In my previous post we visited Sioux City’s Corn Palaces, and I mentioned that corn would eventually play a critical role in forming Sioux City and its history. Today, we will look at Jolly Time.
In my previous post we visited Sioux City’s Corn Palaces, and I mentioned that corn would eventually play a critical role in forming Sioux City and its history. Today, we will look at Jolly Time.
You see a family sitting down watching a movie, they grab a blanket and a bowl of popcorn. You walk into a movie theater and smell its salty, cheesy goodness. You’ve probably made popcorn garland in grade school to decorate the Christmas tree. You can hear the machines producing their golden bounty at the concession stands, the circus, street vendors and concerts. It’s an American tradition, and if I might say, a novelty.
Happy national popcorn day!
January 19th was National Popcorn Day. So, I made my way out to Jolly Time. I’ve been there a few times, and I’ve seen their brand all over Sioux City, from craft fairs to weddings. And while I was there, I bought their 100th anniversary book. Through reading it I have learned so much about popcorn, it’s creation and what important role Sioux City plays in bringing popcorn to every household.
I have tried my best to summarize what I could without leaving behind important details. After beginning to read the 100th anniversary book, I realized I needed to take my time and get as much information correct as possible, and all in one place, so you can fully appreciate the significance of Jolly Time. In addition, the pictures featured here are what I took on my January visit.
Sioux city, Iowa? Where’s that?
Did you know Sioux City was the start of American Popcorn Company? Cloid H. Smith is credited as not having invented popcorn, but he more than popularized it. His multiple inventions and competitive spirit created an American tradition. Eventually building it into the world’s largest popcorn producer.
In fact, the basement of 2727 Nebraska Street is the exact address here in Sioux City where the American Popcorn Company was created and where it saw its earliest growth and development. Cleaning and grading the popcorn by hand, Cloid and his family would market to grocery wholesalers. Knowing his product was superior and higher quality, he was determined to dominate the market.
Zea mays everta
That is the scientific name for popcorn! Popcorn is a cereal grain that originates from a wild grass. Of the five types of corn, it is the only one that pops! In fact, when colonists arrived in North America the indigenous tribes were growing more than 700 varieties of the crop. Older yet, in 1948, ears of popcorn 5,600 years old were found in bat caves in New Mexico.
In 1880 popcorn appeared in U.S. seed trade catalogs, however, it was Cloid Smith who brought it to public attention. In 1914 he founded the American Pop Corn Company in the basement of his Sioux City home. He and his family together created the name brand Jolly Time. In fact, out of all of the family run businesses established in the United States, Jolly Time is among less than five percent still operating under family leadership into the fourth generation.
Cloid H. Smith
The 100th anniversary Jolly Time book refers to Cloid H. Smith as C.H., so we will also. Before popcorn, C.H. invested his time in oil drilling, veterinary medicine, skin care and he established the community’s first telephone exchange.
He grew up on the Smith farm in Odebolt, located in Sac County, about 60 miles east of Sioux City. Later Sac County would be named the “Popcorn Capital of the World”.
What’s in a name?
In 1914 during a conversation between C.H. and a friend, the phrase “Jolly Time” popped up. Incorporating this as their brand name, C.H. knew this would describe the pleasure consumers experienced while preparing this fun snack, and it would also define the entertaining and enjoyable pastimes associated with popcorn.
Popcorn in a can
C.H. was a visionary, to say the least. He saw popcorn becoming a mainstay in every American household. His competitive spirit drove him to invent methods to produce the best popcorn. Methods that included creating multiple hybrid kernels that would yield large, fluffy yellow popcorn to smaller, healthier white popcorn. He learned card board boxes dried the product out, not allowing all the kernels to pop. His logo was “Guaranteed to Pop”, therefore, the creation of new packaging designs was critical to customer satisfaction.
Jolly Time’s competitors during the 1930s
He needed to create a new technique to package his product. Card board did not preserve the kernel’s moisture. Wanting to avoid as many unpopped kernels (also called “old maids”) he turned to Chicago’s American Can Company. Together they created popcorn in a can, making it the most shelf stable popcorn on the market. In 1925 they started distributing their new design.
Good housekeeping magazine
In October of 1925 Jolly Time made a strategic marketing move and began to advertise in Good Housekeeping magazine. Consumers of popcorn were used to the disappointment that was associated with missed kernels that did not pop, however, Jolly Time reassured customers their product was “Guaranteed to Pop”.
In addition, Good Housekeeping subjected Jolly Time to product sampling and tasting. Being an authority in printed entertainment, they did not want to continue promoting a brand that could not generate quality product. However, Jolly Time stood behind their popcorn with confidence, and eventually earned a prestigious first food product awarded with the Good Housekeeping Seal of Approval, and has carried this recognition of excellence ever since.
Jolly Time booster
Another form of printed advertisement was The Booster. This was a monthly tabloid publication packed full of customer testimonials, stories, Thank-You letters, and photographs.
Patrons from wholesale grocers to mom-and-pop shops wrote about their favorite products and their favorite pastimes. It created a community, and Jolly Time fostered this relationship by writing back to their customers a personal thank-you letter for their business.
Jolly time radio station
C.H. was ready to take Jolly Time further than just the grocery store aisles, he knew there was nothing out there like his product.
