Once upon a time in the early 1920’s, in a small New Zealand town near you, the uprising of the Self-Help ‘groceteria’ began.
Unlike butchers, bakers and grocers of the 1910’s where personal service was everything, this ground breaking 1920’s initiative allowed customers to select items from shelves without assistance and pay significantly cheaper prices: a footprint towards the supermarket experience of today.
I innocently purchased a 1939 Self Help Cookery Book in a vintage store in Cambridge. It consisted of recipes of the time but in the centre pages, in full colour spread of the ‘Self Help experience’. It looked like a morph between a grocer and a supermarket. It was neither. It was the birth of the groceteria!
I firmly affixed my research goggles and began investigating.
Introducing the Self-Help Co-operative
In a brave retail move, the first self-service retail grocery store of its kind in NZ opened its doors in 1922. A simple formula: no credit, no deliveries, no price fixing, no packaging. Customers were asked to bring their own wrapping paper and string, and they did by the thousands.
This story begins with Invercargill born Benjamin Sutherland. During WW1 he was active raising funds for patriotic purposes and in 1921, concerned at the rising price of consumer goods, organised a co-operative shop among railway employees. Staff enthusiasm waned, but undeterred, Sutherland resigned from 32 years of service with the Railway and started his own business.
On 27 October 1922, without capital or experience, but with a policy of stark business honesty, Ben Sutherland founded the Self Help Co-operative Limited, the first of its kind in New Zealand.
The key to groceteria success
Instead of making the highest possible profit on goods sold, the Self Help Co-op rejected normal trading methods and sold goods for the lowest possible profit. This meant the public could purchase higher-quality groceries at lower prices, stretching their hard-earned wages further.
So the success of Self Help grew: 18 shops in 1926, 56 in 1929, 130 in 1932, and by 1942 there were nearly 200 shops.
Pioneers for Staff Benefits
The Southerland’s didn’t just stop their vision at hundreds of successful retail stores. They lead the way in generosity and pioneered staff benefits; a liberal staff benefit fund, profit-sharing schemes and annual bonus payments as an incentive. Contributions of 1.25% on wages secured up to 90% sick pay, 100% medical expenses, $5 baby bonus, and $100 death benefit. Post WW2 trusts were set up to help rehabilitate employees who had served overseas; a woman’s marriage bonus was introduced, life insurance policies, superannuation and an education bursary scheme.
After the passing of the founder and sons, in 1974 Self Help was eventually sold to various grocery concerns.
It truly is outstanding that the Sutherland family generosity has continued for 90+ years. Even now in 2016’s the Sutherland Self Help Trust still exists, granting hundreds of thousands each year to community welfare.
Yet another reason to stop and breathe; appreciate things in our humble past that has helped shape our modern lives. I can only hope we can continue to think ahead, be brave, show initiative and lead the way for our next generation.
I must pay more attention to my other cook books for more hidden clues!
New Zealand Advertising, c 1939
By the by, besides very sensible recipes, I must say I LOVE the old advertisements, a couple printed in colour (which was fancy for NZ 1939). Some well known brands amongst that lot!
PS: *The distinction between a large self-service grocery store and a supermarket is blurred. However, a supermarket can be defined as a large, stand-alone, self-service store with check out lanes and car parking.
July 4, 2024
Amazing story,
just found a 1932 Recipes and household hints in my grandmothers old stuff,
July 9, 2024
Hi Brian, isn’t it fabulous? Thanks so much for sharing your latest find…I hope you find wonderful treasures within it. >>Julie
May 28, 2024
Only just came across this as I have the 1939 book as well. Now I’m determined to find out more about them and their history. My next research project! Love the stories people have shared with you. Real history in those memories.
May 29, 2024
Hi Kaz, yes – these stores were certainly a huge part of living in New Zealand and I’m grateful some of the commenters have first hand recollection of them. If you find out more history, please let me know! >>Julie
February 15, 2021
Would love to know some history about Oxford Self Help Store. Oxford Nth Canterbury. Cheers
February 16, 2021
Hi Kevin, alas all I have to go on is the Cookery Book I hold in my hands (1939) which doesn’t explain too much of the history but has great recipes! There is a short timeline on the history however and it appears that while they started in 1923 with stores in Wellington, they first opened in Christchurch in 1928 and by 1939 they had 23 shops in Christchurch. How/where the Oxford store fits in…I am not certain. I will do some more digging around for you!>>Julie
February 5, 2021
Hi very interesting read, I’m trying to do some research on the self help stores as I have come across a “self help early bird” advertising sign from the 1960s would love to see some pics of old store perhaps or any other info you may have. Thanks
Tim
February 10, 2021
Hi Tim, glad it was a good read! The book I sourced has plenty of amazing advertisements and a few photos within a typical store, but not outside photographs sadly. You can read more at the Sutherland Self Help Trust: https://sutherlandselfhelptrust.org.nz/about/#history or have a look for images online. There are some beauties including https://natlib.govt.nz/records/23100399 and https://collections.tepapa.govt.nz/object/118087. Happy researching! Glorious stores. >>Julie
October 7, 2018
Julie – A great article. Can you advise if there is a book out that covers the history of Self help stores?
If the figures you quote of the number of stores and the photo from a book – I would like to do more reading.
Thanks Andrew
October 7, 2018
Hi Andrew, thank you. I am not aware of such a book personally, but I’m sure there is reading material out there. I suggest you have a good read of the history online at http://sutherlandselfhelptrust.org.nz/history/ and if you have any questions to give them a call. It was amazing to hear that the Trust is still very much alive and kicking! >>Julie
March 22, 2018
In 1948 I worked after school as the grocery delivery boy at the Self Help shop in Riverton, Southland. I used one of the old delivery bicycles with a pipe frame on the front to hold a butter box full of groceries to deliver all around Riverton. Wrapped butter used to be bulk transported in white pine boxes because that wood had no odour. The Self Help shop had two male staff . Cheese was cut from a “round” as required with a wire cutter. Bacon was also sliced as requested. Remember the old manual cash registers and pound, shillings and pence? On Friday which was THE shopping day of the week I had to deliver up to twenty boxes after schhool. Pay for the week was about 10 shillings. Happy years in NZ!
March 24, 2018
Hi Trevor, how absolutely delightful! What wonderful memories. Thanks so much for sharing. >>Julie
February 11, 2018
This brings back memories as I worked in a Self help in O’shannessey St Papakura in the 60’s. I found this website when looking for one of the managers there. I vividly remember Mr Sutherland visiting us. There must be others out there.
February 12, 2018
Hi Val, how lovely – and thanks for sharing that with us. As a shopping model, do you think it would work in a similar fashion now? I like the idea of locally owned co-operative, limited packaging and good value. >>Julie
January 28, 2018
Hi Julie
I too have come across the Self Help book from my mother’s things ( which she inherited from my great aunt).
I see from the Alexander Turnbull’s catalogue that their copy is missing a title page, so have offered them this complete copy.
But like you I am fascinated by the Self Help story. I can even remember the name from my childhood.
Lovely to come across your story when I was looking for info about it.
January 30, 2018
Hi Beth, lovely to hear from you. Yes it’s a great story and from what I’m observing there’s a shift back to some of its original beliefs of ‘help yourself’ and minimal packaging. Love it. I chatted to the team at Self Help Trust a while back and was delighted to hear that the trust is still very much alive and kicking: http://sutherlandselfhelptrust.org.nz/. >>Julie