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William Danforth at Purina
“When we do the best that we can, we never know what miracle is wrought in our life, or in the life of another.” - Helen Keller

William H. Danforth was such a sickly child that a teacher once dared him to become “the healthiest boy in the class.” Danforth responded by daring himself not only to become physically fit, but also to excel in all areas of his life. He graduated from Washington University in 1892 and got a seasonal job in the brick business. Observing that “animals must eat year-round,” he and a partner began selling formula feeds for animals. Instead of packaging his feeds in plain bags like his competitors, Danforth recognized the value of a distinctive trademark. He based the distinctive red-and-white checkerboard pattern that became synonymous with his Purina company on a family in his hometown that had always dressed in checkered clothing.

Danforth devoted much of his life to the development of young people. He organized the American Youth Foundation in 1924 for the purpose of training young people in Christian leadership principles. His book, I Dare You, has gone through thirty printings and has been used to inspire both youngsters and business executives to lead balanced physical, mental, social, and religious lives. Danforth and his wife established the Danforth Foundation in 1927 as a national educational philanthropy. Although he died in 1955, the message of the man who led Purina for sixty years remains relevant today: “Aspire nobly, adventure daringly, serve humbly.”