The London and Bristol Company came about in the early 17th century when English merchants had begun to express an interest in the Newfoundland fishery. Financed by a syndicate of investors John Guy, himself a Bristol merchant, visited Newfoundland in 1608 to locate a favourable site for a colony. Upon his return to England 40 people applied for incorporation as the Tresurer and the Companye of Adventurers and planter of the Cittye of london and Bristoll for the Collonye or plantacon in Newfoundland. The company was known as the London and Bristol Company or simply the Newfoundland Company.