Word: generale
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Dates: during 1950-1959
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Mortimer moved on the board in 1950, jumped to executive vice president in 1952. The top job was now in view, but Mortimer got hot competition from two company rivals. Chairman Francis was behind Mortimer, recognized that the company needed a strong merchandising man to lead General Foods into the future. When Mortimer became president and chief executive officer, his two rivals left the company...
...artichoke was part of an automobile now serve it regularly at table; Artichoke Industries of Castroville, Calif, froze 2.9 million artichoke hearts this year. Sales of such fancy foods in the U.S. have more than doubled since 1954, last year passed the $100 million mark. Charlie Mortimer put General Foods into the field in 1957 for prestige purposes, now puts out 60 gourmet items from green turtle soup with Madeira wine to Rock Cornish game hen stuffed with wheat pilaf and roasted in savory sauce...
Cooked-ln Religion. The revolution toward convenience wins a new battle-and explodes into new products-almost every week. General Foods' Mortimer chafes at the fact that there are just so many vegetables, so he has put his company to work creating "new" vegetables. General Foods separately purees two vegetables (e.g., carrots and peas), joins them together in frozen sticks called Rolletes, which are now being test-marketed. It is working on the first frozen mixed-green salad, is test-marketing a new line of baby foods, which are partially dehydrated, then frozen; the baby foods come...
...cold cereals, built a thriving business in Battle Creek, Mich, before he died in 1914. Later, under President Colby Chester and Chairman E. F. Hutton (who married Post's daughter Marjorie), the company diversified so fast by buying up other companies that the big shopping bag was renamed General Foods. As it continued to grow under Austin Igleheart, who had joined Postum in 1926 when it purchased his family-run company (Swans Down cake flour), and Clarence Francis, the emphasis in the food business moved more and more from manufacturing to marketing. Thus, when Francis moved up to chairman...
Scramble for the Top. Mortimer took the advertising and marketing route upward at General Foods. He became vice president in charge of advertising in 1939, vice president in charge of marketing in 1947. One of the company's postwar problems was frozen foods. General Foods had carried the burden of the industry for years without making a penny of profit, but World War II shot the industry's business up to 1 billion Ibs. in 1945. Suddenly the get-rich attractions were so strong that fly-by-night outfits rushed out poor-quality products, gave frozen foods...