L. Teweles Seed Co.

L. Teweles Seed Co. was an American seed and feed business founded in 1865 by Ludwig Teweles, an immigrant from Bohemia who began in Wisconsin by selling chicken feathers, seeds, and feed. After operating a general store in Kellnersville, a produce business in Sheboygan, and a seed business in Milwaukee, Teweles established the company that carried his name. It developed into one of the leading forage-seed businesses in the American Midwest and was described as the second-largest forage seed company in North America, behind Northrup-King. The company was distinctive both for its agricultural products and for its efforts to make seed more recognizable and accessible to buyers. In the 1920s, Hugo Teweles replaced conventional quality labels such as “prime,” “choice,” and “fancy” with branded grades. The Badger brand represented the highest quality, while Buffalo and Elk represented lower grades. This approach gave otherwise undifferentiated agricultural commodities a recognizable identity and helped establish the company as an early example of branded seed marketing. The company also promoted smaller packages than the industry norm: alfalfa and clover were sold in 60-pound bags, timothy grass in 45-pound bags, and orchard and brome grass in 50-pound bags. These formats were approximately half the size of commonly used industry packages and were presented as more convenient for customers. L. Teweles Seed Co. expanded its physical infrastructure as its business grew. In 1918 it constructed a twelve-story reinforced-concrete warehouse and production plant on Milwaukee’s south side. At the time, the structure was described as the tallest building in that part of the city. The building later became known as the Seed Tower. After the seed business ended, the structure was renovated in the early 2000s into a loft apartment complex and remains a visible feature of Milwaukee’s Historic Fifth Ward. The company also supplied international markets during the Second World War. Demand for agricultural seed increased as war-damaged countries sought to restore food production. The United States government allocated L. Teweles Seed Co. to ship approximately six million pounds of seed to Germany alone, with England also identified among the overseas markets served during the period. Research became increasingly important after the war. Hugo Teweles supported hybrid-seed development, and in 1950 the firm became one of the first private companies to undertake organized research aimed at creating hybrid seed, especially corn and alfalfa. The company claimed to have pioneered the world’s first alfalfa hybrid. Between 1950 and 1964, its research spending increased by 400 percent as the company concentrated more narrowly on plant research and improved varieties. Alongside its agricultural and forage business, the company entered the consumer lawn-care market through Teweles Lawn Systems Products. That division sold lawn-grass blends and lawn-treatment products under the “big red T” identity. Its named lawn blends included Formula 88, Executive, and Leisure. The broader business remained family operated for four generations, with members of the Teweles family holding executive and board positions over much of its existence. In July 1972, L. Teweles Seed Co. was acquired by Kent Feeds, Inc. of Muscatine, Iowa, for an undisclosed amount. It became a wholly owned subsidiary in September of that year. The acquisition marked the end of the company’s independent family ownership and eventual standalone identity. The historic Milwaukee building survived as a redeveloped property, preserving the Teweles name in the city’s architectural landscape even after the operating seed company ceased to function as an independent brand.

Ludwig Teweles founded L. Teweles Seed Co. in 1865 after immigrating from Bohemia and working in several Wisconsin businesses. His early commercial activities included selling chicken feathers, seeds, and feed, operating a general store in Kellnersville, running a produce business in Sheboygan, and establishing a seed operation in Milwaukee. The company grew into a major Midwestern forage-seed producer and eventually became the second-largest forage seed company in North America, behind Northrup-King. A major step in the company’s development was the construction of its Milwaukee facility in 1918. The twelve-story reinforced-concrete warehouse and production plant was reportedly the tallest building on Milwaukee’s south side. The structure served as headquarters, storage, and production space and later became known as the Seed Tower. Its scale reflected the importance of seed handling, processing, and distribution to the company’s business. During the 1920s, Hugo Teweles introduced a branding system for forage-seed quality grades. Rather than relying only on commodity descriptions such as “prime,” “choice,” and “fancy,” the company used the Badger, Buffalo, and Elk brands. Badger occupied the top position, with Buffalo and Elk representing lower grades. L. Teweles Seed Co. also sought to distinguish itself through smaller bags, including 60-pound packages for alfalfa and clover, 45-pound packages for timothy grass, and 50-pound packages for orchard and brome grass. The company promoted this packaging as a practical alternative to larger industry-standard sacks. The firm supplied seed during the Second World War, when agricultural rebuilding created strong international demand. The United States government assigned it to ship six million pounds of seed to Germany alone, and wartime shipments also served England. After the war, the company emphasized technical research. In 1950 it became one of the first private seed businesses to conduct hybrid-seed research, focusing particularly on corn and alfalfa. It claimed to have developed the world’s first alfalfa hybrid. Research spending rose by 400 percent between 1950 and 1964, reflecting a strategic shift toward proprietary plant development and improved varieties. L. Teweles Seed Co. also operated in the consumer lawn market through Teweles Lawn Systems Products. Under the “big red T” identity, the division sold lawn-seed mixtures and lawn-treatment products. Formula 88, Executive, and Leisure were among its named lawn blends. This consumer activity complemented the company’s established agricultural business and extended the Teweles name beyond commercial forage production. The company remained family operated for four generations. Ludwig’s descendants occupied senior positions including president, treasurer, chairman, secretary, and executive vice president. Lawrence Teweles served as president from 1952 to 1960 and then became chairman, while L. William Teweles was president for twelve years before the 1972 transaction. In July 1972, Kent Feeds, Inc. acquired the business for an undisclosed amount; it became a wholly owned subsidiary that September. The acquisition ended the company’s independent family ownership. The former Milwaukee plant survived the operating company. In the early 2000s, the Seed Tower was renovated into apartments, with financing reported from US Bank and Simpson Housing Solutions and architectural work by 3rd Cost Design Concepts. The building remains associated with Milwaukee’s Historic Fifth Ward and retains the Teweles name on its exterior.

