Arthur Dorrance – Short Biography
Who thought a can of soup can feed the world? A man named Arthur Dorrance did, and he made sure that every pantry in every home and every supermarket around the globe has Campbell Soup on the rack.
Without Dorrance’s skills and wits as a business leader, Campbell Soup would not have been the household brand it is known today.
Dorrance brought the Campbell Soup Company to new heights in his time in the 1930s through the 1940s, innovating processes and hatching ideas no business leader in any other industry was capable of in that era. Today, Campbell Soup Company has grown to be the world’s number one soup maker, dominating the market in almost all continents.
Arthur Dorrance – Condensing an Idea into a Cultural Phenomenon
Dorrance was not the founder of Campbell Soup Company nor was he among the first leaders in the company but he played a crucial part in the long history of the Campbell Soup Company by introducing its products not only in the Americas but also to the whole world.
Dorrance succeeded his brother, John T. Dorrance, as president of Campbell Soup Company in 1930. The company was then averagely successful, operating since 1869 and having 21 varieties of soups under the Campbell Soup label. Dorrance drove the company further by establishing a subsidiary in Canada, the Campbell Soup Company Ltd, which operated its first plant in Toronto.
A year later, Dorrance took a big risk by advertising on radio programs, a technique still not very popular at that time. Campbell Soup Company sponsored a number of famous radio programs such as the George Burns and Gracie Allen Show and the Campbell Playhouse. Dorrance even had a slogan and jingle made for Campbell Soup, giving the brand even more familiarity and recall to consumers from all over.
The most notable achievement of Dorrance in the Campbell Soup Company, however, came in 1934 when he introduced two new soup varieties, the Cream of Mushroom Soup and the Chicken Noodle Soup, the two Campbell Soup flavors that became the favorite among soup lovers worldwide to this day. Dorrance later thought of having Campbell Soup Company manufacture its own cans, a move that later proved to be one of the best decisions the company has ever made.
Before Dorrance died in 1946, he was able to launch other initiatives under the Campbell Soup Company, including Campbell’s Tomato Juice, Campbell’s Agricultural Research Department, and the Campbell Test Kitchens, where Campbell home economists develop innovative recipes using Campbell’s condensed soups.
The Arthur C. Dorrance Quick Bio
Full Name: Arthur Calbraith Dorrance
Birthdate: 1893 (deceased 1946)
Company: Campbell Soup Company
Key Success Traits: quick to adopt new ideas, innovative, a risk-taker
Campbell’s famous Chicken Noodle Soup was originally called “Chicken with Noodles” until a radio announcer mistakenly advertised it as “Chicken Noodle Soup”. The latter name caught on much faster than the real name that Dorrance decided to use it instead.