The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-07-02
Largest and Best Equip.
ped Ice Cream Factory
in Greater I edmond.
THE VELVET KIND
MAKES HON L, HERE
An Industrial Story Showing
How Natural and Shipping
Advantages Attract Capital 4
and Energy-Big Money
Invested in Manufacture
of Ice Cream.
BY FRANK S. woopsoN.

rftlhSh d "OODSSN, ~ :
Riohmonds natural advantages and
Its advantageous geographical loca-
ton bring TO it much business In the
natural way that It's merchants and
manufacturers do not have to hustle
for. Likewise its spien&.d location as
a distributing point for the best part
OF the South brings to it new indus
tries that the powers tnac be and she<
trade organizations and the real esq e.
hustlers do not have to fight A
Sometimes 1 think there are those\ q
Richmond who depend too much upS
these natural advantages. PossibA
1t would be better sometimes IL vi
had harder propositions to go uk
against Then there might be harderS'
work and little more OF 1t. perhaps.
A Word for HustIers. .,ST ~
But be all of that as it may. the fact
remains that the advantage enjoyed
as distributing and shipping point
do bring here some big things some-
times. Because of these advantages
there has been opened in this city dur
Ing the past week new industry that
is far ahead of anything of it's kind
In the South and the most complete
and up-to-date plant OF Its peculiar
character to be found anywhere In
America. And it is simply an ice
cream factory. If 1 may be permitted
" toS SuCH ndHle LOT the new IN.
dustry that has been located and Just
put in operation at Jefferson and Cary
Streets. The establishment here OF
that new industry. why 1t came and
what 1t is, make quite an interesting
Industrial story. one that may enc9
age Richmond's hustlers to do IN
hustling for other new industri{ k2
Ice Cream M nm Industry.
The Ice cream business has not-INS A. i
been regarded as a big industry ifisk
volving the investment of big money
but in times not far back in the past
1t was considered something OF a MIN
or adjunct to drug store or con.
dictionary shop or "a hotel or sorril,'
thing like that But in these latter
days Ice cream making and ice cream
selling have become a giant industry.
! one that requires much capital much
business capacity and q knowledge OF
the laws OF health and the science OF
pure food and pure FEEDING. In short,
Ice cream making and packing and
shipping and selling and serving has
| become something of q science and
very important and far-reaching one
| too.
Why 1t Came to Richmond.
| Some five years ago a. A Chaplin orr
ganized the Purity Ice Cream Corpora
ton. OF Washington. D. c.. and estab-
lished there n large plant The sue
| cess of the company was something
wonderful, for to-day the plant is ma a.
| ing the larger part of the Ice creaI
\ that supplies the capital of The nst3
| and the outlying districts. r.!
! Six months ago MIR. Chaplin, who 23
the president and general mann ger W
the corporation, decided to branch a
| southwark, and he looked around I|
! the proper location, wanting one frl 2$
which he would be in quick touch ~
| rail with large territory in VIII
to operate. or course. Richmond ~
tracted attention, and, unheralded by
any realty agents or promoters. he
| cana here to look around. sas
| Made Permanent Investment.
| Last February he bought for his COM
pany an eligible lot at the corner OF
Jefferson and Cary Streets. and pro-
ceeded at once to erect and to equip
the finest, most comnodisfs, and best
arranged ice cream making establish
nent in the United Stgtes. He de-
signed the building himself. bringing
TO bear the vast knowledge acquired by
experience in a number OF establish
ments in which he Is actively inter-
ested, and by his observation in as
many more In which he holds an inter
| est as stockholder. Thus he centred
in this plant all of the hest qualities
brought out by experience in other
plants. and installed all of the up-to-
GATE machinery and paraphernalia.
Thus he claims that the plant he has
erected in Richmond is beyond ques.
| ton the best and most up-to-dato ice
cream making plant in the whole coun-
| try.
! Built for the Business.
| The building is large one. three
| stories in height. and is made of con-
crete and white brick. In the interior
! of the building more than 10000 Eng
| fish white enameled brick are used, and
, thus. with the aid or hose and the use
| of much water. the working parts Of
! the establishment are made absolutely
| dust and germ proof. a feature that
should say is very essential in the maxi
ing and shipping OF ice cream.
The establishment has attached HA-
| own ice making and retrigeratins
! plant. However. no ice is used directly
! in the freezing and storing or holding
of the cream. but all of this is done by
refrigeration. Crushed ice is used for
I, packing the cans for delivery and ship.
ment and for keeping after delivery.
! Very Costly Machinery.
Every room and department Ia
| equipped with the very latest inven-
! items known to be successful in thu
| business. and everything Is done by
machinery. thus insuring purity. When
! the cream Is received from the dairy
farms 1t is first standardized. so that
"thc Velvet Kind" which IS the cop~ei;
! righted name OF the product ofV i!
factory, will be OF uniform rich4 y
and quality every day in the year.
| then from the standardizer Il pa&
TO the mixer and from thar tirne unh. &
, 1t goes on the table OF the. cons5meEN;
> CONTINUED on THIRD PsSex
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