It's Tupperware time
Tupperware nearly failed — until one woman turned it into party
Amanda Uren
1950s
Earl Tupper (1907–1983) was a prolific inventor, jotting down his ideas in his ever-present notebook. Reportedly, those ideas included an improved stocking garter; a different way to take out an appendix in an emergency; uncreasable pants; a belt-worn comb; “Sporty” brand cigarettes; and a fish-powered boat. Tragically, all these ideas were rejected by the companies Tupper approached and, after losing a tree-surgery business during the Great Depression, he went to work for a plastics factory, where he purchased some of the moulding machines and started to experiment.The first fruits were beads and plastic cigarette containers. Then he got to work on what he called the "Wonderlier" bowl, which was created without the filler that typically made plastic stiff. But the bowl's real innovation was its airtight, leakproof seal, which Tupper patented. By lifting a corner of the lid to release air, then closing the seal, the bowl was secure from air and water. Tupper began selling his range in hardware stores in 1946, but the seal was too innovative and sales were sluggish.Enter Brownie Wise, a rep for a range of cleaning utensils sold at home parties. When a friend gave her a set of Tupperware bowls, Wise immediately saw the potential for selling them at parties. Women needed to see someone demonstrate the seal lock. Wise joined the company and by 1950 her team were selling more Tupperware than regular stores. Tupper saw her success and made her his vice president and sales manager. From then on, Tupperware was sold exclusively at parties.The Tupperware system allowed women to employ the skills of homemaking in a small business. Tupperware Jubilee events — a four day extravaganza that bought Tupperware dealers from around the country to the company’s headquarters in Kissimmee, Florida, for motivational events, parties and classes — together with training and sales meetings, all with entertainment and prizes, gave agents a chance to socialise away from home. Wise became the first woman to appear on the front cover of Business Week. Yet, in 1958 Tupper abruptly fired her. With great irony, he decided to sell the company and took the view that a company with a woman in a key leadership role would not sell.Post-sale, Tupper divorced his wife and moved to Costa Rica.
The fruits of life fall into the hands of those who climb the tree and pick them. - EARL TUPPER
Remember the steam kettle; though up to its neck in hot water it continues to sing. - Brownie Wise
