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Title Ad, Baker's Coconut: How a bad debt created good jobs. By Franklin Baker Div., General Foods (Hoboken, N.J.); in SEP, Sept. 1, 1945.
Object Name Ad, Magazine
Catalog Number 2010.007.0440
Collection Hoboken Manufactured Products Collection
Credit Museum Collections. Gift of a friend of the Museum.
Scope & Content Baker's Coconut ad: How a bad debt created good jobs. Full-page black-and-advertisement by Franklin Baker Division, General Foods, (Hoboken, N.J.) as published in The Saturday Evening Post, September 1, 1945, page 32. Clipped leaf, 10-1/2" x 13-3/4" high.

Not an ad promoting the product itself, but lobbying for certain legistation regarding jobs. It used Baker's Coconut as an example for its arguments; recounts the risk taken by Franklin Baker in 1895 when he was 50 years old in taking a load of coconuts as payment for a load of flour. See notes for text.

It also promoted a nonprofit, nonpolitical organization called the Committee for Economic Development or C.E.D.

"Baker's Coconut is a Product of General Foods - and American Enterprise."
Notes How a bad debt created good jobs

IT WAS 1895. Franklin Baker, dignified 50-year-old
Philadelphia miller, and his prim woman bookkeeper had just finished opening a coconut!
Why? Because Baker had shipped a cargo of flour to Cuba, waited months to be paid, and finally received, not cash but a shipload of coconuts instead.
Coconuts weren't currency! They were souvenirs, novelties. He tried to sell them on the open market but found no takers. What on earth could he do with the dratted things?
Opening that coconut brought inspiration. He'd save housewives that messy job. He and his son would go into the business of opening coconuts and making a ready-to-use, sweet, shredded, packaged coconut for use in pies, cakes, and puddings.
Risking every cent he had, Baker started. "Baker's Shredded Coconut" caught on. The business grew from small beginnings to a very sizable coconut products business.
And-like every new or expanding business - it created jobs. And each of these jobs contributed to the making of other jobs . . . jobs for shippers
and packers... work in warehouses... jobs for distributors, salesmen, clerks, and accountants.
Today, everyone agrees that America must have steady, continuous employment after the war, for those who want to work.
Men of enterprise - today's Franklin Bakers - can make jobs by the millions! By striking out into new fields! By starting up new businesses of every size. By increasing the volume of present products and expanding present businesses!
This is the way most Americans want their jobs made. But how many jobs can be created this way is partly in your hands. For, through your opinions and your representatives, you make the rules and regulations under which business operates.
Rules and regulations are necessary. But if they discourage enterprise, America's return to peacetime prosperity may be slowed down to a walk.
And if it is slowed down, the alternative probably is Government relief projects to make up the jobs... perhaps including yours.
Remember this... and as any legislative measure arises which might affect jobs, make the answer to
this question the basis of your stand upon it: "Will this measure result in making more jobs the way Americans want their jobs made?"
On your decision may depend your future opportunity-your future job.

A Step Toward Making Jobs
Do you know about C.E.D. - the Committee for Economic Development?
It is a nonprofit, nonpolitical organization, formed two years ago by American businessmen. Its purpose is to encourage every business, large or small, to plan boldly and prepare now for the production and distribution of needed civilian goods . . . and thus to speed reconversion and provide postwar employment without serious interruption.
General Foods is working with C.E.D., and urges that you do, too. There are C.E.D. committees in 2800 counties and communities. Whether you have a factory, store, or other business, your local committee will give you all possible help in carrying on your postwar planning. Check with C.E.D. now.

Date 1945
Year Range from 1945
Year Range to 1945
Search Terms Baker's Coconut
Franklin Baker Company
Fifteenth St.
Bloomfield St.
General Foods Corporation
Caption Baker's Coconut, Saturday Evening Post, Sept. 1, 1945
Imagefile 076\20100070440.TIF
Classification Advertising
Business & Commerce
Domestic Life