Category: museums

By Matthew M. Thomas

This post continues the story of the fictitious John Shelby, the Maple Sugar Man of Barre, Vermont. Part One of the story, focusing in the events surrounding the origins of the name and the company can be found here.

In 1945, five years after becoming an owner of the mail order maple products business with his purchase of the Black Sign Maple Syrup Company and the John Shelby label, Preston C. Cummings and Black Sign purchased the Vermont Maple Products Company. Buying out the South Royalton from Amos and Wendell Eaton, Cummings acquired the company name, their direct order mailing list, packaging equipment and supplies and their maple syrup inventory. The following year Black Sign changes its name to the Vermont Maple Products Company.

The company added Alfred W. Lane to its leadership in March 1947 ahead of plans for expanding the scale and sales of their operation. The following month the Cummings, Lane and R. Barton Sargent incorporated the Green Mountain Syrup Company occupying the same space as the Vermont Maple Products Company on Ayers Street in Barre. A year later, in February 1948, the Green Mountain Syrup Company formally changed its name to John Shelby, Inc. with Preston C. Cummings as president.

At some point in the late 1940s or around 1950 the Vermont Maple Products Company added exhibits to their plant, started offering tours, and began calling it the John Shelby Maple Museum. The name of John Shelby, The Maple Sugar Man was formally trademarked by the Vermont Maple Products Company in 1951.

Cummings further expanded the museum in the spring of 1952 with the addition of eight of painted murals created by Chelsea, Vermont artist Paul V. Winters. The murals depicted the evolution of the maple syrup industry from Native American sugaring to the colonial period and onto modern sugaring methods and equipment. The museum was popular and well promoted and was relatively unique at a time when few collections of maple sugaring antiques were on display elsewhere in Vermont.

Although the museum was a popular attraction it would appear that not everyone was pleased with how Mr. Cummings ran his business. In December of 1956 charges were filed in federal court against the Vermont Maple Products Company and Preston C. Cumming for violating the fair labor standards act. Specifically, Cummings was accused of paying employees under the then $1.00 legal minimum wage.

A few months later in March 1957 Cummings sold the Vermont Maple Products Company mail order operations, including the John Shelby name and museum, to Ezra R. Armstrong and Hal C. Miller, Jr. , both from Barre. Miller was an owner of the local Coca-Cola bottling company.

However, in selling the company, Cummings was not free of his legal troubles. It turns out that Cummings was also under investigation for tax fraud covering the years 1954, 1955 and 1956. Cummings was accused of filing false personal income tax returns and falsifying the taxable wages to employees he reported to the Internal Revenue Service. Cummings pled guilty in June 1960 on 16 counts and was sentenced to one year and a day in federal prison. Later the following year, Cummings appeared in a newspaper advertisement as the manager of the Barre branch of the Eastern Investment Corporation.

At some point around 1960 it appears that Miller and Armstrong sold the Vermont Maple Products Company and John Shelby Museum to Louis Hall, an associate of Miller with the Coca-Cola bottling company of Barre.  As owner and full-time manager of the maple museum, Hall was engaged in the day-to-day operation of the mail order business and the tourist attraction, even serving as the president of the Vermont Attraction Association for a few years. In 1966 Hall sold the John Shelby Maple Museum to Rudolph “Shorty” Danforth and Clifford Eaton. A year later the museum building was purchased and razed to accommodate the expansion of what was then the neighboring Carle and Seaver tire shop.

In 1966 Danforth and Eaton expanded their existing sugarhouse on State Route 14 in south Royalton to become a roadside maple themed restaurant called the House o’ Maple Vermont Sugar House. The artifacts and memorabilia from the purchase of the Shelby Maple Museum became a center piece and important attraction at the restaurant, bringing an end to the life of the fictitious John Shelby.

In 1975 Clifford Eaton bought out his partner Shorty Danforth’s portion of the restaurant business and in turn Danforth purchased Eaton’s share of the maple museum collection. Not long after, Shorty Danforth (who was a large man) sold the maple museum collection to Tom Olson of Rutland. Olson gave the collection a new home as the centerpiece of the New England Maple Museum which he built and opened in 1977 in Pittsford, Vermont. The museum is still open to this day preserving and sharing the collections, painted murals, and legacy of the mysterious Maple Sugar Man, John Shelby.

 

By Matthew M. Thomas

Barre, Vermont was at one time home to the John Shelby Maple Museum and pure Vermont maple syrup packed by John Shelby, the Maple Sugar Man.  Over time the artifacts in the John Shelby Maple Museum traded hands and later became the core of what is today the New England Maple Museum. But who was this John Shelby and where did he come from? As it turns out, there never was a John Shelby.  Like some famous foods, it was a made-up trade name of the Black Sign Maple Syrup Company. But that’s not where the story gets interesting. Let me start from the beginning.

