DYNAMIC AUSTRALIAN GROCER , SPORTSMAN , POLITICIAN

The  battered  above  160 page  l935  anniversary  cookery book and   household  guide for  Crofts Stores, which  had   137  branches  in  Victoria and  the Riverina ,  provided  an   interesting   insight  into  the life of  Archibald  Croft (1875-1942).

Born in  Secunderabad, British India, son of  soldier  Benjamin Croft  and Jane Hemhilswood , Archibald was raised in  Victoria  and educated in Adelaide. 

In  1905, he opened a  grocery store  in  South Melbourne  which expanded into a  vast business that  also  manufactured  groceries  and   wholesale  dairy  products  which  provided   employment   for   thousands  . 

In country branches, it endeavoured to absorb as much of the district's products as possible .   It claimed that on Crofts prices  five  people could live as cheaply as  three. 

Big ?  A  full  page advertisement for Crofts Stores  in  the  guide  stated  100,000 thrifty housewives  regularly bought  Friday and Saturday  specials  from  its chain of  stores.  If all  of its customers clasped   hands they would form  a line more  than  100 MILES  and take more than  30 hours of ceaseless  marching  to pass  your  door. 

You  don't see  advertisements making claims like this  anymore... except on social media .

A circa l937 Crofts Store photo in the  Moorabbin Historical Society collection.

The spine  of the guide  , found in Townsville , sported  an advertisement for VITAMITE, plus a full page  color advertisement for the  ALL AUSTRALIAN  yeast extract  , which  seems to  have  been  a  challenge to   Pommie   Marmite  and  the wonderful  l923 invented  Aussie  Vegemite , made from brewer's yeast , known as Black Jack , which took off  during WWll when given to Aussie troops  because   Marmite was not available .  

Included in  the  many  advertisements   is one for  Shemen  olive oil  , made  in  Palestine , and  Bull Dog  Patty Pans .

Wealthy, community conscious , Archibald  Croft was mayor of South Melbourne  City  Council from 1934  to l935. He was  deeply involved in the Victorian  Aussie  Rules  clubs , using  his  money  to import  ll star   players, seven from  Western Australia,   employing  some in  his  businesses. 

 Horse racing was another  area of  interest .   Sounds  like another  Harvey Norman. Croft, representing the United Australia Party, was elected to the  Victorian Legislative  Council ; he  was reelected unopposed at the l940 Victorian state election.

At the  outbreak of WWll , Crofts started Crofts Radio Revels, a weekly concert for servicemen at the Princess Theatre , Melbourne, with the programme  broadcast  on  Melbourne radio station 3XY.

Croft  died  on  Queensland's  Surfers Paradise .

 (Grocer. Croft. Radio.)