"Crisco is in a tough category, " concedes Richard, the more outgoing of the two.
While the Smuckers will boost the ad budget for Crisco and Jif, they're hardly big spenders.
One was a businessman who remembered his hungry childhood when he had white bread, Crisco, and sugar for dinner.
Lard was the thing that was used in all of these, or Crisco.
The brothers are also thinking of putting the Crisco name on a fat-free cooking oil of Smucker's called Baking Healthy.
He says he will be focused more on volume for the next couple of years as the company absorbs Jif and Crisco and ramps up ad spending.
The Jif-Crisco acquisition is the biggest event in the history of the company, founded as an apple-butter maker by Tim and Richard's great-grandfather, Jerome Monroe Smucker, in 1897.
They're already hatching marketing plans to boost Crisco sales.
So he took a job forty miles away, at Plastipak, the plastics manufacturer, where he made seven-fifty an hour inspecting Gatorade bottles and Crisco containers as they came out of the stamping machines.
The Smuckers would also like to convince Wall Street that the Crisco part of the deal makes sense, even though they weren't initially keen about picking up a sinking brand in a troubled category.
Now, amid what he says is the most devastating hurricane of his lifetime, Crisco has been doing his job as the head emergency-room physician at the Ochsner Clinic, one of only three hospitals left functioning in the storm-damaged city.
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