Interview with Ed Morrison, Jr. concerning his experiences as Chairman of the Board of Morrison Milling Company in Denton, Texas. Morrison discusses his family background, his father's employment with Red Star Milling Company in Wichita, Kansas, his father's purchase of Alliance Milling Company in Denton in 1936, the history of the Alliance Milling Company, his father's short-term financing of the milling company, personnel and shipping procedures, and the effect of World War II on the milling business. He also describes the "brown flour" days, the company's American markets, his father's efforts to bring the Santa Fe Railroad to Denton, his father's civic activities, the company's brand products, his apprenticeship experiences working for the company, his family's involvement in the company, and the establishment of a grain testing and analysis laboratory. Morrison talks about the introduction of the kit business in 1965, the percentage breakdown of product sales, milling equipment, competition in the prepared mixes product line, the qualities and training of personnel, OSHA and safety in the workplace, his personal and the company's civic participation, the use of advertising, dealings with the EEOC, the government's handling of the aflatoxin incident in 1971, and the effects of government regulations on small companies. He also shares his views on the conversion to the metric system, the plight of the American farmer, his responsibilities as Chief Executive Officer, the company's short- and long-range plans, the importance of a formal education for business and life, and the growth of sales and company assets in the early 1980s. Morrison comments on internal changes and financing the plant expansion, the changes in the product packaging, USDA's Payment-in-Kind program, consumer usage of product mixes, and the company's future.
