Criterion Bread Factory

From eurekapedia
Jump to: navigation, search

In 1867 William Longhurst commenced business in the Caledonian Bakery in Seymour Crescent, which he purchased from Mr McKay. Five years later the business had grown to the extent that he purchased a property on the corner of Mair Street and Yuille Street, shortly after changing the name to the Criterion Bakery.[1]

In 1893 the Criterion Bread Factory advertised a product called 'W. N. Longhurst's celebrated pure Prize Bread' which was made from superior rolled flour. Other products being manufactured at this time included wheaten-meal brown and malt bread; lime-water bread; home made and fancy breads. The firm advertised flour for sale at mill prices.

In 1938, the Criterion Bread Factory was trading under the title Longhurst and Sons Pty. Ltd., by which time it had been operating under the same proprietorship for 71 years.[2]

Longhurst's obituary was recorded in the Ballarat Courier.

Among the many sudden deaths of the past few weeks is that of Mr W. N. Longhurst, founder of the Criterion Bread Factory, who died from heart failure at his residence yesterday morning, aged 67 years. The late Mr Longhurst, who was a native of Kent, came to Australia in 1852 and went to several gold rushes, more especially those at Pleasant Creek and in the vicinity of Ararat and Stawell. For a little while he was in the business as baker and storekeeper at Daisy Hill, near Maryborough, and finally settled in Ballarat and founded the business with which he was connected until his death. In his capacity of justice of the peace he attended the City Police Court on Wednesday, and then appeared to be in his usual health. On the following day he complained of being unwell, and taking to his bed on Friday, never rallied. While taking no prominent part in the public affairs of Ballarat, the late Mr Longhurst was a consistent supporter of the charitable institutions, and in a quieter way assisted many people in necessitous circumstances. He was the father of a family of nine, one of whom lately returned from active service in South Africa.[3]


  1. One Hundred Years, Official Programme and History of Ballarat for its Centenary Celebrations, 1938. Ballarat Star, 16 November 1893, page 1, column e
  2. Di Campbell entry in Ballarat & District Industrial Heritage wiki,
  3. Ballarat Courier, Monday April 7, 1902, p. 6, Transcribed by Christine Stancliffe