Dive Brief:

• Robert D. Stuart Jr., who spent 38 years at Quaker Oats, including 15 years as CEO, has died at the age of 98. Stuart was the grandson of one of the co-founders of the company, and was the last of the family line to run Quaker Oats.
• In business, Stuart is best remembered for his revolutionary use of cross-marketing, particularly his decision that Quaker help fund the production of the movie “Willy Wonka & the Chocolate Factory” in exchange for the promotion of Quaker candies in the film. 
• Stuart is also remembered as a political activist. As a student at Yale in 1940 he helped found America First, a powerful group that opposed the nation's involvement in World War II. Among the more prominent backers of the movement was aviator Charles Lindbergh.

Dive Insight:

Stuart's legacy at Quaker Oats was equally impressive as his political involvement. During his tenure as CEO, the company grew through acquisitions like Fisher-Price toys and Joseph A. Bank, and introduced instant oatmeal and Quaker Chewy Granola Bars.