Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated:
1
00:00:01,869 --> 00:00:04,038
It's
the early 1900's
2
00:00:04,038 --> 00:00:06,640
and a New York City
bakery owner grapples
3
00:00:06,640 --> 00:00:09,110
with an uncertain future.
4
00:00:09,110 --> 00:00:11,679
F.H. Bennett was a baker
on the lower East side
5
00:00:11,679 --> 00:00:16,417
of Manhattan who had a lot of
skill, a lot of experience.
6
00:00:16,417 --> 00:00:19,287
The one thing he didn't
have was a lot of customers.
7
00:00:20,554 --> 00:00:23,291
Radical changes
in the way Americans shop
8
00:00:23,291 --> 00:00:26,460
threaten the survival
of small business.
9
00:00:26,460 --> 00:00:30,831
Supermarkets are now
adding bakeries within them
10
00:00:30,831 --> 00:00:32,433
so people can do
one stop shopping
11
00:00:32,433 --> 00:00:34,602
and don't need to
go to a bakery.
12
00:00:34,602 --> 00:00:36,904
They can see the
writing on the wall.
13
00:00:36,904 --> 00:00:40,208
The day of the independent
baker is ending.
14
00:00:40,208 --> 00:00:42,410
To ensure
his bakery's survival,
15
00:00:42,410 --> 00:00:44,512
Bennett needs to come
up with a product
16
00:00:44,512 --> 00:00:47,315
that people can't get
at the grocery store.
17
00:00:49,717 --> 00:00:52,820
F.H. Bennett, he realized
there was a gap in the market.
18
00:00:52,820 --> 00:00:55,189
What he lands
on will one day give rise
19
00:00:55,189 --> 00:00:58,192
to a $3 billion a year market,
20
00:00:58,192 --> 00:00:59,927
giving Americans a
product they'd
21
00:01:00,027 --> 00:01:02,630
never thought they needed.
22
00:01:02,630 --> 00:01:05,466
Bennett's invention will bring
joy to millions of Americans
23
00:01:05,466 --> 00:01:08,402
for generations to
come, even though
24
00:01:09,470 --> 00:01:11,539
they won't be the
ones eating it.
25
00:01:15,376 --> 00:01:17,145
The United States is home
26
00:01:17,145 --> 00:01:21,415
to 77 million dogs
and 58 million cats,
27
00:01:21,515 --> 00:01:25,119
and each year Americans spend
roughly 40 billion dollars
28
00:01:25,119 --> 00:01:27,788
to feed them with over
22,000 different kinds
29
00:01:27,788 --> 00:01:29,590
of pet foods and treats.
30
00:01:29,590 --> 00:01:32,126
We see our pets as an
extension of ourselves
31
00:01:32,126 --> 00:01:33,494
and we want to
give them the best.
32
00:01:33,494 --> 00:01:35,329
Feeding our pets
it's an important part
33
00:01:35,329 --> 00:01:37,064
of the bond we share.
34
00:01:37,064 --> 00:01:39,700
But up until
the late 19th century,
35
00:01:39,700 --> 00:01:42,170
pet food doesn't exist.
36
00:01:42,170 --> 00:01:45,539
Prior to mid-century, dogs
are really about utility,
37
00:01:45,539 --> 00:01:48,242
so they're used as instruments
to help people hunt
38
00:01:48,242 --> 00:01:49,543
and they live behind the house.
39
00:01:49,543 --> 00:01:52,079
Cats were seen
as pest control.
40
00:01:52,079 --> 00:01:53,581
Dogs ate table scraps.
41
00:01:53,681 --> 00:01:56,450
Why would you spend
your hard earned money
42
00:01:56,450 --> 00:01:59,920
on food for scavengers
and pest control?
43
00:01:59,920 --> 00:02:03,157
It doesn't make sense for the
American public to buy it.
44
00:02:03,157 --> 00:02:05,025
Until a
handful of visionaries
45
00:02:05,025 --> 00:02:07,728
see an opportunity
no one else sees.
46
00:02:07,728 --> 00:02:09,763
People don't care about cats.
47
00:02:09,763 --> 00:02:11,432
They don't keep 'em as pets.
48
00:02:11,432 --> 00:02:12,633
I do.
49
00:02:12,633 --> 00:02:13,867
I've got three.
50
00:02:13,867 --> 00:02:15,503
These innovators recognize
51
00:02:15,503 --> 00:02:17,371
that people are moving
closer to their pets
52
00:02:17,371 --> 00:02:20,408
and seeing their pets as more
than just utility animals.
53
00:02:20,408 --> 00:02:22,176
They're part of the family.
54
00:02:22,176 --> 00:02:25,446
They ultimately wanted
to create a product
55
00:02:25,446 --> 00:02:27,014
in a market that didn't exist.
56
00:02:27,014 --> 00:02:28,949
But we're the cereal division.
57
00:02:28,949 --> 00:02:31,352
Now you're the
dog food division.
58
00:02:31,352 --> 00:02:34,522
So this new role of
dogs really gives birth
59
00:02:34,522 --> 00:02:37,391
to this whole market of
kind of dog related items.
60
00:02:37,391 --> 00:02:39,260
Foremost among them, food.
61
00:02:39,260 --> 00:02:42,196
These are
the iconic pet food brands
62
00:02:42,196 --> 00:02:44,965
that changed the food
landscape in America.
63
00:02:44,965 --> 00:02:48,569
This is gonna put
Purina on the map.
64
00:02:48,569 --> 00:02:51,772
The idea of creating
specialty food for animals went
65
00:02:51,772 --> 00:02:54,642
from laughable to a
thriving industry.
66
00:02:54,642 --> 00:02:56,877
It's the industry we
didn't know we needed,
67
00:02:56,877 --> 00:02:58,679
but now we can't live without.
68
00:02:58,679 --> 00:03:01,181
Revolutionizing
the way our pets eat
69
00:03:01,181 --> 00:03:02,683
and the way they live.
70
00:03:02,683 --> 00:03:06,654
This food made cats and
dogs part of our family.
71
00:03:29,977 --> 00:03:31,312
It's 1908
72
00:03:31,312 --> 00:03:33,414
and bakery owner, F.H. Bennett,
73
00:03:33,414 --> 00:03:35,983
has been desperately
searching for a new product
74
00:03:35,983 --> 00:03:38,419
to secure the future
of his bakery.
75
00:03:38,419 --> 00:03:41,221
So being that F.H.
Bennett has more inventory
76
00:03:41,221 --> 00:03:43,824
than he does customers,
77
00:03:43,824 --> 00:03:48,095
he takes the biscuits that
he's made for human beings
78
00:03:48,095 --> 00:03:49,630
and he feeds them to his dogs.
79
00:03:51,665 --> 00:03:53,867
At least you like
my tea biscuits.
80
00:03:53,867 --> 00:03:55,903
As people begin to come
closer to their pets,
81
00:03:55,903 --> 00:03:58,806
as they see their pets as
an extension of themselves
82
00:03:58,806 --> 00:04:00,240
and of their family,
83
00:04:00,240 --> 00:04:01,542
they wanna treat them
with the same kind of love
84
00:04:01,542 --> 00:04:04,445
and cherish them in a
specific kind of way.
85
00:04:04,445 --> 00:04:06,046
So it's hard to believe,
86
00:04:06,146 --> 00:04:09,650
but there was a time in America
before there were dog treats.
87
00:04:09,650 --> 00:04:11,084
For most Americans,
88
00:04:11,084 --> 00:04:13,621
there isn't even dog food.
89
00:04:13,621 --> 00:04:16,223
For as long as dogs have
been connected to man,
90
00:04:16,223 --> 00:04:18,659
they've been eating human food.
91
00:04:18,659 --> 00:04:22,430
The fact is the evolution
of how wolves became dogs,
92
00:04:22,430 --> 00:04:24,298
it's a little fuzzy, right?
93
00:04:24,298 --> 00:04:26,967
They probably developed
somewhere between 40
94
00:04:27,067 --> 00:04:28,936
and 20,000 years ago.
95
00:04:28,936 --> 00:04:32,406
And the going theory is that
these wolves started trailing
96
00:04:32,406 --> 00:04:34,542
around groups of
hunter gatherers.
97
00:04:35,476 --> 00:04:37,177
And humans recognized
the opportunity
98
00:04:37,177 --> 00:04:39,547
to build a relationship
with the species
99
00:04:39,547 --> 00:04:42,583
by breeding them for
specific purposes
100
00:04:42,583 --> 00:04:46,219
like hunting or
retrieving or guarding.
101
00:04:46,219 --> 00:04:47,721
During
the Colonial Era,
102
00:04:47,721 --> 00:04:51,525
the bond intensified as wealthy
families with food and room
103
00:04:51,525 --> 00:04:56,364
to spare begin welcoming them
into their homes as pets.
