While the Model Bakery established George Weston as Canada's biggest baker, he had already begun to move beyond bread into other lines of baked goods. By 1897, he had set up a separate shop for the making of cakes, crumpets, pastries and buns. Then, early in the new century, Weston began making biscuits, both fancy and sodas. While the bread business was very competitive and typically low margin, biscuits offered higher margins. Within a few years, the Model Bakery had a dozen salesmen taking orders for Weston's biscuits from merchants throughout Ontario. In promoting his new vanilla wafer biscuits, Weston employed a form of early direct marketing. From a decorative bread wagon, salesmen handed out free samples of the new biscuits and told housewives to ask for them at their grocer's.