Gerber Products Company
In 1938 the canning company started dealing directly with the wholesaler. This proved beneficial and by 1941 baby foods exceeded adult foods in their production lines. The company then changed its name to the "Gerber Products Company" since it was devoting itself solely to baby foods. The consumer demand was for a million cans of baby food every week. The company dropped its adult foods altogether by 1943 and, soon thereafter, opened a second baby food plant in Oakland, California. Other plants were subsequently opened in New York and Canada. The company's timing was excellent in that it was best prepared to meet the post-World War II baby boom. The former Fremont Canning Company had became the basis for the burgeoning baby food industry. The company introduced its trademark slogan: "Babies are our business ... our only business." In later years, this slogan on packaging was shortened to only "Babies are our business". Additionally, in the 1970s and 1980s, this slogan was "Babies are our business ... and have been for over 50 years".
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