Business & Finance: N. B. C--Shredded Wheat

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The company almost immediately created and popularized Uneeda Biscuit, which, though popularly best known as one of the early examples of selling a brand name through advertising, was most important as part of a general movement toward marketing crackers and biscuits in packages instead of in bulk. The name originally proposed for Uneeda Biscuit was Uneeda Cracker; the change being made because "biscuits" seemed to rank "crackers" in popular estimation. National Biscuit is the largest biscuit manufacturer in the world, has never reported a deficit, had a net income of $13,038,000, first nine months of 1928. Its president, Roy Everett Tomlinson, has been with the company since 1903. He succeeded Founder Adolphus Williamson Green to the presidency in 1917. He is 51, looks younger, and is so sincerely publicity-shy that even his friend Bruce Barton, famed advertising man, author and interviewer, cannot get a story from him.