Henry John Heinz / "Heinz"

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Henry John Hajnts was born on October, 11th, 1844 in Pittsburgh (State of Pennsylvania), in a family of German emigrants. His father has emigrated to the USA from Bavaria in 1840. It has adjusted brick manufacture, and then successfully married the immigrant from Germany. In ten years father Henry has moved to the next small town Sharpsburg and there has moved the small brick-works.

Henry John Hajnts was born on October, 11th, 1844 in Pittsburgh (State of Pennsylvania), in a family of German emigrants. His father has emigrated to the USA from Bavaria in 1840. It has adjusted brick manufacture, and then successfully married the immigrant from Germany. In ten years father Henry has moved to the next small town Sharpsburg and there has moved the small brick-works.

To surprise parents with diligence younger Hajnts became since the childhood. In six years it has started to help mother on a kitchen garden, and in nine has already mastered recipes of a pickles and began to trade in a grated horse-radish of house manufacturing. Young Hajnts since the childhood possessed tremendous talent to "go" into vegetables and root crops. The horse-radish packaged in glass jars, marinaded mushrooms, salty cucumbers of manufacture of Henry Hajntsa used a stable demand at pensilvanskih housewives. By twelve years Henry independently processed 3,5 acres of the earth and three times in a week brought on a cart vegetables to grocers to the city of Pittsburg. And by seventeen years already earned on the kitchen garden $2400 in a year - very decent, on those times, the sum. This money has gone on study payment in business college, having finished which, Henry has started to work on brick manufacture of the father. After a while it became the partner in this company, but - vegetable business - has not thrown the liked business.

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In 1869 25-year-old Hajnts and its friend Klarens Noubl have based company Heinz and Noble the grated horse-radish became which first product. Then the assortment of let out production has replenished with the packed up sauerkraut and marinaded cucumbers. Hajnts with the partner has got a new premise, the earths for cultivation of vegetables, acetic factory, has opened representations in Chicago and Saint Louis. And here in the middle 1870 in the USA the economic crisis has burst. Company Heinz and Noble just the day before took obligations to buy up all crop from neighbouring farmers. But banks of credits any more did not give, and at young partners of available assets was not. So Heinz and Noble has got to number 5000 declared by the government ruined the enterprises. Under the American laws it meant: time you the bankrupt you can pay to anybody of nothing. And here Henry Hajntsa's the best line was showed: secretly, even from the partner, it on slightly starts to repay debts. Silly? Do not tell! When, some months later, were possible to revive manufacture, all were ready to deal with it.

Hajnts a smog not only quickly reanimate the company, but also lift it on new height thanks to the talent of the businessman and imagination of the culinary specialist. Last trump during this moment has appeared solving. Henry considered, that for successful development of the company in an uneasy economic situation it is necessary to think up something unusual. The United States with the highest wave the fast food - big-poppies, the hot dogs has covered, everyones clumsily fried fri. Americans absorbed all this food from a hopelessness - another to them did not offer.

Henry considered, that for successful development of the company in an uneasy economic situation it is necessary to think up something unusual. Having put on a table tomatoes, starch and various spices, Henry Hajnts of the beginnings himichit. And it is fast enough, like Archimedes, he has exclaimed … Is not present, not «Eureka!», and more appetizing: «Ketchup!». He also has invented It. There was an improbable: America for some time has stopped to chew and has with astonishment stared on puzatenkie bottles with red contents, appetizing, as lips Merilin Monroe. The appetizing dinner is for what Americans for a long time already grieved. In 1896 newspaper New York Times has named ketchup Heinz «national American seasoning».

Certainly, to make a similar jump, the culinary specialist, and the manager was required any more. About brendinge still anybody slyhom did not hear. But Hajnts as if would look in the future, invented simple enough, but before in America not applied advertising courses. It is difficult to believe, but in the end of XIX century still nobody used illuminated signs. And here in 1900 on a corner 5th avenue and 23rd strit company Heinz has placed the illuminated signs in six floors. Only she paid for the electric power monthly inconceivable sum on those times of $3000, but millions have in exchange begun to flow. By this time Hajnts already owned 21 factory and 7 large factories in the USA. Besides, its factories have appeared in England, Spain, on Cuba. Once to Henry Hajntsu the manager who is responsible for sale has come, and has declared:

- At us a "languid" label. It is desirable, that, except an inscription, on it still something has been painted.
- Well, so paint something, - has waved away Hajnts.
- But after all that has got will not represent!.
- That has got! The buyer does not reflect, he gets used. Write, for example, «57».
- And will designate what is it?
- I do not know. For certain it will designate «57». Let somebody, who at us hangs about, will think up - why «57».

