
The Birth of Be-Ro Thomas Bell founded a wholesale grocery firm near the Tyne quays and railway station in Newcastle in the 1880s. Among his top-selling brands were 'Bells Royal' baking powder and a self raising flour. Following the death of Edward VII, it became illegal to use the Royal name. As a result, Bell decided to take the first couple of letters from the each of the two words of the brand name and turn them into the more catchy sounding 'Be-Ro'. Raising expectations In the early 1920s, plain flour was the flour most commonly used. Self raising flour was considered a novelty - consumers bought plain flour direct from the miller and self raising flour was only sold into independent grocers. In a bid to make self raising flour more popular among the general public, the company staged a series of exhibitions in the early 1920s where freshly baked scones, pastries and cakes were sold for a shilling to visitors. These were so popular that people demanded that they had copies of the recipes so that they could bake the dishes at home. Benevolent Be-Ro As a result a free recipe book was produced and handed out at the exhibitions as well as door to door. The Be-Ro cookbook contained recipes to feed hungry families on a very low budget. They soon became an essential part of a young woman’s education in running a home and feeding a family. Consequently, the cookbooks achieved their objective of making Be-Ro the best known flour in the North. Book of generations The first Be-Ro cookbook was produced in 1923 and contained a total of 19 pages. Traditionally, local women from the North were featured on the front cover and "Miss Be-Ro" became its trademark. Forty editions later, the book has grown to 86 pages, and is arguably one of the best-selling cookery books ever with more than thirty eight million copies having been sold. The latest edition is packed with even more inspiring dishes together with a brand new "quick and easy" section which even the novice baker can follow. To Purchase the Latest Edition of the Be-Ro Recipe Book Write to the address below stating the number of books you require and the address that they are to be delivered to. The recipe book costs Ł1.50 per copy. Please make cheques or postal orders payable to Be-Ro Recipe Book. Please do NOT send cash. Price includes a contribution to postage and packing. Allow 28 days for delivery. Offer available in the UK only. No responsibility accepted for applications lost in the post. Send To: The Be-Ro Kitchen, Premier House, Centrium Business Park, Griffiths Way, St Albans, Hertfordshire, AL1 2RE. Be-Ro Today In 1958 Rank-Hovis Ltd acquired the business, which then became part of the newly formed RHM in 1961. Today, Be-Ro sells enough plain flour each year to make 462 million Yorkshire puddings, and enough self-raising flour each year to make 69 million sponge cakes. Both flours are available in 1.5kg, 1kg and 500g bags. Be-Ro is part of the Premier Foods plc group, the UK’s number one food producer. Registered in England No: 5160050 Registered Office: Premier House Centrium Business Park Griffiths Way St Albans Hertfordshire AL1 2RE