floors in the hallway outside the room where these items were rescued from. It also seems during the Nineties and Noughties that some of the buildings were used for art studios as well as exhibitions (Learning Connexion art school). It has also been, in the past, a very popular venue for weddings and other functions.

4 Erskine College  (Sacred Heart) Sacred Heart Convent School, Island Bay, ca 1900 Reference Number 11-002748-G Turnbull manuscript and pictorial

Sacred Heart Convent School, Island Bay, circa 1900. Courtesy of the Alexander Turnbull manuscript and pictorial collection, ref 1/1-002748-G.

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Not only is it considered a sort of teenage rite of passage to visit the abandoned buildings, but stories also abound in regards to the property being haunted which only encourages break-ins and vandalism. The current residents who say that since they have moved in to one of the accommodation wings on Erskine‘s grounds – there have been “no signs of ghosts yet” do attest to having to be vigilant and have kicked live trespassers out several times in the past. Those thinking about “exploring” inside should take into consideration that not only are some of the buildings dangerous given they are abandoned and deteriorating rapidly, but also closed off because they are earthquake prone. Options are the owners doing very costly stabilising work, or alternately demolition, discussed in an article here.

It’s a shame about all the politics surrounding the property. Quite frankly it sounds like the owner that bought it a decade ago or more, typical of developers, knew what he was in for but went in with plans to eventually try to overturn the heritage protection in any way he could, just letting it run down, tying everyone up with red tape, and then blaming everyone else for exactly the same thing. The on-going battle of wills is discussed in article here.

I predict eventually he will probably get a healthy leg up from local government for restoration as well as permission to remove all the non-heritage listed structures and build it in with apartments. I am sure he has plans to make his money out of it. In the meantime all the agitation in the community will probably only serve him to achieving his end goal I imagine. It’s one of those situations where, as they say – damned if you do, and damned if you don’t.

5 Erskine College and grounds in Island Bay Wellington courtesy Wekllington Scoop with Lindsay Shelton copy

Erskine College and grounds, © Lindsay Shelton and courtesy of Wellington Scoop.

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However, contrary to posting around the web saying there’s no electricity on the premises and nothing to restrict would-be adventurers, it is par-residential, there is a security system which is in place and working, as well as odd patrols after a break-in incident in which “youths tore up yards of flooring” according to someone who reported the incident on the College’s Facebook page. That’s obviously how the assemblage I feature here came to be inadvertently revealed – found in the main college building, one of two “red-stickered” areas on the property.

Erskine College  (Sacred Heart)    Wellington by Queenstitch blog edit replace Spiro Harvey pic copy sml

Erskine College in 2013, courtesy of and © Louise Sutherland at The Queen Stitch blog

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It is unknown whether all of the items were placed there deliberately (given that the floor board seems to have been easily removable, this is very likely), or some of the smaller bits and pieces just fell through the cracks into a cavity between the fourth floor and the third floor ceiling. It may be a bit of both. There may have been just one occupant to the room for a length of time who made a habit of doing that (unlikely that anyone else knew about the loose floorboard). Some immediate things that struck me – mostly the items were sweet things, such as snacks. Perhaps contraband, and disposed of where it would not be found. The schools may have been strict about eating anything in dorms – as well as junk food and non-school foods found in rooms. Along with the Disprins, You get the idea that these items may have been cravings that accompanied “that time of the month” perhaps. Sheep’s tongues may now seem a strange thing to have druthers for on the sly but no accounting for taste (not often seen on the lunch or tea table these days, they were extremely common in decades past; still popular even when I was a child). This tells me the person was missing domestic life and home cooking probably, and this was a little bit of “comfort”, or perhaps they were part of a care package from home. Of course a big question is – why they would put all those things under there when it was easier to put it in a bin? It does point to not wanting anyone to know about it, or for it to be found. It could be just as simple as laziness, or good old (Catholic) guilt. Or both.
It’s fun for me to try and narrow the cache down without any idea of dates or significant clues, but of course the biggest lead is a potential name . The serial litterer seems to be a fourth form boarder named L. Reilly. If we could track the person in question down, there may be some more information on the details of their life at Erskine and the motivation behind dropping this stuff into a gap under the floor. On the other hand, she may not like the idea that some things have been dredged up unexpectedly such as an English test she likely cheated on (otherwise why not just put it in the bin instead of stuffing it in a can and hiding it), or the nicked spoon that accompanied the empty tins, (which bears the college’s initials SH for Sacred Heart). Personally, I know I would feel a bit weird about people going through my old trash.

However, there’s a possibility that our culprit is included in one of the Sacré Coeur reunion photos in this archive here,  Which feature classes from 1930s onwards.

7 Erskine College Island Bay Wellington 1937 - 1938  Reference Number  12-046458-G Turnbull manuscript and pictorial

Erskine College, circa 1937-1938. Courtesy of the Alexander Turnbull manuscript and pictorial collection, ref 1/2-046458-G.

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All of the items were well-documented in detail which means quite a number of images. Ergo with the author’s permission I’ve selected and edited the most interesting and curious things for this article – either they have a good story behind them or they are the sort of thing that rarely survives the dustbin or dumpster so that in its self makes them worthy of being featured (how many used ice cream wrappers survive for example? Very few that I have seen).
The salvager is intending to use a section of the floorboard in question that had been pried up as the base for a small cabinet to protect and display the items as a fascinating microcosm of student life in days gone by.

