Sure to Rise The Edmonds story

Edmonds is one of New Zealand’ s best-known brands – its radiant sun and ‘ Sure to Rise’ promise have embellished baking powder labels and the much-loved Edmonds Cookery Book for over a hundred years and are now embedded in our popular culture. The man behind the company, Thomas Edmonds, came to New Zealand with his wife Jane in 1879. While running a modest grocery store in Christchurch, he expanded into making baking powder. As his most famous product took off, he built new premises, the last of them the Art Deco factory with its nationally admired gardens. Thomas embraced new advertising and marketing techniques and ensured progressive working conditions for his loyal staff. A generous benefactor, he gave his city some of its landmark buildings. This is the story of a man from humble beginnings who, thanks to hard work, creativity and persistence, and with considerable support from his wife, created an iconic business. Richly illustrated, 'Sure to Rise' is a fascinating slice of New Zealand’ s social and culinary history.

Richard Wolfe is an art, design and cultural historian whose 41 previous books include most recently 'Footprints on the Land: How Humans Changed New Zealand'. He has also written a large number of articles, covering diverse aspects of New Zealand art, history and popular culture. Kate Parsonson is a great-great-granddaughter of Thomas and Jane Edmonds who began researching for this book in 2018, curious to discover more about her family history, and the iconic Edmonds Cookery Book. This is her first book. Peter Alsop is a keen collector of New Zealand art and design, including vintage ephemera and hand-coloured photography. His 10 previous books include 'Selling the Dream', 'Mauri Ora – Wisdom from the Maori World' and 'Hand-Coloured New Zealand'.

THE STORY Prologue Family trees 1. From London to Lyttleton 2. Coming to Christchurch 3. A business is born 4. Battle of the brands 5. Sure to rise 6. A household name 7. Recipes for success 8. A Family Flourishes 9. Tragedy & travel 10. A Landmark factory 11. Benefactors & believers 12. Farewell to the founder 13. War & peace 14. A new era 15. The next generation 16. A famous garden Epilogue Chronology GALLERY The story of a design Reflections Notes Image credits Index Acknowledgements