This is an old revision of this page, as edited by Damacatt (talk | contribs) at 20:46, 15 June 2011. The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.
Revision as of 20:46, 15 June 2011 by Damacatt (talk | contribs)(diff) ← Previous revision | Latest revision (diff) | Newer revision → (diff)
Borden Milk Products L.P. is a privately held American corporation owned by the Dallas, Texas-based Milk Products LLC, a subsidiary of Grupo Lala.
Borden's Beginnings
The Borden Company was founded by Gail Borden, Jr., a philanthropist, businessman and inventor who invented the process of condensed milk.
Despite the apparent usefulness of condensed milk, the U.S. Patent office rejected Borden's patent application three times. It was finally accepted on August 19, 1856, after Robert McFarlane, the editor of Scientific American, and John H. Currie, head of a research laboratory, convinced the commissioner of patents of the value of condensed milk. Soon afterward, Borden started a small processing operation near a dairy farm in Wolcottville, Connecticut, and opened a sales office in New York City.
The company Borden founded, New York Condensed Milk Company, became the first dairy farm to develop a commercial method of condensing milk, which made it easy to transport wholesome, nutritious and, most importantly, safe milk to countries in need. During the U.S. Civil War, Borden’s company was able to prosper by selling its condensed milk to the Union Army. This good fortune opened up many other avenues for Borden, and it wasn’t long before Borden became a sizeable corporation operating in multiple areas of business.
In 1875, Borden began selling fluid milk to consumers. Ten years later, the company became the first dairy farm to begin distributing its milk in glass bottles. Then, in 1892, Borden began selling evaporated milk. And in 1895, Borden expanded to Canada.
Besides delivering wholesome dairy products, Borden brought stability and structure to dairy farming methods, milk distribution and business practices. Borden wrote “The Dairyman’s Ten Commandments” setting forth dairy industry standards that still hold true today.
History
1858 Mr. Borden founds New York Condensed Milk Company to market Eagle Brand sweetened condensed milk.
1861 During the U.S. Civil War, Borden prospers by selling its condensed milk to the Union Army.
1874 New York Condensed Milk Company adds processed milk and evaporated milk to its product offerings.
1885 New York Condensed Milk Company is the first to distribute its milk in glass bottles.
1899 New York Condensed Milk Company changes its name to Borden Condensed Milk Company.
1919 Borden Condensed Milk Company changes its name to simply Borden Company.
1928 Borden Company acquires the two largest ice cream manufacturers in the U.S.
1929 Borden Company adds cheese to its product offerings.
1930 Thanks to its many acquisitions, Borden becomes nation’s largest distributor of fluid milk.
1936 Elsie the Cow appears as one of four bovines in advertisements placed in medical journals.
1938 Borden launches a national campaign in consumer magazines that features Elsie the Cow. Borden selects a heifer as the Elsie the Cow to make live appearances at various events.
1947 After World War II, Elsie gives birth to a male calf at New York’s Macy’s department store. The store runs a contest to name the baby calf. The name Beauregard receives more than one million entries, breaking the record for an advertising contest.
1951 Borden introduces a trademark depicting Elsie with a garland of daisies around her neck and daisy petals encircling her face.
1957 Borden celebrates its centennial with a campaign in Reader’s Digest: “Elsie is expecting twins.” Borden kicks off a $100,000 giveaway labeled “Name the Twins” in national magazines, food-business publications, Sunday supplements and on TV. The promotion attracts nearly 3 million entries, with the winning names being Larabee and Lobelia.
1964 Borden attempts to retire the use of Elsie the Cow, but a survey of the general public reveals that Elsie remains one of the most recognized trademarks in the U.S.
1966 Borden becomes the first U.S. dairy producer to use the U.S. Department of Agriculture Inspection Shield.
1968 Borden Company changes its name to Borden, Inc., and moves its offices from Manhattan to Columbus, Ohio.
1969 Borden introduces “Lite Line” milk and cheese products. Elsie is semi-retired, but her image remains on products as a trustmark of the Borden brand.
1971 Elsie returns to TV in the first of several advertisements directed toward families.
1988 Borden downsizes its domestic dairy business after withdrawing from several highly competitive fluid markets in the East, Southeast and Midwest.
1995 Borden, Inc. is taken private by KKR; the dairy business was reorganized and ultimately divested.
2000 Elsie named one of the top 10 advertising icons of the century by Advertising Age. Milk Products, LLC is formed and licenses the Borden name and Elsie the Cow trademark from Borden, Inc.’s successor company, Hexion Specialty Chemicals.
2007 Elsie helps Borden celebrate 150 years of dairy products.
Today
Milk Products, LLC was formed in 2000 and licenses the Borden name and Elsie the Cow trademark from Borden, Inc.'s successor company, Hexion Specialty Chemicals. Most of Borden Milk Products' items are sold in the United States.
Selena Gomez was a spokesperson for Borden Milk and is also featured in the campaign's print and television ads.
Products
- Milk
- Plus Line milk
- Fortified milk
- Pint PET
- 12 oz decanters
- cream
- ice cream mix
- Texas 2 Step milk
- 8 oz Blasters - milk
- Buttermilk
- School Milk
- Eggnog
- Cultured cottage cheese, yogurt, sour cream and dips
- Juices
- fruit juices
- school juices
- School Chox
- Tea
- Recipes
- Elsie's Recipes
- Beau's Recipes
- Borden's Family Favourites
References
- "Elsie Borden." Trademark Nos. 77034096; 77104776; 76591578; 3271334. United States Patent and Trademark Office. July 31, 2007.
- "Borden Milk".
External links
 | This agriculture article is a stub. You can help Misplaced Pages by expanding it. |
 | This food and/or confectionery corporation or company-related article is a stub. You can help Misplaced Pages by expanding it. |