ON April 15, 1908, the South China Morning Post reported the suicide of Mr A H Rennie, the Canadian manager of the Hong Kong Flour Mills.
For almost 20 years Rennie had represented the Portland Flouring Mills in the Far East. In 1907, he opened his own mill at Junk Bay in competition with his former employers.
The enterprise was a disaster. It failed mainly because of the fanatical brand loyality of the Chinese customer at the time.
That great Shanghai advertising tycoon Carl Crow wrote: 'Not only do the Chinese have very decided ideas as to what they like or dislike, but once they have become accustomed to a certain brand, no matter whether it be cigarettes, soap or tooth paste, they are the world's most loyal consumers, and will support a brand with a degree of unanimity and faithfulness which should bring tears to the eyes of the manufacturer.' The other problem seems to have been a plague of weevils.
Mr Rennie decided to end it all by jumping from its launch 'Canada' as it ploughed through the harbour towards Lei Mun Pass; so he tied a heavy dispatch box attached to a rope around his neck and hurled himself into the turbulent waters.
The second coxswain, To You, seized a lifebuoy and dived overboard. Three times Rennie pushed away the lifebuoy and explained firmly that he didn't want to be rescued.