8 Erskine College hole with can and spoon raisin packet

A shot of the hole with some of the items beginning to be retrieved – a can, a spoon and a Sun Maid raisin packet.

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So, what’s my prognosis as far as a time period on this haul? Initially I had dated it between 1965-1968.
Now I’ve gotten a good look at the Sun Maid packet below, this definitely dates between 1969-1976 – but probability is on 1971-1972. Since the Disprin bottle indicates things are as old as 1961, It’s looking likely there were multiple discarders over a successive period of up to ten years, but most of it was just one person with perhaps later items like the raisins and the NZ Rail ticket just slipping through gaps in the boards by chance. If I re-narrowed the dates to the least possible, it would still be 1967-1972.

Oh, and – L. Reilly…where are art thou, you naughty minx? No worry about getting detention now – so come out, wherever you are.

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Credits: all photos © Kylie Walker unless otherwise specified.

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9 Erskine College S H (Sacred Heart) spoon found in hole

Study of the spoon found with cans, S H (Sacred Heart) indicates it dates from before 1960 when the name of the institution changed to Erskine.

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10  Erskine College Stash Wellington - Form IV April literature test - hole copy edit  copy

On the left a page from a fourth form literature test. We suspect it may have been pinched in order to cheat, otherwise it would have been thrown in a regular bin and not hidden. The test questions, a Newman’s Coach ticket and the picture of P.F. Jones were all tucked away in a tin with removable lid. On the right, another shot of the hole in the floor.

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11 L Reilly Garment Tags copy

James Smith was a Wellington institution established in 1866 and ran until 1993 when Farmers’ purchased it from L.D. Nathan and shut it down. The five-story flagship department store was on the corner of Cuba and Manners Street. By the 1980s they had five branches around the Wellington area. By at least 1972 they were definitely known to have a devoted girls school uniform department so I would say that this dates from before that decade. I was unable to find any information on Garrattco or Rabo, indicating it was likely a company established post 1945 – the 1950s onwards. I think this came from a new uniform garment that was ordered and then fitted  in-store, and was brought with the person at the beginning of a term. Hence no price on the tag,and the measurements, as well as customer’s name scribbled on. I’m guessing early 1960s.

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12 Erskine College Stash Wellington -    L Reilly (dorm room) 35

Possibly a card with the dorm room number, as well as the name of the occupant. We do know that Reilly was in situ in the late 1950s-early 1960s, and likely around the age of 13-14 years old. ergo, born in the early 1950s.

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13 Erskine College Stash Wellington -  sweetacres jaffas box

This Jaffa Box is likely from the early-mid 1960s. I think they were running this design for a while so it could have been around up to the late 60s. Imperial weight only shows  it was definitely produced before 1972 . It was exactly the same in Australia. One clue here is the printer’s mark B.B. which likely stands for Bank’s Box (Company), who were around from at least the 1920s-1930s. They had factories in Auckland, and Wellington.

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14 Erskine College Stash Wellington - Wattie's sliced peaches early-mid 1960s cans and labels

This was in stores early-mid 1960s. Imperial indicates pre 1967. Wattie’s tended not to change some labels very often and would frequently run designs for over ten years or more. I have one almost identical except they have revised the picture of the peaches in the blue bowl, here.

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16 Erskine College Stash Wellington -  New Zealand Refrigerating Company sheep tongues CMC tin  copy

New Zealand Refrigerating Company ( also known as CMC or Christchurch Meat Company), was one of those products where they never really changed the label for decades. It pretty much looked the same from its inception back in the 1900s. As I recall CMC shut down around 1984. Given the cache are together, they probably date from the 1950s-1960s.

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17 Erskine College Stash Wellington -  PF Jones picture copy

Peter Frederick Hilton Jones played for the All Blacks in 37 matches including against the Springboks in Johannesburg in 1960 and notably scored a try in the 4th test of the 1956 South Africa tour of New Zealand. I wondered what significance the picture torn from a sporting article in a magazine has? It seems such a random choice that it’s in likelihood not random at all. There’s a few options: schoolgirl crush perhaps, or it had some kind of personal significance, or was used for some kind of drawing project. There are considerations in why someone would remove a picture to keep it, and then crumple it up throw it away stuffed in a tin where nobody would find it. Along with the test paper and the picture of P.F. Jones, the discarder obviously did not want anyone to find the items in a communal bin. I wonder if the sisters used to go through the rubbish looking for anything incriminating? I imagine it was very strict and even if not breaking a rule, it would be embarrassing to be questioned.

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18 Erskine College Stash Wellington - Musk Lifesavers  wrrapper likely 1960s

Lifesavers were actually around in New Zealand from the early 1920s. Again this was one of those products where they never really changed the label much except for minor adjustments. In later years  Parnell-based Heards confectionery, established 1914 by Leonard Heard, had the domestic license for this brand. It could date from any time between mid 1950s-mid 1970s probably, but I would guess the mid 1960s.

