Financial Astrology of Campbell Soup Company

FINANCIAL ASTROLOGY

First Trade Date for Campbell Soup Company

Company Name	First Trade Date (yyyy-mm-dd)
Campbell Soup Company	1954-12-13

Company Name	Symbol
Campbell Soup Company	CPB
History and Business of Company (this information may include date of incorporation)
Campbell Soup Company ("Campbell" or the "company"), together with its consolidated subsidiaries, is a global manufacturer and marketer of high quality, branded convenience food products. Campbell was incorporated as a business corporation under the laws of New Jersey on November 23, 1922; however, through predecessor organizations, it traces its heritage in the food business back to 1869. The company's principal executive offices are in Camden, New Jersey 08103-1799. The company's operations are managed and reported in four segments: North America Soup and Away From Home, North America Sauces and Beverages, Biscuits and Confectionery, and International Soup and Sauces. The segments are discussed in greater detail below. As previously reported, on July 27, 2001, the company announced a series of multi-year initiatives aimed at strengthening the company's position in the soup, sauces, beverages and indulgent snack categories, both in the United States and internationally. Over the past two years, the company has focused its efforts on revitalizing the U.S. soup business, strengthening the company's broader portfolio, building new growth avenues, driving quality and productivity and building organizational excellence. The initiatives included, among other things: • quality upgrades to condensed soup varieties using the company's proprietary cold blend technology; • the introduction of a major U.S. convenience platform, including soup in microwavable containers; • the introduction of multiple new product offerings in the North America Sauces and Beverages and the Biscuits and Confectionery segments; • the introduction of easy-open lids on the company's condensed soups; • the introduction in Canada and Australia of new lines of vegetable soup in aseptic packaging; • the company's initial rollout in the U.S. of "iQ Shelf Maximizer," a gravity fed shelving system to improve ease of shopping for soup; • increased spending on total marketing, capital improvements, systems infrastructure and research and development over the levels in place for fiscal year 2001, prior to adoption of these initiatives; • the implementation of productivity programs; and • programs to improve employee engagement across the company. Based on the progress to date on these initiatives and on-going assessment of the company's capabilities, the company has broadened its strategic framework. In this regard, the company's primary focus will be all the North American thermally processed businesses (including U.S. soup, beverages, sauces and simple meals). Strengthening the broader portfolio for consistent sales and earnings growth will continue to be an important commitment. The company intends to continue to pursue both product and packaging quality improvements, and to broaden its productivity program. Building organizational excellence and vitality will continue to be an important initiative. As also previously reported, on October 1, 2001, Pepperidge Farm, Incorporated, a leading provider of premium quality baked goods, cookies and crackers and one of the company's wholly-owned subsidiaries, announced plans to build a new bakery in the greater Hartford area of Connecticut. The new facility, which replaces the existing Norwalk, Connecticut bakery, is operational. It is currently producing breads and stuffing and is expected to produce rolls in the near future. Pepperidge Farm continues to maintain executive offices in Norwalk, Connecticut.

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