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Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial. Slide 1940s 1960s 1950s 1930s 1970s 1980s 1990s 1920s Ed was a thinker and a tinkerer. As he matured he was keen to spot opportunities around him. Never afraid to hustle, his work ethic and moral compass were setting him on a path for future business success. Ed Lowe entered the Navy in 1942 and continued his entrepreneurial journey by selling labeling stamps to his crewmates while in the service. After leaving the Navy Ed returned to work for his father selling grease absorbents to local industries. Everything changed in 1947 when a new opportunity came knocking. As his success continued with the cat box filler Ed looked to expand his product portfolio to include a whole range of cat-related products. During this time, Ed bought his first plant for the sole purpose of processing the Fullers earth. Vertical integration was part of the key to Ed’s success. Business was good for Ed and warranted the construction of a new corporate headquarters in Cassopolis, Michigan. During this time Ed was also busy securing patents and trademarks for the assortment of new ideas he was bringing to market. Being number 1 in a number 2 industry was not something that Ed took lightly. Investing heavily in equipment, research, development and marketing, Ed aimed to stay at the top. More patents and trademarks were filed during this time in addition to some other grand ideas that never made it commercially. The 1980s saw the reinvention of his original product under the name Tidy Cat 3–a great commercial success that owed a lot to his marketing efforts. Continued product innovations kept his competitors at bay while he started thinking about what the future would hold, specifically the creation of a foundation in his name. When Ed Lowe died in October 1995 the groundwork had already been laid to ensure that his entrepreneurial legacy would live on. Through his philanthropic activities both with the foundation and elsewhere, he established a template for paying it forward, so that others could benefit from his generosity. Every great story has a beginning. Ours starts with Ed’s birth. From an early age Ed showed a curiosity for life that would later turn entrepreneurial.

Seeing an opportunity

In 1946 Ed Lowe joined his father’s business in Cassopolis, Michigan. Among other products, Lowe & Lowe distributed industrial absorbents for the Dri-Rite Co. A few month later, Ed’s neighbor, Kay Draper, stopped by the Lowes’ warehouse to ask Ed for some sand, explaining that the ashes she used in her cat’s litter box resulted in sooty paw prints all over the house. Instead of sand, Ed suggested she try some fuller’s earth clay he had in the garage. (This particular batch of aborbent clay had been sent as a sample by a Dri-Rite competitor, who hoped Lowe & Lowe would market his product.) Draper took the clay and soon came back for more, finding it far more more absorbent than sand.

After rave reviews from Draper and other neighbors, Ed established a new division at Lowe & Lowe, marketing the material as “Kitty Litter” at pet shops and cat shows throughout the Midwest. Two years later he purchased his father’s distribution business and devoted himself to building a national market for Kitty Litter.

1940s Timeline