Jams and jellies manufacturer Smucker’s hasn’t peddled its wares directly to consumers since J.M. Smucker sold Apple Butter door-to-door in 1897. But the Orrville, OH-based company has decided to once again bring the product to the customer’s front step-this time via catalog. The Smucker’s catalog mailed in September to 250,000 names, half of which were rented; the other half were culled from various promotional mailings.
“We produce many flavors of jams and jellies, and the grocery store often doesn’t have room to carry our complete line,” says Kent Wadsworth, Smucker’s manager of consumer direct. In addition to selling more than 50 kinds of Smucker’s spreads, the catalog sells food items, household accessories, and toys. Wadsworth describes the response rate as “within our expectations.” The catalog can also be accessed on the Internet at www.smucker.com.