Robert Morrison, the former CEO of Kraft Foods and Quaker Oats, passed away on January 16, 2024, at his winter home in Vero Beach, Florida. He was 83 years old. According to his family, Morrison died of natural causes. His leadership in two of America’s most prominent food companies came after a distinguished career in the U.S. Marine Corps.
Morrison’s impact extended beyond his professional achievements. Longtime friend and fellow CEO, Jim Farrell, described him as a person of integrity, stating, “He was good in his personal relationships, he was good as a businessman. He was truly somebody you could depend on, no matter what the circumstance.”
Born in Jackson Heights, New York, Morrison’s family relocated to Wellesley, Massachusetts, during his childhood. He attended the College of the Holy Cross on a Naval ROTC scholarship, but a family tragedy at the age of 19 significantly altered his trajectory. Following the sudden death of his father, Morrison sought to challenge himself and honor his father’s memory.
After graduating, he was commissioned as a Marine Corps officer and saw combat in Vietnam. During Operation Starlite, the first major U.S. ground operation of the Vietnam War, he was wounded but continued to lead his troops. His bravery earned him the Silver Star and Purple Heart, along with other prestigious awards, including the Marine Corps Scholarship Foundation’s Semper Fidelis Award.
Despite his military accolades, Morrison was known for his humility. His daughter, Emily Morrison Krall, remarked, “My dad remained humble throughout his life, especially about Vietnam.” He was a proud Marine, but never spoke of his individual actions, embodying the Marine ethos of selflessness.
Following his military service, Morrison pursued further education at the Wharton School of Business. His experiences in the Marines provided him with a unique perspective that contributed to his leadership style. “That confidence led to natural leadership skills,” Krall explained, emphasizing how he began to realize his potential as a businessman.
Upon graduation, Morrison joined Procter & Gamble in Cincinnati, where he worked in marketing, specializing in soap and cleaning brands. His competitive spirit was evident, as his son, Jamie Morrison, noted, “If there was market share to be gained, he wanted to win.”
In 1983, he joined Kraft Foods, where he initially managed the cheese division. He quickly ascended the corporate ladder, ultimately becoming CEO during a transformative period for the company following its acquisition by Philip Morris. In 1997, Morrison took the helm at Quaker Oats, which was facing challenges after its unsuccessful acquisition of Snapple.
Despite the obstacles, Morrison recognized opportunities within Quaker’s portfolio, particularly with Gatorade. His son Jamie described Morrison’s vision, saying, “He saw incredible value in Gatorade and a real opportunity to build on Quaker’s health credentials beyond oatmeal.” To implement his strategy, he restructured leadership and streamlined the company’s focus.
Mark Dollins, former communications chief at Quaker Oats, praised Morrison’s clarity and decisiveness. “There was never any lack of clarity about what the decision was, why it was made, and the path forward,” Dollins stated. Under his leadership, Quaker Oats rebounded, leading to its acquisition by PepsiCo in 2001. Morrison served as vice chairman until his retirement in 2003.
In addition to his executive roles, Morrison contributed to various civic and corporate boards in the Chicago area, including Illinois Tool Works, the Museum of Science and Industry, and the Lyric Opera of Chicago. Dennis FitzSimons, former CEO of Tribune Company, recalled Morrison’s insightful contributions to board discussions. “He had great vision and had angles that he would speak about that few other people would bring to the table,” he remarked.
Despite his demanding career, Morrison was a devoted family man. His children fondly remembered his commitment to family life, including his efforts to be home for dinner and coach their sports teams. They also humorously recalled his tendency to correct their grammar.
Morrison had a passion for golf, bridge, trivia, and reading military history. He is survived by his children Scott (Torrie), Stephen (Kjersten), Jamie (Amy), Emily (Steven), and Catherine (Patrick), as well as 11 grandchildren. His wife, Susan, passed away in 2023.
A celebration of Morrison’s life is scheduled for February 12, 2024, at Christ Church in Lake Forest.
