He created his own formula and told his customers that his baking powder was "sure to rise", which later became a slogan of the brand.

[1][2] Edmonds spent three years creating his own formula,[3][4]: 3  while his wife managed the shop.

[4]: 3  He sold 200 tins in his first batch, and told his customers that their baked goods were "sure to rise",[1] which turned into the brand's slogan.

[3][4]: 3  If the occupants refused to buy the baking powder, he would give them a tin for free and would take it back if they were unsatisfied.

[5] The Edmonds family moved to a house in the early 1890s on the corner of Aldwins and Ferry road in Christchurch.

This site later turned into the three-storey factory with the "Sure to Rise" sign[4]: 4  in 1892, featuring gardens and later making its way onto the cover of the Edmonds Cookery Book.

[8] After the head office and manufacturing moved to Auckland in the 1980s and the Ferry Road factory was abandoned,[8] it was controversially demolished in 1990, and the Christchurch City Council bought part of the gardens next year.

[1] Before the cookery book was created, Edmonds put recipes in the lids of the baking powder tins.

[17] Since about 1940 there has been a lily pond and a bed of French marigolds in the form of sunrays in the Edmonds logo.