Masters Milk: WA Museum Boola Bardip exhibition to celebrate 100 years as iconic brand looks down memory lane

That cow costume.

A reviving choc milk at morning break — especially on a Monday — or a uniquely West Australian spearmint milk on a blistering hot summer’s day.

The milk-carton regatta. That advert jingle. You know the one: “You’d think that Masters choc, comes from chocolate cows.”

And what about the sign-off, (delivered by a real cow wearing sunnies): “Mmmmarvellous.”

The images have become part of our cultural landscape.

As has the Masters milk brand, which is turning 100 this year. And to mark the centenary of this WA-made, Australian-owned icon, a special exhibition opens on Wednesday at WA Museum Boola Bardip.

The story began in 1925 when Harold and Thelma Masters established Masters Milk in Byford.

An article in The Western Mail in January 1930 told how “on a small block of 106 acres at Byford Mr. H. J. Masters, formerly a collier in Nottinghamshire, has achieved striking results”.

The story continues: “Work, and plenty of it, and wise management have been the guiding principles of Mr Masters and his family since they settled on the block seven years ago.

“He cleared the block and never needed to go to the bank for assistance, and recently he purchased an adjoining block of 91 acres for his two sons, Messrs H.C. and E.G. Masters. The two places will be worked in conjunction and it is hoped to establish 60 acres of subterranean clover on the sons’ block this year.

“On his original block, Mr Masters depastures 31 dairy cows, a pure-bred Jersey bull, 14 heifers and 3 horses. Throughout the season his herd averages 50 gallons of milk daily.”

The Mirror reported in 1938 that the dairy had thrived in the district.

“It now covers an extent of 200 acres and 100 head of Jerseys graze on the rich pasture land,” it read. “From those cows, many of the people in the Hollywood, Nedlands, Subiaco and Claremont districts get their milk.

“Extensively equipped milking sheds are fitted with the latest apparatus, and 50 cows are continually in milk.”

The business grew and in 1947 Wesfarmers bought out the Masters family and began absorbing smaller less efficient metropolitan dairies.

In the 1950s Masters Dairy metropolitan operations were located in Hollywood and Claremont, producing 15,900 litres of milk per day.

About 65 per cent was bottled in glass and the rest was delivered in bulk to major institutions.

In 1963 the main manufacturing building at Bentley officially opened. The following year Masters introduced carton milk to WA.

The carton milk was homogenised, another innovative process that increased its already growing share of the market.

1964 also saw Masters launch its flavoured milk range, which remains a West Australian favourite.

Masters pioneered bulk pick-up tanker trucks in 1965, allowing them to transport large quantities of milk — until then milk cans were manhandled several times over.

In 1965 Masters was awarded a Commonwealth Export Award for its export drive to South-East Asia.

The company introduced a new product, fresh frozen milk packed in polythene-lined cardboard containers going into Singapore, Kuala Lumpur and Penang.

In 1976 the original iconic “Masters cow” was created.

Last year Masters Milk began a transition to have all flavoured milk bottles (under one litre, excluding caps and labels) to be made from recycled plastics by June 2024.

The brand has gone through a range of changes and growth and is now owned by Bega Group.

Darryn Wallace, executive general manager at Bega, said reaching the century milestone was a testament to Masters spirit and innovation.

The museum exhibition runs from January 29 to March 30. It will feature vintage advertising, historical artefacts and memorable items that reflect the brand’s heritage and impact in WA.