Walking the Talk: Living our values at D.D. Bean Atlas Match

You can’t survive in the match industry without having deeply held values.  Not only do we have a long-standing commitment to the industry and matches as the last American producer, but we have 6-core values we live by:

  • Communication
  • Innovation
  • Adaptability
  • Teamwork
  • Dependability
  • Positivity

It is no accident that the same core values that have helped us overcome the challenges of the last 20-years are the values that have sustained us during the coronavirus crisis.  By conducting ourselves daily -D.D. Bean and Atlas Match – in accordance with our core-values have nurtured habits and practices that have allowed us to carry on in the face of adversity.  Nobody saw the pandemic coming.  We are grateful that we had some skills to help us cope.


As the coronavirus unfolded, we adapted.  It meant a lot of changes.  And fast.  But we are open minded and agile.  We adapted to the circumstances as best we could. We are still adapting.  We are so proud of how willing and able our employees have been to the adaptations. 


Match making is an old art.  And much of our equipment is old.  In fact, we still use a tray former that dates back to the last century!  But we have innovated where it counts.  The company, its leaders, mechanics, and operators live by a continuous improvement mindset.  The curiosity endemic to our work force delivers innovative solutions time and time again.  We may be an old American industry, but we are never stagnant.

Today, we are deploying a new digital transformation strategy to help us be a better supplier to the matchbook, box match, and coaster market.  We are partnering with Xerox and XMPie in a novel way to provide faster, consistent, high quality match and beer coaster products to America.  We want to make sure anyone that needs a match, can get a match. On their terms.  Designed and ordered by them, on their schedule.  Not on our terms.  We want to meet the market where it is.  Ordering matches online.

The D.D. Bean Time Machine

Time Machine

I recently heard an interview with the founder of Chobani, Hamdi Ulukaya, and I loved the way he described the upstate New York factory as a time machine.  It was the dedicated employees and the traditional equipment that drew him in and triggered him to purchase and revive the yogurt business.

When we give tours at D.D. Bean to vendors and match collectors and prospective employees they express the same sentiment.  A Time Machine.  We are not insulted when people say this.  We are proud.  Because it means we are true stewards of our craft.  It means we have stitched together the important match making traditions with modern technologies.

Match Strips at D.D. Bean
Match Strips

Our plant represents generations of hard work and clever engineering.  Today, we put all that to good use as the only American match maker.  It may not be every day that Americans think about matches.  It may be only the rare occasion when you can’t find your lighter, or you are camping and need to start the fire.  It could be when you want a nifty and eco-friendly ignition for your candles or incense.  Maybe you prefer a matchstick when lighting your cigar or pipe or rolled tobacco.  Whatever your reason for grabbing the matchbook or box of matches, you expect them to be there.  And that is our goal.  To remain America’s Match Company for this generation and the next. 

D.D. Bean Plant Jaffrey, NH
D.D. Bean Plant

This time machine will be here dependably making matches the traditional way for years and years and years.  For all Americans.

How to Buy Advertising in a Recession

restaurant matchbook covers

Turning up the Heat with Matchbook Advertising

So your ad budget has been cut.  The pandemic has shifted dollars from ad spend to necessary operational or administrative costs.  Maybe you are so unsure of how the recovery is going to unfold, so you are holding onto your cash.  Or your boss has simply said “No” spending.

In times so financial difficulty, advertising budgets are often the first cut.  According to a June 16, 2020, Wall Street Journal article “Ad Spending in U.S. Forecast to Dive 13%” the advertising industry is going to take a real hit.  So if you have cut your ad budget, you are not alone.  National and local brands are cutting back.  Even sole proprietors are watching the purse strings very carefully. 

The PPP (Paychex Protection Program) funds don’t allow for any advertising expense forgiveness.  Even though it is crucial to your restaurant’s health to get the word out that you are now open for business (with whatever your state restrictions are), the forgivable PPP funds can’t be used for that.

What are your options for promoting your business in a post-covid environment?  How can you maximize your spend to reach the most people?  What is the most affordable advertising?

  • Digital advertising

Many business owners are focusing on digital advertising.  There is an endless range of price points for buying this type of advertising.  Most common is the ‘per click’.  So you only pay if your ad gets a “hit”.

This type of advertising is critical for any business.  And if you don’t want to spend on digital because it seems complicated (i.e., Google Ads or Facebook Ads), there is always the free and easy to use Google-My-Business.  Also known as GMB.

If you haven’t set up your GMB page, do it now.  Like right now.  Stop reading this blog, and go to the setup page.  After you have started that process, come back and finish reading the blog, because now we get to the good stuff.

