Origins: 1850

The story of Folgers began during the California Gold Rush. In 1850, James A. Folger travelled from Nantucket, Massachusetts, to San Francisco with his brothers. While his brothers proceeded to gold-mining camps, James remained in San Francisco and secured employment with William H. Bovee, owner of the Pioneer Steam Coffee and Spice Mills.

Bovee’s enterprise was notable for producing roasted and ground coffee that was ready to brew. At the time, many American households purchased green coffee beans to roast and grind themselves, making commercially prepared ground coffee a significant convenience.2

James Folger eventually became a partner in the company. By the 1860s, he had acquired the interests of the other partners, and the business was reorganised under the name J.A. Folger & Co.3

Development of coffee quality standards

One of the early contributions of Folgers to the industry was its emphasis on the systematic evaluation of coffee. During the late 19th century, the company adopted “cup-testing,” a method of assessing coffee based on characteristics such as aroma and flavour. James Folger utilised this technique to establish standards for coffee beans and blends.4 This practice helped transform coffee blending and quality control into a more systematic aspect of the company’s operations.

Expansion in the early 20th century

After 1900, Folgers expanded beyond its original San Francisco market. Salesman Frank P. Atha was instrumental in persuading grocery stores in the eastern United States to stock Folgers coffee, while the company geographically expanded its roasting operations.5

The company also survived the 1906 San Francisco earthquake, with its facility remaining among the structures left standing. During the city’s recovery, Folgers provided free coffee to residents.6

Mid-20th century growth

Folgers continued to expand throughout the 20th century. Changing patterns in coffee importation and transportation made New Orleans an increasingly important hub for coffee processing. In 1960, the company began construction of what would become its major coffee plant in New Orleans.5 This facility eventually became integral to the identity of Folgers and remains closely associated with the brand’s production.

A significant turning point occurred in 1963 when Procter & Gamble (P&G) acquired the Folgers coffee business. P&G subsequently expanded the national distribution and marketing of the brand.7 Under P&G ownership, Folgers developed into one of the most recognisable packaged-coffee brands in the United States, with advertising becoming particularly central to its identity.

“The Best Part of Wakin’ Up”

The most famous advertising slogan associated with Folgers is:

“The Best Part of Wakin’ Up Is Folgers in Your Cup.”

Introduced in 1984, this campaign became a defining element of the brand’s advertising. P&G described the initiative as creating a strong emotional association between Folgers and the start of the day.8 The advertising positioned Folgers not merely as a commodity but as part of a familiar morning ritual.

In 2008, P&G announced a transaction to transfer the Folgers coffee business to The J.M. Smucker Co. The deal was completed in November 2008, with Smucker acquiring the business in a transaction valued at approximately $3 billion, including assumed debt.9

Consequently, Folgers became part of Smucker’s portfolio alongside other major food brands. Smucker continues to identify Folgers as one of its primary brands.10

Folgers has historically offered coffee in several formats, including:

• Ground coffee
• Whole-bean coffee
• Instant coffee
• Single-serve coffee products
• Decaffeinated coffee
• Various roast levels and blends

The product portfolio has evolved in response to changing consumer preferences. Corporate filings from the transition between P&G and Smucker described Folgers as sourcing, blending, roasting, packaging, marketing, and distributing coffee in multiple formats.11

Classic Roast

Folgers Classic Roast is one of the brand’s best-known products. It represents the traditional mainstream Folgers profile and has been sold in the company’s distinctive packaging for decades.

Black Silk

Folgers Black Silk is a darker-roast offering intended for consumers who prefer a stronger, richer coffee profile. According to the brand’s historical records, Folgers promoted Black Silk in 2023 following a blind taste test against Starbucks French Roast.12

1850 by Folgers

Smucker also developed 1850, a premium coffee brand inspired by the historical origins of Folgers. The name references the founding year of the company and was designed to connect its heritage with a more premium segment of the coffee market.13

Folgers has traditionally built its identity around several key themes:

1. American heritage: The brand emphasises its origins in San Francisco during the California Gold Rush.
2. Everyday affordability and accessibility: Unlike specialty coffee brands that focus on exclusivity or artisanal preparation, Folgers has historically positioned itself as an accessible, everyday coffee.
3. Morning ritual: Its famous advertising campaign strongly associates the brand with waking up and starting the day.
4. Familiarity and nostalgia: Distinctive red-and-white packaging, long-running advertising, and decades of household use have made Folgers particularly associated with American domestic culture.
5. Coffee expertise: The brand’s historical emphasis on coffee selection, blending, and “cup-testing” forms an important part of its quality narrative.14

Advertising has been central to the success of Folgers. The brand’s campaigns frequently portray family life, home, hospitality, and mornings, reinforcing the idea that Folgers is part of an ordinary household routine.

The 1984 slogan became particularly renowned due to its musical presentation. Rather than simply describing the taste of the coffee, the campaign created an emotional connection between waking up and drinking Folgers. Corporate filings from 2008 characterised the campaign as one of the most memorable consumer-brand marketing efforts in the United States.

Although Folgers originated in San Francisco, New Orleans became a major component of its modern production history. The company established its large coffee plant in New Orleans in the 1960s. This facility was severely affected by Hurricane Katrina in 2005, as were the homes of many employees. Folgers provided temporary housing on its grounds for affected workers and became one of the first major industries in New Orleans to resume operations after the hurricane.

This history has contributed to the company’s modern portrayal of New Orleans as a vital part of the Folgers identity.

In 2025, Folgers celebrated its 175th anniversary. To mark the occasion, the company released a special-edition metal can for Classic Roast featuring imagery connected to its San Francisco origins, including the Golden Gate Bridge and references to Howard Street, where the original facility was located.13

This anniversary marked more than a century and three-quarters of continuous association with the Folger name in the coffee business.

• 1850 — Pioneer Steam Coffee and Spice Mills begins operations in San Francisco.
• 1860s — James A. Folger becomes a principal owner.
• 1870s — The company becomes J.A. Folger & Co.
• 1900s — Folgers expands outside California.
• 1960 — Major New Orleans production facility is established.
• 1963 — Procter & Gamble acquires Folgers.
• 1984 — “The Best Part of Wakin’ Up Is Folgers in Your Cup” campaign launches.
• 2008 — The J.M. Smucker Co. acquires the Folgers coffee business from P&G.
• 2022 — Folgers launches the #DamnRightItsFolgers brand campaign.
• 2025 — Folgers celebrates its 175th anniversary.

Folgers is not an independent publicly traded company. It operates as a brand within The J.M. Smucker Co., which owns and manages a portfolio of food, beverage, and pet-food brands. Smucker’s current brand portfolio explicitly lists Folgers among its major brands.

Folgers holds significance in American business and consumer culture as an example of how a 19th-century regional coffee company became a mass-market national brand. Its history spans several major eras: the California Gold Rush, industrialisation, nationwide grocery distribution, mass advertising, Procter & Gamble ownership, Smucker ownership, and the modern era of packaged and single-serve coffee.

The longevity of the brand is particularly notable; it has maintained the Folgers name since the 19th century while adapting its products, advertising, and positioning to evolving coffee-consumption habits.

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7. Who Owns Folgers Coffee: From P&G to Smucker – LegalClarity
8. How Folgers has ushered in almost 170 years of happy mornings | Marketing Dive
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13. This year marks an incredible Company milestone as we celebrate the 175th anniversary of Folgers®, one of America’s most iconic coffee brands and a proud part of our Smucker family. This week, we… | The J.M. Smucker Co. | 23 comments
14. 1850 Coffee