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19 Erskine College Stash Wellington - Kaiapoi School Wear hangtag edit

Kaiapoi Woollen Manufacturing Company was the first woollen manufacturer in Canterbury, established in 1878 , and closed in 1978 – so this item definitely dates before that time. In 1963, the company became Kaiapoi Petunia Group Textiles Ltd but there’s no indication of the company name here to help narrow things down. Again I’d guess 1960s for this school garment label.

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20 Erskine College Stash Wellington - Tip-Top Trumpet wrapper post 1964

Tip-Top Trumpet wrapper. These were launched in 1964, so this item is after that date.

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21 Giant Trumpet on a roundabout in Panmure, year unknown - ppost early 1964 although late 1950s models visible

Giant Trumpet on a roundabout in Panmure, Auckland, year unknown. Obviously post-early 1964 although late 1950s car models are visible. The design is the same as the wrapper above. Provenance of photo unknown, probably from the Fonterra Archives.

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22 Erskine College Stash Wellington - Tip-Top Trumpet wrapper post 1964 edit copy

Close-ups of the Tip-Top Trumpet wrapper. It is kind of amazing this has even survived. Given they were almost without exception tossed in the bin – or if kept easily damaged or deteriorated from contact with food, any frozen confection wrappers are extremely rare.

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23 Erskine College Stash Wellington - Aulsebrook's Chocolate Eclairs likely 1960s

I’ve never heard of this product but I would guess 1950s-1960s, more the latter. Aulsebrook’s commenced to manufacture confectionery sometime in the 1890s and were probably the biggest brand in New Zealand next to Cadbury Hudson. Wrapped candies in bags or packets seem to have popularised from the late 1950s-early 1960s. Singular indicates that it may have just slipped through the floorboards but unlikely. It is likely they were part of a Woolies pick ‘n’ mix, purchased in the bags below. There may have been other different wrappers but they have either disintegrated, been eaten by insects, or carried away by rodents to a nest.

Update early 2015: One of my readers has now claimed they remember these being made in the 1970s.

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24 Erskine College Stash Wellington - Woolworths cellophane bags likely for pick and mix candy  copy

So, these are the bags for some of the random lolly wrappers like Aulsebrook’s above. I’m theorising that because the bag is printed with “fresh” indicates it was made specifically for marketing food, the striped peppermint canes of the font pretty clearly indicates candy. Woolies didn’t really start having separate food markets until late 1963 onwards. this logo was definitely in use at that time. Before that Food Fair was always a department. I would take a stab at mid-late1960s for these items.

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25 Woolworths Variety Store  Lynnmall New Lynn night before official opening 1963 Confectionery section with Refreshment Bar near front of store

Woolworths Variety Store, Lynnmall , late 1963. This photo shows the confectionery section with Refreshment Bar near front of store. Woolies would have open glass pick and mix bins, you can see them to the left. I remember as a very young child going to (this particular) store and occasionally being allowed to get a selection. Photo courtesy of and © Lance Bates, Degilbo on Flickr.

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26 Erskine College Stash Wellington - Macintosh's Barley Sugar wrapper likely 1960s 2

I’m not familiar with this particular product, but obviously I remember the Mackintosh’s brand very well – particularly their bagged Toffee De Luxe which was extremely popular in the 1970s-1980s. I would guess 1950s-1960s for this, more the latter. These kind of snap-apart bars were popular in the late 1950s-early 1960s from ads I have seen.

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27 Erskine College Stash  mackintosh barley sugar bar inner and outer wrappers copy

Inner and outer wrappers of above , showing the embossing on the foil. You never get to see things like this outside of a scrapbook, and even then people tended not to keep foil – it was usually easily damaged in the unwrapping and not that interesting anyway in comparison to the outer.

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28 Erskine College Fresh-Up Mini  copy

Mini Drink, which was pretty much Fresh-Up in a different can –  was apparently launched by the N.Z. Apple & Pear Marketing Board in 1967, according to company literature (I don’t know if I believe this date entirely). If I had guessed without knowing anything about a date I would have guessed 1966-1970.

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29 Erskine College Stash Wellington - Sweetacres Minties and paper bag New Zealand likely 1960s 1

A dozen or so Sweetacres Minties wrappers were stuffed in a grease-proof paper bag. I do wonder why it was not in a proper Minties bag or container. I guess they were bought locally from a dairy or corner grocery and were from a bulk counter tin. Minties were present in NZ from the 1930s; Sweetacres was an Australian Brand made by Henderson Sweets/James Stedman. This was one of those products where they never really changed the label (and still haven’t much). I’m a little confused about the history of Sweetacres in Aotearoa but I believe that Griffin’s had the rights for the brand until 1984 when Pascall purchased it. So it’s one of those things that you can’t really narrow down unfortunately. I would guess 1960s.

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30 Erskine College Stash Wellington - NZ Railways ticket folder and stub and Newmans coach ticket copy

Newmans has run coaches since the 1870s but it was in the mid-late 1920s that a fleet of motor vehicles was established. It remained a family-owned business through to 1972 when it merged with Transport (Nelson) Ltd, so it’s likely this ticket on the right dates before that time. As for the New Zealand Railways cover and stub on the left – I get a late 1970s-early 1980s vibe from these graphics, giving credence to possible multiple discarders. It could not  be any later than the end of 1985 as the school shut at that time. This was the kind of ticket that was for long train journeys cross-country so obviously was from a pupil that travelled quite some distance to board at Erskine.

