From Baking Powder & Cardboard to Amazon

The Washington Post: “A&P Baking Powder was an important product in the history of retailing,” Marc Levinson wrote in The Great A&P, a history of the company and grocery stores. “With it, the Great Atlantic & Pacific Tea Company, and many of its competitors, began a transition from being tea merchants to being grocers. It was a transition that would dramatically change Americans’ daily lives.”

“The branding of baking powder was important because most merchants back then were just essentially selling, as Levinson wrote, ‘generic products indistinguishable from what was for sale down the street.’ And in selling their powder in a tin, the owners were ahead in another important way — packaging.”

“The invention of the cardboard box changed everything. The company could now make, brand and sell its own condensed milk, butter, spices — just about any staple of the kitchen … There was difficult, transformative work ahead. The company needed to upend an entire culture of shopping built around neighborhood stores … A&P’s business model began to sound a lot like the one pursued by its retail descendants — Walmart and Amazon … Amazon’s tea was books. Then it diversified.”

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