The schwan food company began in 1952 with one man and one truck. Marvin schwan, the founder, was the son of german immigrants who came to the unieted states in 1920. He and his parents ran a creamery in marshall, Minnesota, but were having trouble making ends meet. Marvin discovered that because of government pricing structures, he could sell ice cream for a few cents more in yellow medicine county , immediately north of marshall. On march 18,1952,he borrowed some dry ice bags and headed north in his used 1946 dodge panel van with 14 gallons of ice cream. He knocked on farmhouse doors and sold all the ice cream. The next day he did the same thing again. Now, five decades later, the schwan dood company has gone from one man and one truck to 6500 drivers in the home service business unit, and home delivery constitutes a approximately 40 percent of the company’s total revenues. The pale yellow trucks that the delivery people drive are the most recognized components of the schwan food company’s brand. Officially, the color is called “inca Glod” and it was supposedly the founder’s favorite color. “I think the legend is that he had a favorite tie with that color.” Explains mike gunderson, manager of corporate communications for the schwan food company. Examples of home delivery items are listed in exhibit 1