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Movie Pioneer Chose Mt. Dennis For Canadian Head Office Site General Mills Selling Methods In Keeping With Expanded Production The first Bell & Howell 35mm camera appeared in 1910. Folâ€" lowed in 1911 by the first allâ€" metal motion picture _camera ever made. Here came into promâ€" inence the famous "Unit I" intermittent movement, never excelled to this day for accuracy in registration. Even today the Bell & Howell Unit I movement is the type preferred, in Hollyâ€" wood when extreme accuracy is required. The Bell & Howell printer, perforator, and cameraâ€"all deâ€" signed to handle 35mm width film perforated to the Bell & Howell standard, made a perâ€" fectly matched team â€" later adopted by all other film comâ€" panies. j During the ten years that followed the first public showing of motion pictures in 1896, the young industry was in a turbulent mess. A dozen or so different film widths and perforation patterns clamored for recognition. Each inventor had his own favorite film size, and the film for a camera by one technician could not be shown in the projector developed by another. Three early Bell & Howell units not only formed the foundation on which the Company was built in 1907, but actually eased the motion picture furor of the day into a stabilized industry. The Canadian‘ home of Betty Crocker is situated on a 56â€"acre site at 1500 Martin Grove Road, Rexdale; facilities include upâ€"toâ€" date plant and office equipment, where General Mills currently manufacturers approximately 50 products embracing cake mixés, baking mixes, and cereals. Howâ€" ever, this would not have been true. a year ago for the addiâ€" tion of a flaking system has now made it possible for Wheaties to be made in Canada, and for both a provinceâ€"byâ€"â€"prbvince basis, with entry into Newfoundland completed late last year. How does a manufacturer of grocery products operate in Canada‘s fastâ€"moving business? How does he obtain and maintain distribution for his products? How does he develop new products to satisfy conâ€" sumer dermands? How does he perform those services for Mrs. Conâ€" sumer to help her in homemaking and how does he suggest to her new food ideas with added builtâ€"in convenience? This is particularly important in today‘s economy where 40% of our married women are working and this percentage is expected to increase. Add . to these questions the Wheaties and Hiâ€"Pro (a highâ€" problem of a company entering quality protein flake cereal) to Canada and selling its products be processed by the same sysâ€" â€" cereals and cake mixes â€" _ tem. The Canadian operation is in two of the most highlyâ€"comâ€" naturally extremely proud of petitive areas of the whole food _ this latest extension to its proâ€" industry and you have the backâ€" cessing units for the flaking sysâ€" drop for the stage on which tem is a "first‘" within the entire General Mills commenced operâ€" â€" General Mills organization. Anâ€" ations in Canada five years ago. â€" other "first" occurred last year Within a relatively short space with the introduction, to the of time, the Company has graâ€" Canadian market, of a wechocoâ€" dually texpa.nded operations on _ lateâ€"flavoured cereal. This new _ t 8 _3 ast ols e i t uces _ «'fidfl‘ \wooss 8 ammitig uns sear \‘@Qp\\@?}‘ es ‘\k\‘ < -%(\_.».‘ stt o s otoseonc es ~ MAKING HISTORY is often a matter of little things, of seeming insignificance at the time, which only later mature to full stature.. f DIVISION OF MOORE CORPORATION, LIMITED HEAD OFFICE: TORONTO, CANADA ©VER 200 OFFICES AND FACTORIES ACROSS CANADA, UNITED STATES, MEXICO, CARIBBEAN anp CENTRAL AMERICA MOORE MAKES HISTORY every day: introducing new forms, new systems, for control in businessâ€"large and smallâ€"in communities across the continent. MOORE BUSINESS FORMS LTD. Still, it takes men of vision, courage and determination to make today‘s decisions on which tomorrow‘s history may be founded, SAMUEL J. MOORE was such a man, when in 1882, he foresaw the growing future for the business forms industry. Like so much that has been meaningful to man‘s business enterprise, it had its beginnings in Toronto. MOORE MADE HISTORY by being the first to specialize in the service of supplying multiple copy forms for recording business transactions. the first multiple copy business form For 16 years Bell & Howell made only professional equipâ€" ment, and it was in 1923 that the first Filmo camera and projector appeared. While there are other claimants to the "first" amateur camera, it was Bell & Howell who produced the first 16mm amateur equipment. Just 17 years ago came the first Bell & Howell Filmosound Present standard Bell _ & Howell studio cameras are subâ€" stantially the same in basic deâ€" sign as that camera of 1910. While modifications have been added continually, the fundaâ€" mental design was so carefully and accurately engineered that no basic change has ever been found necessary. Betty Crocker baking mixes, also carrying the predominant red spoon, have gained a proâ€" minent place on grocer‘s shelves and an enviable consumer acâ€" ceptance all across Canada. As is the case with ‘cereals, the proâ€" cessing facilities and manufacâ€" turing methods