THE GO-GO YEARS

The decade begins with a backdrop of Camelot and the Kennedy's, Cuba and the Cold War, and an eventual nightmare looming in Vietnam.

America continues as the world's leading economy, but others are catching up. The United States, in a time of great social change, now finds itself in increasing competition with the rest of the world. The Japanese and Germans begin to take the lead in consumer electronics and quality goods, such as cameras. Imported cars begin increasing market shares; however, Detroit's cars still dominate. Imports are mostly super luxury or compact.

As the war in Vietnam escalates, government spending increases, fueling inflation.

A stock market boom occurs, and the idea of diversification leads to acquisitions, mergers, and conglomeration. Ralston Purina participates by acquiring Van Camp in 1963, Foodmaker and Jack-In-The-Box in 1968, and Keystone Resort in 1969.

From 1960 to 1969, average daily volume on the New York Stock Exchange triples to 14 million shares. The decade ends with a significant stock-market fall. The so-called "paper crisis" reveals Wall Street is ill equipped to meet the expanding markets. A period of restructuring of the financial industry begins.

On the retail front, the evolution of the contemporary mass merchandiser occurs with the opening of Wal-Mart and Kmart stores in 1962.

Government regulation continues to expand by passage of the Food and Drug Amendment, Water Quality Act, Equal Employment Act, Child Protection Act, Fair Packaging and Labeling Act, Truth in Lending Act and more.

On the social front, America suffers political assassinations, race riots, anti-war protests, and the era of sex, drugs and rock and roll. The civil rights and environmental movements become part of America's agenda. Neil Armstrong takes "one small step for man, one giant leap for mankind" in 1969.

Throughout the 1960s, Ralston's Grocery Products Division grows at a torrid 15- to 20-percent clip. While agriculture remains Ralston's main engine, growth in the feed industry stalls. Gardner Advertising Company is employed to deliver breakthrough advertising, and the All You Add Is Love® Purina® Dog Chow® brand tagline. By 1966, Ralston sales top $1 billion for the first time while profits increase to $44 million.

Ralston Purina International (RPI) and the Protein Division continue to expand geographically.