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Four Square

The household name Four Square emerged in the 1920s out of the Foodstuffs grocery buying co-operative. Foodstuffs' founder, Mr J Heaton Barker, became concerned at the activities of the grocery chain stores of the day that were making life very difficult for independent grocers in Auckland. On 6th July 1922, Heaton Barker called together members of the Auckland Master Grocers Association to discuss plans for the formation of a co-operative buying group of independent grocers.

On 1st April 1925, this buying group registered a company, Foodstuffs Ltd [later Foodstuffs (Auckland) Ltd], the first of three regional co-operatives based in Auckland, Wellington and Christchurch, which now form the Foodstuffs group of co-operatives. The name Four Square emerged when Mr Barker, while talking on the telephone to one of the buying group members on 4th July 1924, drew a square around the 4 of the date on his calendar. He immediately realised he had a suitable name for the buying group, stating that "they would stand 'Four Square' to all the winds that blew".

By the end of 1924 products were appearing under the Four Square name, and by 1929, discussions were underway on the use of a common branding on stores. Early versions of the Four Square sign were produced in the form of red and gold hand painted glass panels for display in members' stores.

In February 1948, New Zealand's first self-service grocery store was opened in Onehunga by Phil Barker (the son of the founder of the group) and Ray McGregor. This soon became the norm for grocery retailing.

During the 1950's the Foodstuffs advertising department designed the famous Four Square man who initially appeared only in newspaper advertising and posters, but was developed to become part of the Four Square identity, appearing in every Four Square store and eventually becoming a nationally recognised icon in New Zealand, remaining famous to this day.

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