Sunday, January 4, 2009

With a name like Smuckers, it has to be good (coffee).

I was a bit dubious at first that the strategy of Smuckers acquiring the Folgers brand from P&G was a good one. But then the economy tanked. And Folgers brand folks put on a full-court press to get more shelf space at grocers, rolling out their surprisingly good (and wide) line of "Coffeehouse Series" coffees.

It's no secret that Smuckers has been building up a solid portfolio of brands, including Crisco, JIF, Hungry Jack, Martha White, PET and Pillsbury, to rattle off just a few. It's not just grape jelly and Willard Scott announcing birthdays anymore.

Fact is, the breakfast table is almost theirs. And the value proposition going into a depressed economy is exceptional. The sales organization has great clout in the grocery aisle, and they continue to hire top shelf talent even in the current economy.

Hmm. I think I just talked myself into making another investment.

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