1930s Procera becomes Australia’s first franchise

The 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 pence per loaf, in what became the first major franchising operation in Australia.

An article in the Rockhampton Morning Bulletin in 1935 explained the benefits of the process as follows (I’ve inserted some paragraph breaks to make it easier to read):



In connexion with the advertisement apearing [sic] today, Mr Cedric Luck advised that the new Procera (pronounced Pro-cera) process of bread-making, which is protected throughout the world, is now in operation in Rockhampton. The sole rights have been procured by Rickert’s of manufacturing Procera white, wholemeal, slimming, and diabetic bread.

The virtue of the process lies in the regulation of starch and protein content of the loaf, making it lighter and more easily digestible. A slight reduction of starch and increase in protein makes a marked difference in the bread and is particularly noticeable when it is toasted.

Using 100 per cent wholemeal, and no white flour, the Procera method produces a delightful wholemeal loaf, light in texture in contrast to the somewhat heavy nature of the ordinary wholemeal bread. The germ, minerals, vitamines, etc., of the wheat grain are incorporated in the Procera Loaf, making it light and pleasant to eat as toast or bread and butter.

The Procera process enables a pure diabetic loaf to be made, with eating qualities similar to those of ordinary bread, which should be a boon to people who suffer from diabetic troubles. Samples of this bread have been submitted to eminent medical men and health authorities in Sydney who have reported favourably.

 Procera bread is now offered to the public with every confidence. Rickart’s have added to their plant a dough machine with two arms, almost human in appearance and action, which work in a bowl having a capacity of 550 lb. of flour. The mechanical arms ensure perfectly hygienic mixing of the dough, which is not touched by human hands.

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