The Mars Family Empire: The secretive chocolate empire’s grip on veterinary care (#255)

Few family names are as synonymous with chocolate as Mars. From the iconic M&M’s, Snickers, and Twix to a diversified empire that spans pet care and pet food brands, the Mars family has built one of the world’s largest privately held companies.

Despite their immense wealth (estimated at over $100 billion) the family remains notoriously secretive, rarely giving interviews or making public appearances.

From a Kitchen Experiment to a Global Giant

The Mars story began in 1911 in Tacoma, Washington, when Frank C. Mars started making buttercream candies in his kitchen. His first major success came in 1923 with the invention of the Milky Way bar, a treat designed to taste like a malted milkshake. The bar was a huge hit, allowing Mars to expand operations and move to Chicago.

Frank’s son, Forrest Mars Sr., would later revolutionize the company. After a fallout with his father, Forrest moved to Europe, where he learned about confectionery production. He eventually returned to the U.S. and introduced M&M’s in 1941 - a product that would go on to dominate the global chocolate market. Inspired by a technique he saw used for coating British wartime rations, Forrest patented the hard-shell candy coating that prevented chocolate from melting in soldiers' hands. The catchy slogan, "Melts in your mouth, not in your hands," made M&M’s a cultural icon.

Forrest also expanded the company beyond candy. In the 1960s, he acquired Uncle Ben’s rice (now Ben’s Original) and founded Pedigree and Whiskas, making Mars a major player in pet care. This diversification helped cement the family's wealth across multiple industries.

Forrest Mars vs. Milton Hershey: The Chocolate Wars

Forrest Mars was often called "the Howard Hughes of candy." A brilliant but intensely private entrepreneur who built an empire worth billions. His leadership style was ruthless, demanding, and perfectionist, earning him a reputation as a difficult but visionary businessman.

In stark contrast, another chocolate icon, Milton Hershey, took a more philanthropic approach, using his fortune to create an industrial paradise for his workers in Hershey, Pennsylvania. He eventually donated his wealth to a charitable trust, ensuring that Hershey’s profits fund the wealthiest orphanage in the world to this day.

According to Joël Glenn Brenner’s book, The Emperors of Chocolate, the rivalry between Mars and Hershey turned into a cutthroat industry war, filled with legal battles, marketing conflicts, and espionage. The two companies fiercely competed for America’s sweet tooth, with Hershey relying on its traditional values, and Mars pushing for global conquest.

The Mars Business Model: Secrecy and Control

Unlike publicly traded giants like Nestlé or Hershey, Mars Inc. remains a family-owned business. The company is highly secretive, rarely revealing financials or making executive shake-ups public. The Mars family members are known for shunning the spotlight, preferring to run their empire behind closed doors.

Their tight control has helped them maintain unmatched consistency and long-term growth. Instead of chasing short-term stock market gains, Mars invests in R&D, supply chain efficiency, and acquisitions, ensuring that their products remain bestsellers across generations.

However, this raises an important question:

Does Mars' secretive nature and long-term control make them well-suited or ill-suited to oversee a significant portion of the veterinary industry?

With its ownership of major pet food brands and veterinary hospitals, Mars wields considerable influence over pet healthcare. While their commitment to quality and efficiency is well-documented, some critics question whether a company built on confectionery should have such a dominant role in an industry that directly impacts animal health and welfare. Transparency, competition, and ethical considerations remain key factors in evaluating their position in the field.

More Than Just Candy: The Expanding Mars Empire

Today, Mars Inc. is a global powerhouse operating in more than 80 countries with annual revenue exceeding $45 billion. While many still associate the company with chocolate, it has expanded into pet care, food, and veterinary services.

 

Key Business Segments

• Confectionery: M&M’s, Snickers, Twix, Milky Way, Dove, Skittles, and more.

  
  

• Pet Care: Pedigree, Whiskas, Royal Canin, and a vast network of veterinary clinics, including Banfield Pet Hospitals and VCA Animal Hospitals.

  
  

• Food: Ben’s Original rice, Dolmio pasta sauces, and other meal brands.

  
  

• Science & Sustainability: Mars has invested heavily in sustainable cocoa farming, ensuring ethical sourcing through its Cocoa for Generations program.

Given Mars' dominance in the veterinary sector, an important question arises:

Does their corporate history suggest they are the best company

to manage pet healthcare?

While Mars has successfully built a vast pet care empire, some critics argue that a company rooted in confectionery may not be the ideal steward for such an essential part of animal welfare. Their private ownership allows for long-term investment, but does the lack of transparency hinder trust in their veterinary enterprises? The implications of Mars’ control over a significant portion of the industry warrant ongoing scrutiny and discussion.

The Mars Family Legacy: Billionaires in the Shadows

Despite their wealth, Mars family members have remained notoriously private. Unlike billionaires like Elon Musk or Jeff Bezos, they rarely make public appearances or give interviews.

Their strict commitment to privacy has helped Mars Inc. avoid the controversies and public scrutiny that other massive corporations face. The family operates under a philosophy that business should speak for itself.

 

The Future of Mars Inc.

As consumer preferences shift toward health-conscious and sustainable products, Mars has begun adapting its portfolio. The company has invested in plant-based chocolate, functional pet foods, and sustainable packaging to meet evolving market demands.

While the fourth generation of Mars family members now influences the business, one thing remains certain: the company will likely continue to thrive under the same secretive, long-term-focused strategy that has made it a global powerhouse for over a century.

As Mars continues to expand its influence in pet care and veterinary services, discussions about corporate control in animal healthcare are needed.

Mars has become a dominant player in the global veterinary industry through strategic acquisitions. The company owns some of the largest veterinary hospital networks, including:

• Banfield Pet Hospital: Over 1,000 locations across the U.S. and Puerto Rico.

