West Midlands (region) in 1928, "Whole Nut" in 1930, "Cadbury Roses" in 1938, and the "Cadbury Creme Egg" in 1971. George and Richard Cadbury built their factory in 1879 and Bournville in 1893, named after the Bourn brook. Iceland (supermarket) opened its first store in Oswestry in 1970 – heralding the onset of frozen food in the UK. Alfred Bird invented egg-free custard in 1837 in Birmingham – accidentally given to guests at his home, being created as his wife had an allergy to eggs; he then invented baking powder in 1843 as his wife also had an allergy to yeast. J. R.
Wildlife Trust for Birmingham and the Black Country the mid-1980s it established Plants Brook Nature Reserve in Birmingham. The Trust was the first UK Wildlife Trust to become a member of Countdown 2010 the European initiative to halt the decline in biodiversity by 2010. Black Country Living Landscape was a major initiative of the Trust that aimed to be the first practical application of the principles of landscape scale conservation to an urban area. The organisation has a 40 hectare reserve at Park Hall near Minworth and the much smaller Richmond Garden in Soho, Birmingham. The Trust also manages Moseley Bog and has a close involvement with reserves