104
00:04:59,333 --> 00:05:00,634
But for the rest
105
00:05:00,634 --> 00:05:03,103
of the country, the idea
of keeping a dog solely
106
00:05:03,103 --> 00:05:06,006
as an indoor companion
mostly starts
107
00:05:06,006 --> 00:05:07,941
with the Industrial Revolution.
108
00:05:07,941 --> 00:05:09,343
The rise of the middle class
109
00:05:09,343 --> 00:05:12,613
brought more disposable
income into people's homes.
110
00:05:12,613 --> 00:05:14,782
As middle class
started to boom,
111
00:05:14,882 --> 00:05:18,251
so did the dog becoming
that family member.
112
00:05:18,251 --> 00:05:22,556
So dogs slowly moved from
the barn into maybe a mudroom
113
00:05:22,556 --> 00:05:26,794
or into the shed and
eventually into our homes.
114
00:05:26,794 --> 00:05:28,762
But
there's a problem.
115
00:05:28,762 --> 00:05:29,363
We fell in love
116
00:05:29,363 --> 00:05:31,231
with dogs decades before
117
00:05:31,231 --> 00:05:34,267
there were commercially
available dog foods.
118
00:05:34,267 --> 00:05:38,238
So essentially, people
would leave their dogs
119
00:05:38,238 --> 00:05:41,709
to scavenge or would
give them the remainder
120
00:05:41,709 --> 00:05:45,979
of whatever they were eating,
for better or for worse.
121
00:05:45,979 --> 00:05:48,449
But F.H.
Bennett's idea is the birth
122
00:05:48,449 --> 00:05:52,085
of what will become
known as dog treats.
123
00:05:52,085 --> 00:05:54,755
F.H. Bennett comes from
the bakery background,
124
00:05:54,855 --> 00:05:57,157
and so he had been
used to, you know,
125
00:05:57,157 --> 00:05:59,259
making pastries
and breads and all
126
00:05:59,259 --> 00:06:01,629
of these delicious
treats for humans.
127
00:06:04,998 --> 00:06:06,967
He starts to play around
128
00:06:06,967 --> 00:06:11,972
with the idea of creating
a biscuit for dogs
129
00:06:11,972 --> 00:06:13,741
using this dehydrated milk.
130
00:06:15,108 --> 00:06:18,378
The milk was this
nutrient that was wholesome,
131
00:06:18,378 --> 00:06:20,848
it was healthy and it
was also convenient.
132
00:06:22,816 --> 00:06:26,253
He ultimately wanted
to create a product
133
00:06:26,253 --> 00:06:28,522
in a market that didn't exist.
134
00:06:28,522 --> 00:06:30,357
Bennett wisely recognizes
135
00:06:30,357 --> 00:06:31,859
that even though there's
no market for this,
136
00:06:31,859 --> 00:06:34,261
it's not like dogs
are demanding treats,
137
00:06:34,261 --> 00:06:36,063
there's potential to
develop that market
138
00:06:36,063 --> 00:06:39,132
out of humans' love and
appreciation for their dogs.
139
00:06:45,506 --> 00:06:48,008
He makes them look
like a cartoon bone,
140
00:06:48,008 --> 00:06:52,012
'cause he really wants
that kind of adorability
141
00:06:52,012 --> 00:06:54,782
of this really cute
little dog cookie.
142
00:06:56,316 --> 00:07:00,120
And to tout the
high milk content,
143
00:07:00,120 --> 00:07:02,556
he calls it the Milk Bone.
144
00:07:05,893 --> 00:07:07,861
With
his recipe set,
145
00:07:07,861 --> 00:07:10,564
Bennett now faces
another challenge.
146
00:07:14,602 --> 00:07:17,938
You wanna sell
cookies for dogs?
147
00:07:19,172 --> 00:07:20,874
This is a family business.
148
00:07:20,974 --> 00:07:22,543
He's got mouths to feed.
149
00:07:22,543 --> 00:07:24,612
Today, it makes perfect sense.
150
00:07:24,612 --> 00:07:27,447
People have dog psychologists
and buy dog clothing
151
00:07:27,447 --> 00:07:28,916
and go to, you know,
152
00:07:28,916 --> 00:07:32,419
special dog babysitting
centers when they go to travel.
153
00:07:32,419 --> 00:07:33,721
In the early 20th century,
154
00:07:33,721 --> 00:07:35,589
consumers had to be convinced
155
00:07:35,589 --> 00:07:38,358
that dog food was worth
spending money on.
156
00:07:38,358 --> 00:07:40,794
So it was really
an uphill battle.
157
00:07:40,794 --> 00:07:42,596
You have to understand
it doesn't make sense
158
00:07:42,596 --> 00:07:44,464
for the American
public to buy it
159
00:07:44,464 --> 00:07:45,899
and it's kind of laughable.
160
00:07:45,899 --> 00:07:48,368
It's like buying sneakers
for a snake, right?
161
00:07:49,603 --> 00:07:51,739
People just didn't see pets
162
00:07:51,739 --> 00:07:53,574
the way we see them now.
163
00:07:53,574 --> 00:07:57,210
Now they're humanized, they
are members of our family.
164
00:07:57,210 --> 00:08:00,681
We treat them the same
way we treat our children,
165
00:08:00,681 --> 00:08:04,885
essentially, and that just
wasn't the mindset back then.
166
00:08:04,885 --> 00:08:06,086
Bennett's creation
167
00:08:06,086 --> 00:08:07,354
will one day give rise
168
00:08:07,354 --> 00:08:10,958
to a $3 billion a year
dog treat industry
169
00:08:10,958 --> 00:08:15,262
and usher in a new era in the
way Americans see their pets.
170
00:08:16,797 --> 00:08:18,832
But before any of
that can happen,
171
00:08:18,832 --> 00:08:21,669
Bennett's got to find
somewhere to sell it.
172
00:08:21,669 --> 00:08:24,538
To put pet food
beside human food
173
00:08:24,538 --> 00:08:27,641
was absolutely appalling.
174
00:08:27,641 --> 00:08:30,678
I'd like to talk to you about
a new product that we have.
175
00:08:30,678 --> 00:08:32,613
Actually, it's
made just for dogs.
176
00:08:33,413 --> 00:08:34,247
No, not a prank.
177
00:08:34,247 --> 00:08:35,515
I assure you.
178
00:08:37,718 --> 00:08:40,921
Hello?
179
00:08:41,021 --> 00:08:41,955
Hello?
180
00:08:41,955 --> 00:08:44,191
And no way was
anybody gonna do this.
181
00:08:53,667 --> 00:08:54,167
It's
the early 1900's.
182
00:08:54,735 --> 00:08:56,737
A New York City
baker, F.H. Bennett,
183
00:08:56,737 --> 00:08:59,039
hopes to save his
struggling bakery
184
00:08:59,039 --> 00:09:02,810
with a product no one else
is selling, dog treats.
185
00:09:04,044 --> 00:09:06,580
He recognizes that
people indulge the things
186
00:09:06,580 --> 00:09:07,948
that they love.
187
00:09:07,948 --> 00:09:10,050
They indulge themselves,
they indulge their children,
188
00:09:10,050 --> 00:09:12,820
and ultimately they might even
want to indulge their pets.
189
00:09:12,820 --> 00:09:14,354
But at the time,
190
00:09:14,354 --> 00:09:18,425
most people still can't imagine
spending money on dog food.
191
00:09:18,425 --> 00:09:20,227
It's one thing
to say, "Hey look,
192
00:09:20,227 --> 00:09:23,263
we have this nutritious food
for your dog that you need,"
193
00:09:23,263 --> 00:09:24,898
which is already a hard sell,
194
00:09:24,898 --> 00:09:28,602
but at least it seems
like a necessity versus,
195
00:09:28,602 --> 00:09:31,238
"Oh, here's this extra
treat for your dog."
196
00:09:32,673 --> 00:09:35,008
At its launch,
Milk Bone is only carried
197
00:09:35,008 --> 00:09:38,879
at the one place willing
to sell food for animals.
198
00:09:38,879 --> 00:09:41,915
So Milk Bone sold
at animal feed stores,
199
00:09:41,915 --> 00:09:44,785
the same place where a
farmer might get feed
200
00:09:44,785 --> 00:09:46,253
for his livestock.
201
00:09:46,253 --> 00:09:50,323
Initially sold alongside
cow, pig, and chicken feed.
202
00:09:50,323 --> 00:09:53,426
Milk Bone fails to take off.
203
00:09:53,426 --> 00:09:54,795
Bennett understands that
204
00:09:54,795 --> 00:09:57,530
if it's mom who's doing
a majority of shopping,
205
00:09:57,530 --> 00:09:58,966
then you've gotta make
it accessible in a place
206
00:09:59,066 --> 00:10:01,769
that's gonna be part of her
daily chores, her daily routine.
207
00:10:01,769 --> 00:10:03,737
If you had to go
to a feed store,
208
00:10:03,737 --> 00:10:05,472
it takes you out of your way.
