John Cadbury was one of ten children of Richard Tapper Cadbury, a prominent Quaker who had moved to Birmingham from the West Country in 1794. In 1824, when he opened his shop at 93 Bull Street (in the then fashionable part of Birmingham), John was only 22.
The shop was next door to his father's drapery and silk business and apart from selling tea and coffee, John Cadbury sold hops, mustard and a new sideline - cocoa and drinking chocolate, which he prepared himself using a mortar and pestle.
Cocoa and drinking chocolate had been introduced into England in the 1650s and had remained a luxury enjoyed by the elite of English society. Customers at John Cadbury's shop were amongst the most prosperous Birmingham families - the only ones who could afford to buy cocoa and chocolate.
In those days cocoa beans were imported from South and Central America and the West Indies. Experimenting with his mortar and pestle, John Cadbury produced a range of cocoa and chocolate drinks, the latter having sugar added. The products were sold in blocks: customers then scraped a little off into a cup or saucepan and added hot milk or water.
John Cadbury had a considerable flare for advertising and promotion. His first advertisement in the Birmingham Gazette on 1st March 1824 presents his new sideline succinctly:
"John Cadbury is desirous of introducing to particular notice 'Cocoa Nibs', prepared by himself, an article affording a most nutritious beverage for breakfast."
He soon established himself as one of the leading Birmingham tradesmen. A plate glass window (instead of the usual 'bottle glass' panes) attracted considerable attention, as did the Chinaman in national costume presiding over the counter.
Growing sales of John Cadbury's cocoa and drinking chocolate of 'superior quality' determined the future of the business.