Built on a passion for healthy and delicious food, Vitamix was founded in the USA in 1921 by William Grover Barnard, affectionately known as “Papa Barnard”. He became a pioneer in the health food industry, studying and teaching people everything he knew about health and whole foods.
History
1921 – BARNARD SALES CO.
William Grover Barnard starts a company selling household products through demonstration. He finds early success selling the 25-cent Polly Can Opener, which gave people safer and easier access to healthy foods year-round.
1936 – THE ROAD TO THE VITA-MIX
The Great Lakes Exposition brings the Barnards to Cleveland, Ohio, which they soon decide to call home. Their passion for nutrition inspires them to form a mail-order business selling vitamins and health food. When Papa meets Al Bersted – an enterprising engineer and maker of blenders – he has an “aha” moment, realising that blenders may hold the secret to sustainable health. The first Vita-Mix is created and marketed as an easy way to make nutritious whole foods taste great. It sold for $11.95 or $12.95 with a stainless steel container.
1937 – NATURAL FOODS INSTITUTE
As Papa’s vision to fuel a whole-food revolution takes shape, the Barnards open their health food storefront and the company’s new namesake, the Natural Foods Institute. Papa Barnard recognises that the newly invented blender makes preparing healthy fruits & vegetables easy.
1948 – WORLD HEADQUARTERS ESTABLISHED
The company moves to Olmsted Township, Ohio, where Bill Barnard builds a rustic, 1,000-square-foot office building. The health food division becomes smaller as the family focuses on direct marketing and sales demonstrations of the Vita-Mix machine.
1949 – RUTH’S RECIPES & WORLDS FIRST INFOMERCIAL
Ruth Barnard, wife of Papa’s son Bill, contributes vitamin-rich recipes to a cookbook, 500 Recipes for Vita-Mix and Other Liquifying Machines. Her innovations in healthy eating help put the Vita-Mix machine ahead of other blenders on the market. Papa takes Vitamix to the airwaves in the very first direct response infomercial in America. You can watch it all HERE! They needed to sell 18 Vita-Mix Machines to break even on the ad cost. That night, they sold more than 400!
1955 – PAPA RETIRES
Papa hands over the company to the family. Bill and Ruth incorporate the business and build a 3,400-square-foot log building on the Olmsted Township campus. They travel coast to coast, demonstrating the benefits of healthy living through the Vita-Mix machine.
1966 – GROVER BARNARD
Bill and Ruth’s son Grover joins the company. He shifts the focus solely to Vita-Mix machines and innovation, discontinuing the health food division. In 1966, the company name is changed to Vita-Mix Corporation. Grover goes on to become president in 1985.
1969 – GETTING VERSATILE
Vitamix introduces the 3600 – the first blender that is able to create hot soup, blend ice cream, grind grains and knead bread dough.
1981 – GOING GLOBAL
John Barnard, Bill and Ruth’s son and brother to Grover, rejoins the company in 1981 as head engineer. He redesigns the Vita-Mix 3600 to meet Canadian standards, setting the stage for future international sales. John will go on to heavily influence product development, as well as manufacturing and sales, before becoming president in 1999.
1985 – GOING COMMERCIAL
Vitamix creates the first commercial high-performance blender, the Mix,n Machine.
1992 – NEW PASTURES
All product assembly is taken in-house at the headquarters in Cleveland, Ohio, USA
1997 – WORLDWIDE
The Vitamix International Division is created. Spearheaded by Jodi Berg, who would become the 4th-generation company president.
1999 – IMPROVEMENTS
Engineering improvements are made to lengthen the life of every Vitamix machine.
2002 – RETAIL EXPANSION
As the whole-food movement gains traction, Vitamix takes its demonstration and plant-based recipes to retailers
2009 – JODI BERG TAKES THE LEAD
Jodi Berg becomes president, and a year later, CEO. Her father, John Barnard, becomes executive chairman. The company is now in more than 80 countries and wins exporting excellence awards from the state and federal governments.
2012 – EXPANSION
Vitamix doubles its production capabilities and expands in a new facility in Strongsville, Ohio, USA. By 2013, Vitamix hits the 1 million mark in machines manufactured over a single year.
2016 – THE ASCENT
Vitamix introduces the Ascent Series. Combining State-of-the-Art design with power and precision, the only true high-performance blenders with wireless connectivity and a system of SELF-DETECT containers and accessories
2020 – SETTING THE STAGE FOR THE NEXT CENTURY
In the midst of a pandemic, Vitamix is recognized as a leader in a crisis, demonstrating that strong values, purpose and passion for making a difference can impact not just company performance, but the greater community as well.
2021 & THE FUTURE – VITAMIX AT 100 YEARS
After 100 years, four generations, and sales in 130 countries, the Vitamix family business is thriving under Jodi Berg’s leadership. Jodi is known for infusing the company culture with purpose and passion for whole, healthy foods. Although a century has passed, Vitamix’s mission has remained: To promote healthy living.
“If we can change the way people eat, we can change the future.” –Jodi L. Berg, Ph.D., President and CEO, Vitamix
Vitamix through the years
From the very first at-home blending machine to expansions into commercial kitchens to our latest innovations, here’s a look at the evolution of the Vitamix.
