Quaker Oats
Story by Cindy R. Chamberlin
In 1881 he bought the “bankrupt Quaker Mill at Ravenna, Ohio, and its most important asset, the brand name – Quaker.”1 Quakerism was synonymous with scrupulous honesty, simplicity of life, purity of character, and dealings of fair trade ─ all of which embodied Crowell who is said never to have compromised principle even when it would have been clearly in his advantage to do so. (The original Quaker Man was a registered trademark emphasizing purity so much it carried a scroll with the word “pure” inscribed upon it.)4 Within ten years, Quaker Oats was a household word to millions.1
Breakfast Autocrat
Henry Parsons Crowell, (1855–1943) founder of the Quaker Oats Company, called “the autocrat of the breakfast table,” or “the man who invented breakfast,” changed what Americans ate, reinvented the way storekeepers stocked shelves, and revolutionized modern marketing and merchandising methods respected even today.
His father, brothers, and he contracted tuberculosis. Sadly, they died. He lived, but spent seven years under doctor’s orders rebuilding his health outdoors in a moderate climate. He was left with a large inheritance and could easily have had a life of luxury, but instead chose hard work.
A life-changing moment occurred for Crowell when he went and heard Dwight L. Moody speak. Moody said, “Do you ever think big things for God? The world has Good Businessman yet to see what God can do with and for and through and in a man who is fully and wholly consecrated to Him.”1
This resonated with Crowell and he prayed, “Lord, by your grace and with the help of the Holy Spirit, I’ll be that man! I can’t be a preacher, but I can be a good businessman. God, if you will let me make money, I will use it in your service.”1
Without a college education, but showing trade acumen, Crowell strived to be the best possible businessman . Up until this time, American store owners ordered what they thought would sell, from wholesale vendors. Rather than convince storeowners to buy his product, Crowell believed he could go directly to buyers with his product. Whereby, he created his own consumer. “Advertising to the consumer was considered a crazy idea … even more, no one knew what might happen if someone tried to sell a legitimate product with honest claims.”6
Crowell saturated the country with Quaker Oats advertising. He ran a train with boxcars covered with the Quaker Oats name from Cedar Rapids, Iowa, to Portland, Oregon. He “sponsored exhibits at fairs and expositions where salesmen offered and prepared oatmeal and cereal samples in their booths and explained the production process through fancy displays.”2
In the 1800s, shoppers got their food out of bulk bins (like bulk sections). Crowell was the first to product package, wrapping his oats in bright papers, featuring the Quaker Man logo. (The Quaker Man was the first American advertising icon placed on a food product).5 He also introduced the first-ever “trial-size samples. “The 1/2 oz. Quaker Oats samples were delivered to every mailbox in Portland.”1 These were new concepts and the public loved them.
Crowell Trust
In 1926 the company purchased Aunt Jemima; in 1961, Life Cereal; in 1963, Cap’n Crunch; in 1965 Quisp Cereal; in 1978 Cinnamon Life; in 1983 Stokely-Van Camp (who owned the Gatorade brand); in 1986 the Golden Grain Company (makers of Rice-A-Roni); and in 1994 the Snapple Beverage Company. In the 1980s they branched out into Chewy Granola bars. In 1946, 1955, 1958, 1970, 1972, elements of the Quaker Man trademark were redesigned, but for the most part, the company has stayed true to the original image.
Crowell was a non-denominational Christian, who “made the business a part of his daily prayers.”6 Although he had a “great capacity for creating wealth,”6 he used it solely to advance the kingdom of God. The most recurrent and unified theme summarizing his life is this: “Henry Parsons Crowell, Quaker Oats founder, was one of the wealthiest men of Chicago. When he died, he had given away nearly 70 percent of his earnings for more than 40 years. But Crowell viewed all things as a stewardship from God ─ including influence. Over the years, one businessman after another would comment on how he came to know Christ personally because of the life of integrity lived by Henry Parsons Crowell.”7
Prior to his death, Crowell chaired the Moody Bible Institute’s Board of Directors. He “set up a wisely administered trust as a vehicle to be used to faithfully serve God’s work in perpetuity.” Today, the Crowell Trust continues his legacy and grants to organizations dedicated to “the teaching and active extension of the doctrines of Evangelical Christianity.”9
Upon the businessman’s death, it was said: “The world has indeed seen what God can do through a man who is fully and wholly consecrated to HIM.”8
Sources:
1 ^a, b, c, d, e, Unknown. Dr. Tan’s Encyclopedia. Bible Communications. Timeless Truths for Transient Times. Sermon Illustrations. Bible Communications Inc. Web.
2 Welcome to Quaker Oats. Web. 16 June 2011.
3 “Home Cooking and The Quaker Oats Company.” Home Cooking with Brand Name Products of Today and Yesterday -brandnamecooking.com. Web. 16 June 2011.
4 Cooper, William A. The Testimony of Integrity in the Religious Society of Friends. Wallingford, PA: Pendle Hill Publications, 1991. Print.
5 “Who Is the Guy on the Quaker Oats Box?” Straight Dope.com - What’s Your Question? Web. 16 June 2011. <http://Ask.Com>.
6 ^a, b, c, Musser, Joe. The Cereal Tycoon: Henry Parsons Crowell, Founder of the Quaker Oats Co. : a Biography. Chicago: Moody, 1997. Print
7 “Ebookwormy (Chicago, IL)’s Review of Cereal Tycoon: The Biography of Henry Parsons Crowell.” Share Book Recommendations With Your Friends, Join Book Clubs, Answer Trivia. 3 June 2008. Web. 16 June 2011.
8 “Book Review Cereal Tycoon: The Biography of Henry Parson Crowell.” Web. <http://docs.google.com/viewer?a=v&q=cache:PuuXX659wggJ:www.constantiabergchurch.co.za/mpi/Review%2520of%2520biography%2520>.
9 The Crowell Trust. Web. 16 June 2011. <http://www.crowelltrust.org>.
What a nice story. Thanks for sharing.