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The Beginning of Del Monte
Are you a lover of fruit like me? Do you have a preference between Dole or Del Monte? If so, come along with me on this journey of the fruitful evolution of Del Monte. Del Monte was established in 1886 by Daniel Provost and Francis Cutting. But they didn’t start canning fruit until 1907 when the San Francisco Cannery was built by 1909 it was the largest fruit cannery in the world. (del monte site citation). -
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Great Depression for Del Monte
During the great depression, Del Monte had quite a set of losses. They went from having ~6 dollars per share to ~9 cents. After the great depression, they had an estimated worth of $158 million but $223 million in revenues. The ability to have potential growth just wasn’t in the books for them. With record sales of $1.56 billion, numerous economic difficulties, including the dollar's depreciation, growing production costs, and price freezes & mash, emerged. (History citation) -
Artifact 1
This artifact is a paper ad from 1937. As you can see this ad is very wordy and gives you a color pop. It talks a lot about how easy it is to prepare and how it is a great first course that is “saucy, high-spirited, and Gay” it then goes on to talk about small individual fruits that are within the cocktail and what they like about them. You can also see that the fruit is severed in a cocktail glass making it look very classy even though it came out of a larger can. -
Artifact 2
This is a paper ad from 1941. As you can see this ad is more comical and cartoony than the first. It also is very wordy and informative. It gives you melas you can add the cocktail to as a side. It gives you family scenarios. As you can see, they created a classier version of a fruit cocktail in cocktail rather than serving it in the can. Talk about what the wordy say just to blurry to see right now. -
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RJR Nabisco
In 1979 the del monte company met RJR Nabisco who had a $618 million dollar offer for them. After RJR became part of management Del Monte went through many different management impulses, for example, the company went through 4 reorganizations, successions of managers, and headquarters moving moved across the country, but this all stopped in 1988 after Kohlberg acquired RJR, Kravis, Roberts & Co. for more than $24 billion, making it the largest leveraged buyout in American history. -
The Auction of Del Monte branches
Large chunks of Del Monte were auctioned off to foreign buyers to lower the debt generated by the transaction. The branches that were auctioned off included Hawaiian Punch, dried fruit, pudding, and European canned food. The only division that stayed after the new investor was the San Francisco Branch. (history citation) -
Artifact 3
https://www.youtube.com/watch?v=daw5TE-BrzM This artifact is a tv ad from 2013. This ad shows how del monte is culturally inclusive. It talks about how it is a weekend food that gets everyone excited. It also shows them using it as another thing other than just fruit so it is kind of an insider to possible recipes.