Name Macpherson Robertson | ||
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Died August 20, 1945, Kew, Australia | ||
Sir Macpherson Robertson KBE (6 September 1859 – 20 August 1945) was an Australian philanthropist, entrepreneur and founder of confectionery company MacRobertson's.
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Early life
Macpherson Robertson was born in Ballarat, Victoria. He was a son of a Scottish carpenter, David Robertson and his Irish wife, Margaret (née Browne). The family came to Ballarat in search of gold, but fell on hard times, with the father abandoning them and moving to Fiji. In 1869 his mother returned to Leith, in Scotland with Macpherson, his three siblings and one other child on the way.
In Scotland at the age of nine, Macpherson started working to support that family, eventually taking an apprenticeship with the Victoria Confectionery Co. In 1874 the family returned to Australia at the request of his father, living in the Melbourne working class suburb of Fitzroy. Using skills he acquired in Scotland, in 1878 at the age of 19, Macpherson set up a confectionery manufacturing operation in his mother's home bathroom. He made confectionery on Mondays to Thursdays and sold them around Melbourne on Fridays and Saturdays.
Business
His business quickly grew as Mac Robertson Steam Confectionery Works. By the late 1880s the business employed thirty people. The company introduced chewing-gum and fairy floss to Australia as well as well known confectionery names including Freddo Frog, Cherry Ripe, Old Gold Chocolates, Milk Kisses and Columbines. By 1900, it had become the largest confectionery works in Australia with agencies in every state. As part of his marketing strategy, Macpherson maintained a distinctive whiteness to everything he could - the buildings in the Fitzroy factory complex were all painted white and all of his several thousand employees wore white uniforms. Macpherson himself ensured he was always seen in public dressed immaculately in white and rode in a carriage behind two white ponies. The factory complex became known as White City.
In 1967 MacRobertson's was acquired by English confectioner Cadbury's which in 1969 merged with Schweppes Australia to become Cadbury Schweppes. On 2 February 2010, Cadbury was purchased by Kraft Foods. Kraft Foods announced they would be splitting into two companies beginning on 1 October 2012. The confectionery business became Mondelez International, of which Cadbury is a subsidiary.
Philanthropy and marketing
Growth continued through innovative marketing and sponsorships as well as philanthropic donations:
Honours
Robertson was appointed a Knight Bachelor on 3 June 1932, for services to Antarctic expeditions. On New Year's Day 1935, he was appointed a Knight Commander of the Order of the British Empire (KBE), for philanthropic services in Victoria.