Henry and his 57 varieties

Press, Volume CXIV, Issue 33693, 16 November 1974, Page 10

Henry and his 57 varieties

The Good Provider: H. J. Heinz and his 57 varieties. By Robert C. Alberts. Arthur Barker. 267 pp. Notes and bibliography. In 1868 a 24-year-old merchant from Pittsburgh ventured into the growing markets of the United States to lay the foundations of a business empire known the world over for its 57 varieties. Henry J. Heinz, who built a giant industry on such items as pickles, ketchup, chilli sauce, and pork and beans, was the son of German parents who came to the United States in the 1840 s. Young Henry helped in his father’s brickyard. Then he entered the produce business, peddled the surplus from the family garden to neighbours and, with smarting eyes and bruised knuckles, bottled his own horseradish, the first of the Heinz 57 varieties. Henry’s sales were good. He found that local housewives were prepared to pay others to do tedious kitchen chores, and that a pure article of superior quality would find a ready market — if properly packaged and promoted. These discoveries were the cornerstone of his business empire. But Henry’s first business venture, with a partner, L. C. Nobel, was not a success. Initial growth was spectacular, but by 1873, the United States economy, suffering the pains of excessive expansion, unbridled inflation, wild speculation and manipulation, went into reverse. Henry’s business failed, he was arrested and the company filed in voluntary bankruptcy. The road back was rough and painful. Henry, his brother John, and his cousin Fred, raised $7OOO, and in 1876 the Heinz venture started again. In 1879 it attained solvency and stability, a year ahead of schedule. During that time Henry paid all that was owing to creditors of the previous business — “debts of honour” he called them —

though often he received little thankl for his efforts. On a visit to London in 1886 Henry approached Fortnum and Mason, “Purveyor to the Queen.” With no letter of introduction but a well rehearsed presentation and seven samples, including chilli sauce and horseradish, he sold the lot. Perhaps on that day his concept “our market is the world.” was bom. In 1888 Henry changed the firm's name to H. J. Heinz Company, and took full control. The business, built on true Christian principles, flourished. Kindly care and fair treatment of his workers left H.J. the memorial of being a pioneer in the field of industrial relations. In his later years Henry became a traveller, a collector of art (some good, some marvellously bad), a religious leader, and a philanthropist. He retained his interest in horses, humour, showmanship, and generosity to his death. When he died in 1919 he left an estate valued at $3.5 million in personal property, and $500,000 in real estate. Since the founder’s death the 57 varieties have increased to more than 1250. The company, which became a public corporation in 1946, earned more than $42 million in 1972, and its sales were $llOO million. The Heinz dynasty has continued. Henry’s son, Howard, succeeded him as president and the grandson, H. J, Heinz 11, is chairman of the board. A great-grandson, H. J. Heinz 111, has deserted pickles for politics; he is a United States Congressman. There are passages in the story of the freewheeling food tycoon which do not read as well as they should, and Mr Alberts has some passages from the personal diary kept by Henry in a puzzling sequence. But the charm of H. J. Heinz shines forth from almost every page. “The Good Provider” is an absorbing study of a many-sided businessman.