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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