ALIGNE D INVESTING GLOBAL

THIS WEEK IN HISTORY: STUDENTS SIT IN TO PROTEST RESEARCH

January 27, 1978
WICKED BLIZZARD BITES 
EAST, MIDWEST
Winter 
dealt 
Michigan 
a 
cruel arctic blow yesterday as a 
severe storm--fueled by furious 
winds and the lowest barometric 
readings on record--whipped 
parts of the’ state with over a 
foot and half of snow. Governor 
William Milliken declared a state 
of emergency, and ordered the 
National Guard into five counties 
including Washtenaw, to help 
stranded motorists and assist in 
emergency calls.
University 
classes 
will 

be closed until noon today, 
University 
President 
Robben 
Fleming said late lat night. The 
deadline for Drop/Add and Pass/
Fail has been extended through 
Monday. 
Milliken’s 
declaration 
will 
allow the state to seek federal help 
for repairing and restoring public 
services and-facilities damaged 
by 
the 
storm. 
Southeastern 
Michigan, 
according 
to 
the 
National Weather Service, is 
expecting one to two inches of 
additional snow today and a high 
temperature of 16 degrees. Fierce 
winds, however, will continue 

to drift snow and hamper the 
digging-out effort.
The University shivering and 
sputtering under an estimated 
19 inches of snow, cancelled 
classes after 1 p.m. yesterday, 
and the prospect for normal 
academic 
schedules 
today 
remains uncertain. The main 
libraries closed their doors at 
4 p.m., food deliveries to the 
dormitories were curtailed, 
and 
many 
people 
in 
the 
academic community decided 
to remain at home, safe from 
the swirling snow.
Local hospitals reported many 

normal operations, but at least 
one facility, St. Joseph’s, cancelled 
routine surgery, according to 
a 
spokesperson. 
University 
Hospital, 
according 
to 
an 
official, maintained unhindered 
in-patient care and supporting 
services such as housekeeping 
and dietetics, but was forced 
to 
close 
many 
out-patient 
clinics. Emergency services, the 
spokesperson said, were “open 
and ready to go.” The only serious 
emergency procedures involved 
auto accident victims.
STAY INSIDE? SNOW WAY
So what do you do on a Thursday 

afternoon when the world outside 
looks like a Jack London short story 
and the University has cancelled 
classes? Most folks looked forward 
to a Norman Rockwell sort of day-a 
quiet time
in front of a fire with a mug of 
hot chocolate, a book, or perhaps 
some cozy company.
BUT A BAND of crazies from 
West Quad’s Williams House had 
other ideas.
“We’re just trying to prove 
that it’s all in the head,” said one 
inhabitant of what the group calls 
“The Zoo,” ignoring the knee-
high drifts all around him. He and 

his hallmates had stripped down 
to t-shirts and shorts and were 
dashing through a set of relays 
between the steps of the Union and 
the “Daedalus” sculpture across 
State Street-barefoot.
“Actually, we took a wrong turn 
at Albuquerque,” reported another.
A slightly sauced crowd in front 
of the Cariage House apartments 
threw the day’s big social event-
”the first beach party of the year.” 
Lounging in drifts of “sand.” 
the snowbathers guzzled beer 
and other booze, all day blaring 
sound of the Beach Boys’ “Endless 
Summer.”

2A — Wednesday, January 30, 2019
The Michigan Daily — michigandaily.com
News

CARTER FOX/Daily
Tami Kesselman, founder of Aligned Investing Global, speaks about changes in the global approach to sustainability in recent decades, focusing on large-
scale collaborations that lead to long term solutions at the Ross School of Business Tuesday afternoon. 

TUESDAY:
By Design 
THURSDAY:
Twitter Talk
FRIDAY:
Behind the Story

WEDNESDAY:
This Week in History 

MONDAY:
Looking at the Numbers

Journalist Joe Grimm and 
local radio host Martin Bandyke 
invited community members to 
the Ann Arbor District Library 
Tuesday 
evening 
to 
discuss 
Grimm’s “The Faygo Book,” 
a collection of photographs, 
graphics and stories published 
in October 2018 that explore the 
history of local soda pop company 
Faygo. About six people attended 
the event, which included a 
presentation by Grimm followed 
by a book sale and signing. 
Grimm, 
a 
University 
of 
Michigan alum who currently 
teaches journalism at Michigan 
State University, kicked off the 
evening by introducing his career 
and his experience writing the 
book. When asked by Bandyke 
how “The Faygo Book” came to 
be, Grimm said after writing a 
book about Detroit-based chain 
Coney Island, he decided to 
focus on Faygo next because he’d 
always appreciated the brand. 
“I 
really 
liked 
Faygo 
commercials and the fun of it all, 
and I thought it would be a really 
interesting book because it’s 
such a colorful, varied product,” 
Grimm said.
Though the Faygo company 

