Word: yeasting
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...spite of interests that have ranged from racing horses to backing ballets, the outdoorsy Fleischmann clan had something to worry about last week. For the descendants and in-laws of old Charles Fleischmann, who started a great industry in 1868 by peddling yeast in Cincinnati, are now the holders of close to 10% of the 12,648,108 outstanding common shares of huge Standard Brands Inc. And this No. 2 U. S. packaged food company (No. 1, General Foods) is not doing anything like as handsomely as the House of Morgan thought it would when it put it together around...
...last December and this week was hovering around 7. Broad explanation was that while Standard Brands net sales were holding up fairly well, the profit margin was growing narrower and narrower. In 1937, beating the bushes with such radio headliners as Rudy Vallée (for Fleischmann's Yeast and Royal Gelatin Desserts), wooden Charlie McCarthy (for Chase & Sanborn Dated Coffee), "One Man's Family" (for Tender Leaf Tea), Standard Brands ran up record net sales of $122,517,121. But even in briefly booming 1937, Standard Brands' net profit was only 73? a share compared with...
...profits continued downward, wound up at 51? per share. Mrs. O'Brien's dividends were down to $135,000, 70% less than 1930, 55% less than 1933. For this Standard Brands could chiefly blame the fact that few U. S. citizens like the taste of yeast, no matter how many vitamins the Fleischmann brand contains. More than a decade ago, when the U. S. housewife had quit baking bread at home, Fleischmann's swank advertising agency, J. Walter Thompson, had an answer: yeast for health. By testimonials, by quotes from scientists, Standard Brands plugged yeast (three cakes...
...yeast fad could not last forever. Many a yeast-eater turned to vitamin pills, easier to take and just as reassuring. Many another just quit. And Standard Brands' profits began to depend more and more on coffee, tea, gelatin, other items in its varied line, all with narrower profit margins than yeast...
Once under way, Tennessee Eastman began to bud like a culture of yeast. The spread of home movies and the problem of storing X-rays in hospitals demanded a non-inflammable film. Cellulose nitrate was highly inflammable. Cellulose acetate was not. Made by treating cellulose (purified cotton linters) with acetic acid and acetic anhydride, cellulose acetate was costly because the method of extracting the two acids from the wood was crude. But Eastman's chemists found a better way, and in 1930 Tennessee Eastman's first cellulose acetate unit began turning out the raw material for "safety film...