Natick has been the home to a number of businesses over its
history. From our early days manufacturing leather shoes to the now growing
commercial center, around the Natick Mall, this community has always had an
eclectic and strong commercial history. One former Natick business institution
was Grandmother’s Mincemeat. This particular brand of mincemeat began being
commercially produced here in Natick in 1899. The company would continue
operating for over a hundred years, until it was sold in December of 2003. The company’s
founder Harrison L. Whipple had been manufacturing mincemeat using his
grandmother’s recipe for several years before 1899, when he began to produce it
commercially. In 1899 he formally
started the Whipple Company to produce and distribute their already popular
product. Due to the recipe’s origin Whipple, marketed his products using actual
images of his grandmother, Mrs. Sophia Tuttle, and branded the products as
Grandmothers’ Mincemeat in her honor.
Lewis E. Whipple, Harrison’s son, took over business in 1908
and began expanding their range of products to include other kinds of pie
filling as well as preservatives, jams, syrups and more, all under the
“Grandmother’s” brand. Other re
cipes for
different flavors of mincemeat were introduced to keep up with changing demands
but the original recipe from Sophia Tuttle remained in use throughout the
company’s existence. Grandmother’s products grew in popularity through the
1900s and even absorbed several other local food companies. The Whipple Company
purchased A.A. Knights in 1960 and the producers of Bostonia Brand Soda
Fountains in 1962. Throughout the company’s existence their central production
factory was located here in Natick though it moved several times within the
community as the company expanded. Their last location on North Main Street, where
they moved in 1947, proved to be their longest lasting location.
Over the company’s long history, the Whipple Company and Grandmother’s Mincemeat found a number of different ways to promote their expanding market of products. Below are a series of promotional materials from our archives that Grandmother’s put out over its long history.
This image is a promotional illustration
that was part of a Christmas themed Grandmother’s Mincemeat advertisement.
Mincemeat pies are a popular holiday treat and many of the company’s ad
campaigns focused on holiday themes.
This trade card is another
Grandmother’s Mincemeat advertisement, this time in the form of a promotional
song. The singer’s pilgrim hats are another attempt by the Whipple Company to
connect their product to the holidays, when mincemeat would likely be most
popular.
This longer print advertisement
for Grandmother’s mincemeat references the classic song “Over the River and
Through the Wood.” Grandmother’s branding focused on promoting their product as
being connected to the holidays and especially connected to family; which considering
the company’s origin was appropriate.
Unlike the previous advertisements
this one could be run at any time of the year. The rectangular white and black flap was
intended to be folded back so that a jar of mincemeat could be placed in the opening allowing the ad to stand up straight as a promotional piece in a store window.
Grandmother’s didn’t just make
mincemeat. As the Whipple Company expanded, the Grandmother’s brand did too.
This advertisement for a variety of fruit based pie fillings shows how the
company expanded its reach beyond standard mincemeat. Different fruit flavors
like lemon and raspberry could be sold year round and had less of a seasonal
association the way mincemeat did.
By expanding into other products
beyond mincemeat the Whipple Company also expanded their branding, though they
continued to use themes related to Natick. These Strawberry preserves also made
by the Whipple Company but were part of their Walnut Hill Brand of jams and
preserves, named for Walnut Hill in Natick. Though this is not technically
Grandmother’s brand, the image of Grandmother Tuttle is still present on the
label.
The Natick Historical Society is
lucky to have an extensive collection of items and archival materials related
to this important part of the commercial history of Natick. Our archives
relating to the history of the Grandmother’s Mincemeat Company were recently
reorganized by an archival intern here at the historical society. Many of these
objects are on display in our permanent collection detailing Natick’s
commercial history.