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Newspapers In Education Visit NIE online at www.sidneydailynews.com, www.troydailynews.com or www.dailycall.com

NIE Coordinator: Dana Wolfe / Graphic Designer: Scarlett E. Smith

Dora Schwebel “We want Schwebel’s!” That slogan and the bright, smiling clown on loaves of fresh bread are the legacy of the marketing and business genius of Dora Schwebel, the business half of the married couple who started baking bread in their Campbell, Ohio, kitchen in 1906. Dora and Joseph Schwebel sold their first bread, Jewish rye bread, door-to-door to neighbors, largely immigrant steelworkers. Soon after, horses and wagons transported their bread, still warm from the oven, to mom-and-pop stores. By 1914, Dora’s tenacity and business acumen made it possible for families to purchase Schwebel’s bread at local food stores. By 1923, a fleet of six trucks delivered fresh Schwebel’s bread to an ever-growing market. The Schwebels took a big step that year, investing $25,000 in a new bakery that allowed them to produce, distribute and grow in their expanding market. Joseph died in 1928, leaving Dora, with six young children, as the sole owner and president of the growing business. Facing many obstacles – including some perceptions about a woman’s role and capabilities in society and the stock market crash of 1929, the family and the company survived. During the Great Depression Dora created Happy the Clown, a figure that still appears on Schwebel’s bread wrappers, to brighten spirits and serve as a symbol of hope. A larger bakery was built in 1936 and expanded in 1938 and 1941, doubling production and efficiency. Through it all, Dora still found the time and financial resources to help the less fortunate. She was honored by the nation of Israel in 1958 and elected to the National Council of American Friends of Hebrew University of Jerusalem. She established a scholarship endowment fund at Brandeis University and a science laboratory at Youngstown State University. Eventually, Dora was named one of Youngstown’s most influential people of the 20th century. A bronze replica of Schwebel’s 100 millionth loaf was presented to Dora in 1959. In 1964, she died at age 76, leaving the business to her children and grandchildren. Today, 10 third- and fourth-generation Schwebel family members work in the business.

Dora Schwebel (left) with Eleanor Roosevelt

Words to Know: legacy influential immigrant endowment acumen tenacity For Discussion: 1. What do you think were some of the obstacles Dora Schwebel faced during the Great Depression? 2. Why do you think immigrant neighbors bought bread from the Schwebels rather than baking their own? 3. Poll your classroom and one other classroom. Find the average number of sandwiches eaten each day by students and their families. Do you think your results are typical of all classrooms in your school?

Newspaper Activity: Scan the grocery ads in your paper. How many different types and brands of bread are featured?

“Ohio: The Inside Story” is produced through a grant from The Ohio Newspapers Foundation, a nonprofit charitable and educational organization affiliated with The Ohio Newspaper Association. This is one of a series of 24 Ohio profiles.

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