Thomas and his wife Jane soon opened a small grocery store in Linwood, Christchurch where Thomas learned from his customers of their dissatisfaction with the unreliable baking powder products they were able to purchase at the time. In response to their comments he began making his own baking powder out the back of his shop. His first batch of 200 tins went on sale in 1879. One customer reputedly questioned the superiority of the product over the one she was currently using.
Edmonds is said to have replied "It is sure to rise Madam" and so the famous Edmonds promise was born. From this comment the iconic rising sun logo and Sure to Rise trademark were developed, both of which still appear on Edmonds Baking Powder today.