Procera loaf tinThe Procera bread baking process involved enriching the flour with gluten, thus boosting its protein content, decreasing starch and improving its texture. It originated in New Zealand in the 1930s, with a baker called Henry Maltwood Williams. His process was patented worldwide and the patent-licensing approach was soon extended to the larger market of Australia. One baker in each market was granted the right to use the Procera name and the process in return for a royalty of 0.1 penny per loaf, in what became the first major franchising operation in Australia.