Robert Morrison, the former CEO of Kraft Foods and Quaker Oats, has died at the age of 83. He passed away from natural causes on January 16 at his winter residence in Vero Beach, Florida, as confirmed by his family. Morrison was not only a prominent figure in the food industry but also a decorated veteran of the U.S. Marine Corps.
Morrison guided both Kraft Foods and Quaker Oats through transformative periods in their histories. His leadership style and personal integrity left a lasting impression on colleagues and friends alike. “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,” remarked longtime friend and fellow CEO Jim Farrell.
Early Life and Military Service
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. His life took a significant turn when his father passed away unexpectedly at the age of 19. “It was a major turning point in his life,” noted his daughter, Emily Morrison Krall. “At that point, he really wanted to challenge himself, see what he was capable of, and make his dad proud.”
After his graduation, Morrison was commissioned as a Marine Corps officer and deployed to 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 esteemed accolades. Despite these honors, Morrison remained humble about his service. “My dad remained humble throughout his life, especially about Vietnam,” Krall said.
Business Career and Leadership
Following his military service, Morrison enrolled at the Wharton School of Business. His experiences as a Marine shaped his leadership approach, instilling confidence that would serve him well in the corporate world. After graduating, he started his career at Procter & Gamble, where he honed his skills in marketing.
In 1983, Morrison joined Kraft Foods, initially overseeing the cheese division. He quickly ascended through the ranks, ultimately becoming CEO as the company adapted to significant changes after its acquisition by Philip Morris. In 1997, he took the helm at Quaker Oats, which was struggling following the unsuccessful acquisition of Snapple.
Morrison identified opportunities within Quaker’s offerings, particularly with Gatorade and health-oriented foods. He acted decisively, restructuring the company and streamlining its brand portfolio. Former communications chief at Quaker Oats, Mark Dollins, noted, “There was never any lack of clarity about what the decision was, why it was made, and the path forward.” Under Morrison’s leadership, Quaker Oats regained its footing and was acquired by PepsiCo in 2001. He served as vice chairman until his retirement in 2003.
Beyond his executive roles, Morrison contributed to various civic and corporate boards, including Illinois Tool Works and the Museum of Science and Industry. Former Tribune Company CEO Dennis FitzSimons remembered Morrison as a visionary who approached challenges with unique insights.
Morrison balanced his demanding professional life with a commitment to family. His children recall his dedication to being present for family dinners and sports events, as well as his quirky habit of correcting their grammar. Outside of work, he enjoyed golf, bridge, trivia, and reading about military history.
Morrison is survived by his children Scott (Torrie), Stephen (Kjersten), Jamie (Amy), Emily (Steven), and Catherine (Patrick), along with 11 grandchildren. His wife, Susan, passed away in 2023. A celebration of his life is scheduled for February 12 at Christ Church in Lake Forest.
