William H. Danforth entered the business of feeding farm animals by founding the Robinson-Danforth Commission Company in 1894. The name was changed to Ralston Purina in 1902.
After graduating from Washington University, William H. Danforth grew tired with his job as a brick salesman. It was 1894, a time nearing the turn of the 20th century, and excitement was in the air. Businessmen scrapped tradition and quickly gravitated to new and emerging markets such as energy, transportation, entertainment and communication.
Seeking advice from his father who was a successful businessman, Danforth asked: “What should I do when I’m unhappy with my job?” The sage answer from his elder? Get into a stable business, pun intended, such as animal feed: “Will, horses have to eat every day.”
Danforth became an innovator who categorized Missouri animals into two groups: performance-based ones such as horses and mules and those sold at market such as cattle, chicken and hogs. Sure, all of those animals could graze on available food sources such as grass or hay, but his was a “what if” kind of question.
What if Danforth created and sold feed that was affordable while contributing to the animals’ strength, endurance, health and musculature? His staff began to conduct experiments using state-of-the-art techniques that combined a variety of grasses with grains. His simple research showed that blends augmented every meal.
Later, Danforth added carbohydrates such as corn and oats to the feed of working animals, which provided them with sustained energy. To that, Danforth added flavor and quick energy by combining molasses with grasses and grains. Those ingredients were hand-mixed with shovels in his warehouse. Animals loved the new feed, and their owners delighted in their improved health, increased strength, enhanced stamina and proper weight.
Distribution of the new feed was from a storefront overlooking the Mississippi River, the same one once floated on by Tom Sawyer and Huckleberry Finn.
A tremendous number of innovations followed. In 1926, Ralston Purina opened the first-ever canine nutrition center at Purina Farms in Gray Summit, Missouri. Later that year, Purina Dog Chow feed stores began to sell dog food to breeders and hunters.