 Watkins has been on the forefront of innovative, natural product development for over 140 years. Joseph Ray Watkins founded Watkins Incorporated in 1868 from the kitchen of his home in Plainview, Minn. Made from camphor (extracted from evergreen trees) and capsicum (from red peppers), Original Liniment offered relief for tired, aching muscles. J.R. Watkins was so confident of his home-manufactured natural product that he introduced the now famous Watkins "Trial Mark" bottle, along with the first-ever money back guarantee.
By 1885 the production of Liniment had outgrown his home and the town of Plainview, so he moved the company to the booming lumber town of Winona, Minn., which boasted five railroads and was already an important port on the Mississippi River. In Winona, J.R. Watkins incorporated his company as the J. R. Watkins Medical Company. At the turn of the century, the company’s expanded product line included an array of natural consumables for everyday living, including Medicinal Salves, Vegetable Oil Soap, Rose Perfume, and many natural spices and extracts.
Originating as a rural business, by the 1920’s demand was clearly growing beyond farming communities for J.R. Watkins’ natural concoctions and he expanded his reach into the urban centers. In 1913, J.R. Watkins had already added Canada to his distribution and by the 30’s the J.R. Watkins Medical Company was a thriving international corporation with facilities and distribution in Australia, New Zealand, South Africa and England. Today, J.R Watkins continues to operate internationally, with products sold in the U.S., Canada, the U.K. and the Philippines.
Since its beginnings, Watkins has been family owned and operated. J. R. Watkins’ descendents—Watkins and Kings—guided the company through its first 110 years. In 1978 Irwin L. Jacobs purchased Watkins, and the Jacobs family continues the Watkins’ tradition of manufacturing the highest quality products and providing outstanding service that exceeds expectations.
Milestones In Watkins’ 141-Year History
1868 J.R. Watkins Medical Company founded in Plainview, Minnesota. Launch of first product, Original Liniment.
1869 Introduction of Trial Mark™ bottle—America’s first money-back guarantee.
1888  First Watkins factory building erected in Winona, Minnesota. 
1895 Introduction of Watkins Vanilla Extract, Black Pepper, Cinnamon and other natural spices and extracts.
1901 Publication of first Watkins Almanac, Home Doctor and Cook Book.
1911 Death of J.R. Watkins.
1912  Architecturally significant administration building completed at a cost of $1.2 million. 
1913 International expansion begins with branch office in Winnipeg, Manitoba, Canada.
1917 Watkins Vegetable Oil Soap introduced, made purely of vegetable oils with no animal bi-products, fillers or colors. Advertisements boasted "Just pure soap, that's all"... and "Pure enough to eat!"
1920 Product line reaches 100 selections.
1922 Herb tablets (vitamins) introduced.
1928  Watkins receives Gold Medal honors at Paris International Exposition for vanilla, black pepper, cinnamon and other pure spices.
1942 90 percent of Watkins’ production capacity dedicated to the WWII Allied effort.
1955  Bill Porter begins his 50-plus year career with Watkins; his story of working “door-to-door” with cerebral palsy will inspire countless news stories and a television movie.
1960 Watkins ads appear live on NBC’s “Today” show, hosted by Dave Garroway.
1978 Watkins Incorporated is acquired by Minneapolis entrepreneur Irwin L. Jacobs.
1990 Watkins quadruples in size under Jacobs’ ownership. Customer direct delivery offered.
1997 Mark Jacobs named president; wellness product line is refined and expanded.
1999 Watkins counts over 350 products.
2002 Door to Door, the heartwarming TNT movie inspired by the life story of Watkins salesman, Bill Porter, debuts; wins 6 Emmy Awards, including Best Made-for-TV Movie and Best Actor (William H. Macy).
2003 Watkins celebrates 135th Anniversary.
Watkins makes select products available through specialty retailers, grocery stores, and pharmacies. Watkins launches Good Tastings™ by Watkins sampling/sales program for its direct selling Associates.
2004 Watkins launches into mass retail with Vanilla and Pepper in Wal Mart.
2005 Watkins launches J.R. Watkins Apothecary line into Target stores nation-wide. Watkins facilities in Winona, MN are added to the National Register of Historic Places.
2006 Watkins launches line of USDA Certified 100% Organic Spices. Watkins Pure Vanilla and Watkins Organic Black Pepper is awarded the Cooking Club of America Member Tested and Recommended Seal of Approval. Watkins launches first national print advertising campaign since the 1960's.
2007 New York Mets pitcher Johan Santana endorses Original Liniment.
2008 J.R. Watkins Natural Apothecary and J.R. Watkins Natural Home Care lines launch, along with line extension of natural, pure spices. |