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31  Erskine College  (Sacred Heart) STerylene Tag copy

This label from a garment indicates it was printed in Britain and I can’t see any reason that would be done unless the whole garment was made there and imported. ICI didn’t start commercial manufacture of Terylene in England until after 1955. I am sure this fabric revolution made its way down under pretty quickly, but it still would have taken some time. I am guessing early 1960s for this item.

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32 Erskine College Stash Wellington - Sunmaid Raisin box imperial to metric changeover 1969-1976

Sun Maid raisins, imported from the Sun-Maid Growers of California in the U.S., were present in New Zealand from the 1920s and the imagery and packaging barely changed well into the 1980s. It’s probably still the same now. It would be really hard to date this item if it wasn’t for the presence of dual systems indicating the weight. Metric began to be introduced in 1969, and the bulk of the changeover was undertaken over 1971-1972. However up until as late as 1976 both were included on some products for those that were pretty slow on the uptake. However what should be taken into consideration is when both metric/imperial was included in duality on American packaging for export, even though they never switched over themselves. As far as I am aware an Act to include both on domestic products was only introduced federally in 1992. However this practice for exported goods may have commenced earlier than New Zealand introduced the metric system, to cover a multitude of different countries and accommodate their various systems.

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33 Erskine College Stash Wellington -  Disprin bottle  copy

Reckitt & Colman (NZ) Ltd changed to Reckitt, Colman, Nugget in the very early 1960s – definitely by May 1961 – so this bottle likely dates before this – perhaps stretching out the date of the stash taking into consideration that it may have been old stock, or were sitting around for a couple of years until finished and discarded. There’s a possibility that the company just didn’t bother updating the company name or had piles of packaging stock to use up that lasted some time. I’d like to think that we have a single discarder, but this indicates not – and that other boarders knew about the hidey-hole.

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

A Sugar-Sprinkled Universe

In Canned Goods, Desserts, Frozen Foods, General Foods Corporation (NZ) Ltd, Ice Cream, Jellies, Jelly Crystals, Pudding, Sunshine, Sunshine Chiffon Whip, Sunshine Jelly, Tip-Top, Tucker, W.F. Tucker & Co, Wattie Cannery Ltd, Wattie's on June 5, 2013 at 10.46

Spacetaste 100 dpi 30 x 21 cm sml

Here is a recreation of a cardboard point-of-sale poster that was sold on Trade Me a few years back, and I have redrawn it from a photograph that accompanied the auction at that time. I suppose it was intended to give housewives dessert ideas – hopefully prompted by kids pulled in by the space theme; a popular mode of advertising that more or less took over from aviation to up-sell everything from jelly to drinks to cereals, in the second half of the 20th century. I started this a couple of years back and it was when I was just changing over to using vector-based graphics so it’s a bit raggedy compared to my usual standard.
I’m taking a guess that this poster dates from around the mid 1970s, given what I know of the brands, products and logos – but mostly indicated by the font styles. Here we have three of New Zealand’s most enormous brands of the time – together in one advertisement, bouncing off each other in a friendly joust.

Sunshine Chiffon Whip (1963) W F Tucker edit copy sml

Advert for Chiffon Whip, 1963. The product was two years old at this point, and lasted well into the 1970s.

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I’ve previously written briefly on the Sunshine brand here, and recreated jelly crystal boxes here, and here.

It was an Auckland-based company owned by W.F. Tucker – and in particular baby boomers will remember Sunshine well for their custard powder, jelly crystals and peanut butter which were very popular through the 1940s to the 1970s – although the company were around a lot longer than that and started using the Sunshine name as far back as the 1910s. The company did a variety of instant desserts and Chiffon Whip was launched in 1961 in flavours lemon, orange, raspberry, and eventually marshmallow.

Watties Sliced Peaches 1 lb Label recreation copy

This Watties design was on the shelves in the early-mid 1960s.

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What else is there to say about Wattie’s? I know I’ve done more than several posts, such as fruit-related ones here, here, and here…and I keep saying I am going to get around to some kind of feature on what is probably Aotearoa’s biggest brand of all time. But lately I’ve been thinking …do I really need to? Books have been written and I’m not sure I have anything to add. It would depend on any new information I can scrape up. And quite frankly, looking at the archives there just may not be a lot of that – given that Wattie’s seemed to feel no need to advertise their wares or have any of their business reported on, until well after WWII, when part and full page ads for the product start to appear (I suspect their major contracts with the government suddenly ending had some bearing on this change). Apparently until that point they were so successful so quickly there was no reason to do so. Anyway, it’s a daunting task to consider writing a full article on this topic, and I guess if somebody really wants to know all about it – they could buy Geoff Conley’s book (1984) which is not that hard to find to this day.

watties can fruit -tip top ice cream - sunshine jelly sml

The original picture I redrew the poster from.

