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In The Emperors of Chocolate Jol Glenn Brenner reveals the bitter legaland marketing fights espionage deception obsessive secrecy and personalityclashes that dominate Hershey and Mars - and the candy industry as a whole Milton Hershey and Forrest Mars Sr were both great business men They rantheir businesses in a high degree of opposition They each had their own strongand weak point in the companies Many national and local corporations havemodeled their own businesses in the same fashion The Emperors of Chocolateshows how both Mr Hershey and Mr Mars are notable philanthropists andextraordinary businessmen who many people admire and respectMilton Hershey was a magnanimous philanthropist who spent hundreds ofmillions of dollars and hours to create a town and orphanage to fulfill hisaltruistic dreams Forrest Mars Sr was a short-tempered perfectionist whoyelled at anyone who failed to meet his standards Hershey experimented andtook chances in his company whereas Mars was much more serious and reliedmore on statistics What made Forrests blood rush was the thrill of masteringnew opportunities and taming uncharted worlds the author writes Like MiltonHershey he was driven by his visions but where Milton Hershey saw utopiaForrest Mars saw conquest Forrest Mars Sr and Milton Hershey turned theirtwo companies from small mom-and-pop operations into international forcesover the last century While they may have started small their products - MarsSnickers and MMs and Hersheys milk chocolate bars and Kisses - areThe companies are completely contradictory of each other Mars wasobsessed with having everything and everyone in a clean neat and orderlymanner Mars factories floors were scrubbed every forty-five minutes Everynight before the workers went home every bit of machinery had to be spotlessand shining Milton focused on more of the way his chocolate tasted and makenew and more candies Mars Inc has spent million of dollars on marketing theirnew products trying to push to sell the tons of candies has it produced Hershey effortlessly didnt even have a marketing department until the late1960s Overall both companies
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