209
00:10:05,472 --> 00:10:06,473
But if you could make
this available
210
00:10:06,473 --> 00:10:08,008
where you already shop,
211
00:10:08,008 --> 00:10:10,577
he's bringing
convenience and access
212
00:10:10,577 --> 00:10:13,180
and that's gonna be a
huge boom for Milk Bone.
213
00:10:13,180 --> 00:10:14,514
The biggest problem was,
214
00:10:14,514 --> 00:10:16,016
how do we get into
grocery stores?
215
00:10:22,322 --> 00:10:23,590
Yes. Hello.
216
00:10:23,691 --> 00:10:25,125
I'm calling from the
Bennett Bakery Company.
217
00:10:25,125 --> 00:10:28,595
I'd like to talk to you about
a new product that we have.
218
00:10:28,595 --> 00:10:30,263
I think you may want to carry.
219
00:10:30,263 --> 00:10:31,665
He's wise enough to think
220
00:10:31,665 --> 00:10:34,167
as supermarkets are expanding
221
00:10:34,167 --> 00:10:37,771
and sort of redefining what
a supermarket can sell,
222
00:10:37,771 --> 00:10:41,842
maybe that includes animal
and pet care products.
223
00:10:41,842 --> 00:10:44,177
Actually, it's
made just for dogs.
224
00:10:46,546 --> 00:10:47,647
Hello?
225
00:10:48,849 --> 00:10:51,218
People are
hanging up on him.
226
00:10:51,218 --> 00:10:52,419
No, not a prank.
227
00:10:52,419 --> 00:10:53,954
I assure you, I-
228
00:10:53,954 --> 00:10:56,256
Because at this point
in American history,
229
00:10:56,256 --> 00:11:00,293
the idea of selling animal
food alongside the place you go
230
00:11:00,293 --> 00:11:01,228
for people food-
231
00:11:02,162 --> 00:11:03,030
Hello?
232
00:11:03,030 --> 00:11:03,931
Is nuts.
233
00:11:05,699 --> 00:11:08,802
Bennett next
tries a bolder approach.
234
00:11:10,003 --> 00:11:11,739
He invites a
Nabisco representative
235
00:11:11,739 --> 00:11:13,841
to one of their
exhibitions in hopes
236
00:11:13,841 --> 00:11:16,676
of interesting them in all
things, in a dog biscuit.
237
00:11:22,649 --> 00:11:23,751
It's new.
238
00:11:26,286 --> 00:11:27,387
Are they nutritious?
239
00:11:27,387 --> 00:11:28,288
They are.
240
00:11:28,288 --> 00:11:29,222
They're made from milk.
241
00:11:30,557 --> 00:11:31,825
It could be a
hit with children.
242
00:11:33,426 --> 00:11:34,461
They're made for dogs.
243
00:11:39,066 --> 00:11:40,167
We're Nabisco.
244
00:11:40,167 --> 00:11:41,835
We don't make products
for feed stores.
245
00:11:43,070 --> 00:11:45,172
I don't wanna sell
them in feed stores.
246
00:11:47,674 --> 00:11:50,878
So Nabisco has always
done consumer research
247
00:11:50,878 --> 00:11:52,946
so that they can
have an eagle eye
248
00:11:52,946 --> 00:11:55,282
on what people do at home.
249
00:11:55,282 --> 00:11:57,184
And in
homes across America,
250
00:11:57,284 --> 00:11:59,920
there are more dogs
than ever before.
251
00:12:00,754 --> 00:12:02,222
You might be onto something.
252
00:12:02,222 --> 00:12:05,458
Nabisco recognizes the
opportunity here as well.
253
00:12:05,458 --> 00:12:06,927
This is a stroke of genius.
254
00:12:06,927 --> 00:12:09,529
It's a huge opportunity
for both manufacturers,
255
00:12:09,529 --> 00:12:10,831
for both companies.
256
00:12:11,899 --> 00:12:16,770
In 1931, F.H. Bennett
sold Milk Bone Dog Foods
257
00:12:16,770 --> 00:12:21,008
to the National Biscuit
Company or Nabisco,
258
00:12:21,008 --> 00:12:25,178
and this was the very first
time that a human food company
259
00:12:25,178 --> 00:12:26,613
was taking on
260
00:12:26,613 --> 00:12:28,148
a dog food.
261
00:12:28,148 --> 00:12:31,584
Nabisco makes
food history with Milk Bone.
262
00:12:31,584 --> 00:12:34,254
They took 3,000 salesmen
263
00:12:34,254 --> 00:12:38,358
and put them out into grocery
stores all over the nation
264
00:12:38,358 --> 00:12:41,795
to convince the grocer
to take Milk Bone
265
00:12:41,795 --> 00:12:44,832
and to put it on
human food shelves.
266
00:12:47,167 --> 00:12:49,002
This was a monumental shift
267
00:12:49,002 --> 00:12:53,040
that actually opened up the
doors to allowing dog foods
268
00:12:53,040 --> 00:12:56,343
to go into human
food supply chains.
269
00:12:56,343 --> 00:12:58,311
Today,
grocery stores bring in
270
00:12:58,311 --> 00:13:01,281
roughly 30 billion
dollars from pet food,
271
00:13:01,281 --> 00:13:04,451
with one third of that
coming from treat sales.
272
00:13:04,451 --> 00:13:07,754
The Milk Bone is bar none,
not only the most iconic,
273
00:13:07,754 --> 00:13:10,023
but take all the dog
treats in America,
274
00:13:10,023 --> 00:13:12,926
Milk Bone is 60% of dog food
sales annually every year.
275
00:13:12,926 --> 00:13:14,561
They are massive.
276
00:13:15,762 --> 00:13:16,930
What Milk Bone provided
277
00:13:16,930 --> 00:13:18,365
to the world was a focus
278
00:13:18,365 --> 00:13:21,835
on something pet owners
didn't have before.
279
00:13:21,835 --> 00:13:23,270
You could show your
pet you love them
280
00:13:23,270 --> 00:13:25,873
and you knew you were giving
them something healthy.
281
00:13:31,979 --> 00:13:34,047
Following
Milk Bone's success,
282
00:13:34,047 --> 00:13:35,715
other manufacturers rushed
283
00:13:35,715 --> 00:13:37,550
to grab a piece
of the pet market,
284
00:13:37,550 --> 00:13:41,421
expanding it beyond treats
to canned wet dog food
285
00:13:41,421 --> 00:13:44,925
as an onslaught of
options hit store shelves,
286
00:13:44,925 --> 00:13:47,895
but they're a far cry from
the food we know today.
287
00:13:47,895 --> 00:13:50,730
No one's interested in
what's going into pet food.
288
00:13:50,730 --> 00:13:53,766
There are no labels that
document ingredients
289
00:13:53,766 --> 00:13:55,936
and so it's some pretty
gnarly ingredients
290
00:13:55,936 --> 00:13:57,537
that are going into pet food.
291
00:13:57,537 --> 00:14:00,173
It wasn't just the parts of
the animal the people didn't
292
00:14:00,173 --> 00:14:03,610
like to eat like lungs,
guts, and bone tissues.
293
00:14:03,610 --> 00:14:06,479
It was also meats that came
from more dubious sources,
294
00:14:06,479 --> 00:14:08,848
like sick animals and poultry.
295
00:14:09,917 --> 00:14:13,853
Sometimes dead zoo
animals, even roadkill.
296
00:14:15,889 --> 00:14:18,926
Many popular brands
such as Ken-L-Ration
297
00:14:18,926 --> 00:14:21,995
contain one readily
available key ingredient.
298
00:14:22,795 --> 00:14:23,863
It was horse meat.
299
00:14:26,533 --> 00:14:30,303
In the 1920s, people were
going from horse riding
300
00:14:30,303 --> 00:14:33,073
to get to a location
to buying cars,
301
00:14:33,073 --> 00:14:35,943
so there was a surplus
of horses everywhere.
302
00:14:35,943 --> 00:14:38,778
Not only remaining unwanted
horses were slaughtered
303
00:14:38,778 --> 00:14:41,648
for their meat, but
slaughterhouse leftovers
304
00:14:41,648 --> 00:14:46,053
and byproducts were all
combined to create dozens
305
00:14:46,053 --> 00:14:48,956
and dozens and dozens
of competing canned
306
00:14:48,956 --> 00:14:52,825
dog food products,
which dominated the market.
307
00:14:52,825 --> 00:14:53,994
But
American sentiment
308
00:14:53,994 --> 00:14:55,895
toward dogs is evolving.
309
00:14:57,197 --> 00:14:59,232
As people become
more accustomed
310
00:14:59,232 --> 00:15:01,468
to seeing their pets as an
extension of their family,
311
00:15:01,468 --> 00:15:04,304
they don't want Rover
or Fido to get sick.
