Skip to main content


Showing posts from September 26, 2012

Seizing Opportunity: Gerber Legendary Blades

You might think this is the story of a struggling knife maker making it big through sheer dint of effort.  The story of Gerber Legendary Blades is one of serendipity and the Christmas of 1939.  The name Gerber in hometown Portland, Oregon, is often associated with the regional advertising agency started by Joseph Gerber in 1910.  The agency dealt in advertising, which in those days required the agency have their own printing presses in addition to the standard staff of writers, artists and account managers.  By 1939, Gerber Advertising was one of three large agencies in Portland, with a staff of around thirty employees.

As a present to the agency's clients, Joseph Gerber, commissioned a knife maker to create 25 sets of steak knives which were delivered at Christmas that year.  The knives were such a hit that catalog retailer Abercrombie & Fitch made a big order - from Mr. Gerber and his advertising agency. 

Not one to miss an opportunity, Gerber immediately started Gerber Leg…