  
  

• VCA Animal Hospitals: One of the largest veterinary service providers, operating more than 1,000 hospitals in North America.

  
  

• BluePearl Specialty and Emergency Pet Hospital: A leader in specialty and emergency veterinary care.

  
  

• AniCura: A European veterinary service provider with hundreds of clinics.

  
  

• Linnaeus Group: A significant network of veterinary practices in the UK.

Through these acquisitions, Mars has established itself as the largest corporate owner of veterinary hospitals in the world.

 

Benefits of Mars’ Involvement in Veterinary Care

• Investment in Veterinary Science: Mars has contributed to advancing pet healthcare by funding research through its Waltham Petcare Science Institute, which studies nutrition, disease prevention, and pet well-being.

  
  

• Standardization and Efficiency: As a corporate entity, Mars brings uniform standards and best practices to veterinary hospitals, ensuring consistent care quality across locations.

  
  

• Financial Stability: Independent veterinary clinics often struggle with overhead costs, while Mars provides capital investment to expand services and access new technology.

Concerns About Mars' Control of Veterinary Care

• Lack of Competition: With Mars owning such a significant portion of the veterinary sector, there are concerns about monopoly power, limiting independent practices and reducing consumer choices.

  
  

• Profit-Driven Care? Some critics argue that corporate ownership prioritizes profit margins over patient care, leading to upselling of unnecessary treatments and higher service costs.

  
  

• Transparency Issues: As a private company, Mars does not have the same regulatory oversight as publicly traded entities, raising questions about accountability in veterinary pricing and operations.

  
  

The Future of Corporate-Owned Veterinary Care

The veterinary industry is evolving rapidly, with technology playing an increasing role in pet healthcare. Mars has invested in telemedicine platforms, AI-driven diagnostics, and preventive healthcare programs to expand access to pet owners. However, the debate continues over whether corporate consolidation benefits or harms the industry.

Should a single private company hold such a large stake

in the future of veterinary medicine?

The answer will depend on regulatory scrutiny, consumer advocacy, and the company’s ability to balance business interests with ethical pet care.

Rick’s Commentary

The Mars family's ability to maintain control over one of the world’s most successful businesses while staying out of the limelight is a rare feat in the corporate world. Their empire, built on chocolate, pet care, and strategic expansion, remains a testament to the power of family-owned businesses and the value of long-term vision over short-term gains.

The story of Mars Inc. and its battle with Hershey is a fascinating tale of ambition, secrecy, and industry dominance. Joël Glenn Brenner’s The Emperors of Chocolate provides an insider’s view into this cloistered world of candy wars, where marketing fights, espionage, and executive clashes define an industry built on our love for sweets.

I highly recommend the following resources to enable an accurate assessment of this giant in the veterinary industry. This insight into corporate history may help us as we seek answers to the questions asked in this blog.

Further Reading

The Emperors of Chocolate: Inside the Secret World of Hershey and Mars by Joel Glenn Brenner, December 1998.

Brenner, a former Washington Post financial reporter, tells the stories of how Forrest Mars Sr. and Milton S. Hershey turned their two companies from small mom-and-pop operations into international forces over the last century. While they may have started small, their products are ubiquitous.

Hershey was a benevolent philanthropist who spent hundreds of millions to create a town and orphanage to fulfill his altruistic dreams.

Mars was a short-tempered perfectionist who yelled at anyone who failed to meet his standards.

"What made Forrest's blood rush was the thrill of mastering new opportunities and taming uncharted worlds," the author writes. "Like Milton Hershey, he was driven by his visions; but where Milton Hershey saw utopia, Forrest Mars saw conquest.

The Power, Privilege, and Legacy of the Mars Family Empire: How the Mars Family Expanded Their Legacy Across Generations by Ben White, August 2024

An unprecedented glimpse into the life and legacy of one of the world’s most secretive and influential families. From humble beginnings to global dominance, the Mars family has built a confectionery empire that extends far beyond candy bars, shaping industries and amassing wealth that few can rival.

This compelling biography traces the Mars family’s journey across generations, revealing the strategies, sacrifices, and successes that have solidified their place among the world's wealthiest.

Through meticulous research and exclusive insights, the book uncovers how the Mars family expanded their legacy, navigating the complexities of business, power, and public scrutiny while maintaining a veil of privacy that has fueled public curiosity for decades.Readers will explore the pivotal moments that defined the Mars empire - from the creation of iconic brands like M&M’s and Snickers to the bold acquisitions that diversified their portfolio.

The book also delves into the personal lives of the Mars family members, exploring their relationships, challenges, and the intricate succession planning that ensures the family’s values and vision endure.This not just a story of wealth and power; it is a testament to the enduring influence of a family that has left an indelible mark on the global stage. Whether you’re interested in business, history, or the complexities of family dynamics, this book offers a rare and fascinating look at the forces that have shaped one of the world’s most formidable dynasties.

Mars Inc. (The Chocolate Story). Listen to the podcast on ACQUIRED.

https://open.spotify.com/episode/2puIbdddjwOK1p5wktxmVa?si=EpZNk5IxTrmgl2vhzBTMzA&nd=1&dlsi=80a65e326b7f4bbf

M&M’s, Snickers, Milky Way, Double Mint, Ben’s Rice, Pedigree, Whiskas, VCA, Banfield … all the brands you know, owned by the company you know nothing about: Mars, Incorporated.

And Mars itself is 100% owned and deeply intertwined with the Mars family, who are currently the second wealthiest (and perhaps first most secretive!) family in the United States. Tune in for one of the 20th century’s most incredible entrepreneurial stories across candy and pet care, and one that’s all the more incredible because it’s so little-known.

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