In the first year, Apex sold 7,000 gallons of
ice cream; in the second year, 20,000 gallons, outgrowing the building.
Rather than sell to
shops, they decided to employ salesmen to sell direct at fairs, picnics,
outdoor functions. They also supplied ice cream sandwiches direct to
fruit markets, offices and factories.
The company had a strong community involvement from the very start, as
reported in The Press on 12 November 1934:
The sixth bicycle hike excursion held under the auspices of the
Apex Ice Cream Company was held yesterday, and 1000 cyclists made the
trip from Victoria Square to the Pleasant Point Domain. The procession
was headed by Mrs O'Sullivan, the "grandmother cyclist" and was ended
by the bicycle ambulance lorry, loaned by Mr R Mutton (Lyttelton),
which found useful work to do. The presence in the afternoon of the
Kew Brighton Municipal Band, which played an enjoyable programme, attracted
further visitors, and there must have been 2000 present when the programme
of sports was carried out.
In 1935 Apex took out a lease on part of the Avon Butter Company premises
at 25 Manchester St., a ten-fold increase in space. However it was the
Depression, cash was short, and George and a friend had to box and pour
the concrete floors for the freezers themselves, while running the business.
Apex Ice Cream advertisement, 1936.
In February 1936, Apex Ice Cream operated a stall at a special air pageant
at Wigram aerodrome, held to raise funds for the widow of famous WWI
air ace M.C. "Mac" McGregor, who had been killed in a flying
accident at Rongotai a week or so earlier.
Apex now took on the retail trade, but with most shops not being able
to afford freezers, the company decided to purchase and re-sell their
own commercial refrigerators on time-payment. This meant financing,
and they decided to convert the business from a private to a public
liability company.
New equipment was also purchased, a 40-quart Emery Thompson Brine Churn, and
an 80-quart Cherry Burrell.
Apex Pexie Bar wrapper, 1930s.
- Darian Zam.
Until 1939, Apex used ammonia refrigeration compressors, but in the early
war years, converted to fully-automatic Freon equipment.
The second Apex factory in Manchester St.
- The Frostee Digest, NZICA archives.
In 1938, famous Canadian wrestler and Olympian Earl McCready (pictured
below) visited Apex, and endorsed the company's product as "a
marvellous training food for athletes". In one lunch at Apex,
he is reported to have eaten 13 sixpenny cartons on end, finishing
off with a super-size cone of strawberry ice cream 'for dessert'!
Earl McCready enjoying some Apex Ice Cream.
- The Frostee Digest, NZICA archives.
Apex Ice Cream enamel sign, 1940s?
- longwhitekid.
During the Second World War, with petrol rationing in place, and to reduce
delivery mileage, Apex and its two main Christchurch competitors, Perfection
and Top Notch, agreed to divide the city up into three territories.
Apex made the news on 25th January 1943 when one of its heavy trucks,
driven by a Mr F. Fisher, collided with a tram and overturned on the
western line in Colombo St., "seriously disrupting the late afternoon
rush".
In 1944, Apex Director and distinguished military surgeon, Brigadier
P. A. Ardagh, C.B.E., D.S.O., M.C., of Christchurch, died on active service
in England. Ardagh had attended Lieutenant-General Sir Bernard Freyberg
when he was wounded, introduced new front line blood transfusion methods
to the New Zealand Division, and at one time had been senior medical
officer of the whole of the British forces in Italy.
Apex became the Canterbury agents for Kelvinator refrigerators.
Apex Ice Cream advertisement, Ashburton Guardian, 4 October
1947.
- PapersPast.
1947 - Apex Ice Cream set up an 80-quart Vogt ice
cream churn on their stand at the New Zealand Industries Fair held
in Christchurch, and wowed the crowds by producing ice cream for four
hours a day, filling sixpenny cartons at the rate of 1800/hr.
Apex Ice Cream, NZ Industries Fair, Christchurch, 1947.
Pexies posters on the wall.
- Frostee Digest.
