In Australia, Herbert took considerable interest in the Salvation Army's Limelight Department there. He soon authorized extensive expansion, allowing Limelight to make Australia's first fictional narrative film in 1897. The following year, he and early cinematographer Joe Perry produced "Social Salvation", a multimedia presentation that portrayed the work of The Salvation Army in its Australasian Territory. Whilst appointed to the territory Herbert also founded the Hamodava Tea Company, which pioneered fair trade in the beverage industry, and secured funding for The Salvation Army's work in Australia and New Zealand.