Claxton Bakey's Evolution: Should They Fight Fruitcake Ridicule?

Over the last many years fruit cakes have been the butt of many late night talk show jokes and skits. Each year, beginning around Thanksgiving until Christmas and stretching on into the New Year, the fruit cake sector of the confectionary-baked goods industry traditionally experiences its biggest sales volume. During the holiday season of the year, comedians, radio disc jockeys and talk show hosts like the late Johnny Carson have a lot of fun at the expense of fruit cakes. This case describes how the Claxton Bakery Company’s business strategy has evolved over 100 years to the present and how it has responded to this public relations issue. Claxton Fruit Cake, the main product sold by Claxton Bakery, has been a traditional holiday season dessert for well over a half century.