Making History and Headlines
Making
History
and Headlines
Salt has been around since the dawn of time, used by humans for thousands and possibly tens of thousands of years. The story of Morton Salt began during the Gold Rush.
The company grew in leaps and bounds, due in no small part to an advertising campaign that introduced a brand icon and slogan, setting the stage for dramatic—and long-lasting—success.
The roaring twenties brought about significant social and cultural change. It was during this time that Morton's newly-developed iodized salt became all the rage.
Morton Salt expanded its reach and footprint with strategic acquisitions and new product offerings, cementing its role as an essential part of American life through wartime and into the postwar boom.
As consumer trends evolved, Morton Salt answered the call with breakthrough products while also giving back to the community—building a reputation that went beyond the product on the shelf.
Continuing to blaze trails with product expansion, endowments and acquisitions, Morton embodied growth for a new millennium—and set the stage for an extraordinary 21st century.
Morton Salt continues to break new ground into the 21st century with new partnerships, new products, new accolades and new beginnings for the brand. The company also celebrated a very big birthday.
Morton Salt celebrates 175+ years of heritage while forging bold new paths—continuing to earn a place on tables and in industries around the world.
THE EARLY YEARS
Salt has been around since the dawn of time, used by humans for thousands and possibly tens of thousands of years. Morton Salt is proud to take its place in the history of salt. The story of Morton Salt began during the Gold Rush, which created a seemingly endless demand for salt for adventure-seekers moving west. No wonder salt has been called white gold through the ages.
Alonzo Richmond founded the Richmond & Company, agents for Onondaga Salt in Chicago.
After the previous year's discovery of Gold in California, a huge appetite for salt is created by miners, the legendary Forty-Niners.
The long, hot and dry summer results in the Great Chicago Fire in October, burning a 600-block area of Michigan Pine housing. Salt demand continues during the rebuild.
Joy Morton acquires a major interest in Richmond & Company, renaming it Joy Morton & Company. His father, Sterling Morton, was the Nebraskan legislator responsible for Arbor Day.
HER DEBUT
The company grows in leaps and bounds, due in no small part to an advertising campaign that introduced a brand icon and slogan, setting the stage for dramatic—and long-lasting—success. Many branding enthusiasts and authorities continue to name the Morton Salt Girl and the slogan "When It Rains It Pours®" one of the greatest branding triumphs of all time.
The company was incorporated as the Morton Salt Company. By then, it was both a manufacturer and a merchant of salt.
As a result of humidity, clumping salt was a problem for cooks and diners alike. Morton begins adding magnesium carbonate, an anti-caking agent (since changed to calcium silicate) to create the first free-flowing salt.
N.W. Ayer presents advertising concepts for Morton Salt's first national consumer advertising campaign. The pitched concepts don't fly, but one of their back-up ideas wins over company management and eventually gives rise to the Morton Salt Girl and slogan, "When It Rains It Pours®".
The Morton Salt Girl sports her first new look since she was introduced to the world in 1914. Her curly blonde locks shift to straight, brown hair.
SEASONS OF CHANGE
The roaring twenties brought about significant social and cultural change. It was during this time that Morton's newly-developed iodized salt became all the rage—a public health breakthrough that would improve lives across the nation.
Morton introduces iodized salt to help prevent iodine deficiency and goiter, making Morton Salt the first company to iodize salt commercially in the United States.
The Morton Salt Girl gets her third redesign, with a shorter dress and more modern look to reflect the changing times.
The Great Depression tests American industry, but Morton's essential products and trusted brand keep the company resilient through the economic hardship.
Morton launches an extensive advertising campaign cementing the Salt Girl and slogan as household icons across the country.
A TIME FOR EXPANSION
Morton Salt expanded its reach and footprint with strategic acquisitions and new product offerings, cementing its role as an essential part of American life through wartime and into the postwar boom that reshaped the nation.
The 1940s placed extraordinary demands on American industry, and Morton rose to the challenge. Salt was a critical resource during World War II—used in food preservation, chemical manufacturing, and military logistics. Morton's production capabilities and distribution networks made it an indispensable partner to the national war effort.
