Historical information
The flour bag is an example of packaging from the grocery store, Moran & Cato's. Moran & Cato's were a large chain of grocery stores operating from the late nineteenth century to the mid twentieth century across Victoria, Tasmania and New South Wales. The address on the flour bag is for the warehouse (wholesale depot) of the business which was a significant building in Brunswick St, Fitzroy.
Significance
The flour bag provides a snapshot of packaging for a well known grocery store of the early twentieth century. The advertisement on the back for 'Cleaned Fruits' is an example of advertising that highlighted important facts relevant to that time (e.g. "latest Special Machinery" and "with running water").
Physical description
Small calico flour bag for self-raising flour (7lb) supplied from Moran & Cato's in Brunswick Street, Fitzroy, Melbourne. The front of the bag includes not only the detail of the business but ideas for baking, images of wheat and claims as to its excellence. The back of the bag has a written advertisement for 'Cleaned Fruits' another product of the company.
Inscriptions & markings
Front - Wheaten Flour, Moran & Cato's, Trade mark The M & C Brand Registered, 7lbs Nett, The Highest Standard of Purity and Excellence, prepared with phosphate aerator, Self-raising Flour, For making scones bread cakes puddings & pastry, Warehouse & Office- Brunswick Street, Fitzroy, Melbourne
Back - Moran & Cato's, Cleaned Fruits are Perfection, (advertising text), The Same High Quality, The Same Prices at all our Branches.
Subjects
References
- Website: Australian Dictionary of Biography Biography of Frederick John Cato – one of the founders
- Victorian Heritage Database Photos of the Fitzroy Building
- Website: Fitzroy Research, Melbourne 277-281 Brunswick St, Fitzroy (Moran & Cato) History timeline for the Moran & Cato business and warehouse (wholesale depot) in Fitzroy.
