The Story of Welford & Sons, Ltd.

Text from United Dairies “Our Notebook January 1926”.

The growth and development of Welford and Sons Limited. during the past 80 years affords an instructive illustration of the process of evolution in the dairy trade, which has been fostered by the ever-increasing population of London. Since 1845 the name of Welford has been famed and respected by all engaged in supplying the metropolis with its milk. In that year Mr. Richard Welford, a cowkeeper of Holloway took over Warwick Farm. Paddington, and thus founded the firm which eventually became the largest retail milk business in London. The locality of Warwick Farm is to-day commemorated in the names of Warwick Avenue, Warwick Place, and Warwick Crescent. The cowsheds were situated between the Harrow Road and Warwick Crescent. It is interesting to note that the “mother” dairy shop still flourishes on the site of the old farm in Warwick Avenue.

To make way for the Great Western Railway and the consequent encroachment of the ubiquitous builders, the cow-sheds had to be removed a few years later to Oakington Manor farm at Wembley, then in its most rural state. At this date the Harrow Road from the crossing of the Grand Junction Canal was “quite in the country,” with a residence here and there dotted on the south side, and in particular Westbourne House, once in the occupation of Mrs. Siddons, the famous actress. The bridge over the canal in that now busy thoroughfare-Great Western Road-was not in existence, but a punt was provided to take foot-passengers across at a fare of a halfpenny- But these topographical details are a digression.

In 1858 Mr. Richard Welford died at the early age of 41 and the business was taken over by his son, Mr. John Welford, then a youngster in his teens, but possessed of an unusual amount of ambition and perseverance.

The milk trade was then a puling infant and certainly did not rejoice in the reputation it has to-day; but it was Mr. Welford’s confirmed opinion that quality always won, the truth of which was proved in ~~ uncertain fashion during his long and successful career. The London Dairy Trade in those days was quite unorganised, and the need for a trade status became so pronounced that the four stalwarts of the Trade-Mr. George Barham (afterwards Sir George), Mr. S. S. Dancocks, Mr. E. S. Tisdall and Mr. John Welford-with others, were prominent in founding the British Dairy Farmers’ Association, the Metropolitan Dairymen’s Society, and the Metropolitan Dairymen’s Benevolent Institution.

About this time an interesting and enlightening brochure was issued, and in it customers were told that “During the Passover cows will be brought to those who wish it and milked direct into their own cans” A pleasing thought!

For the production of milk fresh from the cow three farms were taken at this period-College Farm, at Kensal Rise, which is now entirely built over, the Home Farm, Harlesden, and Haycroft Farm, Harlesden. Haycroft has recently been converted into the local bottled milk distributing depot.

In the meantime, with great foresight. Welfords had secured the co-operation and assistance of eminent medical men. The first medical officer associated with the business was Sir Benjamin Ward Richardson, and he introduced as their first active medical officer Dr. Mahomet, the then leading authority on the control of infectious disease, and he in turn, was followed by Sir Lauder Brunton.

In glancing through the Guard Books one is struck by a portion of a letter dated April 13th, 1882, from the Medical Officer of Health of St. Marylebone. He wrote :-“I shall be doing a service to the public health by expressing in strong terms my approbation of the arrangements I have recently inspected at the Warwick Dairy. I have always held the view that the milk supply of a great city should be in the hands of men of considerable capital, and carried out on a large scale; in this way, and in this way only, can there be that costly installation absolutely necessary to prevent the possibility of contamination of the milk by disease. The entire arrangements are equal, if not superior, to anything of the kind ever established in this country and are well worthy of imitation.”

By this time the horse van was rapidly superseding the yoke and pail as a method of delivery, and this was soon followed by the now familiar hand cart, or “pram.” Surprising as it may sound, it is none the less true that a small dairy firm which was taken over by Welfords as recently as 1913, was then still employing the yoke and pail for the delivery of their milk. The Welford brothers were keen exhibitors at the London Dairy Shows, and the Company holds to-day the Silver Cup; awarded for the best pair of dairy cows at the last Royal Agricultural Show held in London at Kilburn in 1879. Mr. Harry Trotman joined the firm early in the year 1884, and was appointed Manager of the Company’s working dairy (including a herd of cows) at the International Health Exhibition at South Kensington in the same year. The exhibition provided the opportunity of a lifetime for the furtherance of the scope of this rapidly growing business. The dairy was the sensation of the day, particularly amongst the aristocracy, and for charitable purposes on several occasions the dairy sales counters were presided over by ladies of title. The working dairy was patronized time and again by the then Prince of Wales (the late King Edward VII.), and for their exhibit the Company was awarded a gold medal.

In 1896 the Company was called upon to supply nursery milk for the use of H.R.H. the present Prince of Wales, and all the Royal children were brought up on Welford’s milk. The appointment of “Dairyman” to H.R.H. the Prince of Wales (now H.M. King George V.) was granted on March 1st. 1902, to Mr. John Welford. Chairman and Managing Director of Welford & Sons.

The business grew by leaps and bounds, and the leading society paper indicated that “it was fashionable to deal with Welford.” Additional branches were opened, and it was felt that the time had come for the business to be converted into a public company. Messrs. Welford & Sons, Limited was incorporated in 1885 and Mr. Trotman was appointed Secretary. The Company’s business continued to expand, and eventually their service extended from Chiswick on the west, to Stroud Green on the north, and Poplar on the east. New machinery was introduced, and the Company was amongst the first to use refrigerating plant in their London dairies, the keynote of the business in all stages being cleanliness, freshness and high quality.

In 1914, the year of the outbreak of the war, Mr. John Welford felt that at his advanced age he should retire, and on his recommendation Mr. Trotman was appointed Joint Managing Director with Mr. F. R. Welford. The stress of the war was particularly trying to the dairy trade, and in particular in the West End and Belgravia areas, the town houses and mansions, usually taking large supplies, being left in the hands of a caretaker and a cat, but even then the volume of trade was well maintained (at the expense of revenue) by supplying the numerous war-time hospitals and homes.

Pressure from the Government for the release of men and horses, and the need for economy in material, brought about conversations between the leading members of the London Dairy Trade, as a result of which Welford & Sons. Ltd. and other companies become associated with United Dairies, Ltd.