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Vorlage:Importartikel/Wartung-2021-07

Reuben und Rose Mattus waren aus Polen stammende Unternehmer, die in den USA die Speiseeismarke Häagen-Dazs begründeten.

Biografie

Reuben Mattus

Reuben Mattus (geboren 1912, gestorben am 27. Januar 1994) wurde in Polen als Sohn jüdischer Eltern geboren. Am 5. März 1921 kam er mit seiner inzwischen verwitweten Mutter an Bord der SS Vestris nach New York, einige Monate vor seiner späteren Ehefrau Rose Vesel. Sein Onkel war dort im italienisch geprägten Speiseeisgeschäft tätig, und Mattus half dort bereits als Kind mit und presste Zitronen. In den späten zwanziger Jahren stellte die Familie Eis am Stiel und mit Schokolade überzogene Eisriegel und Sandwiches her, die sie unter dem Namen Senator Frozen Products von einem Pferdewagen aus in der Bronx verkauften.

Rose Mattus (geborene Vesel)

Rose Vesel (geboren am 16. November 1916, gestorben am 28. November 2006) kam im englischen Manchester zur Welt, ihre Eltern waren Juden aus Polen, die nach England emigriert waren. Die Eltern produzierten Kostüme für das Theater. Kurz lebte die Familie in Belfast, wanderte dann aber 1921 an Bord der RMS in die USA aus, als Rose Vesel fünf Jahre alt war.

Reuben and Rose Mattus

Vorlage:Further Reuben and Rose met in Brownsville, Brooklyn, New York. After finishing high school, Rose went to work as a bookkeeper at the Senator plant in 1934, and the two married in 1936. The Senator Frozen Products company was profitable, but by the 1950s the large mass-producers of ice cream started a price war leading to their decision to make a heavy kind of high-end ice cream. Reuben consulted some books and started to make a new heavy kind of ice cream. In 1959, they decided to form a new ice cream company with a foreign-sounding name. The name chosen was the Danish-sounding 'Häagen-Dazs' as a tribute to Denmark's exemplary treatment of its Jews during the Second World War, adding an umlaut which does not exist in Danish, and even put a map of Denmark on the carton.

From its launch in 1961, the ice cream was made using cream and natural ingredients for the flavorings, in contrast with competing brands which used often artificial ingredients, starting with three simple flavors: vanilla, chocolate, and coffee. Their ice cream was high in butterfat and had less air, which, according to Rose Mattus' autobiography, was the result of a factory accident, when the air injection pump broke. Reuben developed the flavors and Rose marketed the product. Her first marketing ploy was to dress up elegantly – in keeping with the upmarket positioning of the brand – and give away free samples at local grocers. Another part of her strategy was to market the brand to university students, and she made certain that ice cream parlors near New York University in Greenwich Village carried Häagen-Dazs, as well as upscale restaurants. The brand, which grew only slowly through the 1960s, was at first distributed nationally by Greyhound Bus deliveries to college towns. In 1966, Häagen-Dazs launched its fourth flavor, strawberry, a flavor that took them 6 years to develop. By 1973, it was sold throughout the United States, and in 1976 the first Häagen-Dazs store was opened in Brooklyn by their daughter Doris.

The business was sold to the Pillsbury Company in 1983 for $70 million. The Mattuses were kept on as consultants after the sale until Pillsbury was bought by Grand Metropolitan and their contract was not renewed; Häagen-Dazs is now owned by General Mills. After this, they launched the Mattus Ice Cream Company in 1992, this time specializing in low-fat products, calling them Mattus' Lowfat Ice Cream, a premium line of low-fat ice cream. Mattus' Lowfat Ice Cream was named one of the "Ten Best Products of 1993" by Time Magazine.

Personal life

The Mattuses lived in Cresskill, New Jersey. They had two daughters, Doris Hurley and Natalie Salmore, and five grandchildren.

In 1982, Reuben and Rose Mattus received the Golden Plate Award of the American Academy of Achievement..

Activism

Rose Mattus sat on the board of the Zionist Organization of America., and were known for their support of Rabbi Meir Kahane, founder of the Jewish Defense League. They were known for their support of Israel, founding a school of high technology in Herzliya which bears their name, and supporting the Israeli settlements.

Death

Reuben Mattus died on January 30, 1994, after suffering a heart attack. Rose Mattus died in Westwood, New Jersey on November 28 2006.

Publication

Rose Vesel Mattus and Jeanette Friedman: The Emperor of Ice Cream: The True Story of Häagen-Dazs. The Wordsmithy, 2004, ISBN 978-0-9748857-0-4. 

References

{{DEFAULTSORT:Mattus, Reuben And Rose}} [[Category:Business duos]] [[Category:American food company founders]] [[Category:American people of Polish-Jewish descent]] [[Category:British Jews]] [[Category:People from Cresskill, New Jersey]] [[Category:20th-century American businesspeople]] [[Category:Polish businesspeople]] [[Category:Ashkenazi Jews]]