La historia de Quaker data de 1877, cuando Henry Seymour y William Heston fundaron una planta procesadora de avena en Ravenna, Ohio. No lograban dar con un nombre adecuado a su empresa. Luego de que Seymour escudriñara en un diccionario en busca de alguna palabra que se relacionara al concepto de salud, pureza y nobleza con el cual quería asociar su actividad, finalmente encontró el nombre en la cotidianidad de la época.
En ese momento predominaba la figura fuerte pero amable de los Quakeros, personajes de gran carisma pertenecientes a la sociedad religiosa inglesa que les dio su nombre. Su carácter, vitalidad y espíritu noble inspiraron al fundador a utilizar su nombre y estampa como símbolo de su novel empresa, The Quaker Mill Company, que registró a Quaker como la primera marca para un cereal en el mundo.
Luego la compañía se unió a otras dos firmas especializadas también en avena. Una en Iowa, dirigida por John Stuart, su hijos Robert y su socio George Douglas, y Mills American Oatmeal Company, de Ferdinand Schumacher, ubicada en Chicago, Illinois. A partir de esa fusión se creó oficialmente The Quaker Oats Company.
Quaker fue la primera empresa que vendió avena en paquetes y la pionera en hacer publicidad a lo largo de todo un país. Incluso su producto llegó a ser reproducido en miniatura y se ofrecía como muestra en los hogares, sus productores entregaron premios a los consumidores y se repartieron entre las amas de casa recetas a base de la avena.
Sin duda, uno de los mejores ejemplos de la evolución internacional del mercadeo. Siempre la figura del quakero fue el sello inconfundible de esta empresa, aunque desde 1946 se decidió adoptar únicamente su rostro para transmitir la tradición de calidad de la Avena Quaker.
martes, 7 de agosto de 2007
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