How Kraft Crafted a Comeback
The Editors of New Word City
In the beginning, it was all about cheese, sold door-to-door in Chicago from a horse-drawn wagon operated by one James Lewis Kraft, a.k.a. J.L. Kraft. That was in 1903, and by 1914 his company was selling 31 kinds of cheese all around the country. As of the 1930s, the cheese no longer stood alone—salad dressing, ice cream, and margarine products were added to the Kraft cabinet of brands. And through a series of mergers and acquisition, the company was transformed over the following four decades into a global powerhouse. Then, in 1988, Philip Morris came calling.
The tobacco giant, its internal ...
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