In 1954 Apex built a new factory from scratch at 100 Durham Street (the
corner of Durham St and Sandyford St, Sydenham), described here in
The Frostee Digest, December 1954 issue:
Today the Apex organisation, with George Gourley still guiding
its destinies, is installed in its beautiful new factory at 100 Durham
Street, Christchurch. It is without doubt one of the finest food factories
in the Dominion. Built in reinforced concrete and steel and finished
outside in an eau-de-nil cement colour, it presents a very pleasing
appearance. When the vistor steps in the door he is greeted with a
highly-polished cedar vestibule. The executive offices are finished
in beautifully grained New Zealand plywoods to dado height. Above this,
the walls and ceiling are in fibrous plaster and painted in the modern
trend of contrasting colours. The general effect is very pleasing.
Behind the main offices is the general dining-room, finished in pastel
colours. Attached to the dining-room is an up-to-date kitchenette with
stainless steel fixtures and all necessary equipment. A small ambulance
room has been built and, should any of the staff take ill or have an
accident, they are assured the best possible attention.
The third Apex factory at 100 Durham St.
- The Frostee Digest, NZICA archives.
The pasteurising and manufacturing rooms are totally enclosed
and are both tiled dado height with peach-coloured glazed tiles,
and above this all walls are plastered and finished in pleasing pastel
shades.
All compressors are housed in a separate room. There are two freezing
chambers, each 40 feet by 20 feet. These rooms run between the manufacturing
and the despatch, and are each controlled by two 5-h.p. Freon Compressors
which have no difficulty in keeping temperature down to minus 10 degrees
at all times. There is a general store room of 3000 square feet. The
despatch department has plenty of room for their requirements, and for
the garaging of the company's fleet of vehicles. There is also an up-to-date
garage workshop.
Apex Ice Cream and Klix Bar advertisement, November 1954.
- PapersPast.
Apex Jaffa Cream Bomb wrapper, 1950s?
- Serendipity Antiques,
Timaru.
Three of Apex's directors
in 1954 - Cyril Sturge, C.
McFadden, and George Gourley.
-
The Frostee Digest, NZICA archives.
Cinema advertisement (glass
slide) for Apex, circa 1950.
-
David Peterson.
Apex delivery van, Mackay St., Greymouth, ca.
1950.
- West
Coast New Zealand History.
Apex Fruti Bar advertisement, May 1957
- PapersPast.
Some time in the late 50s, Bob Rodgers joined the company - he had previously
run a family-owned business, the Zenith Milk Bar and ice cream manufacturing
company, Stafford St., Timaru.
After George Gourley passed away in 1958, his son Winston ran the company
for a period, and when he left the industry, Jim Campbell took over the
management.
1959 - Apex took over another
Christchurch manufacturer, Everest Ice
Cream.
Apex Ice Cream Co. point-of-sale marketing material, ca. 1960?
- Owen
Norton collection, via Shona McCahon.
Apex Ice Cream Co. point-of-sale marketing material,
ca. 1960?
- Owen
Norton collection, via Shona McCahon.
Apex Ice Cream Co. point-of-sale marketing material,
ca. 1960?
- Owen
Norton collection, via Shona McCahon.
Apex Ice Cream Co. point-of-sale marketing material, ca. 1960?
- Owen
Norton collection, via Shona McCahon.
On 1 July 1960, Apex took over one of its main Christchurch competitors, Top
Notch Delicacies Ltd..
Later that year, Apex itself was taken over by General Foods
Corporation (Tip Top Ice Cream). Bob Rodgers became Tip Top's
South Island Manager.
General Foods announced that Apex's factory would be expanded and upgraded
to become Tip Top's main South Island manufacturing base.
For a brief period, Tip Top co-branded its Christchurch-produced ice
cream as Tip Top Apex.
Tip Top Apex Ice Cream Christmas Cakes advertisement, Press,
16 December 1961.
Note Chocolate Hokey Pokey flavour!.
- PapersPast.
In 1962, General Foods purchased land on Blenheim Road to build a brand
new factory, which eventually opened in 1968, and the old Apex factory
was closed. The Apex brand appears to have been discontinued some time
around 1963.
 More
about Apex at longwhitekid ...
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Ice Cream Brands from the Past.
