Laura Scudder
Encyclopedia
Laura Clough Scudder was an entrepreneur in Monterey Park, California
, who made and sold potato chips and who pioneered the packaging of potato chips in sealed bags to extend freshness.
Born in Philadelphia, Laura Scudder worked as a nurse before moving to California. While there she became the first female attorney in Ukiah, California
before moving south to Monterey Park, California
, where she started her food company in 1926.
At first, potato chips were packaged in barrels or tins, which left chips at the bottom stale and crumbled. Laura Scudder started having her workers take home sheets of wax paper
to iron into the form of bags, which were filled with chips at her factory the next day. This innovation kept the chips fresh and crisp longer and, along with the invention of cellophane
, allowed potato chips to become a mass market product.
Scudder also began putting dates on the bags, becoming the first company to freshness date their food products. This new standard of freshness was reflected in the marketing slogan: "Laura Scudder's Potato Chips, the Noisiest Chips in the World."
Laura Scudder faced many obstacles running her own company during the Great Depression
. For instance, when she tried to get insurance for the company's delivery truck, she was denied by all the local male insurance agents, who claimed that a woman would be unreliable at paying the premiums. The female insurance agent who eventually insured the truck went on to insure the entire company fleet.
At one point, Laura Scudder turned down a $9 million offer for the company because the buyer wouldn't guarantee her employees' jobs. In 1957 she finally accepted a $6 million offer from a buyer who guaranteed job security for her workforce. The new company was called Laura Scudder Inc. At the time of the sale the company had expanded into peanut butter
and mayonnaise
, and Laura Scudder brand potato chips held a greater than 50% share
of the California market.
In 1987, Laura Scudder Inc. was sold to Borden, Inc.
for $100 million. Annual sales for the chipmaker were $126 million in 1986. However, union problems motivated Borden to close all California plants of Laura Scudder only a year later. In 1993, Borden sold what remained of Laura Scudder for less than $16.7 million. However, the buyer, G.F. Industries, Inc.'s Granny Goose
subsidiary was already in trouble, and was put up for sale in January 1995. Snack Alliance, Inc. currently (2009) licenses from The Laura Scudder's Company, LLC the rights to produce and market potato chips under the Laura Scudder's brand. According to the J.M. Smucker Company website, the Laura Scudder's Natural Peanut Butter business was acquired by Smucker's from BAMA Foods Inc. in December 1994. Smucker's currently (2009) markets the Laura Scudder's brand of natural peanut butter on the west coast. According to a March 31, 2010 announcement, Snack Alliance, Inc. was acquired by Shearers Foods Inc., a manufacturer of competing salty snacks in different regions of North America. At the same time (2010) it appears the original Laura Scudder's brand is being actively marketed by a California-based company. These two companies have different packaging for their different Laura Scudder's products, and the California company appears to be marketing its products nationwide.
Monterey Park, California
Monterey Park is a city in Los Angeles County, California, United States, east of downtown Los Angeles. The city's motto is "Pride in the past, Faith in the future"...
, who made and sold potato chips and who pioneered the packaging of potato chips in sealed bags to extend freshness.
Born in Philadelphia, Laura Scudder worked as a nurse before moving to California. While there she became the first female attorney in Ukiah, California
Ukiah, California
The average high temperature is 73.5 °F . Average low temperature is 46.1 °F . Temperatures reach 90 °F on an average of 65.6 days annually and 100 °F on an average of 14.4 days annually. Due to frequent low humidity, summer temperatures normally drop into the fifties at night. Freezing...
before moving south to Monterey Park, California
Monterey Park, California
Monterey Park is a city in Los Angeles County, California, United States, east of downtown Los Angeles. The city's motto is "Pride in the past, Faith in the future"...
, where she started her food company in 1926.
At first, potato chips were packaged in barrels or tins, which left chips at the bottom stale and crumbled. Laura Scudder started having her workers take home sheets of wax paper
Wax paper
Wax paper is a kind of paper that is made moisture proof through the application of wax....
to iron into the form of bags, which were filled with chips at her factory the next day. This innovation kept the chips fresh and crisp longer and, along with the invention of cellophane
Cellophane
Cellophane is a thin, transparent sheet made of regenerated cellulose. Its low permeability to air, oils, greases, bacteria and water makes it useful for food packaging...
, allowed potato chips to become a mass market product.
Scudder also began putting dates on the bags, becoming the first company to freshness date their food products. This new standard of freshness was reflected in the marketing slogan: "Laura Scudder's Potato Chips, the Noisiest Chips in the World."
Laura Scudder faced many obstacles running her own company during the Great Depression
Great Depression
The Great Depression was a severe worldwide economic depression in the decade preceding World War II. The timing of the Great Depression varied across nations, but in most countries it started in about 1929 and lasted until the late 1930s or early 1940s...
. For instance, when she tried to get insurance for the company's delivery truck, she was denied by all the local male insurance agents, who claimed that a woman would be unreliable at paying the premiums. The female insurance agent who eventually insured the truck went on to insure the entire company fleet.
At one point, Laura Scudder turned down a $9 million offer for the company because the buyer wouldn't guarantee her employees' jobs. In 1957 she finally accepted a $6 million offer from a buyer who guaranteed job security for her workforce. The new company was called Laura Scudder Inc. At the time of the sale the company had expanded into peanut butter
Peanut butter
Peanut butter is a food paste made primarily from ground dry roasted peanuts, popular in North America, Netherlands, United Kingdom, and parts of Asia, particularly the Philippines and Indonesia. It is mainly used as a sandwich spread, sometimes in combination as in the peanut butter and jelly...
and mayonnaise
Mayonnaise
Mayonnaise, , often abbreviated as mayo, is a sauce. It is a stable emulsion of oil, egg yolk and either vinegar or lemon juice, with many options for embellishment with other herbs and spices. Lecithin in the egg yolk is the emulsifier. Mayonnaise varies in color but is often white, cream, or pale...
, and Laura Scudder brand potato chips held a greater than 50% share
Market share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
of the California market.
In 1987, Laura Scudder Inc. was sold to Borden, Inc.
Borden (company)
Borden, Inc., was an American producer of food and beverage products, consumer products, and industrial products. At one time, the company was the largest U.S. producer of dairy and pasta products. Its food division, Borden Foods, was based in Columbus, Ohio, and focused primarily on pasta and...
for $100 million. Annual sales for the chipmaker were $126 million in 1986. However, union problems motivated Borden to close all California plants of Laura Scudder only a year later. In 1993, Borden sold what remained of Laura Scudder for less than $16.7 million. However, the buyer, G.F. Industries, Inc.'s Granny Goose
Granny Goose
Granny Goose is the name of an American brand of potato chips and other snack foods.Its logo and mascot, also named Granny Goose, is an anthropomorphic cartoon goose...
subsidiary was already in trouble, and was put up for sale in January 1995. Snack Alliance, Inc. currently (2009) licenses from The Laura Scudder's Company, LLC the rights to produce and market potato chips under the Laura Scudder's brand. According to the J.M. Smucker Company website, the Laura Scudder's Natural Peanut Butter business was acquired by Smucker's from BAMA Foods Inc. in December 1994. Smucker's currently (2009) markets the Laura Scudder's brand of natural peanut butter on the west coast. According to a March 31, 2010 announcement, Snack Alliance, Inc. was acquired by Shearers Foods Inc., a manufacturer of competing salty snacks in different regions of North America. At the same time (2010) it appears the original Laura Scudder's brand is being actively marketed by a California-based company. These two companies have different packaging for their different Laura Scudder's products, and the California company appears to be marketing its products nationwide.