Probably, in company Heinz nobody hung about, because here 100 years on bottles is written «57» and why - anybody and has not thought up. But on slopes of hills, on roofs of houses and in general on what has got it is possible to see hundred-metre «57», and all know are Heinz.

But, probably, the bottle was the strongest invention Hajntsa. Competitors hid the production in tins under bright labels. The reason was clear: vegetable seasonings after heat treatment changed colour and strongly conceded to bright typographical paints. But Henry Hajnts was the skilful culinary specialist, its ketchup after preparation remained bright and attractive. Therefore it packed up only in glass container. But the buyer, taking in hands a familiar bottle, saw, that inside, and the goods from hands any more did not let out.

In 1919 Henry Hajnts has died of a pneumonia. After itself(himself) it has left the international corporation with a turn more than $20 million in which 6500 employees worked. Management of the company was incurred by his son Howard, with success continuing business of the father during the difficult intermilitary period.

Howard supervised over the company of 20 years and has died in 1941. After it the corporation was headed by his son Henry Hajnts II. During Second World War H. J. Heinz let out production for army of the USA.

Then already professional managers undertook family business, in particular About? Rejli from Ireland (1979). At him the sales volume has passed for the first time for $1 billion. About? Rejli has changed corporation strategy: to be bought up there were actively foreign food companies. The quantity of the brands supervised Heinz, has reached 4 thousand, and the sales volume has increased to 10 billion dollars.

But by the end of 90 such politicians has ceased to give desired billions. And then the basic efforts have been directed on a raising of interest to old, "classical" brands. In particular, ketchups have found all colours of a rainbow: orange, yellow, blue, have then appeared violet and dark blue.

Even more interesting advertising company is connected with a cat by name of Morris. (At that time the company is engaged in release of a forage for pets). Once in an office of the then head of corporation Heinz Berta Gukina, there was a representative of advertising agency «Leo Bernett» and has mysteriously said:

- At a cat of 9 lives!
- Well also what? - Slightly puzzled poter chin Gukin.
- Well and all! - the opponent has made a helpless gesture. - the cat should advertise the cat's food. I here have wandered on shelters for animals and have found the boor and the impudent fellow by name of Morris.

Having put on a table a bag, it has slightly opened it. The cat has got out of a bag on a belt red, fattened as soon as can fatten, in the American shelters. Kotjara has inspected a table of the head of the company, has considered its insufficiently pure to leave, and, having combined paws on a stomach, began to wait, what offers will arrive. The auction was long and strained, bargained for each of nine lives.

But already in couple of weeks Morris has started shootings in preview trailers. More skorostrelnogo the history of advertising did not know anything. «9 lives» has won 21 % of the market of the cat's food of the USA. On hearings, once Morris it was not kept and has eaten that advertised is and has served as the reason of sudden death of an animal.

Certainly, pochivshego Morrisa ² it was possible to replace silently on Morrisa ²². But!. In America so does not become. Elections of a new cat for preview trailers Heinz have turned to national event. Simple fair Americans sent photos house red mordovorotov, not forgetting on the back fairly to mark the simple six-place sums for which they would be ready to give the favourite to paws of manufacturers of advertising, i.e. to deliver pleasure to children of the America which have grown fond Morrisa.

The sums were so impressive, that it was necessary to resort again to services of the cat's shelter, there «the children's pleasure» appeared somehow more cheaply.

General "kotovasija" has proceeded. Morris ²² has appeared in the main show «Good morning, America». Especially its authority has grown after red the rascal has acted as the representative of all cats during a month of the cat's health. The success should be forged, and Morris has published the book «Recipes Morrisa», the absolute best seller.

In 1987 Morris has founded national morrisovskuju the award. Simple people idolised him, and here politicians hated - the self-confident impudent person selected last remains of popularity at unfortunate senators. It was possible to shudder to Bush-senior when on presidential elections of 1988 Morris has proposed itself as the candidate for presidents. If at the last minute red kotjara has not taken pity over politicians and has not removed the nominee, go know, as though all has turned.

Advertising agency Leo Burnett with which the company successfully co-operates since then, receives from H.J. Heinz annually ten millions dollars also tries to create original remembered advertising production. And vsezhe these efforts yet do not bring desirable result. Annual sales volumes of the company fluctuate some years around $8 mlrd - $9 mlrd (in 2003 - about $8,3 mlrd).

To concentrate resources to the basic trade marks, the company has decided to unload a portfolio of brands. In the end of 2002 H. J. Heinz has sold companies Del Monte Foods for $1,1 mlrd a portfolio of trade marks, having left itself of only 15 leading brands. H. J. Heinz declared phase-out of a foodstuff for animals, tinned soups, a children's food and fish canned food. However, the company all the same can supervise release of this production as is one of large shareholders Del Monte.