Business: Sweet Squawk

If National Biscuit Co., with its innumerable packaged, trademarked lines, outmoded the old-fashioned cracker barrel, then American Sugar Refining Co. must be credited with overturning the oldfashioned sugar barrel. In both these grocery store revolutions Earl D. Babst played a spotlight role. A lawyer-turned-merchandiser, Sugarman Babst learned about trademarking as National Biscuit's general counsel, a job which involved hundreds of infringement suits, and in his Manhattan office today he has two shelves of calf-bound law books recording his legal commercial victories. Later as a Biscuit vice president, he learned about packaging, advertising,...

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