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Morton's was founded by Alonzo Richmond as Richmond & Company in 1848 in response to the explosion in salt's popularity after the start of the California Gold Rush. In 1889, Joy Morton acquired a major interest in Richmond & Company, and renamed it Joy Morton & Company. In 1910 the company became incorporated as the Morton Salt Company. Later in 1914, Morton’s began an advertising campaign centered around their new logo, the Morton Salt Girl, and slogan, “When It Rains It Pours®.” After decades of growth and adjustments to the design of the Morton Salt Girl in response to changing times, Morton’s entered the 21st century with new products, new accolades, and even more growth. To this day Morton’s is an American way of life, just as it has been since it was founded in 1848.