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I have had a story half -prepped on Tip-Top for ages but again it’s a tall mountain to climb. However I feel there’s a lot of things that need to be set straight and expanded on. The most detailed article I have seen on the brand was a fairly brief and pretty stock standard issue from the PR department on the 75th anniversary of the brand, for one of those weekend-type magazines like Canvas – and I think quite inadequate given the iconic status of the product – and the archive of material they have at their disposal.

TIP TOP Classic  60's sign Double sided  Measures 460mm x 600mm EDIT copy

Tip-Top tin signage manufactured for dairies of the 1960s.

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That’s all from me for this week. Come July it will be difficult to focus on this blog as I’ll be back to studying however you can expect briefer, probably picture-based stories and maybe some longer ones if I have time to finish up on them – the James Smith Ltd department store, Aulsebrook’s, commercial artists Alison Fyfe and Bernard Roundhill, and a couple of amazing caches of retro advertising and packaging stuff that have recently been found around the country.

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

A Trail Goes Creamy and Cold

In Alpine Ice Cream, Apex Ice Cream Company Limited, Cornelius J Van Dongen, Eldora Ice Cream, Fonterra, Frozen Foods, G.E. Patton Ltd, Gager's Electric Belt, General Foods Corporation (NZ) Ltd, George Edward Patton, Hellaby's, Ice Cream, Lone Star Cafe, McAlpine, Newjoy Ice Cream Co, Perfection Ice Cream Co, Peter Pan Frozen Foods Ltd, Peter Pan ice cream, Prestcold refrigerators, Robinson Ice Cream, Sunshine Ice Cream, Supreme Ice Cream, Thomas Gager, Tip-Top, Wall's ice cream, Wall's Ice Cream Ltd on May 7, 2013 at 10.46

Apex Ice Cream Board recreation  copy

A recreation I’ve made of a rare metal and wood sandwich board, designed to advertise Apex outside on the footpath in front of a dairy.

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Apex is yet again a brand about which very little is known; it was Christchurch-based and lasted around forty years or so. I don’t even have a name for a founder or owner. However this almost complete lack of information  gives me a chance to delve into the lives of various names that were at some time associated with the brand and the property. a

Airds Dairy & Cake Shop Papanui shows Apex Ice cream and Ernest Adams Cakes edit

Airds Dairy and Cake Shop, showing Apex on sale as well as Ernest Adams cakes and Queen Anne chocolates, year unknown. Image courtesy of the Gordon Shields Collection via Kete Christchurch, File ref PHG25GS

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Apex Ice Cream Old Enamel  Sign 91 x 38 cm 1 edit  copy

Painted tin Apex advertising. The logo and slogan were fairly standard although the dimensions varied.

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Apex seems to have been established in 1933 at 25 Manchester St, Christchurch – but by whom I do not know. Records show the company was granted a building permit on 11th of  September that year. The builder was George Edward Patton (born 1885), whom by this time had already been in business locally for a decade; in 1923 he had founded G.E. Patton Ltd at 188 Barbadoes Street, Christchurch, not that far away (now renumbered to 194, it is next to  Henry’s beer wine and spirits). This building still stands although it looks somewhat different with a remodelled facade  and is quite dishevelled today.  a

25 Manchester Street, Christchurch Central, Christchurch 8011, New Zealand 1

Above and below: The first  Apex building built 1933 by Patton, at number 25 Manchester Street, on the corner of Dundas.

25 Manchester Street, Christchurch Central, Christchurch 8011, New Zealand 2

Patton were refrigeration specialists that went on to produce commercial fridge cabinets – the type for nicely displaying drinks, snacks and treats that need to be kept chilled – obviously ice cream being one product. We can surmise that Patton, through his commercial refrigeration work – had the equipment and know-how to easily set up such an operation with the machinery it needed. A photo of 1940 of the Barbadoes showroom shows their range is very well-established. They manufactured for McAlpine  (Prestcold refrigerators), amongst others and then eventually moved into purely design/wholesale products for huge businesses like Hellaby and Fonterra. They now have a number of branches all over  New Zealand as well as in Australia, Thailand and India and major international clients. a

DSC07603 Apex Ice Cream 1960s NZ edit

The original version of the sandwich board I’ve recreated at top. Image courtesy of  www.brentz.co.nz

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By 1936 Apex were offering family blocks as well as supplying bulk deliveries to dairies and parlours as exemplified in the couple of simple ads I have found in publications. This building still stands today on the intersection – now painted lurid orange and green and houses Printstop in two thirds and a cycle store in the remainder. a

G E Pattons 188 Barbadoes Street today edit

Above: The old G. E. Pattons showrooms, 188 Barbadoes Street, Christchurch, today. Below, the Pattons staff in the 1950s, courtesy of the Pattons website. 

Patten edit

It’s  possible Patton was from the Mount Somers area west of Christchurch as there is a mention in 1916 of someone by that name enlisting. He was part of the 13th C1 draft, and spent a spell serving in WWI. He married Ethel Laura Bundy (1894-1994) in Canterbury, year unknown. This may explain why there does not appear to be any marriage record – it’s indicated that they married between 1931-1945. It does not appear they  had any offspring or if so no records are publicly available due to privacy restrictions. That’s about all I know about him to date. He died in 1973, and was described as an engineer living in Opawa.a

APEX ICE CREAM STAMPS TO COLLECT Ellesmere Guardian, 1 October 1937, Page 1 edit colour copy

An advert for an incentive to buy Apex ice cream, Ellesmere Guardian, October 1937. Presumably a larger picture was made from individual stamps that were collected (probably not an image of an actual radio, but a picture of a radio star or show) and then once fully assembled you got your money. I doubt I’ll ever see one of these turn up – and if it did – the set wouldn’t be complete anyway.

