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Subject: Godfrey Keebler
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Date: Sat, 23 May 2009 01:25:45 -0500
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Godfrey Keebler
If fortunes had shifted slightly, you might have heard of a Strietmann
elf or a Herkmann elf.
Back in the pre-Civil War days, bakeries were, by necessity, local
businesses. A horse and buggy could only go so far with baked goods
before they became stale. This all changed, however, with the advent
of the automobile.
In 1927, several bakeries decided to join forces to distribute baked
goods on a regional level. The United Biscuit Company of America
featured the products of several bakers, including Strietmann of
Cincinnati, Ohio, Herkmann of Grand Rapids, Michigan, and Godfrey
Keebler, who had opened his Philadelphia bake shop in 1853.
By 1944, there were 16 bakeries in the United Biscuit network,
stretching from Philadelphia, Pennsylvania, to Salt Lake City, Utah,
marketing cookies and crackers under a variety of brand names.
To avoid confusion, the network decided to adopt one brand for all its
products. Keebler's name was chosen. The Keebler elves, created by a
Chicago advertising Jim in 1968, helped to make the Keebler company
one of the top sellers of cookies and crackers in the country.
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