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Noel A. Mitchell
Noel A. Mitchell (April 27, 1859 – October 6, 1936) born in Block Island, Rhode Island was a businessman and advertiser who built considerable wealth through the sale of Atlantic City Salt Water Taffy, and a burgeoning real estate business in St. Petersburg, Fl which would later fund his successful run for Mayor of St. Petersburg.
==Mitchell's Original Atlantic City Salt Water Taffy==
Noel Mitchell, the son of Mary Jane and Edward Mitchell, was born on January 9, 1874. Coming from a humble background, Mitchell attended public school in Rhode Island and later enrolled in a course in business college.
In 1892, Mitchell’s climb to success began with his creation of a successful business venture in the sale of salt water taffy. Advertised as "a mixture of easy-flowing sweetness and the salty Atlantic Ocean".〔(【引用サイトリンク】url=http://block-island.villagesoup.com/p/this-week-in-history-nov-15-1921-block-island-s-only-mayor-and-some-taffy-politics/921910 )〕 Mitchell carefully crafted his brand. On every box of taffy sold, Mitchell's face was featured prominently in the center to increase his notoriety (later he would use his candy to advertise St. Petersburg by including post cards within every box). Mitchell also offered to ship his taffy nationwide for a flat fee of 40 cents, making it affordable to purchase and easily attainable outside the immediate area. Soon, no longer was Mitchell's brand limited to Atlantic City and the surrounding area. Instead, Mitchell's brand was becoming a nationally recognized product, sold in states all over the nation.〔
Now a successful business man, Mitchell defended his brand vigorously. On July 6, 1911 The Evening Independent published news of an impending lawsuit against a Connecticut firm owned by P. A. Atwood for infringing upon Mitchell's trademark use of "salt water". In this instance, Mitchell successfully defended his brand, securing both damages and compensation for this infringement.〔(【引用サイトリンク】url=http://news.google.com/newspapers?nid=950&dat=19110706&id=ocpPAAAAIBAJ&sjid=-lMDAAAAIBAJ&pg=4294,4966371 )〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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