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It may be worth noting that another major ice cream business of the time, Perfection, was further down the same street at numbers 300 and 304 over time, and in April 1940 Patton was also tasked with building at least one of those premises for them.a

Lone Star Cafe - 26 Manchester St courtesy Lone Star Cafe FB page

The second Apex building built 1940 by Van Dongen, Number 26 Manchester Street, directly opposite the 1933 premises on the intersection of Dundas. This became the first of a chain of 25 Lone Star Cafes. Image courtesy of  their Facebook page, and appears to have been taken in the early-mid 1980s.

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Previous occupants at 25 Manchester street, in whatever building had been there before – were both tailors (I am sure there were others). Thomas Gager is advertising an “Electric Belt” with supposed curative properties, in the late 1880s. As it turns out he fancied himself a bit of an inventor and there are a few references to his registering of patents. It seems he was in situ from at least 1882  until 1893 when there is a notice of his stock being bought for sale, after he went bankrupt – and he moved down the road to number 95. In the 1910s-1920s, Geoffrey Madden, another tailor and fitter,  is calling from the same address for men with unwanted war costumes to sell for fancy dress use.

Apex Ice Cream 25 Manchester Street - Opawa Public Library Carnival booklet 1930s edit orange

Apex advertisement from an Opawa Public Library Carnival booklet, circa 1936.

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On the 29th of May, 1940, permission was again granted to Apex Ice Cream Co. to build on the corner of Dundas and Manchester Streets, Christchurch, showing the construction was done this time by  a C. J. Van Dongen. Cornelius Jozepfus Van Dongen (b 1885) was presumably a Dutch immigrant given the provenance of his surname. He enlisted for  service  on the 5th of  August 1918, and was passed as fit on the 13th.  Details mention his profession as carpenter and residence in Tenysson Street, Sydenham,  at the time.  He was recorded as a “builder” by profession,  by the time he died in Christchurch, in 1966. The only other snippets I could dig up on his background was that he married to Ethel May Van Dongen (b 1886) who passed away in 1918. They had lived for some time in Hawkes Bay during the 1910s. They had a daughter Gladys Sybil Petronella born 1907 (later married a Francis Joseph Ashworth, 1928).  In 1923 he married a Sara Rubena Westwood Ritchie.

Apex Ice Cream tin sign from Australian site Roadside Relics edit  copy

Painted tin Apex advertising from outside of a building. Image courtesy of  Roadside Relics, Queensland. I had a question to the retailer about how this ended up in Australia – and apparently it was purchased  from the owners of  a pub named Pump in Maryborough in the 1980s-1990s, who were originally from Dunedin and had it decorated with a collection of signs they had brought with them. 

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Presumably this new Apex building was an additional premises, directly opposite 25 Manchester street on the intersection. This building was for many years, until recently, the original Lone Star Cafe  which eventually became a successful chain of twenty five venues. It was unfortunately destroyed in the 2010 earthquake and subsequently demolished. Apex Ice Cream Co. Ltd., was granted a Goods Service License under the Transport Act, 1949, Christchurch sometime between 1953-1962, showing that besides selling locally, they were by this time distributing far and wide.a

APEX ICE CREAM - CONTACT MAGAZINE Volume 3 No  2 Jan Feb 1943 Page 64 and 65 crop copy

Apex advert, from Contact: The National Magazine of the Royal New Zealand Air Force,Volume 3 No  2 Jan Feb 1943, Page 65. 

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 Over the last five years three or four hand-painted tin or wood Apex signs have come up for auction – all with similar layout and slogan – although varying dimensions. The only exception has been this red dairy footpath sign (that I recreated here with some modifications) which has been for sale from a Christchurch dealer for some time now. I’ve previously contacted him through both his website and Trade Me with personal sales inquiries for items and all times I have attempted my questions have remained unanswered  yet I noticed he’s very keen to provide answers when he auctions  five or ten dollar items so…winning sales technique there. Ergo I haven’t even bothered to contact again and find out anything about the provenance of this item. Given that apparently he is not interested in making any serious money – he certainly won’t be answering questions when none at all is on offer.

Lone Star Cafe - demolished

Number 26 Manchester Street, The original Lone Star Cafe, now a danger from earthquake damage, comes down.

