Fudge, Ann Marie

▪ 1996

      With an outstanding reputation as a manager and a proven record for reviving languishing brands, Ann Marie Fudge, president of the $1.4 billion Maxwell House Coffee, ranked among the top 20 women in corporate America. Many predicted that this ambitious executive would need all her skills to counter the competition facing the 100-year-old firm.

      Ann Marie Brown was born on April 23, 1951, in Washington, D.C. At the age of 19, while attending Simmons College in Boston, she married Richard Fudge. By the time she received her B.A. in 1973, she had given birth to the first of their two sons. After graduating with an M.B.A. from Harvard University in 1977, Fudge worked nine years for General Mills in Minneapolis, Minn. She advanced from marketing assistant to marketing director and was instrumental in the development and introduction of Honey Nut Cheerios, one of the nation's best-selling breakfast cereals.

      Fudge joined General Foods USA (GFUSA), Kraft General Foods' largest operating unit, in 1986 as associate director of strategic planning. She soon moved into marketing positions, where her innovative coupon campaign targeting children boosted Kool-Aid's flagging sales. As vice president of marketing and development (1989-91) for GFUSA's Dinners and Enhancers Division, Fudge and her team, appealing to Americans' growing health consciousness, developed the "Why fry?" slogan for Shake 'N Bake, another product that was on shaky ground. Sales increased at double-digit rates the following year. After her promotion in 1991 to executive vice president of the $6 billion GFUSA, Fudge oversaw the manufacture, promotion, and sales of such familiar name brand products as Minute Rice, Log Cabin Syrup, and Good Seasons Salad Dressing.

      Fudge was named to head Maxwell House in 1994. Under her leadership, the company tried to turn its age into an advantage. Advertising campaigns featured jazz renditions of the venerable jingle ("ba ba ba ba bup bup"), and the longtime slogan "Good to the last drop" was emblazoned in neon above Times Square. To appeal to the "20-something" crowd, the company marketed a line of instant cappuccino drinks that promised to deliver "the magic without the machine."

      Fudge's honours included the Black Achievers award from the Harlem YMCA in 1988 and the Candace award from the National Coalition of 100 Black Women in 1991. She sat on the boards of Liz Claiborne, Inc., and Allied Signal, Inc. Her long history of community service included positions on the boards of the Women's Economic Development Corp., the Partnership for a Drug Free America, the allocations panel of the United Way, and the Executive Leadership Council.

      (DANIEL LATHAM)

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