Advert for Orlando Jones & Co's Granulated Wheat Meal, reverse side

The price of bread was kept artificially high in the 19th century through the Corn Laws, which put heavy taxes on imported grain as a protectionist measure. In 1846, after a poor summer, many poorer British people found themselves on the brink of starvation, and the Corn Laws were repealed to enable the reduction of the price of bread.

Rather than direct price interference from central government, a Bread Reform League was established to promote the interests of British breadmakers. Orlando Jones & Co are here advertising their stand at the International Health Exhibition of 1884 under the aegis of the Bread Reform League. Jones & Co describe themselves as "Starch makers to the Queen".