[3] The Martha White brand is probably most associated with its long-term sponsorship of the Grand Ole Opry, a radio program featuring country music.
Nashville songwriter Pat Twitty wrote a jingle in 1953, and was performed from the stage of the Grand Ole Opry by bluegrass music artists Flatt and Scruggs.
[2] It is still in use today, having become a bluegrass standard and a signature number of Rhonda Vincent and the Rage.
Martha White has expanded its product offering beyond ingredients to include baking mixes.
In 1986, Beatrice, newly acquired by Kohlberg Kravis Roberts, spun off its specialty foods and nonfood brands as E-II Holdings.