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Data indicates that Apex was still running into the early 1970s at least (Christchurch Planning Tribunal/Environment Court case files are on record for 1971) – but it was eventually bought out by Tip-Top along with other companies like Supreme, New Joy, Robinson, Perfection, Eldora, Sunshine,  Peter Pan, Alpine, and Wall’s. By 1964, Tip-Top had finally achieved national distribution by gobbling up all the smaller (frozen) fish. Closed company files  indicate Apex may have changed hands in 1956, then again in 1964, which may be when Tip-Top stepped in and took over – since they were on a roll at the time buying out smaller brands in their bid to get to the top – they bought out Eldora in 1964 and Supreme in 1963. The final Closed Company Files for Apex were lodged sometime between 1964 and 1979. The only employee I’ve tracked down also commenced working for Apex in 1960 and finished up in 1964, so all the dates converge to some telling event. Unfortunately I was not able to talk to the person in question before publishing this article – but I am sure there is more to be added to this story in future. Perhaps someone trawling the web will come across this and be able to pass on some vital information that fills the gaps, like they did with the Peter Pan Frozen Foods saga.

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THOMAS GAGER TAILOR Star , Issue 5812, 29 December 1886, Page 2 edit

Above: Gager, had been just one resident business owner  in the days before Apex. From the Star, Page 2, 29 December 1896. He moved to 95 in 1893, but he was already hawking his own patented invention of electric accessories from his former address at 25 Manchester Street in the 1880s. Below, an ad from the Press, 15 November 1893, Page 7.

THOMAS GAGER'S ELECTRIC BELTS  Press, Volume L, Issue 8640, 15 November 1893, Page 7

 

Credits: Thanks to Dave Homewood, from Wings Over Cambridge,  check out their collection of great Contact magazine covers online here.  Also thanks to  Chris Newey from Foodworks online – the  New Zealand Food & Beverage Directory,  for some research pointers.

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All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

Addendum mid-Jan 2014: I’ve added this amazing, extremely rare image of an early piece of Apex advertising. This was sent to me by Nick Boblea, a hard-core veteran of enamel sign collecting. He has an amazing accumulation from what I’ve seen – and was kind enough to contact me after reading this article and offer a picture of this one. I’m guessing it dates from the earliest days of the brand.

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Addendum mid-March 2014: Reader Carolyn Catt kindly sent in this  image of  one of two Apex signs stashed in her garage, that she acquired twenty years ago in the Christchurch area.

Apex sign c Carolyn Catt copy smlveteran of enamel sign collecting. He has an amazing accumulation from what I’ve seen – and was kind enough to contact me after reading this article and offer a picture of this one. I’m guessing it dates from the earliest days of the brand.a

Tasteful Transformation: Tip-Top’s TT2 and Moggy Man

In Dairy, Dairy Products, Desserts, Frozen Foods, General Foods Corporation (NZ) Ltd, Ice Cream, Kiwi Classics, Longwhitekid merchandise, Moggy Man, Moggy Man TT2, Tip-Top, Tip-Top Popsicles, TT2 on April 17, 2012 at 10.46

Here’s a recreation of a tatty Moggy Man sandwich board sign for a dairy business,  below, which came up for sale a couple of weeks ago and sold for over  350 dollars; he was the character representing a long gone Tip-Top brand which was shelved in the early 1970s – now it seems highly desirable to collectors.

I’ve already made my way through half of what will no doubt be a significant article on Tip-Top to be published sometime in the next few weeks, so I’ll just give you the bare bones background here.

TT-2 registered trademark, circa 1957

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Tip-Top was the brainchild of two friends, Albert Hayman and Len Malaghan who decided to open an ice cream parlour. The first one was in Manners Street, Wellington and threw its doors open in 1936. Such a success it was – that within just a couple of years they had a string of them dotted around the lower half of the North Island and the top of the South.

TT-2 Moonraider POS poster for dairies, circa  1967, courtesy of Fonterra’s Tip-Top archives.

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By 1938 they had officially formed a company and were manufacturing their own product. The rest, as they say in the tired old world of cliché, is history – and today it can truly be considered one of few truly iconic brands – in fact they are celebrating their 75th birthday this year.

 TT-2 wrapper, early-mid 1960s, courtesy of Fonterra’s Tip-Top archives.

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With somewhere near fifty million litres of ice cream being churned out annually ( literally as well as figuratively), dozens of products on the market and selling internationally – the business ,now under the jurisdiction of Fonterra Co-operative Group, shows no sign of fading away by any means. Not bad going for a company that started out as one milk bar, with  an ice cream confection named after a cow (the Topsy, which is still on the market today).

 TT-2 wrapper, early-mid 1960s, courtesy of Fonterra’s Tip-Top archives.

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Moggy Man was a Tip-Top brand that began life around the late 1950s as the extremely successful TT-2 ice block – one of the earlier Tip-Top brands that were considered a “novelty” line at the time – that said, anything that wasn’t cone ice cream was considered as such. It was an abbreviation of Tip-Top (TT) with a “2” which indicated it’s relegation to second tier product as it was an ice confection – whereas everything else at the time contained  a degree of dairy; mainly cream.

 TT-2 Moonraider wrapper, early-mid 1960s, courtesy of Fonterra’s Tip-Top archives.

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Many baby boomers recall their childhood and fondly remember the TT-2 range in uncomplicated flavours like orange, pineapple, raspberry, coca cola, lime and lemonade – a reflection of simpler times in sunny summer days. By the early to mid 1960s the more sophisticated themes and flavours of Pineapple Pole, Jaffa Dip, Banana Shake, Raspberry Dazzle, Squidley Twin (an Octopus theme in two flavours), Sweet Orange, Milkshake, Hokey Pokey, White Lemonade, and Moonraider were being tried out on the more adventurous tastebuds of the public.

