February 7, 2007

Vlasic

And the man behind the brand is...
Joseph Vlasic

It was Joseph Vlasic’s reputation as a milkman that made his name the best known name in pickles in America. Born in 1904, Vlasic acquired an inconsequential night milk run in Detroit while still in his teens. Within ten years he had built the business into Michigan’s largest wholesale milk company.

In 1937 a small Detroit picklemaker suggested that Vlasic carry his pickles. Vlasic agreed to sell the pickles on a small basis in Detroit’s Polish community under his own name. Vlasic even printed the jar labels in Polish. He never expected the pickle business to be any more than a minor sideline to his milk business.

Joseph Vlasic ended his involvement with his company in 1960, turning operations over to his son Robert. Under his leadership Vlasic went national, on the wings of a cartoon stork. As a small private firm Vlasic sold more pickles than food giants Heinz and Del Monte.

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