Spratt's

James Spratt (? - 1880) was an electrician and lightning rod salesman from Cincinnati, Ohio who became the first to manufacture dog biscuits and other products for canines on a worldwide scale circa 1860. The creation of Spratt's brainchild – the "Patented Meat Fibrine Dog Cake" – was inspired after his observation of street dogs devouring ship hardtack on the docks of Liverpool, England.[1][2] His company was established in Holborn, London and his first dog cake, a concoction of blended wheat meals, vegetables, beetroot and meat, was prepared and baked on the premises of Walker, Harrison and Garthwaite, a firm which then claimed to have baked the first dog biscuit. Spratt was not only the first to manufacture pet foods but the first to farm out his production. His "Dog Cakes" were initially sold to English country gentlemen for their sporting dogs.[3]

In conjunction with Spratt's operation, the first colored display billboard was erected on a retail store in London depicting a Native American buffalo hunt, the alleged meat source of Spratt's "Meat Fibrine".[3] Spratt was always secretive about the meat source for his product, and, after selling the company, retained the contract for supplying the meat probably until his death in 1880.[4] In 1885, Spratt's Patent, Limited, an English public company, was registered and continued the manufacture of dog food.[3] Spratt's was one of the most heavily marketed brands in the early 20th century, with product recognition developed through logo display, lifestyle advertising, and support through devices such as cigarette cards.

Spratt's Spratt's Patent laid down their first oven in 1870 at the old London Armoury factory, at Henry-street. Shortly afterwards Stephen Wingrove (1854-1923) joined the business, Wingrove was acknowledged to be the driving force of the firm. He worked in it for over 50 years. When he joined there were 20 workers, 3 travellers (Wingrove was 1 of the these salesmen) and 3 clerks. For 20 years he represented the firm both on the road and in the market and become the General Manager c. 1890. By 1896 Spratt's had between 500 to 600 workmen, scores travellers, and over clerks.[5] At the time of Stephen Wingrove's death at home in Banstead Surrey he was chairman and managing director of the company. He was also chairman of Messrs. Braschkaner and Co Ltd. , of the London Corn Exchange and of several other companies He was 67 years of age, and survived by a widow, two sons, and a daughter.[6]

Wingrove over saw the development of Spratt's Poplar factory by 1896 it was an impressive affair "Moreover, by ingenuity and mechanical skill they have built a plant at Poplar which combines all the elements of economies. That is to say, they have conceived a scheme of things which enables them to produce a variety of articles with precisely the same machinery, and, therefore, at a minimum of cost. The total indicated horse-power of the 11 steam engines, employed is ASO. In addition to this, there are eight huge engines, having a total indicated horsepower of 100. In one way the factories at Poplar are a paradox." [7]

The former factory is located in Poplar, east London and is a well-preserved site with about 150 live-work units called the Spratt's Complex. Much of the original markings are visible on the buildings, with names painted on the DLR track-side walls, and on the small chimney visible from Morris Road. Many well known creatives have lived in the building over the years like Michael Green, Newton Faulkner,[8] Debbie Bragg,[9] Ian Berry,[9] and Roger Law of Spitting Image fame.

Production

The Spratt's factory in London

Spratt published informational booklets telling his customers how his product was manufactured. Grains and other ingredients were brought to his London factory in ships and barges from Limehouse Basin on the Thames and hoisted to the fifth floor of his factory for storage. When the various ingredients had been blended, they were conveyed to a dough drum where the mass was mechanically kneaded, eight and a half hundredweight at a time. The dough was then drawn onto a machine, rolled out to the required thickness, and carried forward to cutting machines which stamped out biscuits at a rate of 50,000 an hour. The biscuits entered an enormous oven and emerged as "row upon row of brown, healthy fellows, each and every one of them done to a turn." The biscuits were sent to drying bins for 48 hours and then packaged. Meticulous records were kept of the actual number of biscuits produced. Spratt's supplied army dogs with 1,256,976,708 dog biscuits during World War I.[4]

Spratt's American operations coincided with the country's burgeoning love affair with dogs in the 1870s.[2] Spratt’s Patent (America) Ltd. launched operations at 239-245 E. 56th St., New York City, but moved, in 1895, to Newark, NJ.[3] In 1881, the company received an American patent for its "Meat Fibrine Dog Cake" and the product was sold coast to coast.

1876 ad for Meat Fibrine Dog Cakes

Spratt's became a relentless advertiser, convincing Americans who usually fed their dogs table scraps to buy a product they didn't need. The company employed snob appeal to hook the public, targeting participants and spectators at dog shows, and, in 1876, focusing on the centennial exhibition with free food for exhibitors. The company bought the entire front cover of the first journal of the American Kennel Club in January 1889 to broadcast its involvement with American and European kennel clubs, and to trumpet the company's "Special Appointment" to Queen Victoria. In the 1890s, Spratt's products retailed at approximately $7.00–$8.00 per hundredweight and even more for smaller portions—a considerable expense at a time when $1,000–$2,000 was the average annual income for a middle class American family. The company also targeted health-conscious dog owners and pioneered the concept of animal life stages with appropriate foods for the various stages.[2] In the 1950s, General Mills acquired Spratt's US business.[10]

• Documents and clippings about Spratt's AG in the 20th Century Press Archives of the ZBW