Four Square (supermarket)

New Zealand supermarket chain part of Foodstuffs

Four Square is a chain of supermarkets in New Zealand that was founded by John Heaton Barker. It has 230 stores throughout New Zealand, mostly in small towns. Some Four Square supermarkets previously operated in Australia under the name Friendly Grocer.

The first Four Square, the first supermarket in New Zealand, opened in the 1920s. Four Square emerged as a household name in the 1920s out of the Foodstuffs grocery buying co operative, whose founder, John Heaton Barker, became concerned at the manner in which the activities of the grocery chain stores of the day were making life difficult for independent grocers in Auckland. On 6 July 1922, Heaton Barker called together members of the Auckland Master Grocers Association and discussed their plans for forming a cooperative buying group of independent grocers. On 1 April 1925, this buying group registered a company called Foodstuffs Ltd, which was the first of three regional cooperatives based in Auckland, Wellington and Christchurch. The name Four Square emerged when Heaton Barker, while talking on the telephone to one of the buying group members on 4 July 1924, drew a square around the 4 of the date on his calendar. He considered this to be a suitable name for the buying group, stating that "they would stand ’Four Square’ to all the winds that blew". By the end of 1924 products were appearing under the Four Square name, and by 1929 discussions were underway on the use of a common branding on stores. Early versions of the Four Square sign were produced in the form of red and gold hand painted glass panels for display in members’ stores. The "Mr 4 Square" symbol, also known as "Cheeky Charlie", was developed in the 1950s. The image is associated with the art of New Zealand artist Dick Frizzell, who has used the iconic character in many of his works. In February 1948 first self service Four Square was opened, in Onehunga, Auckland. Since the 1980s, the Four Square Man has been designed by Dick Frizzell.