When we buy a packet of milk today, the stamped expiry date ensures its freshness and safety. However, when milk bottles and packets did not bear the date of expiry, as they did not in early 20th century, infamous American gangster Al Capone is often credited to play a pivotal role for change in this practice. Even though the connection has not been proved, there are two interesting theories on the influence of this man who changed the practice of placing the date of expiry.
During America‘s Prohibition era, between 1920 and 1933, Al Capone built his empire by controlling the illegal alcohol trade, with many bottling plants across the United States. However, after the end of Prohibition in 1933, selling alcohol was no longer profitable. Seeking new business ventures, Capone turned his focus towards the milk industry that had more profit at that time.
Capone started putting “use by” dates on milk bottles using his influence over bottling facilities. He utilised this as an initiative to not only make milk safe but also to corner the market through the control of the chain of production and distribution. It was a move that would change everything, building consumer confidence while at the same time making his pockets richer.
Yet a more popular anecdote tells of a personal tragedy connected with Capone’s concern over milk safety. Supposedly, his niece contracted a severe case of poisoning from drinking contaminated milk. The experience moved him to tears; he reportedly waged a campaign for the imposition of dates of expiry on milk bottles as a means of promoting protection of children and pregnant women.
Critics, however, believe this story was fabricated to paint Capone’s motives in a positive light and disguise his business ambitions. They argue that Capone’s control over printing operations was the real driving force behind his push for milk expiry dates.
Even though whether these stories are true is still questionable, the fallouts of this so-called operation are not. Capone brought to the public an issue that has been, and continues to be for consumers, a safeguard with the concept of expiry dates, which he introduced.
Whether it was profit-driven, based on personal experience, or both, the influence Al Capone had over this everyday necessity showcases a side of the notorious gangster that is rather surprising.
