Description:
In 1909, the invention of an electronic welding machine inspired Battle Creek resident George Genebach to form the Battle Creek Oven Rack Co. His success led to the construction of a factory in 1911 and a new name, United Steel & Wire. The company is today known for its later innovation, the shopping cart, such as the one in this 1950s or ‘60s promotional ad. The company, which still operates on Wayne Road in Battle Creek under ownership of Rehrig United International, also manufactures merchandising displays.