312
00:15:04,304 --> 00:15:06,206
They want the same
guarantee of ingredients
313
00:15:06,206 --> 00:15:08,908
in their pet food that they
want in their own food.
314
00:15:10,210 --> 00:15:12,512
That void
will soon ignite a race
315
00:15:12,512 --> 00:15:14,948
to capture a booming market.
316
00:15:14,948 --> 00:15:17,384
Why would anyone feed
their dog anything else?
317
00:15:19,886 --> 00:15:22,389
This is gonna put
Purina on the map.
318
00:15:22,389 --> 00:15:24,057
Pushing the
boundaries of a market
319
00:15:24,057 --> 00:15:26,559
that previously didn't exist.
320
00:15:26,559 --> 00:15:28,328
So you wanna make cat food?
321
00:15:29,496 --> 00:15:32,632
So it's a talking
cat and he's rude?
322
00:15:32,632 --> 00:15:33,666
Not rude.
323
00:15:33,666 --> 00:15:36,936
Morris is finicky.
324
00:15:39,172 --> 00:15:40,807
Which
will one day catapult
325
00:15:40,807 --> 00:15:43,610
into a $100 billion industry.
326
00:15:45,245 --> 00:15:49,249
This would've been absolutely
bonkers in the 19th century.
327
00:15:49,249 --> 00:15:51,218
We accept it, we say yes,
328
00:15:51,218 --> 00:15:52,952
we'll buy that
for these animals.
329
00:15:58,725 --> 00:16:00,393
By the early 1930s,
330
00:16:00,493 --> 00:16:01,794
to stock dog food,
331
00:16:01,794 --> 00:16:05,198
but the only options available
would be considered barbaric
332
00:16:05,198 --> 00:16:07,000
by today's standards.
333
00:16:07,000 --> 00:16:08,435
It's a little
bit like fast food.
334
00:16:08,435 --> 00:16:11,238
You can get your kids to
eat those foods no problem.
335
00:16:11,238 --> 00:16:13,573
But just because they're
consuming them and love them
336
00:16:13,573 --> 00:16:15,108
doesn't mean that
they're meeting any type
337
00:16:15,108 --> 00:16:16,609
of nutritional requirement.
338
00:16:16,609 --> 00:16:19,312
The pet food industry
knew they needed something.
339
00:16:23,016 --> 00:16:24,784
E.A.
Stuart is grappling
340
00:16:24,784 --> 00:16:28,421
with the state of the family
business he's just inherited,
341
00:16:28,421 --> 00:16:31,458
the Carnation
Evaporated Milk Company.
342
00:16:31,458 --> 00:16:35,228
His father had left the
company in profound debt.
343
00:16:35,228 --> 00:16:39,132
Business is not so good in
the condensed milk world.
344
00:16:40,433 --> 00:16:43,536
Henry Earnest, who is an
executive at Carnation,
345
00:16:43,536 --> 00:16:46,273
is pouring over the
company financials,
346
00:16:46,273 --> 00:16:48,007
also trying to figure out a way
347
00:16:48,007 --> 00:16:50,243
to navigate this
incredible debt.
348
00:16:50,243 --> 00:16:53,146
Stuart's dad had
actually purchased
349
00:16:53,146 --> 00:16:57,650
not only an animal feed
company, but a nutrition center.
350
00:16:57,650 --> 00:17:00,287
And he begins to wonder, well,
351
00:17:00,287 --> 00:17:03,223
the condensed milk business
isn't really working so well.
352
00:17:04,957 --> 00:17:09,028
However, now people
are spending money
353
00:17:09,028 --> 00:17:12,332
on food for their
domesticated dog.
354
00:17:12,332 --> 00:17:15,435
He sees the success that
Milk Bone is having.
355
00:17:15,435 --> 00:17:18,338
He figures that this
business that his dad purchased
356
00:17:18,338 --> 00:17:21,174
might be the way out
of this financial hole.
357
00:17:22,175 --> 00:17:24,277
I've got an idea.
358
00:17:24,277 --> 00:17:25,178
Dogs.
359
00:17:28,248 --> 00:17:30,517
He wants to help dogs
through better research
360
00:17:30,517 --> 00:17:32,819
and ultimately better
food offerings.
361
00:17:32,819 --> 00:17:36,156
And hopes to
save his business doing it.
362
00:17:36,156 --> 00:17:39,025
He decides he's gonna figure
out what dogs really need,
363
00:17:39,025 --> 00:17:40,327
the nutritional levels,
364
00:17:40,327 --> 00:17:41,861
how to give them the
best quality he can,
365
00:17:41,861 --> 00:17:44,864
and that's what's gonna guide
his business going forward.
366
00:17:44,864 --> 00:17:47,234
But it's a
risky investment when people
367
00:17:47,234 --> 00:17:50,703
and dogs seem content with
what's already out there.
368
00:17:51,838 --> 00:17:53,473
Do you want to
sink more money?
369
00:17:54,607 --> 00:17:57,043
He could have just
taken some scraps
370
00:17:57,043 --> 00:17:58,845
and slapped a label on it
371
00:17:58,845 --> 00:18:00,880
and called it dog food.
372
00:18:00,880 --> 00:18:02,915
But
Stuart invests heavily
373
00:18:02,915 --> 00:18:05,318
in dog nutrition research.
374
00:18:05,318 --> 00:18:09,322
So in 1931, Stuart
founded his research kennel
375
00:18:09,322 --> 00:18:11,124
and it became one of
the largest kennels
376
00:18:11,124 --> 00:18:13,326
in America with 300 dogs.
377
00:18:13,426 --> 00:18:17,430
So he started doing feed
and nutrition research,
378
00:18:17,430 --> 00:18:19,732
all of the things
that eventually became
379
00:18:19,732 --> 00:18:23,403
the complex research we have
today with in-home studies
380
00:18:23,403 --> 00:18:26,873
and kennel studies and
multi-bowl studies.
381
00:18:26,873 --> 00:18:29,676
They're trying
to create a whole new kind
382
00:18:29,676 --> 00:18:30,577
of dog food.
383
00:18:30,577 --> 00:18:32,111
So the only dry food
384
00:18:32,111 --> 00:18:34,347
that people have access
to are biscuits, but now,
385
00:18:34,347 --> 00:18:37,617
E.A. Stuart is ushering
in this age of dry food.
386
00:18:39,386 --> 00:18:40,553
After several years
387
00:18:40,553 --> 00:18:41,654
of research
388
00:18:41,654 --> 00:18:43,190
in which Stuart's
investment ballooned
389
00:18:43,190 --> 00:18:46,426
to over a million dollars
or 22 million today,
390
00:18:46,526 --> 00:18:48,027
Carnation is ready to introduce
391
00:18:48,027 --> 00:18:53,266
the world's first dry dog
food, which they call Friskies.
392
00:18:54,467 --> 00:18:56,769
Why would anyone feed
their dog anything else?
393
00:18:58,238 --> 00:18:59,406
It's a huge breakthrough,
394
00:18:59,406 --> 00:19:01,140
but now E.A. Stuart
has to figure out
395
00:19:01,241 --> 00:19:03,276
if he can recoup
that investment.
396
00:19:04,544 --> 00:19:06,413
Stuart's
investment will pave the way
397
00:19:06,413 --> 00:19:09,549
for a new 34 billion
dollar industry,
398
00:19:09,549 --> 00:19:11,218
but while he
doesn't know it yet,
399
00:19:11,218 --> 00:19:14,153
it will first need
one pivotal change.
400
00:19:18,758 --> 00:19:20,660
Meanwhile, in St. Louis,
401
00:19:20,760 --> 00:19:24,163
a successful animal feed
company has a new leader
402
00:19:24,163 --> 00:19:26,399
named Donald Danforth.
403
00:19:28,201 --> 00:19:30,002
Danforth, he's a go-getter.
404
00:19:30,002 --> 00:19:32,038
He inherits his family business
405
00:19:32,038 --> 00:19:34,874
where he's selling
horse feed and mule feed
406
00:19:34,874 --> 00:19:36,142
and it's a good business,
407
00:19:36,142 --> 00:19:39,045
but at a certain point
he wants to diversify.
408
00:19:39,045 --> 00:19:40,980
Now Danforth sees a chance
409
00:19:40,980 --> 00:19:44,116
to expand beyond
farm animal feeds.
410
00:19:44,116 --> 00:19:47,354
This is gonna put
Purina on the map.
411
00:19:47,354 --> 00:19:48,588
Purina will one day
412
00:19:48,588 --> 00:19:50,757
create a game-changing new kind
413
00:19:50,757 --> 00:19:54,093
of dog food that
reinvents how dogs eat
414
00:19:54,093 --> 00:19:56,095
and builds the small business
415
00:19:56,095 --> 00:19:58,465
into a global brand
that is now number one
416
00:19:58,465 --> 00:20:02,635
in the $82 billion
dog food market.
