Henry J. Heinz

Heinz sold horseradish in clear glass bottles so customers could see there was no filler, a small decision that tells you everything about how he built trust. His first company went bankrupt in 1875; he started again, and by the 1900s was backing the US Pure Food and Drug Act when many rival food makers opposed it. Open factory tours in Pittsburgh let shoppers see the kitchens for themselves. The "57 Varieties" slogan was pure marketing, but the consistency behind it was real.