Joseph A. Biedenharn
Joseph Augustus Biedenharn (December 13, 1866 – October 9, 1952) was an American businessman and confectioner credited in the summer of 1894 with having first bottled the soda fountain drink, Coca-Cola, at his wholesale candy company building in Vicksburg, Mississippi. As he expanded this business, he created a model of bottling-distributor franchises and built his company through this state, as well as Louisiana and Texas. In 1913, he moved the manufacturing and bottling operations to Monroe, Louisiana, continuing to grow the business. With his son Malcolm and other entrepreneurs, in 1925 he bought a crop-dusting business. They added eighteen planes to the fleet, making it the largest private one in the world. They developed this business as Delta Air Lines, moving it later to Atlanta, Georgia. The Biedenharn family has had a philanthropic tradition in both Vicksburg and Monroe, making major contributions to historic, educational, recreational and charitable purposes. Vicksburg years Of German ancestry, Biedenharn was the oldest son of twelve children, born in Vicksburg to Herman Henry Biedenharn (1824–1924) and the former Louisa Wilhemine Lundberg (1844–1913). Three children died in 1874/75, eight sons and one daughter grew up. Both were immigrants with their families following the Revolutions of 1848. Biedenharn's father and uncle owned a two-story brick building in downtown Vicksburg, which housed Herman's shoe store on one side and his son Joseph's candy company on the other. After getting established, Biedenharn married Annie (1870–1936) in 1889. They had a daughter, Emma Louise (Emy-Lou), and three sons, Malcolm S. Biedenharn, Henry A. Biedenharn, Sr., and Bernard W. Biedenharn. Malcolm worked closely with his father in the family business and its various expansions into other fields. Though Coca-Cola had been invented in 1886 in Atlanta, Georgia by the pharmacist John S. Pemberton, it was not sold in bottles until Joseph Biedenharn developed the new procedure. He delivered the bottled drink to rural areas outside of Vicksburg, increasing the base of customers. He was not only the first bottler of the drinks but he established the new marketing technique of an independent network of franchise bottlers who distribute the drink. This has since grown to be worldwide in scope. Biedenharn had been advised by his father to "go into the nickel business", meaning to offer soft drinks for five cents each. Prior to 1900, many people would hold on to a dime but spend a nickel for pleasure. Subsequently, Biedenharn and his brothers Will, Harry, Lawrence, Herman, Ollie, and Albert, and sister Katy acquired franchises to bottle Coca-Cola in Mississippi, Louisiana, and Texas. The site at 1107 Washington Street in Vicksburg, where the first bottling occurred, was built in 1890. Today it is a museum dedicated to this brand and industry. As their business grew, the Biedenharns bottled Coca-Cola in other locations in downtown Vicksburg until 1938, when they constructed a new Coca-Cola plant at 2133 Washington Street. The family sold the first building, and it was used for other commercial purposes. In 1979, the Biedenharns regained ownership of the building.