The Emperors of Chocolate

 Joel Glenn Brenner

The book the Emperors of Chocolate: Inside the Secret World of Hershey and Mars provides a glimpse of two successful international businesses with a beginning like all the rest — with a vision of how they would serve (reward) customers in the marketplace. The Mars and Hershey companies where incorporated no different than every other great candy business – with a handful of ingredients, a copper kettle, a bag of sugar, and a dream. The book provides an interesting read on the development of early chocolate, with an inside look at the confection industry that is more revealing than expected for chocolate producing powerhouses.

 

For entrepreneurs, the book provides an entertaining glass on both Mars and Hershey. How Mars, the family-run business, was founded and developed by Forrest Sr., growing amongst intense competition and secrecy of upper management, with a management style of horizontal communication. Everyone on first name basis, no private offices, no personal secretaries, everyone fly’s coach, and paychecks reflect the business performance. Mars is 4 times the size or Hershey. The book reveals Forrest Mars attendance of Yale to learn about the money business, and mentoring under Pierre Holk. The creation of the Snicker bar, an idea that came from Frank, Forrest’s father, who told Forrest that a chocolate malt drink in caramel candy bar should be developed. Today the Snickers Bar is only one of the well know products of the Mars empire. Forrest learned that you can hire accountants, you can hire advertising men, and you can hire financial types, but if you want to rich you need a product and an idea – you can’t hire people to give you that.

 

Milton Hershey on the other hand, was not excited about business. He hated accounting and finance. Statistic mystified him, Cash flow, logistics, distribution, and sales, was not his passion. But Milton understand what Forrest learned and applied it – you need the right product (You need a product that gives you bliss). Milton worked tirelessly with his idea for chocolate. Hershey was very successful before he got into the chocolate business. He had sold his caramel company and could have retired, but instead decided to purse his idea for a new product – milk chocolate. His product was so successful Hershey employees were unaffected by the 1929 Depression.

 

Hershey thought of his chocolate as wholesome food – nutritious. Not just a sweet. He forbade employees to call it candy. Milton thought of his product as a staple for people; he believed that people needed chocolate, for things like stabilizing mood, controlling weight, and revitalizing well-being, and he believed that chocolate is the perfect combination of food for a balanced biological and psychological experience. (Purchase some Hershey and test Milton’s thesis for yourself).

 

Mars was run with numbers, for numbers. To quote Mars.. “Simple businesses, that’s what you need if you with to go for the world”. Milton contributed his fortune to improving his community.  Today the Hershey and Mars legacy lives on. Whether you’re a sole proprietorship or manage dozens of employees… The Emperors of Chocolate has an important steward lesson… you need a vision for why you’re in business… and who you’re trying to reward.