1. 2000Seed Tower redevelopment

   The former headquarters and plant was renovated as a loft apartment complex in the early 2000s.

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2. 1972Acquired by Kent Feeds

   Kent Feeds acquired the company in July, and L. Teweles Seed Co. became a wholly owned subsidiary in September.

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3. 1964Research investment expansion documented

   Research spending had increased by 400 percent from its 1950 level as the business concentrated on seed research.

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4. 1950Private hybrid-seed research begins

   The company began private research into hybrid seed, particularly corn and alfalfa, and later claimed a pioneering alfalfa hybrid.

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5. 1920Branded forage-seed grades introduced

   Hugo Teweles introduced the Badger, Buffalo, and Elk brands to identify different forage-seed quality grades.

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6. 1918Milwaukee Seed Tower constructed

   The company built a twelve-story reinforced-concrete warehouse and production plant on Milwaukee’s south side.

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7. 1865Company founded

   Ludwig Teweles established L. Teweles Seed Co. after earlier work in general merchandise, produce, seed, and feed.

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A research-oriented Midwestern seed producer that combined agricultural expertise with early consumer-facing branding, graded forage-seed lines, convenient package sizes, and branded lawn-care products.

• BadgerForage seed1920

  Badger was the company’s highest branded forage-seed grade. It replaced the more generic quality label “prime” within the company’s branded system and was promoted in the 1950s with the slogan “More PURE-LIVE seed for your money.”

• BuffaloForage seed1920

  Buffalo was one of L. Teweles Seed Co.’s branded forage-seed grades. It occupied a lower quality position than Badger within the company’s three-brand system and helped give commodity seed a recognizable commercial identity.

• ElkForage seed1920

  Elk was a branded forage-seed line used alongside Badger and Buffalo. The three animal names represented differentiated grades rather than separate agricultural species, allowing the company to communicate quality tiers through brand labels.

• Teweles Lawn Systems ProductsLawn-care products

  Teweles Lawn Systems Products was the company’s consumer-oriented lawn division. Marketed with the “big red T” identity, it offered lawn-grass seed mixtures and lawn-treatment products, extending the company from commercial forage seed into household and grounds-maintenance applications.

• Formula 88Lawn seed blend

  Formula 88 was one of the named lawn-grass blends sold through Teweles Lawn Systems Products. It was positioned as a consumer lawn product rather than as a bulk agricultural forage-seed grade.

• ExecutiveLawn seed blend

  Executive was a named lawn-seed blend in the Teweles consumer lawn portfolio. Available product detail is limited, but it formed part of the company’s branded range of lawn mixtures.

• LeisureLawn seed blend

  Leisure was another named lawn-grass blend marketed by Teweles Lawn Systems Products. It represented the company’s attempt to organize consumer lawn products into recognizable branded formulas.

• 1950More PURE-LIVE seed for your money

  United States

  The slogan was associated with the Badger brand and emphasized the amount of pure, viable seed offered to agricultural buyers.

  Outcome. The campaign reinforced Badger’s position as the company’s premium forage-seed grade.

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• Look for the big red T

  United States

  Teweles Lawn Systems Products used the “big red T” identity to promote its consumer lawn-seed blends and lawn-treatment products.

  Outcome. The identity extended the Teweles name from agricultural seed into the consumer lawn-care market.

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• 1972Accept acquisition by Kent FeedsM&A

  After four generations of family operation, the company was sold as the seed business entered a new ownership phase.

  What changed. Kent Feeds, Inc. acquired L. Teweles Seed Co. in July 1972 and made it a wholly owned subsidiary in September.

  Aftermath. The transaction ended the company’s independent family ownership; the acquisition price was not disclosed.

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• 1950Commit to private hybrid-seed researchStrategy

  The company sought to strengthen its position through scientific research and improved seed varieties.

  What changed. L. Teweles Seed Co. became one of the first private firms to undertake hybrid-seed research, focusing especially on corn and alfalfa.

  Aftermath. Research spending rose substantially through 1964, and the company claimed to have pioneered the world’s first alfalfa hybrid.

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• 1920Replace generic seed grades with branded quality tiersStrategy

  The company operated in a commodity category where forage seed was commonly identified with generic grades such as prime, choice, and fancy.

  What changed. Hugo Teweles introduced the Badger, Buffalo, and Elk brands to distinguish quality levels through memorable animal names.

  Aftermath. The change made L. Teweles Seed Co.’s forage products more recognizable and became one of the company’s notable marketing innovations.

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• 2000Milwaukee Seed Tower is converted into apartments

  The former L. Teweles Seed Co. warehouse and production plant underwent renovation in the early 2000s and was converted into a loft apartment complex.

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• 1972L. Teweles Seed Co. is acquired by Kent Feeds

  Kent Feeds of Muscatine, Iowa acquired L. Teweles Seed Co. in July 1972. The company became a wholly owned Kent subsidiary in September.

  M&A
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1. L. Teweles Seed Co.