Advertising/Promotions

Q. Where did the slogan, "With a name like Smucker's, it has to be good^®" come from?

A. The slogan has been used by our company since the mid-1950s. Initially, it referred to the unusual family name (Smucker) with the connotation that since it was such an odd name, the company had better produce outstanding products. As the company's reputation has grown and the name Smucker has become associated with high-quality products, the slogan meaning changed somewhat. According to customers, if you see the Smucker name on a product, you have assurance that the product will be good.