417
00:20:02,635 --> 00:20:05,238
But for now, Danforth
is not trying
418
00:20:05,238 --> 00:20:06,873
to make food for animals.
419
00:20:10,243 --> 00:20:17,183
He's trying to break
into breakfast cereal.
420
00:20:19,319 --> 00:20:19,652
In the mid 1930s,
421
00:20:20,553 --> 00:20:22,555
Carnation president,
E.H. Stuart is preparing
422
00:20:22,555 --> 00:20:26,726
to launch his groundbreaking
new dry boxed dog food,
423
00:20:26,726 --> 00:20:29,429
Friskies, nationwide.
424
00:20:29,429 --> 00:20:32,265
America has now grown
accustomed to the convenience
425
00:20:32,265 --> 00:20:35,402
of canned wet dog food.
426
00:20:35,402 --> 00:20:39,839
How do you now make
small individual pellets
427
00:20:39,839 --> 00:20:41,508
of dry food appealing?
428
00:20:42,809 --> 00:20:45,978
So the research component
gave Carnation a leg up
429
00:20:45,978 --> 00:20:49,516
in terms of what they could
say about their pet food.
430
00:20:49,516 --> 00:20:52,018
They were able to say that
it had all the proteins
431
00:20:52,018 --> 00:20:54,987
and vitamins and minerals
that this animal needed.
432
00:20:56,489 --> 00:20:59,025
Modern veterinary
medicine really didn't exist
433
00:20:59,025 --> 00:21:01,494
until about the
turn of the century.
434
00:21:01,494 --> 00:21:04,163
In 1933, an organization known
435
00:21:04,163 --> 00:21:07,166
as the American Animal
Hospital Association
436
00:21:07,166 --> 00:21:11,571
known colloquially
as AHA was formed.
437
00:21:11,571 --> 00:21:16,743
So now there really was
a formally recognized,
438
00:21:17,377 --> 00:21:21,814
publicly known entity in the
realm of animal medicine.
439
00:21:22,181 --> 00:21:25,552
During this time, many people
are beginning to recognize
440
00:21:25,552 --> 00:21:27,387
the nutritional
needs of animals.
441
00:21:28,321 --> 00:21:29,856
This opens the door
442
00:21:29,856 --> 00:21:31,858
to veterinarian medicine
all around the country,
443
00:21:31,858 --> 00:21:34,394
which is really a reflection
of this new relationship
444
00:21:34,394 --> 00:21:37,797
that Americans have with
dogs in the household.
445
00:21:39,632 --> 00:21:42,602
Now the people are
spending their money
446
00:21:42,602 --> 00:21:46,573
to take their domestic
companion animals to doctors.
447
00:21:46,573 --> 00:21:51,544
Then they will also spend
money on a doctor endorsed food
448
00:21:51,544 --> 00:21:53,380
to keep their animal healthy.
449
00:22:01,454 --> 00:22:06,325
Stuart realizes, "If I can
get AHA to give me the okay
450
00:22:07,594 --> 00:22:10,997
on my dog food, I'm easily
going to be number one."
451
00:22:16,302 --> 00:22:17,670
We got the endorsement,
452
00:22:20,239 --> 00:22:23,943
put it on every box
and double production!
453
00:22:23,943 --> 00:22:27,880
In 1934, Friskies
hit stores across America.
454
00:22:29,516 --> 00:22:33,486
It's the country's first
dry boxed dog food.
455
00:22:33,486 --> 00:22:35,788
Friskies came in
with this dry dog food
456
00:22:35,788 --> 00:22:38,458
that had nutrition
research behind it,
457
00:22:38,458 --> 00:22:42,829
but it was marketed also
as a convenience product.
458
00:22:42,829 --> 00:22:45,632
Small boxes, easy to
put in your grocery cart,
459
00:22:45,632 --> 00:22:47,434
easy to put in your grocery bag,
460
00:22:47,434 --> 00:22:49,536
take home and put
in your cupboard.
461
00:22:49,536 --> 00:22:53,640
They set it up against
wet food and went, "Look,
462
00:22:53,640 --> 00:22:56,375
you can pour this kibble out
and leave it out all day.
463
00:22:56,375 --> 00:22:57,844
If you do that with wet food,
464
00:22:57,844 --> 00:23:00,146
the wet food's gonna get
sticky, it's gonna get dry,
465
00:23:00,146 --> 00:23:02,081
it's gonna be gross to clean.
466
00:23:02,081 --> 00:23:04,116
This is way easier."
467
00:23:04,116 --> 00:23:05,718
By the early 1940s,
468
00:23:05,718 --> 00:23:09,456
Friskies dominates the dog
food market by a landslide
469
00:23:09,456 --> 00:23:13,125
and may land a death blow
to any kind of wet dog food.
470
00:23:14,393 --> 00:23:16,829
So when World
War II breaks out,
471
00:23:16,829 --> 00:23:18,665
all non-essential
canning has to stop
472
00:23:18,665 --> 00:23:22,702
because the metal needs to
be used for the war effort.
473
00:23:22,702 --> 00:23:24,804
The other issue is
American sentiment
474
00:23:24,804 --> 00:23:28,641
towards feeding horse
meat to your dogs.
475
00:23:28,641 --> 00:23:29,942
Well, it's changed.
476
00:23:31,043 --> 00:23:33,880
Articles are written in
strong opposition to it.
477
00:23:33,880 --> 00:23:37,750
Americans don't like the idea
of feeding horse meat to dogs.
478
00:23:39,051 --> 00:23:42,354
Maybe they turned a blind
eye to it a decade earlier.
479
00:23:42,354 --> 00:23:44,190
All American
industries notice
480
00:23:44,190 --> 00:23:46,759
this seismic shift
in the food world,
481
00:23:46,759 --> 00:23:50,029
including the owner of
the feed company Purina,
482
00:23:50,029 --> 00:23:53,833
who has been focused on
breaking into cereal until now.
483
00:23:55,802 --> 00:23:56,703
You see this?
484
00:23:57,570 --> 00:23:59,071
We need to do better than this
485
00:24:00,607 --> 00:24:01,841
But we're the cereal division.
486
00:24:01,841 --> 00:24:03,943
Well now you're the
dog food division.
487
00:24:16,155 --> 00:24:16,188
The dawn
of the 1950's ushers
488
00:24:17,790 --> 00:24:20,359
in a time of unprecedented
growth and prosperity in America
489
00:24:20,359 --> 00:24:23,029
as the country emerges from war.
490
00:24:23,029 --> 00:24:25,698
There's a new American
ideal that grows out
491
00:24:25,698 --> 00:24:27,834
of the Second World War.
492
00:24:27,834 --> 00:24:31,604
That new ideal is the suburb,
the house in the suburbs,
493
00:24:31,604 --> 00:24:33,940
2.5 kids and an automobile.
494
00:24:33,940 --> 00:24:36,809
And there's this
idea relatively recent,
495
00:24:36,809 --> 00:24:41,748
that a dog is the perfect
accessory for suburban life.
496
00:24:41,748 --> 00:24:44,216
The number of
dogs in American homes balloons
497
00:24:44,216 --> 00:24:48,621
to 22 million, triple what
it was a decade earlier,
498
00:24:48,621 --> 00:24:53,059
skyrocketing dog food sales
to 200 million dollars
499
00:24:53,059 --> 00:24:56,863
with Friskies far in
the lead, for now.
500
00:24:58,965 --> 00:25:01,634
Purina president, Donald
Danforth has been trying
501
00:25:01,634 --> 00:25:03,903
to expand his
animal feed company
502
00:25:03,903 --> 00:25:06,038
into the growing cereal market.
503
00:25:07,139 --> 00:25:09,208
He was selling poultry feeds,
504
00:25:09,208 --> 00:25:11,544
feeds for cows and horses, pigs.
505
00:25:11,544 --> 00:25:14,013
But now
Danforth sees a market
506
00:25:14,013 --> 00:25:15,748
with more opportunity.
507
00:25:16,916 --> 00:25:19,151
Danforth realizes there's
a gold mine to be had
508
00:25:19,151 --> 00:25:20,587
in specialized dog food.
509
00:25:20,587 --> 00:25:24,290
So Purina really steps
into that marketplace.
510
00:25:25,658 --> 00:25:27,493
Danforth realizes
that Purina's investment
511
00:25:27,493 --> 00:25:30,663
in cereal could actually
give them a leg up
512
00:25:30,663 --> 00:25:33,499
on launching into
the pet food market.
513
00:25:33,499 --> 00:25:35,968
In 1950, Purina invested
514
00:25:35,968 --> 00:25:39,005
in a brand new piece
of cooking technology.
515
00:25:39,005 --> 00:25:41,574
They bought an
extruder and this piece
516
00:25:41,574 --> 00:25:44,310
of equipment allowed them
to make breakfast cereal
517
00:25:44,310 --> 00:25:48,047
that did not get soggy when
it was sitting in milk.
