Campbell Soup Company

See also: Campbell

Campbell Soup Company (" Campbell' s") () Multinationale American Agroalimentaire is a , activates mainly on the segments of the Soupe, of the Cookie S, drinks (V8 mark) and the chocolates of tradition (Godiva mark). It is regularly classified among the companies of the Forbes 500. Its head office is located at Camden in the New Jersey in the United States and it is present in direct export or by the means of its various subsidiary companies in approximately 120 countries in the whole world.

History

The company Campbell' S.A. created in 1869 with the the United States by Joseph A. Campbell, a fruit merchant, and Abraham Anderson, a Refrigerating producer of S. This company, called in the beginning " Joseph A. Campbell Preserves Company" , produced all kinds of products presented limp about it of preserve: tomatos, vegetables, Soup S, condiments, jams, or chopped meat.
  • Abraham Anderson leaves the company in 1896, to let Joseph Campbell create and to organize a new business, " Joseph Campbell & Co."
  • As from 1897, a nephew of one of the financial partners of Campbell, Dr. John T. Dorrance, enters the company and thanks to its solid higher training of chemist of the Massachusetts Institute off Technology and of the university of Göttingen (Germany) a commercially viable method of concentration of preserves develops by extracting half of the heaviest ingredient: water.
  • At that time, soup was not usually with the menu of American, but was it in Europe where Dorrance had remained. However, concentrated soups of Campbell' S were quickly crowned success because of their praticity and their attractive price (1 limps for 10 hundreds). The company takes part in the World Fair of Paris of 1900 and receives the gold medal, a recall in image which is reproduced always today on the packagings of the concentrated soups sold in the United States.

  • In 1898 for the 1st time, the whole of the packagings Campbell' S are sold with a design " red and blanc" who remains still today the key symbol of this mark icon.

  • Some of the headlight varieties of the mark crossed the generations and constitute still today the fundamental ones of the range condensed soup: soup with tomato (launched in 1897), mushroom cream (1934) and the chicken variety/noodles (1934).
  • In 1915, Campbell' S repurchases the company " Franco-American Company" , specialist in gastronomical products. This mark will continue its development with lines of spaghetti and various pastes.
  • In 1921, the company " Joseph Campbell & Co" is dissolved and " Campbell Soup Company" the day sees, for better developing starting from its leading product, concentrated soup.

  • With the passing of years, Campbell' S.A. invested enormously in marketing and it is firmly anchored today in the American history. Many celebrities enamelled her course, being used as door word with various products, of Ronald Reagan, with Johnny Carson while passing by Jimmy Stewart, Orson Welles, Helen Hayes, Donna Reed, Robin Leach, George Burns, or Gracie Allen. In addition, Andy Warhol used on several occasions as from 1962 ( 100 Campbell' S Soup Cans ) the image of soups " red and blanche" in its all first screen printed photographs, deferred on fabric (see Campbell' S Soup Edges ). One of its works (Campbell' S Soup Edge I, 1968) is today with the FRAC Burgundy. Another fabric, " Small Torn Campbell' S Soup Edge (Pepper Pot) " (1962), was sold in May 2006 11,77 million dollars with the large art gallery Gagosian.

International expansion and launchings of major products in the United States:

  • 1930: creation of the Canadian subsidiary company
  • 1933: creation of the British subsidiary company
  • 1948: acquisition of " V8 vegetable juice" , 1st vegetable juice launched on the market
  • 1954: introduction to New York Stock Exchange
  • 1959: opening of the Mexican subsidiary company
  • 1960: acquisition of the cookie factories Pepperidge farm in the United States and Delacre in Europe (yielded in 1998)
  • 1961: creation of a subsidiary company in Australia
  • 1966: acquisition of the chocolate seller Godiva
  • 1970: launching in the United States of a range of soups with pieces and ready to serve " Campbell' S Chunky"
  • 1981: launching in the United States of a sauce range for pastes, " Prego Spaghetti sauces"
  • 1992: acquisition in Australia of the 7th world biscuitier, Arnott' S ltd
  • 1996: acquisition in Germany of the 1st preserve soup producer, Erasco
  • 1997: launching in the United States of one innovating juice of carrots and fruits under the mark " V8 splash" ; in France, acquisition at Danone of the leader of liquid soup, Liebig
  • 2001: acquisition with Bestfood of dehydrated soup companies and bubbles (Royco in France and Belgium, Heisse Packs in Germany, Oxo and Batchelors in England, Bla Band in Sweden)
  • 2002: Launching in the United States of a soup range to be carried, " Cambpell' S Soup At Hand" and acquisition of the Australian leader of the salted snack bars, Snack bar Foods Limited
  • 2006: transfer of the subsidiary companies British and Irish with First Food Ltd Industries.