  • Print advertising

Say what?  Who is investing in print these days.  Well the answer is less than before.  Print advertising is falling at a rate of 26% (source:  WSJ, 6/16/2020, Ad Spending in U.S. Forecast to Dive 13%).  We are particularly sad about this because the iconic print industry helped to build this country.  But as a realist, we understand that technology and time move one.  Magazines and newspapers, publishers of all types of distributed printed content, are feeling the downward pressure.  To offset the decline, print publishers are augmenting with digital media.

  • Promotional Products

Saving the best for last.  This is where the rubber meets the road.  The creative designers who miss the tangible output of a well-crafted print ad campaign, can look to promotional products to get their creative fix.

Print on matchbooks and box matches.  Why not?  These palm-billboards are a tiny canvas for your logo or message.  And they can be created in thousands, so you can gleefully give one to each of our cherished customers. 

The cost?  Pennies each.  There are price points for every budget.  The flexibility to design is almost endless, and the lead time is a just 10-working days.  Best of all – the matches are made right here in the good old USA by D.D. Bean and Atlas Match.  Produced by… wait for it… real matchmakers.  Our staff has been mixing chemicals, punching match stems from recycled paperboard, and printing match covers since 1938.  So why not give it a try?  The risk is small for you and the upside is huge.

The answer to buying advertising in a recession starts with matchbooks.  Use this unique and American Made tiny-canvas to get your message across.  Once you have this give-away match at your restaurant or bar or other business, the consumer will do the rest.  They take the matches and from there it travels with them to be viewed by as many as 10-new people.  And that’s not all – the match holder, the one who accepted your generous gift of a matchbook, will see the image at least 20-times – repetition is the key to memorable advertising.

Spark Your Imagination:

Please Pass the Clutter

Match Collection

Don’t throw away your match collection!  You might be caught up in the trendy “minimizing” movement.  And good for you.  It feels GREAT to clean up your space and clear out clutter.  But when it comes to mementos like matches – one of a kind little works of art – don’t toss them in the garbage.  This is one of those times when your trash is someone else’s treasure.

A phillumenist is someone who collects matches.  There are thousands of phillumenists who would love to have your cast-offs.  Amateur collectors might be interested in taking your restaurant matches too.  You never know which matchbook or box match triggers a sweet memory for someone. 

Matches are like memory anchors.  When you see the cover of a matchbook, naming a restaurant where you last had dinner with your spouse, it tugs at your memory and pulls out the dinner date.  Reliving the experience brings you joy. 

Maybe the match is a box of wooden sticks with the logo of your favorite barbeque place.  When you see that box you can almost taste the mesquite flavor of the smoked brisket.  And who was with you?  Was it your son or daughter?  Possibly an old friend?  Life is hard enough; we need our cherished memories.

So you could choose to make your match collection an accessory to your home , or you could continue with the minimizing trend and “when in doubt, throw it out”.  Maybe a mixture of both? 

But instead of tossing them into the garbage, reach out to the Rathkamp Matchcover Society.  They are the modern stewards of a century old match collecting tradition.  They may be interested in salvaging your collection, because they know that vintage matches are worth saving.

American Match Industry – Part 2

We learned in Part 1, that by 2019 all the match factories that once existed in America were closed or sold, resulting in what we have today – one match factory in Jaffrey, New Hampshire.  As the sole survivor and steward to the iconic industry, we will be writing the future as we go.  But don’t worry, we have a plan.

Imagine if you were to visit the factory to see the new match operations:

“A new era of match making has emerged.  By combining the technologies of the Bean plant and the Atlas plant, all the different variations of match making methods are on display-in operating form-every day.  Because the match factories were rolling up for many years – since 1973 – the legacy of all matchmaking equipment is now bolted down to the D.D. Bean plant floor.  For example, we are running the very same equipment that was used in Canada at the Eddy Match plant, until it’s closure in 1999. 

On the shop floor you will find the best-of-the-best book match making equipment in the world.  The original D.D. Bean commodity matchbook machines are a marvel in their own right.  These matchbook or “booking” machines, run at twice the speed of any other semi-automated match-making machine ever in production.  Caddy packing is fully automated to meet the high-speed rate of the assembly machine.  The pace is rapid, but the quality – due to decades of honing the machine – is excellent.  World class.

Further down the production line, you will see the promotional and advertising matchbooks being produced on the card and flat fed machines.  Standing alongside these mechanized, synchronized, harmonized assembly machines are a team of American workers.  Each member of the team takes turns operating and packing for the machine.  Both operators are highly trained in quality control and take great pride in turning out a product our customers are delighted to own and share.

At the heart of the operation, deep inside the old brick and beam mill building, is the mixing room.  Four large kettles are filled and emptied and refilled daily, with all the match-making chemicals.  This is no easy job.  Historically, each match factory had its own formula for mixing match heads; each plant employed an official Match Chemist to monitor and modify the formula as needed.  Some plants have used robotics to blend the chemicals with electronic weighing systems. We prefer the traditional method of hand weighing and blending the chemicals.