The Black Sign Maple Syrup Company was a maple syrup packing and maple candy company started around 1935 in Barre, Vermont by Max Schwarzschild. Max was an industrious man who emigrated to the United States from Germany in 1908. After working in sales and the imported food business in New York City and Chicago, he served in the United States Army during World War I. Later while in the Army’s Quartermaster Corps, he discovered Vermont when sent to the Green Mountain state to assist the Civilian Conservation Corps. After discharging from the Army, he moved to Barre, where he started a mail order maple syrup and candy company called Black Sign with the name a translation of his own German name, with schwarz meaning black and schild meaning sign or shield.

Not long after starting his new company, Schwarzschild married a widow named Ethel Sheplee Sartelle and began using the name John Shelby to sell his maple products. It is not known exactly when or how Max Schwarzschild came up with the name of John Shelby.  The earliest dated reference I could find of Schwarzschild using the name John Shelby was 1940. Perhaps he was self-conscious of his German heritage in the period between the wars and wanted a more Yankee sounding name on his label.  For example, one 1940 newspaper article about Schwarzschild noted that his wife was “a member of the Shelby family of Barre who can trace their lineage back to Ethan Allen.”  We know that she wasn’t a Shelby and examination of the city directories for Barre in the first half of the 20th century show no families with the name Shelby.  It is hard to ignore the similarities between his wife Ethel’s maiden name of Sheplee and the name Shelby.

The Black Sign Company began operations on Prospect Street in Barre, but in 1938 built a new house for the business in Barre at the end of Ayers Street near the corner with West Patterson Street. The new Black Sign plant was equipped with modern equipment for the handling and bottling of maple syrup and manufacture of maple candy. After five years, successful advertising and attractive packaging helped the Black Sign company grow to 12 employees preparing and packing maple products to send to mail order customers around the country and around the world.

However, in late June of 1940, it began to appear that there was another side to the story of Black Sign’s success when it was reported that Max Schwarzschild had been missing from work and home for a couple of weeks. Inquiries into his disappearance and possible whereabouts uncovered that earlier in the month he had secured a loan for $11,000 from a local Barre bank using 140 barrels of maple syrup he had in storage as collateral. Investigations of his business discovered that the barrels did not in fact contain maple syrup as expected but instead had been filled with water. Upon that realization, a warrant was put out for Schwarzschild’s arrest. By then he had been tracked to Chicago where local authorities detained him. Washington County Sheriff Henry Lawson then flew from Vermont to Chicago to return Schwarzschild to Vermont to face charges of grand larceny as well as additional charges for writing a worthless check for over $4000 to the Lamoille County Savings Bank. With Schwarzschild’s arrest and inability to meet bail, a Federal Judge put the Black Sign Maple Syrup Company into receivership and appointed Arthur Simpson, Director of the State’s Old Age Assistance Department and a stockholder and chairman of the board of directors of the Cary Maple Sugar Company, to manage the company during Schwarzschild’s incarceration and trial.

Further investigations revealed that Schwarzschild had previously arranged for the delivery of the barrels to St. Johnsbury where the syrup they contained was sold to the Cary Maple Sugar Company. Schwarzschild then had an equal number of barrels filled with water in the Barre warehouse.  Unfortunately for him the bank had recorded the serial numbers on the original syrup barrels at the time of making the loan and the numbers on the water filled barrels did not match what was in the bank’s records.

While Schwarzschild sat in jail during the summer of 1940, further investigations revealed the extent of his unpaid business transactions and working on credit with liabilities totaling $80,000, including debts to the Cary Maple Sugar Company amounting to $40,000. Despite company assets adding up to $103,000 a United States District Court judge declared Max Schwarzschild and the Black Sign Maple Syrup Company to be involuntarily bankrupt. Arthur Simpson was then chosen as the Trustee to manage the bankruptcy of the company. In late October of 1940, a few days before Schwarzschild went on trial, the Black Sign Company was sold by Simpson to the People’s National Bank who in turn promptly sold the company to Preston C. Cummings of Burlington and Norbert C. Goettler of Montpelier. Cummings and Goettler quickly took possession of the plant and continued operations under the existing names of Black Sign Maple Syrup Company and the John Shelby brand. The following January Preston C. Cummings, his wife Nina B. Cummings, and new business partner Willis B. Venable of Barre formally filed articles of incorporation for the Black Sign Maple Products Company with $10,000 worth of stock.

Schwarzschild was found guilty and sentenced to two to four years in state prison at Windsor, Vermont. He served about one year of the sentence before being released but never returned to the business of selling maple products.

With that the first half of the Black Sign and John Shelby story come to a close….but wait, there’s more to be told in part two of this saga.