Chapter Seven

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Orange Juice and Raisin Bread

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TOWARD THE END of 1904—the year Albert Lasker bought his initial stake in Lord & Thomas and the gifted but erratic John E. Kennedy arrived on the scene—a delegation from the Southern California Fruit Exchange (SCFE) made its way to the Trude Building. They were there to hear Lord & Thomas’s proposal for a campaign to promote California citrus products.

By that time, Lasker was the leading rainmaker in the agency, so it is safe to assume that he helped shape the presentation that was made to the SCFE that ...

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