In the mixing room, you will see important process controls, variable speed monitors, sensors, pumps.  But the key to a successful batch of match head composition is the mixer – his name is Cliff.  Years of practice and his batches come out the same every time.  We know, because we test every one.

This new era match factory employs many other specialists too.  In addition to experienced machine operators (which requires years of training because all of our machines are one-of-a-kind) and experts in mixing the match head, there is a team of mechanics and a team of printers.  Both are specialized to support the modern match plant.”

This modern match plant is the natural progression in a mature industry.  What you won’t see are the milestones between the match plant closings of the 1970’s, 80’s, and 90’s.  You won’t see the dramatic change in distribution channels when the Master Settlement Agreement (MSA) banned advertising of cigarettes on matches.  And you won’t see the progressive disappearance of a free matchbook. 

Each of these major events have inevitably jolted the industry from the path it was on to a completely new and unmarked one.  The American match-makers have risen to the challenge each time, and proven their ingenuity and perseverance by refusing to go away.  This is a story of survival. This is a story of commitment.  This is a story of an industry refusing to become obsolete.  Refusing to be eradicated by advanced manufacturing or robotics.  Refusing to be erased by imported substitute products.  We make fire.  Portable fire for everyone.  Right here in the USA.  And we will not be snuffed out.  

American Match Industry – Part 1B

The next installment of our History of the American Match Industry (Part II) was due last week.  The company historian, Mark Bean, was writing the series.  Mark had collected hundreds of pages of newspaper articles, magazine stories, books, letters, and company reports.  In addition, he listened to dozens of anecdotes, many first-hand from the major figures in the industry.

Sadly, our own Match-King passed away on August 12, 2019, unexpectedly.  The historical record of the American Match Industry is now incomplete.  Mark was creating and writing the record for us, as we went along.  He was working the story forward to the present day; to the current time, when the industry has consolidated into one plant and one company, led by the Bean Family.  Mark accepted the role of industry steward with honor and respect.

We will continue to tell the story, picking up where we left off in the last installment American Match Industry – Part I.  But for the moment, we will pause to reflect on the legacy of Mark Bean.

If you read the first blog Prelude to the American Match Industry, you learned about Ivar Kreugar.  Ivar was titled the Match King.  He was an imposing and almost fantastical character.  He was considered a business titan, being both ruthless and unwavering.  There are books and business case studies about this early day entrepreneur.

Mark was the anti-Kreugar.  His intentions were noble, where Kreugar’s were profit driven.  Mark cared more about the people than the profits.  His agenda was transparent and true.  Mark wanted the industry to succeed, for the people and for the nostalgic mark we made on the country.  Mark appreciated the thread of humanity that drove the story from the beginning.  He was fascinated by Kreugar.  But also by the other leaders, especially those who developed the book match industry.  Such as, Diamond Match’s O.C. Barber.  And the leaders of Eddy Match in Canada, and Universal Match from Hudson, New York.

In 1990, Mark brought together the leaders of the match companies, and created the American Match Council.  In the 2000s, he again brought the industry together to develop supply agreements that would leverage the strengths of the remaining factories.  He reached out to Diamond Match, when closing their 100-year old factory in 2017.  Mark salvaged a piece of that legacy, and brought their fire-starter line to New Hampshire.  And it was 2016, when he facilitated the final chapter in the paper match story by purchasing the last plant, Atlas Match, and folding it into the D.D. Bean family.  In 2018, he gathered a team of historians, town and state leaders, match collectors, and museum experts to explore the viability of a Match Museum.  At his urging and persistence, the project grew legs and is deep in development now.

The thread is obvious.  Since he came on the scene in 1978, Mark Bean actively and passionately worked to better the industry.  He was a true stakeholder, working tirelessly for the betterment of us all.  His vision was for the people who built the industry, ran the machinery, talked to the customers, and developed the relationships with suppliers and distributors, to succeed in keeping the industry’s flame burning bright.

Prelude to the American Match Industry Story


The Global Match Kickoff of 1912

The story of the American Match Industry could read like a suspense novel.  There are villains and heroes; there is suffering and victory. There is planning and conniving, deception, and old-fashioned bad luck.

The 100-year saga takes place across the globe, in countries from Sweden to India to Australia to Brazil.  In those days, when travel was primarily by train and boat, it took tremendous persistence and motivation, to grow an industry and replicate a newly mechanized production model.  The American Match Industry is a subset of a much larger, more complex global economy of matches and the production of portable, convenient, reliable fire.