for baking mixes Wheaties and Hiâ€"Pro (a highâ€" quality protein flake cereal) to be processed by the same sysâ€" tem. The Canadian operation is naturally extremely proud of this latest extension to its proâ€" cessing units for the flaking sysâ€" tem is a "first" within the entire General Mills organization,. Anâ€" other "first" occurred last year with the introduction, to the Canadian market, of a chocoâ€" lateâ€"flavoured cereal, This new idea in breakfast foods has proâ€" ven so popular with consumers that the same processing princiâ€" ple has been successfully apâ€" plied to the development of Caramel Puffs the most recent addition to the Betty Crocker cereal line. Murry Printing As time goes on, more and more permanent employees of the Company are leaving distant locations and buying homes in this area. Also many of the emâ€" ployees added in the past 4 years live in Weston, Downsâ€" view, Rexdale, and other subâ€" divisions nearby. In keeping with the tradition of this industry, information is exchanged freely, and visits of adult groups to the plant are welcomed when arranged. The employees themselves opâ€" erate a very active Credit Union, which enables its members to save money on a regular basis, and also obtain loans when necâ€" essary. They also operate an acâ€" tive Recreation Club, which sponsors dances, bowling leagues, picnics, curling, etc. Both activâ€" ities are supported by the Comâ€" pany. s When the plant commenced operating early in 1955, it was surrounded by woods and fields. However, since that time a numâ€" ber of other companies have built a little north of this plant. Residential housing has also deâ€" veloped in the area. Jubilee Cresâ€" cent Subâ€"division is just south of the plant and Main Street itâ€" self, both north and south of Murray‘s, is host to a large number of new homes. All employees are ‘elig-ible to join the Welfare Plan, which supplements the Ontario Hosâ€" pital Plan and provides semiâ€" private hospitalization coverage â€" Weekly Indemnity, Surgical, Anaesthetic, Diagnostic, and Medical expense in hopsital, as well as Life Insurance. There are also Pension Plans, in which employees may participate. The staff is made up of people from five different plantsâ€"Murâ€" ray‘s Letterpress plant on Spaâ€" dina Avenue, the Canadian Graâ€" vure (a subsidiary) on Dufferin Street, the Eaton Printing Plants at Winnipeg and Toronto purâ€" chased by Murray‘s and> the Hugh C. McLean Printing Plant was acquired in 1957. There is a large parking lot, adjacent to the plant, where emâ€" ployees may leave their cars during working hours without charge. A Cafeteria serves meals on a 24 hour basis, between Mondays and Fridays. rex 36 plant commenced operations. _In July 1929 the American Society of Cinematographers honoured Mr. Howell in electing him to an honourary life memberâ€" ship. The only other men so honoured ~are Thomas . Edison and George Eastman. In 1954 Bell & Howell received an Acadâ€" emy Award. In presenting the "Oscar" Mr. Charles Brackett, President of the Academy of Motion Picture Arts & Sciences said: "Without Bell & Howell‘s pioneering efforts, the movies of today would still be the movies of yesterday", Bell & Howell continues to build Filmosounds, camera proâ€" jectors, â€"microfilm equipment, television equipment and other apparatusâ€"building them _ acâ€" cording to precision standards that are equalled only by manuâ€" facturers of instruments and gauges, and by watchmakers. The Bell & Howell Company, Chicago, is the world‘s largest and 13 years ago the first Filmo doubleâ€"run 8mm camera appearâ€" ed. Dozens of precisionâ€"built 8mm, 16mm and 35mm units have been announced through the years. As the demands of the professional industry, visual eduâ€" cation, and the home movie hobby have been made, Bell & Howell has met, and even anticiâ€" pated these needs. Another very important part of the Company‘s operation is the Betty Crocker Kitchen unâ€" under the supervision of a Canaâ€" dian home economist. The kitâ€" chen‘s chief function is to transâ€" One of the contributing facâ€" tors to its success in Canada, General Mills believes, is their responsibility to the consumer in providing packages that reâ€" veal just exactly what she is receiving for her money, and packages that state the ingrediâ€" ents and the quantity of the proâ€" duct. All are clearly illustrated on the front panel of each packâ€" age. Additionally, all package designs are produced in coâ€"opâ€" eration with the Department of National Health and Welfare. and products are constantly beâ€" ing improved so that the homeâ€" maker will be given the ultiâ€" mate in convenience which she now expects from packaged foods. Here again, consumer deâ€" mands dictate the development of new products, each of which undergoes â€" extensive â€" research, prior to marketing, to ensure a highâ€"quality mix "guaranteed perfect every time." _ Betty Crocker paced the industry with the introduction of Cream Puff mix, â€" Meringue Mix, Chiffon Cake mixes and the revolutionâ€" ary new Chocolate Roll Cake Mix. Bell & Howell now faces a new era in its history. But with courage, determination, ability and enthusiasmâ€"the lessons well taught by experiences in the past â€"will