Buzz
While Starbucks might seem like the go-to for coffee lovers, Folgers has been a trusted name for over 150 years, offering a variety of coffee options including ground, whole-bean, instant, and home-brew. Dive into the intriguing history of this iconic brand, from its whaling roots to its unexpected connections with Charles Manson and snapping turtles.
1. THE FOLGER FAMILY IS MENTIONED IN MOBY-DICK.
The Folger family of Nantucket was famous for their whaling expertise for generations. (Whale oil was commonly used for lighting before kerosene became widespread.) Their prominence was such that Herman Melville acknowledged them in his masterpiece Moby-Dick, mentioning "a long line of Folgers and harpooneers."
2. THE GOLD RUSH PLAYED A KEY ROLE IN THE COMPANY'S FOUNDATION.
Folgers
At just 15 years old, James Folger was sent to San Francisco with his two older brothers during the 1849 Gold Rush. However, their plan faltered as they lacked sufficient funds to reach the mining sites. James remained in the city, taking a job at Pioneer Steam Coffee and Spice Mills, where he encountered one of the first commercially roasted ground coffees. Two decades later, with more financial resources, James returned and acquired the business, rebranding it as J.A. Folger & Co. in 1872.
3. MAXWELL HOUSE EMERGED AS AN EARLY RIVAL.
Following its acquisition by Procter & Gamble in 1963, Folgers expanded from a regional favorite to a national competitor in the coffee market. In response, Maxwell House established a dedicated "Folgers Defense Team" in 1971, launching Horizon coffee in a red can reminiscent of Folgers' packaging. They also introduced Aunt Cora, a TV commercial character portrayed by Margaret Hamilton (famous for her role as the Wicked Witch in 1939’s The Wizard of Oz). Aunt Cora was designed to rival Folgers' Mrs. Olson, aiming to preemptively overshadow her in key markets. This aggressive strategy forced Folgers to slash prices from $1.20 to 87 cents per can to stay competitive. By 1979, Folgers had secured 26.5 percent of the market, surpassing Maxwell House’s 22.3 percent.
4. EARLY ADVERTISEMENTS WERE FAR FROM POLITICALLY CORRECT.
Folgers is known for its iconic TV commercials, but one of its most lasting campaigns featured a Swedish character named Mrs. Olson. She spent her time introducing Folgers coffee to her stressed-out neighbors in a series of highly sexist ads during the 1950s and 1960s. (Folgers even researched how much grumbling husbands could display onscreen, discovering that housewives viewed such behavior as normal and acceptable.) Virginia Christine, who played Mrs. Olson for 21 years, was born in Stanton, Iowa, in 1920. When the ads gained popularity, the town celebrated her by redesigning its water tower to look like a coffee pot.
5. THEY HAVE A CONNECTION TO THE MANSON MURDERS.
One of the most notorious crimes of the 20th century was the 1969 murder of Sharon Tate and four others by followers of cult leader Charles Manson. Among the victims was Abigail Folger, the 25-year-old heiress to the Folger fortune, daughter of Peter Folger, and great-granddaughter of founder James Folger. (Manson and his followers were found guilty of first-degree murder in 1971.)
6. THE "PETER" COMMERCIAL RAN FOR MORE THAN 17 YEARS.
You’ll instantly recognize it: the 1986 TV commercial features Peter, a college student, arriving home in a Volkswagen Beetle and secretly brewing coffee for his sleeping parents with assistance from his younger sister. This heartwarming scene resonated so deeply with viewers that Folgers aired the ad for an impressive 17 years straight. Greg Wrangler, who portrayed Peter, shared with BrandLandUSA.com in 2008 that the creators aimed for a timeless feel. "They were meticulous about the ad’s aesthetic," he recalled. "From the wardrobe choices, like the Irish wool sweater, to the VW Beetle, they avoided anything that could make it seem outdated. That’s likely why it remained on air for so long."
7. A WOMAN DISCOVERED A SNAPPING TURTLE IN HER CAN OF FOLGERS.
Much of the coffee imported into the U.S. passes through New Orleans, which is why Hurricane Katrina in 2005 caused significant supply issues. The storm may have had another unexpected consequence: As reported by the Associated Press, Marjorie Morris from Ainsworth, Iowa, found a deceased baby snapping turtle in her Folgers can. While Morris was unharmed, she was shocked, especially since the 77-year-old had been using the can for a month before noticing the unwelcome addition.
8. THEY CREATED SOME INGENIOUS MANHOLE COVER ADVERTISEMENTS.
John Morton via Flickr // CC BY-SA 2.0
In 2006, Folgers gained favorable attention by transforming New York City manholes into clever advertisements. They designed the covers to look like steaming cups of coffee, complete with rising vapor from the holes. While the idea was innovative, it had an unexpected downside: the smell wafting from the sewers didn’t exactly match the inviting aroma of freshly brewed coffee.
9. THEY HAVE A CLOSE RELATIONSHIP WITH DUNKIN’.
Folgers became part of the J.M. Smucker family in 2008, joining forces with the Dunkin' Donuts retail license under the same corporate umbrella. This partnership proved highly profitable, with the two brands collectively earning $577 million for the company in just the second quarter of 2016.