In the beginning, there was fire.  And to harness that fire, strapping it to a wooden stick for maximizing profits, was Ivar Kreuger (monopolistic Swedish financier).  Ivar Krueger was the engineer behind the Swedish Match domination of the world match commodity market.  [To read the Swedish Match version of the company’s history, visit www.swedishmatch.com].  Apparently, Ivar was driven by profits, and didn’t always care how it was delivered.  Some say his plan was to acquire and/or build every match factory in the world, at which point he would raise the prices [and spend his days counting all his money].  Maybe that is true.  Or just maybe he was a very clever, overly successful business leader and entrepreneur.  We can’t really know.  I can only glean so much from his Wikipedia page.

Ivar died by suicide in 1932, he was just 52 years old.  His family thought the circumstances were suspicious, but the investigation didn’t pan out.  For an interesting read about the life and death of this business titan, try The Match King, by Frank Partnoy

Over the decades, the match industry underwent multiple mergers, acquisitions, and bankruptcies.  Even Ivar’s beloved Swedish Match evolved and transformed itself multiple times across every continent.  Almost every wooden match factory in the world had some association with Swedish Match, including our very own Beal Industries, in Kingston Jamaica.  The Bean Family partnered with Swedish Match to run a factory in Jamaica producing Comet brand matches for the local market.  The factory closed just 10-years ago, due to competition from imports.   

Few industries have a history dominated by so many mergers, acquisitions, and bankruptcies.  The industry refuses to wink- out without a fight.  After all, the world still needs fire and matches are portable, dependable, and comparatively inexpensive.  Today, in 2019, there is just one match factory in America.  You guessed it – D.D. Bean – which acquired Atlas Match and Eddy Match in 2016.  The final chapter in a long sequence of mergers and acquisitions. The industry consolidated.  Keeping the flame alive.

Fortunately, D.D. Bean / Atlas Match, the Bean family, and the 84 Bean-family-of-workers, are here to tell the story of the American Match Industry.  Being the only surviving match factory in America, gives D.D. Bean an editorial right and obligation to tell the story in all its anecdotal glory.  In subsequent blogs, we will try to fairly and honestly tell the tale of the industry.  We will provide some facts and statistics, maybe even dazzle with charts and graphs.  But in the end, it will be the personal stories and nostalgic tales that capture the essence of this old-fashioned, smoke-stack industry.

As you read about our story, and the story of the American Match industry, you might think “who really cares?”  “I never thought about matches before, so why now?” And maybe you don’t really care.  But you should, and here’s why. 

  • The story of matches is the story of bringing fire to the homes of millions of people in far-away, even remote parts of the world, as well as our own communities here. 
  • Matches were the invention that boosted the quality of human life. 
  • Matches brought cooking indoors, and light where there was none. 
  • Matches could be easily carried from place to place – portable fire. 
  • Cooking food and staying warm was never more convenient. 
  • Reading and writing long into the night was made possible by matches and candles and lamps.
  • Matches are sometimes given away for free (what else can you get for free today?)

Looking back to 1912, and how the Swedish Match empire grew, it was inevitable that match production would spread, because match production was like providing water or oxygen.  Matches were affordable for even the poorest households and people needed matches.  But that may not be why Ivar Kreuger and his team built match factories around the globe.  Without the rise of the Swedish Match production model and Ivar Kreuger’s thirst for profits, the global match industry would look much different today. 

Let’s imagine that for a minute.  In 1918, Swedish Match installed the first continuous match machine in the Kalmar, Sweden.  Next, this was rapidly duplicated globally.  The company had created the most efficient match machinery ever used (still in use today), trained local staff on how to operate and fix it, and provided all the raw materials needed (at a cost) for the factory to operate.  Sounds a little like a modern-day McDonald’s franchise.  A complete turn-key setup.  It was destined to succeed.  Locals were paid for important work, and managers were often recruited from the local communities.

What if Swedish Match had not globalized match production, but each nation was left to evolve their own match production.  I think it would look much different today.  Instead of wooden matches in Brazil, you might have something like Mexico – Wax “Vesta” matches.  Or maybe the South American countries would have innovated something completely different given their natural resources.  We will never know.  Swedish Match equipment (branded ARENCO) is still operating today in Chile, Brazil, Sweden, and India.  Maybe even Pakistan and South Africa.

As it turns out, Swedish Match also operated wooden match factories in America.  But for some reason, a different trend emerged.  Call it match-industry evolution.  Paper matches emerged in the 1940’s and coexisted with the wooden match industry in America until 2017 (when the last wooden match factory closed).

To learn more about the paper match industry in America – the sole surviving segment of the match industry today – look for the next blog installment titled “The American Match Industry”.  And if you have any comments regarding this prelude to the American Match Industry Story, please email me at [email protected].