 TT-2 wrapper, early-mid 1960s, courtesy of Fonterra’s Tip-Top archives.

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Sometime around the end of 1967 or so, the character had been introduced to make a conglomeration “Moggy Man TT2”, a “space-shaped ” ice (not as interesting as it sounds) with milk and extra sugar added – and new varieties to go with this revamped theme of Sunspot, Meteor, Lunar, and with the former Moonraider continued.

Moggy Man TT2 wrapper, circa 1968

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By 1968 the old part of the name had been completely resigned to the scrapheap and the character stood alone as a brand with the space motif continued in varieties like Star Strobe, Red Rocket, Concorde (orange and lemon), Astro Flash, and Zero X .

Moggy Man TT2 wrapper, circa 1968

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However he seemed to be fizzling out and the last ad I’ve seen in the early 1970s shows basic raspberry, chocolate, lime, and orange milk ices in the range. He must have vanished into a black hole soon after – I suspect he was gone by 1974. I  certainly don’t remember Moggy Man being around – and he was eventually replaced a few years later by the Popsicle range – “coolest band in the land”. They weren’t really…the whole “ice lolly as faux rock star” campaign and branding was kind of tacky. Bring back MM, I say – he was much neater!

 I found this document for the Moggy Man character being registered to Peters Ice Cream of NSW, circa 1968. I don’t understand what this is about or why they had posession of the brand at the same time as Tip-Top. I can only imagine it was a licensing deal to launch the brand in Australia, because Peters were  only present in New Zealand in the 1930s and didn’t make a “comeback” until the 1990s.I find no further mention of a presence outside of New Zealand, so one can assume it was not a success. 

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Moggy Man POS poster for dairies, circa 1970, courtesy of Fonterra’s Tip-Top archives.

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I’ve got my high quality recreation of the Moggy Man poster for sale on Redbubble store as posters here;

http://www.redbubble.com/people/darianzam/works/8731662-untitled?p=poster

and cards here.

http://www.redbubble.com/people/darianzam/works/8731662-tip-top-moggy-man?c=130101-kiwiana-cards

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Addendum, mid-October 2012:   I was wondering why I never found this advert until now. This is why – In a very weird coincidence Archives NZ uploaded it the very same day I published my article. Now what are the chances of that? This ad pinpoints the above poster to circa 1970 when Astro Flash and Zero X were probably first released.

So Cool, So Fresh

In Frozen Foods, General Foods Corporation (NZ) Ltd, Hastings Blossom Festival and Parade, Unilever, Wattie Cannery Ltd, Wattie's on December 13, 2011 at 10.46

In 1936, the Wattie’s company was only two years old when the peach and pear crops they depended on were destroyed by severe storms. Instead of taking it on the chin and possibly going under, a decision was made to try out canned vegetables, starting with tomatoes and peas – which was predicted by naysayers to be a failure in the marketplace. This was not how things turned out; it was an immediate sell-out success and the market for canned veges rapidly expanded internationally.

Birdseye float, for the Hastings Blossom Parade,1956. I am not sure what those red blobs represent, frozen strawberries perhaps. I would kill for a better look at that canopy showing the product packaging. Image courtesy of Hastings District Council’s Historic Image Archive. 

The first substantiated record I have of Wattie’s selling frozen peas in a cardboard box under their own name is in 1950; however in 1947, Unilever of Great Britain contracted with Wattie’s to produce frozen peas under its Birdseye brand. During this time, frozen foods of all kinds were becoming enormously popular and more profitable than canned products so Wattie’s snapped to it.

Wattie’s frozen and canned peas float, for the Hastings Blossom Parade,1958.  Image courtesy of Hastings District Council’s Historic Image Archive. 

 With the establishment of a new plant at Gisborne in 1952, Wattie’s added corn and quickly became the world’s biggest frozen food manufacturer outside of the U.S.A.
The ten ounce packet was sold to me privately by some established collectors in Levin. It was fairly worn and damaged and I did a lot of digital repair work on it to bring it back into condition. They tell me that it dates sometime after 1963, and no later than 1973.

The second one, mint flavour frozen peas – is a digital recreation of a set of bags that was being sold on trade me a few months ago for a ridiculously low price. Of course another auction where I missed out as I was absent and no amount of begging and pleading would get me the contact details of the buyer to make an offer for some of the many duplicates. I remember this well as it was in use in my childhood; so through the mid to late 1970s. The big clue here as far as dating these is the inclusion of both imperial and metric weights to comparatively demonstrate the difference (or rather, lack of it); meaning that they were produced around the year of changeover – which was 1971-1972 in New Zealand. This means that the other design is a little earlier, between 1964 -1969 in my estimation. Since Wattie Cannery Ltd acquired Tip-Top to deal with their frozen foods arm  and assembled under the umbrella of  General Foods  Corporation (NZ) Ltd in 1968-1969 – that puts a fairly tight date on it.

I have a couple of other images of earlier boxes and I hope at some point to recreate the packages of those too.
You can go to the “Wattie’s” category underneath the title, to read the other posts on the same brand from the last year.