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Melbourne Observer - Wednesday, November 11, 2015 - Page 00
Long Stories
No 3
Melbourne Observer Editor Ash Long, now in his 60th year, looks back at a lifetime of memories.
‘Sunshine’ known across Australia ■ James Long had successfully built his Ballarat-based biscuit and confectionery company which he established in 1854. After the leadership of his son, Mr T.P. Long, the company name changed in 1921 to Sunshine Biscuits and Sunshine Australia. It had been acquired by William Crosby and Co. in 1917. For a while the firm, was known as Ballarat Products Ltd as a public company in 1947 after merging with George Farmer and Co., then Sunshine Biscuits Ltd. For the war effort the company also agreed to control the output of the Dehydration Factory for the production of Dehydrated Potatoes for the services. During World War II, Sunshine Biscuits devoted 80 percent of its output to army services. In America, there was an unrelated Sunshine Biscuits company, which became the third biggest US baker of cookies, crackers, and cereals. The independent company, whose brand still appears today on a few products (for example Cheez it), was purchased by Keebler Company in 1996 which was subsequently purchased by Kellogg Company in 2000. The ‘Sunshine’ brand was first used in America in 1902. Joseph Loose with his brother Jacob, and John H. Wiles, formed the Loose-Wiles Biscuit Company in Kansas City. They envisioned a factory which would be filled with sunlight and so they adopted the name Sunshine for their products.
● Sunshine Biscuits freight carriages on the Victorian Railways. Photo: Public Record Office Victoria
● Pictured: Sunshine Biscuits (US) being promoted at the New York Fair. In America, the ‘Sunshine’ brand was used by the LooseWiles Biscuit Company.
● The Argus (Apr. 16, 1953) reviews the company’s history.
● Sunshine Biscuit signage on the Moriac store in Victoria. Photo: Marcus Wong
● Arnotts’ purchase of Sunshine Biscuits for $1 million made news in The Sydney Morning Herald on September 27, 1972. Loose-Wiles never registered their ‘Sunshine’ brand name and therefore spent much effort in the first 40 years trying to dissuade other companies from using the word ‘sunshine’ or any related word on their product or in their advertising. Since Loose-Wiles claim was not
● Sunshine Biscuits float at Gala Day in Ballarat in 1935. based on a registered mark, they often had to investigate when and where the other company first used the word to determine which company had first claim so as not to lose their right to the name ‘Sunshine’ for their own products. We have been unable to find any formal link between the Australian and American companies both simultaneously using the ‘Sunshine’ name. James Long was Mayor of Ballarat East Council in 1875-77 and 1878-79. He was a prominent Freemason. In August, 1881, James Long stood ● James ‘Lolly’ Long for the Wellington Province seat of which has been of great ser vice, The the Legislative Council. The Hon. Guardian reported. Henry Cuthbert retired by rotation, ‘Burswood’, which today is a bed and was returned by 2535 votes to and breakfast business, was de2126 polled by Long. scribed as a single storey mansion Upon retirement in 1904, James house with enclosed glass verandah, Long retired to ‘Burswood’, Port- ‘Burswood’ was erected in 1855 for land, where he served a term as Mayor pioneer colonist Edward Henty.. from 1905-07, and 1908-09. The Portland Observer announced As a Justice of the Peace, he the death of James Long at age 86 in served on as Chairman of the Bench March 1916, noting: “He was also a on local Court cases. zealous member of the Methodist In 1914, the Portland Guardian Church, and took an active interest in reported on James Long’s retirement all movements for the moral and soas President of the Portland Hospi- cial advancement of the community”. “His death removes an active tal due to his “advanced age”. He had the pleasure of giving to worker in all good movements from the institution an "operating table," our midst, “and is a distnct loss to the which was so much needed, and town. “
● Boasting the phone number ‘53’ in Ballarat, this art deco letterhead from 1928 lists offices in Bendigo (phone 902), Geelong (1481) and Melbourne (9490).