Martha White is a US flour brand, corn flour, corn bread, cake mix, muffin mix, and similar products.
The Martha White brand was founded as a premium brand of Royal Flour Mills based in Nashville, Tennessee in 1899. At that time, Nashville businessman Richard Lindsey introduced the fine flour he named for his daughter, Martha White Lindsey.
The Martha White brand is probably most associated with long-term sponsorship of the Grand Ole Opry, a radio program featuring country music. The relationship began in 1948, and has been in existence continuously ever since, making it one of the longest continuous radio show sponsors known.
A jingle for flour, written by Nashville songwriter Pat Twitty in 1953, was first performed from the Grand Ole Opry stage by Flatt's and Scruggs bluegrass music artists. It's still in use today, has become the bluegrass standard and the signature number of Rhonda Vincent and Rage. In 1972, Tennessee Ernie Ford became the spokesperson for flour, with his slogan, "Good goodness, it's good for pea-pickin!"
The packaging for Martha White ingredients (flour, corn flour) has traits like a three-year-old Martha White. Ads for products emphasize the fact that they "rise on their own" due to a yeast known by the trademark "Hot-Rize" or "Hot-Rize Plus". Martha White has expanded its product offerings beyond ingredients to include cake mixes.
Martha White joined Beatrice Foods in 1975. In 1986, Beatrice, newly acquired by Kohlberg Kravis Roberts, brought out special food and nonfood brands as E-II Holdings. E-II attempted to take over the American Brand in 1988, but the American Brand bought E-II. Martha White was sold in 1989.
Martha White was purchased by Pillsbury Company in 1994; Pillsbury bread products were screened in 2001 under the name of International Multifoods. J.M. Smucker Company acquired International Multifoods in 2004.
A band from Boulder, Colorado, named themselves "Hot Rize" to honor bluegrass music support from Martha White.
Brad Paisley refers to Martha White in her song "Southern Comfort Zone".
Claire Lynch refers to Martha White in her song "The Day That Lester Died."
Video Martha White
External links
- The Martha White website
Maps Martha White
References
Source of the article : Wikipedia
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