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Going Abroad. Gelsthorpe recruited a few more consumer-product executives, reorganized Ocean Spray's processing plants to save money, put the savings into a $4,000,000 advertising campaign that pushed cranberries as good anytime eating. He had the 4,000 recipes in company files tried out to see which had commercial possibilities. Ocean Spray soon came out with cranapple juice, frozen orange-cranberry juice, a whole range of cranberry-camfruit jellies, and cranberry-orange relish. Tie-ins have added cranberry sauce to Swanson frozen dinners and cranberry muffins to Betty Crocker's ready-mix line. Sophisticated drinkers are trying the Cape Codder (vodka, cranberry juice, a twist of lemon), and Arthur Godfrey, himself a Cape Cod cranberry grower, last week urged his listeners to try cranberry juice in hot tea.
Under Gelsthorpe, 44, Ocean Spray is making grants to agricultural schools to find new strains of cranberries, also supporting medical research to study the berries' beneficial effects. Its cranberry growers, who in the fall must frequently flood their bogs to protect the delicate plants from frost, now use picking machines that take the place of 20 men working with the oldtime hand scoops. Ocean Spray has also turned to exports, now ships its products to 27 nations. Gelsthorpe is concentrating initially on Britain, hoping to show Britons what their ancestors missed by not emigrating with the Pilgrims to the land where sassamanesh grows.