As the country transitioned to peacetime and the postwar economy surged, Morton was positioned perfectly to capitalize. The baby boom brought new households, new kitchens, and new customers. Strategic acquisitions during the late 1940s and 1950s expanded the company's geographic footprint and product diversity.
By the end of the decade, Morton had moved well beyond table salt into industrial salt products, water softening, and chemical applications—building the diversified foundation that would carry the company into its next century.
The Morton Salt Girl is updated once again and holds a yellow-handled umbrella for the first time.
Morton's Fairport, Ohio salt mine is drilled and becomes one of the country's deepest and most modern salt mines of the day. Morton and an industry donate 410 adjacent acres of unspoiled marshland for plants and wildlife.
THE EVOLUTION CONTINUES
As consumer trends evolve, Morton Salt answers the call with breakthrough products while also giving back to the community.
Joy Morton's only son, Sterling Morton, sets aside funds for the Morton Wing of the Art Institute of Chicago before his death.
The sixth version of the Morton Salt Girl debuts, with the yellow dress and a carefree gaze that remains today.
Keeping up with consumer health and diet concerns, Morton® Salt Substitute is developed.
Morton continues its commitment to health and diet trends by introducing Morton® Lite Salt™ Mixture. Morton introduces Nature's Seasons® Seasoning Blend, a unique blend of salt, pepper and other natural spices.
NEARING THE MILLENNIUM
Continuing to blaze trails with product expansion, endowments, and acquisitions, Morton embodied growth for a new millennium—setting the stage for an extraordinary 21st century and a legacy that few American companies could match.
The final two decades of the 20th century were among Morton's most ambitious. A wave of strategic acquisitions expanded the company's product portfolio into specialty chemicals, airbags (through Morton International), and advanced materials—transforming Morton into a diversified industrial powerhouse.
On the salt side, innovation continued at pace. New packaging, new specialty products, and expanded retail partnerships brought the Morton name to more households than ever. The Umbrella Girl remained as iconic as ever, refreshed for modern sensibilities while honoring her heritage.
Endowments to universities, hospitals, and civic institutions during this period underscored Morton's commitment to giving back. As the millennium approached, the company was leaner, more diverse, and better positioned than at any point in its history.
NEW PARTNERSHIPS
Morton Salt continues to break new ground into the 21st century with new partnerships, new products, new accolades and new beginnings for the brand. The company also celebrated a big birthday – the centennial of its beloved Morton Salt Girl.
Morton® System Saver® Water Softeners are introduced. The first softeners branded with the Morton name offer state-of-the-art water softener technology.
Morton® Sea Salt is introduced, harvested from the Mediterranean Sea on Spain's Costa Blanca.
Morton launches System Saver® II Pellets, a water softening product specially formulated to help soften water in all water softeners.
Morton introduces Pool Salt for saltwater pools.
Morton Salt becomes part of the K+S Group.
FORTUNE magazine adds Morton Salt to its list of the "100 Great Things About America."
Ad Age magazine names the Morton Salt Umbrella Girl one of the Top 10 Female Ad Icons of All Time.
The Morton Salt Umbrella Girl turns 100 and is voted into the Advertising Week’s Madison Avenue Walk of Fame.
THE FUTURE IS NOW
Morton Salt celebrates 175+ years of heritage while forging bold new paths—continuing to earn a place on tables and in industries around the world.
Kissner Group Holdings along with Stone Canyon Industries Holdings acquire Morton, Windsor, and Lobos Salt from K+S Americas.
In 2023, Morton Salt celebrated its 175th anniversary—a milestone reached by very few American brands. The anniversary was not just a celebration of the past but a declaration of intent: the same drive that built this company from a Gold Rush-era enterprise into a global institution would carry it confidently into the next century.
Morton Salt moves headquarters from Chicago, Illinois to Overland Park, Kansas. Together, the Morton Salt Group has 38 sites across the United States and Canada.
