In theirtwo companies from small mom-and-pop operations into
In The Emperors of Chocolate, Jol Glenn Brenner reveals the bitter legaland marketing fights, espionage, deception, obsessive secrecy, and personalityclashes that dominate Hershey and Mars – and the candy industry as a whole. Milton Hershey and Forrest Mars Sr. were both great business men. They rantheir businesses in a high degree of opposition.
They each had their own strongand weak point in the companies. Many national and local corporations havemodeled their own businesses in the same fashion. The Emperors of Chocolateshows how both Mr. Hershey and Mr. Mars are notable philanthropists andextraordinary businessmen who many people admire and respect.Milton Hershey was a magnanimous philanthropist who spent hundreds ofmillions of dollars and hours to create a town and orphanage to fulfill hisaltruistic dreams.
Forrest Mars Sr. was a short-tempered perfectionist whoyelled at anyone who failed to meet his standards. Hershey experimented andtook chances in his company whereas, Mars was much more serious and reliedmore on statistics. What made Forrests blood rush was the thrill of masteringnew opportunities and taming uncharted worlds, the author writes.
Like MiltonHershey, he was driven by his visions; but where Milton Hershey saw utopia,Forrest Mars saw conquest. Forrest Mars Sr. and Milton Hershey turned theirtwo companies from small mom-and-pop operations into international forces,over the last century. While they may have started small, their products – MarsSnickers and M&Ms and Hersheys milk chocolate bars and Kisses – areThe companies are completely contradictory of each other. Mars wasobsessed with having everything and everyone in a clean, neat, and orderlymanner.
Mars factories floors were scrubbed every forty-five minutes. Everynight before the workers went home every bit of machinery had to be spotlessand shining. Milton focused on more of the way his chocolate tasted and makenew and more candies. Mars Inc.
has spent million of dollars on marketing theirnew products trying to push, to sell, the tons of candies has it produced. Hershey, effortlessly, didnt even have a marketing department until the late1960s. Overall, both companies are run with remarkable precision but, theydiffer where their strengths and weaknesses lie. Milton Hershey and ForrestMars Sr.
are model businessmen. Their companies, Hershey Food Corporationand Mars Incorporated, have inspired many other people to start businesses andmodel their business after one or the other. I would do the same in starting my own business, but I would use bothmen and companies as standard. Combined, they would be the ultimate candyconglomerate dominating the candy industry. I would use the ingenuity ofHershey and the business sense of Mars to create an enormously vast candyconglomerate.
I think there is no comparison of the two men and theircompanies. They are both on the same level of preeminence. If you combinetheir morals and ideas, you would fill in the weak links and strengthen theirAfter years of competition, what began as small family – ownedbusinesses have grown into multi-billion dollar industrirs increasingly dominatedby corporate leviathans, fighting for shelf space and swallowing their smallerThe Emperors of Chocolate was a very good book full of interesting, littlefacts of the elaborate world of chocolate production and sales. The book depicts the industry as a secret, underground world of espionage in which it actually is. I think the progression of the chapters are supposed to take the reader from thepast to the present, but the constant switching between Hershey and Mars fromchapter to chapter is disconcerting and makes for a disjointed read. However, itis still an interesting story and makes me crave chocolate while I’m reading!Bibliography: