| Gather round while I tell you the story of Kennebec | | | | There are many rivers and lakes in Maine, all of them |
| Ice. It's a story full of valuable business lessons even | | | | produce ice. There really wasn't much difference at |
| though it happened long ago. | | | | the time, all the lakes and rivers were clean enough |
| Once upon a time, before the invention of modern | | | | to drink from, but the perception was that Kennebec |
| refrigeration, folks kept their food cold by using large | | | | Ice was the best. People were willing to pay more to |
| blocks of ice. That ice was readily available to | | | | get it. |
| residents of my state, Maine. | | | | Because Kennebec Ice was the best, ice companies |
| (For my friends in other countries, Maine is the | | | | all over the world started referring to their ice as |
| northeastern-most state, bordered by New | | | | "Kennebec Ice" even though their ice might come |
| Hampshire, Canada, and the Atlantic Ocean. We have | | | | from Kansas or New York. Kennebec Ice was the |
| very cold winters and the ice freezes deep into lakes | | | | gold standard for ice. |
| and rivers.) | | | | And then along came modern refrigeration. The ice |
| Now, residents of Maine didn't think too much about | | | | industry died out and Maine residents, who are |
| ice other than for their own use. Ice was just a part | | | | always resourceful, moved on to other industries to |
| of life, no big deal. During the economic depression | | | | support their families. |
| that followed the Civil War, ship's captains in Maine | | | | So, here are our modern day business lessons from |
| had a hard time finding enough cargo to fill their ships. | | | | the story of Kennebec Ice. |
| To compensate for the lack of cargothe ship's crew | | | | 1. One product can have many markets anduses, |
| substituted large blocks of Maine ice to act as ballast. | | | | even a product as simple as frozenwater. |
| The ice was covered with sawdust to help slow the | | | | 2. The things we take for granted may bevaluable to |
| melting process. This need for ballast created a new | | | | others. |
| market for ice. | | | | 3. Becoming the gold standard increasesbusiness and |
| When the ships arrived in tropics and sub-tropics, it | | | | allows you to charge ahigher price. |
| was discovered that the ice being used as ballast | | | | 4. It's important to protect your brand to keepit |
| was a valuable product to the residents of those | | | | from being cheapened and compromisedby others. |
| regions. They were willing to pay for that ice. Cutting | | | | 5. Watch for trends that tell you it's time toget out |
| and shipping ice to other parts of the world became | | | | of the ice business and develop newproducts or |
| an industry for Maine. This new market saw ice being | | | | services. |
| shipped to China, India, Cuba,and many other places. | | | | Of course, the ice business is still alive and well in the |
| Now, somewhere along the way, through some | | | | modern world, driven by a new industry--tourism and |
| clever promotion, the ice harvested from the | | | | recreation. So, next time you fill your cooler,think of |
| Kennebec River in Maine became known as "the best | | | | the humble ice cube and the proud part it played in |
| ice". Consumers thought it was higher in purity and | | | | creating business history. |
| health benefits. | | | | |