ABSTRACT
Henry J.Heinz founded and built up one of the largest food products corporations in the world, and in doing so created one of the greatest brand names of all time. A gifted marketer, he used brilliantly showy appeals to attract public attention but then backed these up with high quality goods that were affordably priced. In doing so, Heinz took American marketing practice forward from the days of showmen such as P.T.Barnum and Sam Colt and the ‘snake oil salesmen’ of the nineteenth century, into a more modern mode of thinking where product features were tailored to customer needs and genuine relationships with both suppliers and customers were seen as essential to success. Above all, Heinz was one of the first marketers in America to appreciate the importance of quality.