was not interested in helping 
with the book, Grimm said 
he learned a lot about the 
company’s history by meeting 
regularly with Susie Feigenson, 
the granddaughter of one of 
the original founders. He also 
did his own research and found 
photos and information through 
social media.
Grimm then held an hour-long 
discussion on the history and 
cultural significance of Faygo 
soda pop. Faygo was started in 
1907 by brothers Ben and Perry 
Feigenson, 
Russian 
Jewish 
immigrants based in Cleveland. 
Perry, the older of the two 
brothers, moved to Detroit to 
start a bakery, but hated the 
early hours required by the job. 
Ben, who was working at the 
Miller Becker soda pop company 
in Cleveland, then moved to 
Detroit, and the two launched 
their own pop business. They 
started with three flavors — fruit 
punch, grape and strawberry — 
based off Perry’s recipe for cake 
frosting.
Grimm said the Feigensons 
entered the industry at a time 
when it was difficult to make a 
profit off pop for several reasons.
“People didn’t drink pop in 
the winter, like today was a no 
pop day, it was a summer thing,” 

Grimm said. “Another reason 
was when you sold the pop, they 
would sell eight-ounce bottles for 
three cents each, two for a nickel, 
but the bottles were worth a lot 
more.”
Other issues, Grimm said, 
included the fact that pop had 
a shorter shelf life in the early 
1900s, 
plus 
the 
Feigensons 
launched Faygo right before 
a worldwide depression. Still, 
the Feigenson brothers were 
immensely successful selling out 
of the Jewish enclave of Detroit. 
They profited off the city’s 
population growth, a result of 
immigration and the burgeoning 
car business.
“The car business, and frankly 
Ford, were making Detroit and 
everything around it grow like 
crazy,” Grimm said.
Grimm also shared facts about 
Faygo’s many flavors. He noted 
Faygo products are all kosher, 
unlike many other brands, and 
also pointed out Faygo’s Rock 
& Rye! flavor is named after 
an alcoholic drink made of rye 
whiskey and rock candy sugar.
Moving 
on 
to 
Faygo’s 
relationship with the federal 
government, 
Grimm 
said 
land and material shortages 
have historically affected the 
company. In 1935, the federal 
government 
took 
over 
some of Faygo’s property to 
construct housing for the local 
neighborhood.
“They were told the federal 
government needed the land 
their factory was on to put in 
more housing for people in 
Black Bottom,” Grimm said. 
“Black Bottom is crowded — 
now we need high rises.”
The 
Feigensons 
bought 
a horse market that they 
converted into a new factory. 
Grimm said the factory still 
exists, and in fact, Faygo is 
the last remaining soda pop 
bottler in Detroit.
During 
World 
War 
II, 
Grimm added, Faygo was 
impacted by sugar rations. 
Many materials were in short 
supply due to the war effort, 
including tin, rubber, grease, 
meat and nylons.
“If you didn’t cut your 
consumption of sugar as a 
candy maker, cake maker, 
pop bottler, you had to cut to 
80 percent of what you used 
last year,” Grimm said. “The 
first thing to be rationed after 

Pearl Harbor was sugar, and the 
last thing to be de-rationed was 
sugar.”
At the same time, Coca Cola 
campaigned heavily for the use 
of its products by American 
soldiers, so Grimm said Coca 
Cola advocates helped make 
sugar rationing more lenient. 
The Feigensons also donated to 
the troops.
Another major historical event 
the Faygo company endured was 
the 1967 rebellion over racial 
tension in Detroit. Grimm said 
Susie Feigenson was working at 
Faygo at the time, and witnessed 
the 
destruction 
of 
many 
storefronts in the neighborhood. 
However, she was surprised to 
find the Faygo factory untouched. 
Faygo’s safety during the riot 
was ensured by its inclusive 
hiring practices. He said Faygo 
hired locals, meaning 60 percent 
of its male workers and 75 
percent of its production workers 
at the time were Black.
“I think what happened was 
that the way they hired helped 
them out later,” Grimm said. 
“People said, ‘No, we’re not 
messing up that place, that’s 
where we work.’”
Grimm 
concluded 
the 
presentation 
by 
giving 
an 
overview of Faygo’s advertising 
practices. He displayed several 
images of historical billboards 
and TV commercials sponsored 
by Faygo, and named some of 
Faygo’s past celebrity sponsors, 
such as Alex Karras, a 1962 
Detroit Lions defensive lineman.
In 1965, Grimm said, Faygo 
began expanding its business 
geographically. 
The 
company 
was threatened by Coca Cola’s 
advertising success in Traverse 
City and Toledo.
“Faygo hurried up and the 
Feigensons sent pop into those 
cities,” Grimm said. “People saw 
the commercials, they went to 
the store, they bought the pop, 
they wanted more, and from that 
point forward, Faygo started 
trying to get to be bigger than the 
mostly Detroit area.”
After 
speaking, 
Grimm 
accepted a few questions from 
the audience. Bandyke asked 
why Faygo continues to be a 
successful brand. Grimm said 
in addition to Faygo’s prize-
winning flavors, low prices and 
tactful advertising, the company 
is dedicated to its local base. 

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Local journalist discusses book on the 
history of Michigan pop company Faygo

Joe Grimm holdsw event at Ann Arbor District Library about most recent work

ALICE TRACEY
Daily Staff Reporter

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