518
00:25:48,047 --> 00:25:50,850
In essence, you mix all
your ingredients together
519
00:25:50,850 --> 00:25:53,953
and you force it through a
tube under high pressure,
520
00:25:53,953 --> 00:25:56,789
high temperature,
with steam and heat,
521
00:25:56,789 --> 00:26:00,960
and the end result is an
expanded food that's light
522
00:26:00,960 --> 00:26:02,962
and crunchy and
highly palatable.
523
00:26:04,731 --> 00:26:08,067
Here's where Purina
had the genius idea.
524
00:26:09,501 --> 00:26:12,404
Their scientists, because
Purina was already
525
00:26:12,404 --> 00:26:14,573
into the cereal industry,
526
00:26:14,573 --> 00:26:16,575
borrowed one of
the cereal machines
527
00:26:16,575 --> 00:26:18,611
and tinkered with
it for three years.
528
00:26:18,611 --> 00:26:20,579
So they decide that
they're going to use
529
00:26:20,579 --> 00:26:23,049
this extrusion
process for dog food.
530
00:26:23,049 --> 00:26:27,186
You make a mineral, vitamin,
nutrient rich paste,
531
00:26:27,186 --> 00:26:30,857
extrude it and they
make these crunchy,
532
00:26:30,857 --> 00:26:34,560
lighter, vitamin rich
pellets for dogs.
533
00:26:34,560 --> 00:26:36,729
New Purina Dog Chow,
534
00:26:36,729 --> 00:26:38,765
made by an exclusive process
535
00:26:38,765 --> 00:26:41,734
that changes the usual
hard, tough pellets
536
00:26:41,734 --> 00:26:44,536
into light, easily
digested chunks,
537
00:26:44,536 --> 00:26:47,306
literally saturated
with a new flavor.
538
00:26:47,306 --> 00:26:48,574
When the kibble came out
539
00:26:48,574 --> 00:26:51,577
the other side, Purina
also sprayed the food
540
00:26:51,577 --> 00:26:53,579
with fat or a top coating.
541
00:26:53,579 --> 00:26:56,415
So this rendered fat
sprayed on the outside
542
00:26:56,415 --> 00:26:59,351
made the food not
just enjoyable,
543
00:26:59,351 --> 00:27:02,188
but actually addictive.
544
00:27:02,188 --> 00:27:02,889
In 1958,
545
00:27:02,889 --> 00:27:04,791
Purina launches their Dog Chow
546
00:27:04,791 --> 00:27:07,226
in grocery stores
across the country.
547
00:27:08,861 --> 00:27:10,296
Purina, with the invention
548
00:27:10,296 --> 00:27:11,563
of their new foods,
549
00:27:11,563 --> 00:27:14,633
were able to get the
same weight of food,
550
00:27:14,633 --> 00:27:17,569
but in like triple size the bag.
551
00:27:17,569 --> 00:27:19,571
The pet owner would come
into the grocery store,
552
00:27:19,571 --> 00:27:21,741
it was a no-brainer on
what they would pick.
553
00:27:21,741 --> 00:27:24,410
And it went gangbusters.
554
00:27:24,410 --> 00:27:27,546
Within months,
Dog Chow overtakes Friskies
555
00:27:27,546 --> 00:27:29,882
as America's number
one dog food.
556
00:27:32,819 --> 00:27:36,723
Stuart obviously sees
that they have to compete,
557
00:27:36,723 --> 00:27:40,827
so they make their Friskies
into smaller size kibble
558
00:27:40,827 --> 00:27:44,897
and they call it Little
Friskies for puppies.
559
00:27:47,233 --> 00:27:49,902
Here's the focus group
feedback for the puppy food.
560
00:27:49,902 --> 00:27:50,703
And?
561
00:27:50,703 --> 00:27:52,772
And I think it will work.
562
00:27:52,772 --> 00:27:54,941
One guy even said he'd
feed it to his cat.
563
00:27:57,309 --> 00:27:58,711
You know it's not a bad idea.
564
00:27:58,711 --> 00:27:59,645
What's not?
565
00:27:59,645 --> 00:28:01,313
Making food for cats?
566
00:28:02,414 --> 00:28:04,583
People don't care about cats,
567
00:28:04,583 --> 00:28:06,252
they don't keep 'em as pets.
568
00:28:06,352 --> 00:28:08,154
I do. I've got three.
569
00:28:11,523 --> 00:28:13,860
Prior to refrigeration,
570
00:28:13,860 --> 00:28:16,896
preserving food was generally
done in storehouses.
571
00:28:16,896 --> 00:28:20,499
You needed a cat there
to kill any rodent
572
00:28:20,499 --> 00:28:23,135
that might be trying
to eat your food.
573
00:28:23,135 --> 00:28:26,873
So cats were not seen as
warm and cute and cuddly.
574
00:28:26,873 --> 00:28:31,110
And it's not really
until about the 1920s
575
00:28:31,110 --> 00:28:34,713
that we start
seeing a slow move
576
00:28:34,713 --> 00:28:38,184
towards domestication of cats.
577
00:28:39,451 --> 00:28:41,187
One of the major obstacles is
578
00:28:41,187 --> 00:28:42,989
how do you let them
go to the bathroom?
579
00:28:42,989 --> 00:28:46,558
Cats use urine to
mark their territory.
580
00:28:46,558 --> 00:28:48,360
You don't want that
smell in your house.
581
00:28:48,360 --> 00:28:51,263
At the time,
kitty litter doesn't yet exist.
582
00:28:52,598 --> 00:28:54,600
So people have begun
making bins filled
583
00:28:54,600 --> 00:28:56,602
with everything from newspapers
584
00:28:56,602 --> 00:28:59,171
to ashes, to sand, to dirt,
585
00:28:59,171 --> 00:29:02,541
but it does nothing
to trap odor.
586
00:29:02,541 --> 00:29:04,443
It's incredibly
difficult to clean.
587
00:29:04,443 --> 00:29:06,212
But in 1954,
588
00:29:06,212 --> 00:29:09,315
a game-changing product
made of clay granules
589
00:29:09,315 --> 00:29:10,516
solves the problem.
590
00:29:10,516 --> 00:29:13,219
This juggernaut of a
brand still available today
591
00:29:13,219 --> 00:29:16,255
known as Tidy Cat
ushers in a new wave
592
00:29:16,255 --> 00:29:18,891
of pet ownership in
the United States.
593
00:29:18,891 --> 00:29:21,760
That was pretty much the end
594
00:29:21,760 --> 00:29:23,896
of the strictly outdoor cat
595
00:29:23,896 --> 00:29:27,533
and the advent of people being
able to have indoor cats.
596
00:29:29,368 --> 00:29:32,905
Once you've taken this outdoor
predatory creature inside,
597
00:29:32,905 --> 00:29:34,540
the owner of this cat
598
00:29:34,540 --> 00:29:37,143
now has to provide this food
they used to be hunting for.
599
00:29:38,310 --> 00:29:40,546
There is dog food
in the marketplace,
600
00:29:40,546 --> 00:29:42,949
but there's no cat food.
601
00:29:42,949 --> 00:29:44,083
So there's obviously a hole
602
00:29:44,083 --> 00:29:46,185
in that market
waiting to be filled.
603
00:29:50,356 --> 00:29:52,925
Henry Arnest realizes
604
00:29:52,925 --> 00:29:56,495
that this massive
American cat population
605
00:29:56,495 --> 00:29:58,197
is an untapped gold mine.
606
00:29:59,765 --> 00:30:01,000
If you look at the research,
607
00:30:01,000 --> 00:30:05,004
about 50% of all American
pets are cats now.
608
00:30:06,005 --> 00:30:07,606
Desperate
to regain market share
609
00:30:07,606 --> 00:30:09,508
from Purina,
610
00:30:09,508 --> 00:30:11,944
in 1955, Stuart agrees
611
00:30:11,944 --> 00:30:14,947
to release Little
Friskies, marketed
612
00:30:14,947 --> 00:30:20,086
for both puppies and cats,
but sales are dismal.
613
00:30:23,422 --> 00:30:27,994
Little Friskies was actually
a formula for puppies.
614
00:30:27,994 --> 00:30:30,262
This product did not
go over well with cats.
615
00:30:30,262 --> 00:30:32,098
Cats wanted nothing
to do with it.
616
00:30:32,999 --> 00:30:34,100
Stuart says, "You know what?
617
00:30:34,100 --> 00:30:36,202
Forget about them,
take cats off the box.
618
00:30:36,202 --> 00:30:38,070
Little Friskies is for puppies."
619
00:30:44,977 --> 00:30:48,014
Friskies is losing
a market share,
620
00:30:48,014 --> 00:30:51,150
but Henry Arnest is also a
cat lover and he realizes
621
00:30:51,150 --> 00:30:54,186
that there's nothing for
them in the marketplace
622
00:30:54,186 --> 00:30:58,124
and he wants to develop
something for America's cats
623
00:30:58,124 --> 00:31:00,292
for his own cats, quite frankly.
