His business quickly grew as "Mac Robertson Steam Confectionery Works". By the late 1880s the business employed thirty people. The company created numerous confections including "Freddo Frog", "Cherry Ripe", "Old Gold Chocolates", "Milk Kisses" and "Columbines". By 1900, it had become the largest confectionery works in Australia with agencies in every state. As part of his marketing strategy, Macpherson maintained a distinctive whiteness to everything he could – the buildings in the Fitzroy factory complex were all painted white and all of his several thousand employees wore white uniforms. Macpherson himself ensured he was always seen in public dressed immaculately in white and rode in a carriage behind two white ponies. The factory complex became known as "White City".