Folgers Coffee is one of those rare American brands that’s more than just a name on a can. Its roots stretch back to 1850, when William H. Bovee established the Pioneer Steam Coffee and Spice Mills in San Francisco. The company pioneered selling pre-roasted and ground coffee, an innovation in an era when many roasted beans at home. A young carpenter named James A. Folger joined the company during California’s Gold Rush boom, and by 1872, he had acquired the business and renamed it J.A. Folger & Co.
This fall, its owner, J.M. Smucker, is promoting their 175th Anniversary with in-store aisle displays. The cans are surprisingly modern, almost redacted, and look nothing like some of the older promotions. The company has opted to keep the typography similar to their current packaging, while harkening back to their San Francisco roots.
In previous anniversaries, it took a more classic approach to having vintage cans. The Mountain Grown slogan appeared near an old clipper ship, which was an echo from earlier packaging.
The aisle displays are considerable; Publix has them at aisle ends, with special cardboard-box displays. The history on the side reads:
“In 1850, San Francisco was a boom town and the birthplace of our legacy. From that first brew to our beloved Folgers Classic Roast today, we’ve always celebrated the American spirit of doing things the right way, no matter what. It’s that attitude that got us here—celebrating 175 years of great people roasting the robust, smooth coffee you know and love.”
Now owned by The J.M. Smucker Company, Folgers spent much of its life as one of the Procter & Gamble brands. In some reports, Folgers now holds about 15‑16% of U.S. coffee sales. In other reports, they are the top seller in ground coffee, above Maxwell House, private label brands, Starbucks and Dunkin’.
There is a push to win grocery shelf space; currently Publix is running a two for one BOGO with them.
