Reading enjoyed the twin advantages of being in a fertile agricultural county and being positioned on major lines of communication. It was on the river Thames and in the late eighteenth and early nineteenth centuries was linked by canals to the Midlands and the West Country; the image is of a lock in the Kennet and Avon canal. Importantly Reading was on the main road route from London to Bristol when the latter was booming with overseas trade.
Links provided the people of Reading with metal products from Birmingham, pottery from Staffordshire, groceries from London and stone from Bath.
It had been a cloth producing town, but this industry had gravitated to those areas whose natural and commercial resources best favoured it. Fortunately for Reading, London was growing quickly with a thirsty population preferring beer to polluted water. Reading provided tons of malt using water transport.
For a town far from the sea, it was perhaps surprising that a Reading firm supplied the navy with the sail cloth it needed to fight the Napoleonic wars. Musgrave Lamb in Katesgrove Lane played a key part of winning the battle of Trafalgar.
Malt provided the impetus for the industry for which Reading would become famous the world over. Joseph Huntley used money made from malting to set up his biscuit shop using local flour. Later, his son, also Joseph, set up Huntley Boorne & Stevens making tins in which to sell the biscuits in prime condition. It was Joseph's other son, Thomas, who persevered with the biscuit shop.
The coming of the railways in 1840 further improved communications. One year later Thomas Huntley took his cousin George Palmer into partnership. Palmer's focus was on the mechanisation of biscuit making. This was far from straight forward and cost the young business dearly.
Biscuit making was viewed as a lowly craft with hard, barely edible ships biscuits being made by small bakers close to ports. Fancy biscuits for home consumption were again made by bakers, whose main business was bread. The advent of the Napoleonic wars put pressure on the makers of ships biscuits. The three main naval ports of Plymouth, Deptford and Gosport had their own victualling yards which now embraced biscuit making. At the Clarence yard in Gosport, advances were made in introducing machinery, yet worker resistance was such that only very small steps were possible. After the wars further advances were made but anything like continuous production was a long way off.
Continuous production was George Palmer's goal and he worked on this with a local machine manufacturer, William Exzall. Eventually the problem was solved and machinery was installed in a former silk mill close by the Thames and Kennet and Avon canal. The challenge then was to expand the market which was then only local towns. Advertising and the use of sales agents was the route chosen until full time travelling salesmen could be employed. The invention of a process to print images and patterns directly onto tins cemented the image of the company in the minds of the buying public.
It was almost a game of leapfrog. New customers were found and capacity was utilised, but then demand leapt ahead and production had to catch up. One area of the process that was still manual was the loading of the ovens; what was needed were ovens through which a conveyor could pass carrying the biscuits. Such a mechanism had been tried by the American navy. Palmer found the perfect ovens for his purposes through two London companies: A.M. Perkins and Joseph Baker. These companies would later merge to become Baker Perkins of Peterborough. In Reading, Huntley and Palmer were the dominant employer and took advantage of this by offering meagre wages. The two world wars brought manpower pressures and wages had responded, however the company remained a low pay employer until well into the twentieth century when union action brought pressure to bear.
When Thomas Huntley died, George went in to partnership with his brothers, William who ran the factory and Samuel, based in London, who sold to that ever expanding market as well as managing exports. Biscuits were now part of the nation's diet. Railway journeys were nourished by biscuits, until dining cars appeared. Other biscuit manufacturers emerged including Carrs and Peak Frean with whom Huntley and Palmer would later enjoy a more formal relationship in Associated Biscuits. The Reading factory was further enlarged. The next generation of Palmers joined the business which was incorporated as a limited company on 29 March 1898. It was still very much a family affair with the shares split between George's descendants and those of Samuel; William died a bachelor. It then employed 5,000 people. Management continued as before with family members in charge and an understanding that, depending on the time of year, the chairman would spend three days a week hunting, shooting or playing cricket. Money for the business was spent only when there was no alternative. Machines were repaired rather than being replaced with more up to date technology. Unfortunately competitors took a rather different attitude.
The twentieth century saw the company serve its country in two world wars, suffer in the depression, face competition from other biscuit makers and retailers’ own brands; nevertheless it did prosper in the fifties. Associated Biscuits was eventually bought by Nabisco. I write of United Biscuits, Associated's great rival in Vehicles to Vaccines.
But back to Reading in the 19th century. Not all the malt produced in the town left for London; local brewers met the needs of the local population, or rather they didn't. The suggestion is that they worked in a cartel keeping the quality of beer low but cheap to make. William Simonds broke ranks and his brewery became highly successful using latest technology and chemistry to improve the product. Simonds merged with Courage and Barclay in 1960.
In common with many towns in agricultural areas, Reading manufactured farm machinery. The company emerged from Reading Iron works, was successful for many decades but closed in 1887. The mantel was taken up by George Gascoigne in the twenties in his milking machine business. The agricultural theme is taken up by Sutton's seeds. The nineteenth century saw an increase in farming but also in households with gardens; all these needed seeds. Martin Hope Sutton took advantage of this and the Penny Post to circulate catalogues and then the fast improving rail service for speedy delivery of the seeds.
In the late twentieth and twenty-first centuries, it is Reading's communications but in particular its proximity to Heathrow which has grown its economy. It is now boasts Microsoft, Cisco, Ericsson, Apple and Proctor and Gamble.
Further reading:
- Malcolm Petyt (ed.) The Growth of Reading (Stroud: Alan Sutton, 1993)
- T.A.B. Corley, Quaker Enterprise in Biscuits - Huntley and Palmers of Reading - 1822-1972 (London: Hutchinson, 1972)