624
00:31:00,292 --> 00:31:04,897
Arnest says, "Let's formulate
something specially for cats."
625
00:31:09,768 --> 00:31:11,603
So you wanna make cat food?
626
00:31:12,838 --> 00:31:14,440
Well, yes.
627
00:31:14,440 --> 00:31:15,975
But there's one problem.
628
00:31:17,910 --> 00:31:20,012
Nobody knew how the
heck to feed a cat.
629
00:31:25,851 --> 00:31:27,319
It's the mid 1950's
630
00:31:27,319 --> 00:31:30,056
the first dry dog food
ever to hit the market
631
00:31:30,056 --> 00:31:32,658
has been toppled
by upstart Purina
632
00:31:32,658 --> 00:31:35,127
and their revolutionary
Dog Chow brand.
633
00:31:36,428 --> 00:31:39,865
Now, Friskies executive
Henry Arnest hopes
634
00:31:39,865 --> 00:31:42,001
to convince his boss to shift
635
00:31:42,001 --> 00:31:45,371
into a new uncharted territory.
636
00:31:45,371 --> 00:31:46,939
He went, "Look,
637
00:31:46,939 --> 00:31:49,875
why don't we just come up
with a specialty formula
638
00:31:49,875 --> 00:31:52,011
that's specifically for cats."
639
00:31:52,011 --> 00:31:54,780
Cats don't eat like dogs
do, dogs will eat anything,
640
00:31:54,780 --> 00:31:55,914
you know, you throw
down for them.
641
00:31:55,914 --> 00:31:57,816
But cats are very picky.
642
00:31:57,816 --> 00:31:59,585
What exactly
goes into cat food?
643
00:32:01,487 --> 00:32:04,190
Birds, mice, scraps
from the dumpster?
644
00:32:05,191 --> 00:32:06,358
Well, we'll need
to study them.
645
00:32:06,358 --> 00:32:08,127
Learn about their
nutritional needs.
646
00:32:09,028 --> 00:32:10,129
Any cat owner will tell you
647
00:32:10,129 --> 00:32:12,098
that a cat is perfectly
capable of going
648
00:32:12,098 --> 00:32:15,001
on a hunger strike until
you change their food
649
00:32:15,001 --> 00:32:17,970
and give them something
that they really enjoy.
650
00:32:17,970 --> 00:32:20,106
So if you fund the research,
651
00:32:20,106 --> 00:32:23,075
we will be at the
forefront of a new market.
652
00:32:26,812 --> 00:32:28,580
Carnation Farm's
Research Cattery
653
00:32:28,580 --> 00:32:31,450
would focus on nutrition,
654
00:32:31,450 --> 00:32:34,586
how the cats reacted to the
food they were being given,
655
00:32:34,586 --> 00:32:36,722
so they were at the beginning
656
00:32:36,722 --> 00:32:38,890
of all of the
nutrition research,
657
00:32:38,991 --> 00:32:40,826
which was not something
that anybody was thinking
658
00:32:40,826 --> 00:32:41,994
about at the time.
659
00:32:41,994 --> 00:32:44,163
While dogs are
adaptable to most foods,
660
00:32:44,163 --> 00:32:46,065
including grains,
661
00:32:46,065 --> 00:32:49,635
cats have a higher need
for protein and fats.
662
00:32:49,635 --> 00:32:53,505
So Arnest looks for an
affordable shelf-stable meat
663
00:32:53,505 --> 00:32:54,973
that cats all like.
664
00:32:54,973 --> 00:32:57,876
Cats are
scent-driven creatures.
665
00:32:57,876 --> 00:32:59,778
Every cat will walk
up and smell the bowl
666
00:32:59,778 --> 00:33:02,648
before they eat it, and it
has to be alluring to the cat.
667
00:33:14,226 --> 00:33:17,929
If a cat's nose is telling
it things it doesn't like,
668
00:33:17,929 --> 00:33:19,798
all the high-end
formulation in the world
669
00:33:19,898 --> 00:33:21,067
is not going to get
670
00:33:21,067 --> 00:33:23,069
that cat anywhere
near that food.
671
00:33:23,069 --> 00:33:24,670
After
several years of searching
672
00:33:24,670 --> 00:33:28,740
for a nutritious formula that
cats love, Arnest decides
673
00:33:28,740 --> 00:33:30,742
to try a new source of protein.
674
00:33:31,710 --> 00:33:32,978
Historically,
675
00:33:32,978 --> 00:33:35,447
cats have not hunted
for fish in the wild,
676
00:33:35,447 --> 00:33:39,185
yet over centuries of
living alongside humans,
677
00:33:39,185 --> 00:33:41,920
their sense of smell
and taste are evolved
678
00:33:41,920 --> 00:33:44,423
to recognize
high-quality protein.
679
00:33:44,423 --> 00:33:46,458
So when Carnation experimented
680
00:33:46,458 --> 00:33:48,660
with putting mackerel
into their cat food,
681
00:33:48,660 --> 00:33:51,330
this was something that
was a big hit with cats.
682
00:33:51,330 --> 00:33:53,031
With
fish at the core,
683
00:33:53,031 --> 00:33:55,201
Arnest finally
lands on a formula
684
00:33:55,201 --> 00:33:58,337
for the country's
first dry cat food.
685
00:33:58,337 --> 00:34:02,040
In 1958, they relaunch
Little Friskies,
686
00:34:02,040 --> 00:34:05,411
but this time they
targeted just for cats.
687
00:34:05,411 --> 00:34:06,278
Cats loved it,
688
00:34:06,278 --> 00:34:08,280
people loved it for their cats
689
00:34:08,280 --> 00:34:13,219
and after that initial
failure of just throwing cats
690
00:34:13,219 --> 00:34:17,789
on a box of food that
was formulated for dogs,
691
00:34:17,789 --> 00:34:21,093
this launched dry cat food
in the pet food world,
692
00:34:21,093 --> 00:34:22,361
because it didn't
exist before then.
693
00:34:22,361 --> 00:34:23,795
Within a year,
694
00:34:23,795 --> 00:34:27,799
it pushes the company to
almost $10 million in profits.
695
00:34:27,799 --> 00:34:31,837
I have to believe that
Arnest felt pretty vindicated
696
00:34:31,837 --> 00:34:33,038
when it was a success.
697
00:34:33,139 --> 00:34:35,207
Somebody has to pave the way.
698
00:34:35,207 --> 00:34:36,708
With the success
699
00:34:36,708 --> 00:34:39,645
of Little Friskies ushering
in a new market for cat food,
700
00:34:39,645 --> 00:34:43,982
a slew of new cat food
brands both wet and dry
701
00:34:43,982 --> 00:34:46,318
like Kit-E-Kat and Whiskas
702
00:34:46,318 --> 00:34:49,188
and Purina's Cat
Chow begin to pop up.
703
00:34:49,188 --> 00:34:52,090
And the competition to
become number one cat food
704
00:34:52,090 --> 00:34:54,160
in America is fierce.
705
00:34:54,160 --> 00:34:57,163
And now a new
brand of cat food is about
706
00:34:57,163 --> 00:35:01,567
to forever change the status
of cats across America.
707
00:35:03,235 --> 00:35:05,003
It's the mid 1960's
708
00:35:05,003 --> 00:35:07,373
and Joseph Bogdanovich
has an idea
709
00:35:07,373 --> 00:35:09,708
for how to make his
new cat food brand,
710
00:35:09,708 --> 00:35:12,711
9Lives stand out.
711
00:35:12,711 --> 00:35:13,879
So this is a time
712
00:35:13,879 --> 00:35:15,347
when a tried and
trusted technique
713
00:35:15,347 --> 00:35:18,617
to help build a brand is
to use a spokesperson.
714
00:35:18,617 --> 00:35:21,287
Elizabeth Taylor was
selling Whitman's Chocolates
715
00:35:21,287 --> 00:35:22,688
along with Humphrey Bogart.
716
00:35:22,688 --> 00:35:25,191
Ronald Reagan I think
was selling shirts.
717
00:35:25,191 --> 00:35:26,458
Bogdanovich enlists one
718
00:35:26,458 --> 00:35:29,127
of the country's top
advertising agencies
719
00:35:29,127 --> 00:35:31,363
to market his new product line.
720
00:35:34,233 --> 00:35:36,335
Hi, Bob Martwick,
721
00:35:36,335 --> 00:35:38,237
your talent scout
from Leo Burnett.
722
00:35:42,140 --> 00:35:43,008
What is this?
723
00:35:43,008 --> 00:35:47,913
This is your new spokesman.
724
00:35:53,685 --> 00:35:57,289
Yeah, I was expecting
more of maybe a Clark Gable.
