Smuckers

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Running head: SMUCKER'S - THE J.M. SMUCKER COMPANY

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The J.M. Smucker Company Christine Silva-Netto John F. Kennedy University Managerial Economics BUS5052 Edward Torres March 09, 2012

SMUCKER'S - THE J.M. SMUCKER COMPANY SMUCKER'S The J.M. Smucker Company History Smuckers was founded in 1897 by Jerome Monroe Smuckers who sold his first product, apple butter, from the back of a horse-drawn wagon. J.M. Smucker Company was incorporated in 1921 and has been a successful family run business for four generations. J.M. Smucker Company's headquarters is located in Orrville, Ohio and has been there since 1897. The Company has 17 manufacturing locations within North America and four manufacturing locations in Canada. Their sales offices are located in Ohio, Arkansas, Minnesota, Ontario (Canada), Mexico, China and Florida (The J.M. Smucker Company, 2011). J.M. Smucker Company has over 4,500 employees and appeared on FORTUNE magazine's annual listing on the "100 Best Companies to Work for in the United States", 13 times and was ranked number one in 2004 (Levering et al., 2004). Each employee takes J.M. Smucker's core values to heart, values such as; quality, people, ethics, growth and independence

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(The J.M. Smucker Company, 2011). J.M. Smucker's marketing tactics such as slogan that state: "With a name like...Smucker's, it has to be good!" and images of families and farms, has helped the Smucker products become viewed as one of the best wholesome and quality product on the market. The Parent Television Council has honored them with the number one ranking on its "Top Ten Best Advertisers" list recognizing companies that advertise only on responsible produced entertainment programs, on a 10-year basis (The J.M. Smucker Company, 2011). J.M. Smucker Company has been able to survive over a century as a result of their diverse portfolio, which include products such as: fruit spreads, peanut butter, shortening and oils, ice cream toppings, sweetened condensed milk and health and natural foods and beverages

SMUCKER'S - THE J.M. SMUCKER COMPANY (coffee, sports drink mixes, lemonades). J.M. Smucker Company have acquired the following

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companies and brand names: Mary Ellen (jams and jellies) 1963, Dickinson's (gourmet preserves and jellies) 1979, Knudsen & Sons (fruit and vegetable juices) 1984, Good Morning (marmalade-Canada) and Shirriff (dessert topping and marmalades-Canada) 1988, Laura Scudder (peanut butter) and After the Fall (juices) 1994, Adams (peanut butter) 1997, Jif (peanut butter) and Crisco (oils) 2002, International Multifood Corporation (including Pillsbury, Hungry Jacks, Bick's and Golden Temple) 2004, White Lily Brand (flour products) 2006, Eagle Family Foods and King Kelly Orange marmalade 2007, Knott's Berry Farm (jams, jellies, and preserves), Europe's Best (frozen fruit and vegetables - Canada), Carnation (Canadian bran milk product), Folgers Coffee (coffee product) 2008, Millstone Coffee Company and Rowland Coffee Roasters 2010, and most recently Sara Lee Corporation, which includes Sara Lee's marketleading liquid coffee concentrate business sold under the license Douwe Egberts® brand, along with a variety of roast and ground coffee, cappuccino, tea, and cocoa products, sold through food service channels in North America ("The J.M Smucker Company Completes Acquisition of a Majority of Sara Lee Corporations North American Foodservice Coffee Business," 2012). J.M. Smucker Company selects companies based on the product use, brand name marketability, and popularity. This business strategy has deemed profitable for J.M. Smucker Company. As shown in Exhibit 1.1: SJM: Product Sales, the five major United States products that have been the most profitable for the Company are: coffee (Folgers), peanut butter (Jif) , fruit spreads (Smuckers and Knott's Berry Farm), baking and baked goods (Hungry Jack, Pillsbury and Sara Lee), and oils (Crisco). In Canada, the Company's coffee has the highest product...
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