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Campbell Soup 

“Market Cap $13.98 B As of May 2014

At a Glance

  • Industry: Food Processing
  • Founded: 1869
  • Country: United States
  • CEO: Denise Morrison
  • Website: www.campbellsoups.com
  • Employees: 20,000
  • Sales: $8.26 B
  • Headquarters: Camden, New Jersey

Forbes Lists

#1110 Global 2000

  • #1130 in Sales
  • #1247 in Profit
  • #803 in Market value

#88 Innovative Companies (#78 in 2012)

Profile

Campbell Soup Co. engaged in manufacturing and marketing of convenience food products includes soup and sauces, baked snacks and healthy beverages through its subsidiaries. It operates through five segments: U.S. Simple Meals, Global Baking and Snacking, International Simple Meals and Beverages, U.S. Beverages and Bolthouse and Foodservice. The U.S. Simple Meals segment comprises of U.S. Soup and U.S. Sauces. The U.S. Soup retail business is engaged in providing products such as Campbell’s condensed and ready-to-serve soups and Swanson broth and stocks. The U.S. Sauces retail business is engaged in providing products such as Prego pasta sauce, Pace Mexican sauce, Swanson canned poultry and Campbell’s canned gravies, pasta and beans. The Global Baking and Snacking segment is engaged in providing products such as Pepperidge Farm cookies, crackers, bakery and frozen in Australia and Asia Pacific. The International Simple Meals and Beverages segment provides simple meals and beverages operating products outside the United States, including Europe, Latin America, the Asia Pacific region and the retail business in Canada. The Bolthouse and Foodservice segment is engaged in distributing of products such as soup, specialty entrees, beverage products, other prepared foods and Pepperidge Farm products through various food service channels in the United States and Canada. Campbell Soup was founded on November 23, 1922 and is headquartered in Camden, NJ.”

Campbell Soup History

The company was started in 1869 by Joseph A. Campbell, a fruit merchant from Bridgeton, New Jersey, and Abraham Anderson, an icebox manufacturer from South Jersey. They produced canned tomatoes, vegetables, jellies, soups, condiments, andminced meats.

In 1876, Anderson left the partnership and the company became the “Joseph A. Campbell Preserve Company”.

Campbell reorganized into “Joseph Campbell & Co.” in 1896. In 1897, John T. Dorrance, a nephew of the general manager Arthur Dorrance, began working for the company at a wage of $7.50 a week.Dorrance, a chemist with degrees from MIT and Göttingen University, Germany, developed a commercially viable method for condensing soup by halving the quantity of its heaviest ingredient:water. He went on to become president of the company from 1914 to 1930, eventually buying out the Campbell family.

In 1898, Herberton Williams, a Campbell’s executive, convinced the company to adopt a carnelian red and bright white color scheme, because he was taken by the crisp carnelian red color of the Cornell University football team’s uniforms. To this day, the layout of the can, with its red and white design and the metallic gold medal seal from the 1900 Paris Exhibition, has changed very little, with the exception of the French phrase on the top of the gold seal that said “Exposition-Universelle-Internationale” which was changed to the English name of the exhibition as “Paris International Exposition”.

Campbell Soup became one of the largest food companies in the world under the leadership of William Beverly Murphy. He was elected executive vice president of Campbell Soup in 1949 and was President and CEO from 1953 to 1972. While at Campbell’s Soup Company, he took the corporation public and increased its brand portfolio to include Pepperidge Farm’s breads, cookies, and crackers, Franco-American’s gravies and pastas, V8 vegetable juices, Swanson broths, and Godiva’s chocolates. David Johnson was President and CEO from 1990 until 1997.

Campbell Soup invested heavily in advertising since its inception, and many of its promotional campaigns have proven value in theAmericana collectible advertising market. Perhaps best known are the “Campbell Kids” designed by illustrator Grace Drayton.Ronald Reagan was a spokesman for V8 when Campbell’s acquired the brand in 1948.

In addition to collectible advertising, the company has also had notable commercial sponsorships. Among these was Orson Welles’sThe Campbell Playhouse, which had previously been The Mercury Theatre on the Air. After the program’s adaptation of The War of the Worlds became a sensation for accidentally starting a mass panic due to its realism, Campbell’s took over as sponsor of the radio theater program in December 1938.

In the UK and Ireland, Campbell Soup was rebranded as Batchelors Condensed Soup (UK) and Erin (Ireland) in March 2008, when the license to use the brand name expired. Premier Foods, St. Albans, Hertfordshire bought the Campbell Soup Company in the UK and Ireland, for £450m ($830m) in 2006, but was licensed to use the brand only until 2008. Under this agreement, the US-based Campbell Soup Company will continue to produce Campbell’s Condensed Soup but cannot sell the product in the UK for a further 5 years.

Campbell’s continues to be a major part of Camden, New Jersey, regularly participating in charity events in the community. In 2009, Campbell’s completed the building of a new and expanded headquarters in the city.

In January 2010, Campbell’s Canadian subsidiary began selling a line of soups that are certified by the Islamic Society of North America as being halal (prepared in accordance with Islamic law). Although Campbell does not have any plans to sell its halal soups in the United States, the move has drawn criticism from anti-Muslim critics in the United States. Blogger Pamela Geller called for a boycott of the company.

In July 2011, Campbell’s Soup decided to once again sell its product in the UK after being absent since 2008. Symingtons began manufacturing the brand under license by Symingtons. The new line-up comprised twelve cup soups, five simmer soups designed to be cooked in a pot of water, four savoury rice lines, and four savoury pasta and sauce packets. The new range will not be sold in tins, but instead sold in packets and boxes. Later in 2011, the canned varieties have also returned to supermarket shelves with refreshed labels and new lines.

In 2012, Campbell announced plans to buy Bolthouse Farms, a maker of juices, salad dressings and baby carrots, for $1.55 billion. Analysts saw this as an attempt to reach younger, more affluent consumers.

In June 2013, Campbell acquired the Danish multinational baked goods company Kelsen Group for an undisclosed amount. Kelsen has an 85-country distribution network and is seen as providing Campbell with opportunities for international expansion, particularly into China and other Asian markets.”

*Information from Forbes.com and Wikipedia.org

**Video published on YouTube by “Kean University