General Mills
General Mills is a fortune 500 company based out of Minnesota. It is one of the largest businesses in the food production industry. The mission of General Mills is to nourish every one by making their lives healthier, easier, and richer. They are the home to many highly recognizable brands such as Betty Crocker, Pillsbury, Green Giant, and Wheaties. Most of the foods produced by General Mills occupy the top market positions. General Mills products are marketed in over 100 countries around the world, and over 33,000 people are employed worldwide by Ge
global net sales grpahic
global net sales grpahic
neral Mills. In 2010 General Mills’ global net sales were $16 billion, about 64% of that being U.S. retail.

The CEO of General Mills is Kendall J. Powell, who took over the job in 2008. General Mills is in the food processing industry. The website is

2011 u.s. retail new sales graphic
2011 u.s. retail new sales graphic

Types of Products Offered
Betty Crocker, Big G cereals, Big T Burgers, Bisquick, Bugles, Cascadian Farm, Cheerios, Chex, Cinnamon Toast Crunch, Diablitos Underwood, Fiber One, Frescarini, Fruit Snacks, Gardetto's, Gold Medal, Good Earth, Green Giant, Häagen-Dazs, Hamburger Helper, Jus-Rol, Kix, Knack & Back, La Salteña, Lärabar, Latina, Lucky Charms, Macaroni Grill, Monsters, Muir Glen, Nature Valley, Old El Paso, Pillsbury, Pillsbury Atta, Progresso, Total, Totino's / Jeno's, Trix, V.Pearl, Wanchai Ferry, Wheaties, Yoplait
Started in 1866 as two flower mills
1866: Cadwallader Washburn, owner of Minneapolis Milling Company, opens the first flour mill in Minneapolis.
1877: John Crosby enters into partnership with Washburn, whose company is then renamed Washburn Crosby Company.
1880: Company wins gold medal at the first International Millers' Exhibition, leading to the later creation of the Gold Medal brand.
1888: James S. Bell takes over leadership of Washburn Crosby.
1924: Wheaties ready-to-eat cereal debuts.
1928: Bell's son, James Ford, leads the creation of General Mills through the merger of Washburn Crosby with several other regional millers.
1961: Edwin W. Rawlings is appointed president and ushers in a period of wide diversification.
1964: Company enters the snack food sector with the purchase of Morton Foods.
1977: Company purchases the U.S. rights to the Yoplait yogurt brand.
1983: The Olive Garden Italian restaurant chain is launched.
1992: Company establishes Snack Ventures Europe in partnership with PepsiCo, Inc.
1995: The Gorton's brand is sold to Unilever; the restaurant division is spun off to shareholders as a separate public company, Darden Restaurants, Inc.
1997: The branded ready-to-eat cereal and snack mix businesses of Ralcorp Holdings, Inc. are acquired, including the Chex brand.
1999: Lloyd's Barbecue Company, Farmhouse Foods Company, and Gardetto's Bakery, Inc. are acquired.

General Mills presence world map
General Mills presence world map

Channels of Distribution


General Mills is an international company and distributes products to 100 countires and has manufacturing plants in 30 different countries and is the sixth largest food company.
Countries such as: Asia Pacific Australia, Hong Kong, Japan, Malaysia, Philippines, Taiwan , China, India, Korea, New Zealand, Singapore, Canada, Europe Benelux, Germany, Israel, Middle East, Portugal, United Kingdom, France, Greece, Italy, Nordic, Spai n, Latin America, Argentina, Puerto Rico, Venezuela, Brazil, Mexico, South Africa
The distribution intensity General Mills uses is Intensive Distribution because General Mills sells their products to as many consumers as possible and distribute it throughout the 100 countries General Mills supplies to.
The channel provides greater output of products when wholesalers and retailers are involved. The channel General Mills uses to connect directly to customers by putting the products in grocery stores such as Wal-Mart and Kroger.
Intermediaries affiliated with General Mills reduce the number of contacts required to reach the final user of the product.
Forms of Transportation
Main Points/Review Questions

General Company Info
Who is the founder of General Mills?
What year was General Mills established?
All Channels/ Rationale
What company is one of General Mills main wholesalers?
Was the channel a good fit for the company?
Distribution Intensity/ Channel overview
What Distribution Intensity does General Mills use?
How do Intermediaries add value?
Logistics/ Sales
Does General Mills use wholesalers throughout the logistics part of the company?
How many billions did the net sales accumulate to in 2010?
What forms of transportation are used by General Mills?
What is an advantage of General Mills Trucking?