push Bell & Howell forâ€" ward to build further on an already rock steady foundation. Factory and offices were openâ€" ed in Mount Dennis, Ontario, on a long term lease arrangement consisting of 25,000 square feet. From April 1, 1954 to 1959 conâ€" siderable expansion of activities has been achieved through all departments and the long term planning for this company visuâ€" alizes an activity in Canada many times larger than at present. Canadian content of Bell & Howell products is increasing and it is the policy to make or purchase the maximum amount of Canadian material for sale in Canada. The sales organization is from coast to coagt consisting of resiâ€" dent District Managers in the major cities and a warehouse in Calgary that supplies the three western provinces. Bell & Howell‘s policy is that the : Canadian company would have a pure Canadian flavour and be staffed with Canadians. From the outset 98% were Canaâ€" dians and at present 99% are Canadians. exclusive motion picture manuâ€" facturer. In 1953 it was decided to establish a wholly owned subâ€" sidiary in Canada. Bell & Howell Canada Ltd., opened for business April 1, 1954, consisting of part manufacturing, fully assembling amateur products, service faciliâ€" ties, stocking, and sales organiâ€" zation on a national scale. However, no matter how many new _ products any company manufacturers, quality is â€"and always will be â€".of far more concern to consumers than quanâ€" tity. General Mills‘ policy is that their product must be the best. As in so many areas of marketâ€" ing and merchandising today, basic products are essentially the same. . It‘s the product plusses, the added values and services that make the differâ€" ence between success and meâ€" diocrity. Through a strong sense of Company loyalty, a mutual interest in further strengthenâ€" ing the enviable position which General Mills holds in Canada today, all personnel direct their efforts to producing the high quality products which, to conâ€" sumers, are synonymous â€" and will continue to be so â€" with Betty Crocker and the bright red spoon. late Betty Crocker baking proâ€" ducts and directions, to test under homeâ€"like conditions, to establish direct contact with Mrs. Consumer by helping her with baking problems, and thereby maintain the famous Betty Crocker tradition of serâ€" vice. A major phase of their work is the development of new recipe suggestions and assisting in the testing and developing of new products. [ MASON $ GARAGE J Mfié\) NV ag 3 1o /M se y( 5 : VI\P Q‘ 4 SUNOco TRAFFIC MIKE‘s SUNSET â€"TRAIL ©@ riNa sration SHOP PIN 6 CENTER $TATION LIGKTS WILSON Ave SHEPPARD _ AVE â€"Produces 2,00,000 Magazines Every Month Murray Printing This year the business will be 75 years old. It was begun in 1884 by the lateâ€"James Murray. Until 1932 the firm did letterâ€" press work only, but in that year Two Million Magazines every month. Plus a huge volume of general commercial printing. . Plus millions of copies of five yearly catalogues for Eaton‘s of Canada. % 2 Lnats tne present production of this country‘s largest combined letterpress and rotogravure printing plant. The plant is new, having commenced operations 4 years ago. It‘s owned by the Murray Printâ€" ing and Gravure Limited, and it has its plans well laid for even greater production in the future, as Canada grows. That‘s the 1500 Martin Grove Road TORONTO 15 BETTY CROCKER BAKING MIXES and CEREALS General Mills of Canada Ltd. POSTAL ADDRESS P.O.Box 510 TORONTO 15 MURRAY PRINTING & GRAVURE LTD. NORATH york 1003 MAIN STREET NORTH WESTON + ONTARIO Phone : â€"CHerry 4â€"1I61 ADb We believe our conduct as a corporate citizen of Canada, in our industry, has made a significant contriâ€" bution in the area of sound business practices based upon providing quality, service, convenience and good value to Canadian consumers. HIGHWAY 400 OVERPASS a big decision was taken. The time had come for a major exâ€" pansion and the decision rested on the choice of either the offset or the rotogravure process. WILSON _ AVE General Mills Home of QUALITY and SERVICE Murray Printing & Gravure Limited Rotogravure was ch o sen. Why ? "Because we believed that Canada was going to grow, and that rotogravure would find a place," says John D. Murray, President of the firm, and a grandson of the founder. The Plant consists of five acres of concrete on one floor and under one roof. It is located a mile north of Weston, Ontario. With its equipment it represents an investment of $5 millions and employs 700 people. Booklets The work force at the Murray 1003 Main Street North, Weston, Ont Letterprefl and Rotogravure Printers Magazines All types of Job Printing Telephone CH. 4â€"1161 Box 505 Rexdale Programs CANAD A Thursday, July 2, 1959 â€" Catalogues Plant consists of 575 men and 125 women, some of the women being district housewives on a partâ€"time basis, working mainly in the bindery. However, compleâ€" tion of a large catalogue usually involves employing as many as 150 â€" additional people, mostly women in the Bindery, for perâ€" iods ranging up to 8 weeks. It is estimated that between 500 and 600 local housewives have worked with the Company, at one time or another, since the (Continued bottom of page) Brochures 23