725
00:35:57,289 --> 00:35:58,690
As the story goes, for $5,
726
00:35:59,958 --> 00:36:02,628
he gets a
seven-year-old tabby cat
727
00:36:02,628 --> 00:36:04,730
whose personality
and looks he likes.
728
00:36:04,730 --> 00:36:07,799
I don't mean to tell
you how to do your job,
729
00:36:07,799 --> 00:36:12,070
but mascots supposed
to be fun, energetic.
730
00:36:12,070 --> 00:36:14,406
Tony the tiger, your
Toucan Sam types.
731
00:36:14,406 --> 00:36:16,242
Cats didn't have the warm,
732
00:36:16,242 --> 00:36:19,445
exuberant joyfulness
of a dog, you know?
733
00:36:20,946 --> 00:36:23,449
Despite
Bogdanovich's reservations,
734
00:36:23,449 --> 00:36:26,718
Martwick believes he'll see
the genius in the campaign.
735
00:36:30,188 --> 00:36:32,258
"Why does she call me Sweetie?
736
00:36:33,359 --> 00:36:35,894
With food like this, you
can call me anything!"
737
00:36:35,894 --> 00:36:38,397
"I'll eat when I'm ready."
738
00:36:38,397 --> 00:36:42,668
So it's a talking
cat and he's rude.
739
00:36:42,668 --> 00:36:43,469
Not rude.
740
00:36:44,736 --> 00:36:46,338
Morris is
741
00:36:48,874 --> 00:36:49,708
finicky.
742
00:36:50,842 --> 00:36:52,378
Morris really appealed
743
00:36:52,378 --> 00:36:55,814
to the cat owners who knew
that cats could be aloof,
744
00:36:55,814 --> 00:36:59,451
temperamental, a little rude.
745
00:36:59,451 --> 00:37:02,220
Today we still have
that kind of lovable image
746
00:37:02,220 --> 00:37:03,789
of the difficult cat, right?
747
00:37:03,789 --> 00:37:06,925
We have all these
cat memes and videos
748
00:37:06,925 --> 00:37:10,228
and the whole deal is
that cats are not dogs.
749
00:37:10,228 --> 00:37:12,398
This isn't like
man's best friend.
750
00:37:12,398 --> 00:37:14,099
This is this kind
of like, finicky,
751
00:37:14,099 --> 00:37:18,504
maybe a little bit suspicious,
picky friend who you love,
752
00:37:18,504 --> 00:37:20,372
but it might not be your dog.
753
00:37:20,372 --> 00:37:22,107
The plot's improving.
754
00:37:22,107 --> 00:37:24,410
Not only does it bring 9Lives,
755
00:37:24,410 --> 00:37:26,845
the cat food to be
number one by 1970,
756
00:37:26,845 --> 00:37:29,981
but actually turns Morris
into a pop culture phenomenon.
757
00:37:29,981 --> 00:37:31,383
He's receiving fan mail.
758
00:37:31,383 --> 00:37:32,351
He just all over the place.
759
00:37:32,351 --> 00:37:33,952
Kids loved him, adults love him.
760
00:37:33,952 --> 00:37:35,521
Morris was a star,
761
00:37:35,521 --> 00:37:38,357
and that's beyond like
your wildest hopes
762
00:37:38,357 --> 00:37:39,791
when you develop a spokesman.
763
00:37:39,791 --> 00:37:41,293
By the time you get to
the seventies and eighties,
764
00:37:41,293 --> 00:37:43,895
this kind of ubiquitous symbol
of the feline, you know,
765
00:37:43,895 --> 00:37:46,765
you get it in Garfield the
cat, which comes out in 1978.
766
00:37:46,765 --> 00:37:48,867
I mean, it's the
celebration of the feline
767
00:37:48,867 --> 00:37:51,002
as kind of this discriminating
and independent,
768
00:37:51,002 --> 00:37:52,771
almost human entity.
769
00:37:52,771 --> 00:37:55,574
And we owe that in large
part to Morris the Cat.
770
00:37:55,574 --> 00:37:58,043
Jim Davis actually
credits Morris the Cat
771
00:37:58,043 --> 00:38:01,012
for inspiring some of the
inner voice of Garfield,
772
00:38:01,012 --> 00:38:02,581
you know, the sarcastic cat.
773
00:38:02,581 --> 00:38:05,183
Between
1970 and 1980,
774
00:38:05,183 --> 00:38:06,151
the estimated number
775
00:38:06,151 --> 00:38:08,420
of pet cats in America climbs
776
00:38:08,420 --> 00:38:11,823
from 30 million to
over 46 million.
777
00:38:13,124 --> 00:38:16,362
The original trailblazers of
the cat food market are working
778
00:38:16,362 --> 00:38:19,431
on one more
game-changing innovation.
779
00:38:20,666 --> 00:38:22,334
Carnation realizes, "Okay,
780
00:38:22,334 --> 00:38:25,404
Friskies is our
flagship cat food.
781
00:38:25,404 --> 00:38:29,541
Let's continue that, but
now let's eat away at 9Lives
782
00:38:29,541 --> 00:38:31,910
with something elevated."
783
00:38:31,910 --> 00:38:35,481
This was a bonkers idea
and they had to be convinced
784
00:38:35,481 --> 00:38:37,583
to even look into the idea,
785
00:38:37,583 --> 00:38:41,319
but in 1982, Fancy
Feast came out
786
00:38:41,319 --> 00:38:43,822
as the first gourmet cat food.
787
00:38:45,256 --> 00:38:46,492
The finest food,
788
00:38:46,492 --> 00:38:48,760
Fancy Feast, gourmet cat food.
789
00:38:48,760 --> 00:38:49,595
Bear in mind,
790
00:38:49,595 --> 00:38:50,796
a few decades before,
791
00:38:50,796 --> 00:38:55,100
cat food didn't exist
and now they want
792
00:38:55,100 --> 00:39:01,673
to create an elite gourmet
cat food, gourmet cat food!
793
00:39:02,073 --> 00:39:06,344
This would've been absolutely
bonkers in the 19th century.
794
00:39:06,344 --> 00:39:08,246
Well, we accept
it, we say, "Yes,
795
00:39:08,246 --> 00:39:10,782
we'll buy that for
these animals."
796
00:39:10,782 --> 00:39:12,851
Fancy Feast
quickly becomes one
797
00:39:12,851 --> 00:39:15,587
of the top selling
cat foods in America
798
00:39:15,587 --> 00:39:18,990
and drives a surging demand
for a whole new sector
799
00:39:18,990 --> 00:39:20,959
of specialized pet food.
800
00:39:20,959 --> 00:39:23,962
Now there's specialty dog
food, specialty cat food,
801
00:39:23,962 --> 00:39:27,065
specialty puppy food,
specialty kitten food,
802
00:39:27,065 --> 00:39:29,167
and the industry has so grown,
803
00:39:29,167 --> 00:39:33,371
so diversified people are
so willing to spend money
804
00:39:33,371 --> 00:39:35,373
on their animals to the degree
805
00:39:35,373 --> 00:39:40,311
that the market will not
only bear a luxury cat food,
806
00:39:40,311 --> 00:39:45,383
but that luxury cat food
will sell like wildfire.
807
00:39:46,151 --> 00:39:47,686
Without this sort of movement
808
00:39:47,686 --> 00:39:51,890
towards a specialty crafted
pet food marketplace,
809
00:39:51,890 --> 00:39:56,862
you would never have massive
stores like Chewy and Petco.
810
00:39:58,063 --> 00:40:02,734
In 1984, food
juggernaut Nestle buys Carnation
811
00:40:02,734 --> 00:40:05,771
and their Friskies brand
for 3 billion dollars.
812
00:40:06,705 --> 00:40:10,075
Then in 2001, Nestle buys Purina
813
00:40:10,075 --> 00:40:14,379
for $10 billion and becomes
the largest conglomerate
814
00:40:14,379 --> 00:40:15,647
in the pet food game.
815
00:40:17,716 --> 00:40:19,384
Feeding our pets has an effect
816
00:40:19,384 --> 00:40:21,453
on the bond we have with them,
817
00:40:21,453 --> 00:40:22,821
and so the availability
818
00:40:22,821 --> 00:40:26,958
of convenient food
has made us enjoy pets
819
00:40:26,958 --> 00:40:30,796
that much more so therefore
people get more pets.
820
00:40:30,796 --> 00:40:34,533
At the end of the day,
people like Bennett,
821
00:40:34,533 --> 00:40:39,505
people like Stuart and
Danforth made pet food
822
00:40:39,505 --> 00:40:42,908
not just a mega billion
dollar industry,
823
00:40:42,908 --> 00:40:46,311
but made cats and dogs
part of our family
824
00:40:46,311 --> 00:40:47,579
and we love our family.
63485
Can't find what you're looking for?
Get subtitles in any language from opensubtitles.com, and translate them here.