With a helpful push from his wife Minerva, Lemuel P. Twine, "Lem", decides to enter the scene of politics, by running a campaign as reform-mayor of his hometown Witumpka Falls.

[2] Lem is unaware that his financial backer, Lester Cadwalader Sr., wants him to run in order to secure that the current mayor, Moe Carson, is re-elected.

When Lem's oldest daughter Helen Barbara is on her way to her date with Cadwalader's son Lester Jr., aka "Les", she accidentally bumps into her ex-boyfriend Jimmy Hanagan, who is just back from marketing studies at college.

At work, Jimmy comes up with the idea of telling the consumers that the puddings are full of Vitamin Z, a made-up healthy ingredient.

He goes on to persuade a local scientist, Asa Quiesenberry, to work with him on the marketing of the product, claiming the discovery of the new fantastic vitamin.

Lem is awarded Witumpka Falls Man of the Year" by the town Chamber of Commerce, and in a newspaper interview with Minerva, she announces the engagement of Helen and Jimmy.