Principal figures

Source: annual report/exercise F' 06 (August 05 - July 06)

Strategy

The Campbell group develops today a strategy in 5 axes:
  1. To develop the marks icons towards the categories of the prepared dishes and the snack bars
  2. To take along the consumers towards a level of satisfaction higher thanks to more attention paid than the praticity, the wellbeing and quality.
  3. Etendre the radiation of the existing product ranges to more country (Russia, China for example)
  4. Améliorer the financial margins thanks to a work interns on the productivity
  5. in-house Améliorer engagement of the teams and their excellence; to play thoroughly the chart of cultural diversity.

Principal subsidiary companies & Marks

The Group is present in more than 120 countries and is declined in 4 great branches of industry:
  1. cooked

    soups and dishes

  2. drinks
  3. cookies
  4. chocolates

  • World :

    • Godiva (top-of-the-range chocolates)
    • Campbell' S (soups concentrated out of metal boxes red and white)

  • Europe :

    • France: Liebig (liquid brick soups), Royco (dehydrated soups) and exploitation of the Lesieur frankness for the sauces category & mayonnaises
    • Belgium: Royco (dehydrated soups), Devos Lemmens (mayonnaise N°1), Imperial (powder desserts, flours with cake), Délisoup (liquid soups in bricks or bottles)
    • Germany: Erasco Heisse Packs (dehydrated soups), Erasco Eintopf, Raguletto (Italian sauces for pastes), Lacroix (soups and sauces of culinary tradition)
    • Sweden and Finland: Bla Band (dehydrated soups and sauces), Iso Mitta (sauce funds)

  • the USA :

    • Pepperidge farm (cookies)
    • V8 (drinks)
    • Prego (Italian sauces)
    • Cambpell' S Chunky soup (soups with pieces, out of metal boxes/plastic for microwave)
    • Cambpell' S Select soup (top-of-the-range soups, out of bricks)
    • Soup At Hand (soup to be carried and heat with the microwave)
    • Pace (Mexican sauces)
    • Swanson (bubble)

  • Canada (in complement of the marks identical to those present at the USA)

    • Gardennay

  • Asia

    • Tim Tam
    • Nyam Nyam
    • Good Time
    • Kimball (sauces)
    • Cheong Chan (Chinese sauces)

  • Australia & New Zealand (in addition to all the American soup marks of the Group)

    • Tim Tam, Shapes, SAO, Tiny Teddy (cookies)
    • Arnott' S
This subsidiary company is also the distributer of Pringles (mark of the group Procter & Gamble) in this zone.

Current leaders

  • President & Managing director: Douglas R. Conant
  • Finance manager: Robert A. Schiffner

  • Directing North America Activities: Mark A. Sarvary

  • Directing Godiva chocolate seller: Jim Goldman
  • Directing Pepperidge Farm: Patrick J. Directing Callaghan
  • Circuits " away from home" , Canada, Mexico and Latin America: Archbold D. van Beuren
  • President Pacific Asia: Mark Alexander
  • President International (Europe and emerging markets): Larry S. McWilliams

  • Directing R & D and quality: Arthur B. Directing Anderson

  • Information systems: Doreen A. Wright
  • Directing Supply Chain: Directing David White
  • Human Resources: Nancy A. Directing Reardon
  • of the Strategies: Carl Johnson
  • Legal director: Ellen Oran Kaden
  • Directing Public relations: Jerry S.Buckley

Main competitors

At the world level, two other multinationals agroalimentary are also present on the market of soup: Unilever (Knorr mark) and Nestlé (Maggi mark). The 3 companies fight for the place of n°1 according to the types of soups (liquid, fraiches, dehydrated or to cook) and the countries considered.

As regards the sector cookies & snack bars, Danone and United Cookies are the world main competitors of the marks of Campbell' S.

Lastly, locally, other companies compete with Campbell' S, such Heinz and Progresso in the United States.

Sources

(in) '' Official site of the Group Campbell' S

External bonds

  • Official site

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