William Edgar Long began his career counseling wholesale bakers with advertising and promotional programs. He would spend the remainder of his life building The Long Co., a bakers cooperative that would provide technical, scientific, merchandising, engineering, human resources and purchasing services to independently owned baking companies. In an effort to offer a competitive advantage to his members, Long was the first to create branded bakery products beginning with the “Buster Brown” label and eventually catapulting the “Holsum” image into every American household. The Long Co. cooperative would eventually grow to over 50 baking companies.
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