Joseph Friedman

[2] While sitting in his younger brother Albert's fountain parlor, the Varsity Sweet Shop in San Francisco (200 19th Avenue[3]), Friedman observed his young daughter Judith at the counter, struggling to drink out of a straight straw.

After removing the screw, the altered paper straw would bend conveniently over the edge of the glass, allowing small children to better reach their beverages.

During the war, he managed the optometry practice of Arthur Euler, O.D., in Capwells' Department Store in Oakland, California, and continued to sell real estate and insurance to support his growing family.

Friedman obtained financial backing for his flexible straw machine from two of his brothers-in-law, Harry Zavin and David Light,[1] as well as from Bert Klein, a family associate.

With their financial help, and the business advice of his sister Betty, Friedman completed the first flexible straw manufacturing machine in the late 1940s.

[1] While still living in Cleveland and working at the Tarbonis Company, she corresponded regularly with her brother and directed all of the sales and distribution of the straw.

Additional partners and investors were added over time, including Art Shapiro, who was initially solicited as a potential buyer of the patent.