During the 1930s radio was the entertainment choice among Americans, therefore, Jolly Time took advantage of this and began to sponsor and broadcast their own weekly program on 30 different stations nation-wide.
The radio station was not only just to run ads, surprisingly listeners in cities from San Diego to Houston to New York City were privy to an entire orchestral ensemble known playfully as “General Jolly Time and His Pop Corn Colonels”. This live broadcast went for hours, and people would call in to request their favorite song. Such a genius way to interact with your customers while promoting your brand name.
Along with offering this free entertainment, Jolly Time also sold at-home electric popcorn poppers for just $1. So now customers could save their money and pop their favorite snack at home.
This cost-effective method and approach paired with the enjoyment gathered from the radio station, ensured that Jolly Time was able to endure through the bleakness of the Great Depression.
T.V.
With the advent of television in the 1940s and 1950s, movie-goers were choosing the more economical approach associated with staying in and watching a movie, thus foregoing the costly theater visit. This was the perfect time for Jolly Time to continue their aggressive ad campaigns. Wherever the consumer went, Jolly Time popcorn would be there as a perfect compliment.
Taking advantage of the growing television audiences, Jolly Time partnered with various programs to garner even more attention. Television shows such as Ozzy & Harriet Show and the game show Let’s Make a Deal showcased this healthy snack. In fact, by 1977 Jolly Time was being featured on a dozen game shows.
Wrede smith
The grandson of C.H. took over the business in 1966. Assuming the role of President, Wrede studied consumer habits, and found that only 14 percent of grocery shoppers have popcorn on their list prior to making their visit. That means 86 percent of shoppers are being missed.
To counteract this, Wrede with his executives, in the 1970s, decided to create a yearly contest. Individuals who created the most intricate and eye-popping popcorn display would be presented with a variety of prizes. Using only various Jolly Time products, grocery stores who helped create the display would also receive awards.
For example, in 1995, a Field of Dreams inspired display won the first place with the slogan “If you pop it, they will come”.
Frozen popcorn
In the mid-1970s during the microwave popcorn revolution, Jolly Time introduced popcorn in frozen packages. Keeping it frozen was the only way Jolly Time was able to distribute their product without the contained oil seeping through the bag.
Understanding, however, that consumers would not be looking for popcorn in the frozen food aisles, Wrede and his executives went to work engineering a package that would withstand intense heat, contain the hot oil, vent escaping steam, all while keeping the overall seal intact.
Pop into fitness
More health-conscious marketing and ads became popular in the 1980s, and Jolly Time barely had to advertise the importance of their product to new consumers. This no-sugar and low-fat option had already been readily available to consumers nation-wide for almost 60 years.
Even Weight Watchers gave Jolly Time popcorn its stamp of approval, declaring it a new “legal” status. Similarly, dentists alike unanimously approved of popcorn as a suitable, sensible snack.
ANUGA food show
The ANUGA Food Show is the most anticipated, authoritative and most important food and beverage fair in the world. Planning his vacation to coincide with the 1985 ANUGA Food Show in Cologne, Germany, Wrede set out to break into the world market.
Not knowing what to expect he initially attended as a spectator, but after seeing the attention vendor after vendor received, Wrede knew this was his chance to get noticed internationally and begin exporting world-wide.
Two years later in 1987, Wrede returned with his brother, Garry, and both their wives. Distributing samples, they were pleased to surprise the Europeans with a non-traditional sugarless snack. After all, Americans were, and still are, known for their ridiculously indulgent desserts and candy.
World-wide
If it were not for Wrede’s decision to vacation at the ANUGA Food Show, Jolly Time would not be where it is today. Exporting internationally to 40 different countries, Jolly Time has become recognized as the dominant popcorn brand, thus helping place Sioux City on the map.
Blast-o-butter!
Conversely, Wrede also took note of customer’s buying habits in the 1990s. They were now ready to take more risks with their food choices, acquiring a more decadent appetite. Thus, flavor consultants were hired.
During a brainstorming session the name “Blast-O-Butter” was created. Subsequently, more names were coined, such as “Butterlicious”, “Crispy ‘n White” and “Healthy Pop”, giving consumers the options they wanted, with the inviting names that sparked joy and curiousity.
Keeping it a midwest tradition
Today Jolly Time is world-wide, has multiple different flavors and names, and is still the leader in the popcorn industry.
Finally, if you’ve made it this far, I have one take-away for you to remember: 85 farmers in Iowa, Nebraska, and South Dakota grow Jolly Time popcorn on approximately 12,000 acres! That should put into perspective how wide-reaching this fourth-generation owned family company really is.
Plan your visit
You too can go see the history of Jolly Time at their store here in Sioux City. Take time to read and learn about its importance in creating the foundation of our community. Learn more about Sioux City, and take home some of their famous popcorn
1717 Terminal Dr.
Sioux City, IA 51105
712-560-6973
Hours:
Mon-Fri: 10am to 5:30pm
Saturday: 10am to 3pm
Sunday: Closed
Visit their website (https://www.jollytime.com/) for more information on the brand and their services. You can also find recipes and coupons!
Stay connected via their facebook page:
https://www.facebook.com/JollyTimePopCorn
Jolly Time is also on all the social media platforms, where they are constantly keeping us up to date on all things popcorn!