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Deady Bennett Sinagra

1960 - February 11, 2010

After graduating from Boston University in 1980, Deady Bennett worked with her father, Paul Sr., and brother, Paul Jr. to create Bennett Mineral Company. As a newly-minted geologist, Deady toiled in the rivers and creeks of Tidewater Virginia, searching for a deposit of absorbent clay called Diatomaceous Earth. Also known as “Fuller’s Earth,” Diatomaceous Earth is an absorbent clay found in most cat litters and other absorbent products. After eight months of hard work, Deady found a rich vein of highly absorbent clay outside of Walkerton, Virginia. Together, the Bennett Family built Bennett Mineral Company near the deposit. After completing her geologic field work, Deady transitioned into sales in 1981. Deady would become a leading saleswoman for Bennett Mineral Company and well known throughout the cat litter industry. Her work in sales led to a life-long friendship with colleague, John Danks. The following is Danks’ fitting tribute to Deady Bennett Sinagra.

Paul J. Bennett, III

September 2012

DEADY BENNETT SINAGRA:

I first met Deady Bennett and her Dad, Paul Bennett Sr., in June 1981. I immediately noticed her striking red hair, and her exuberant personality. Soon into the meeting I learned that Deady prospected along the East Coast to find the most absorbent clay deposits. I remember thinking what a “go-getter” she must be to come right out of college at Boston University as a geologist and begin such an extensive project. Her journey led her to clay deposits in Tidewater Virginia, especially along the Mattaponi River. Soon after the findings, the Bennett family leased land in Walkerton, VA and set up Bennett Mineral Company (BMC) to produce cat litter items along with industrial spill absorbers. It quickly became obvious to me that these were intelligent and innovative people. The plant was set up when oil prices were skyrocketing, and they had the insight and forethought, as well as the creative genius to set up a clay drying system that utilized saw dust to fuel the dryer. During our first meeting, Deady presented a large piece of clay. She demonstrated the high-absorbency of the clay by touching it with her tongue. We could see the moisture disappear only a second later! At the time, I did not know how important that piece of clay would become as our lives began to intertwine.

Soon after, I was hired as the NY Metro Market Broker for Bennett Mineral Company. Deady and I began our mission to sell the supermarket chains in the NY Metro Market. Our first appointment was with Joe Sheridan at Wakefern Food Corporation (ShopRite Stores). Deady came to the meeting well-prepared to discuss BMC’s new line of cat litter products – Soft Paw. Deady explained how Bennett Mineral Company could offer great value to Wakefern consumers with a more absorbent cat litter product than the competition, and at a far more competitive price. Deady presented a map of the East Coast showing all of the competitive cat litter plant locations as well as the new Bennett Mineral Plant. At the time, the key competitors were Lowes (Tidy Cat), Hartz, Oil-Dri, and Mid-Florida Mining (MFM) with their Kitty White brand. The map clearly illustrated BMC’s unique freight advantage for retailers in the North East. Deady then explained why Soft Paw was a more absorbent product, and out came that piece of clay, and a test kit……several jars of clay products from the competitors, and our Soft Paw item, along with plastic bottles of water. Deady’s sparkling personality and Southern Charm was now in full swing. Joe was immediately impressed with how knowledgeable she was about every aspect of the business. Deady then poured equal amounts of water into the competitors’ products, and then our Soft Paw product. She demonstrated on the conference table how much more absorbent the Soft Paw items were than competition. Deady also had picture of the plant, and highlighted their low-cost production technique of the wood-burning furnace to dry the clay. Joe was very sharp, possessing a striking personality, which made him a very knowledgeable buyer. He and Deady hit it off well during the meeting. Kitty White was the leading low cost brand at the time. In order to compete, Deady proposed running periodic half-price programs to introduce the Soft Paw items so we could gain consumer trial and to help build our market share. The half price ads were a somewhat new phenomenon so this was very appealing to Joe. Wakefern originally only wanted to start with the 25 lb. Soft Paw item, but Deady convinced him to also take the 10# item, saying with a smile “We also need the 10# item, as we wouldn’t really be in the business unless we had both the 10# and the 25# item.” Deady then gave Joe a basket of her homemade cookies thanking him for his time. This was our first success in the New York Market, and Wakefern is still Bennett Mineral Company’s number one volume customer in New York!

We then began selling to other customers…….we visited with Rich Vitabile at Twin County Grocers where we began with the Foodtown label business. At Waldbaum’s, we visited with Joe Sennett and Irving Gorman starting with Soft Paw. We then added the Always Save item when Waldbaum’s began with their Always Save Brand. Our first buyer at Key Foods was Lenny Klirsfeld, and as some in sales recall, Lenny was not an easy sell. In short order, Deady also won over Lenny and we began doing the Key Foods private label business. White Rose started with Dan McKernan and Howard Rakowsky where we began doing the White Rose private label litter business. Next, we visited King Kullen where we sold the Soft Paw program to Larry Gerolami and Rudy Becht.

Deady was always well prepared and with her bigger than life personality she became well respected and industry renowned as the “Queen of the Cat Litter Industry.” Through the years the buyers, category managers, head buyers, analysts, receptionists, and warehouse staff kept changing, but Deady won over the hearts of everyone she met. Deady treated all she contacted with great respect and kindness, and always took the time to bake those delicious homemade cookies for all we visited on each trip to the NY Market. Deady possessed a sense of humor and timing that was brilliant. She was always on her mark and her story-telling was legendary. As success grew over the years, Deady always maintained great humility and a sincere interest in her fellow man. Well known for her big heart and kindness within the plant and her community, Deady was always willing to take on added responsibilities. Deady was one of the best salesmen that ever came into the New York Market, but she was also a wonderful listener and genuinely interested in the lives of the people she ran across over the years.

As time went on, we became very close. Besides being a wonderful business woman, Deady was always devoted to her husband, Carl, and her three children, Carlo, Kathleen and Sean Patrick. As a wonderful mother, she took the time to be involved with her children’s education, sports, and many family vacations. Deady was also a devoted sister to her brother Paul, her sister, Holly, and she always had a very special relationship with her Mom and Dad.

I can remember many good times that we all had together through the years in New York City, and back in Virginia. Some of the most memorable were:

· Going to see Annie get Your Gun with Bernadette Peters. Annie’s zest for life reminded me of Deady.

· Deady arranging a trip for me and my son, Johnny, to visit with her and Paul Sr. At the time, Johnny was applying to Harvard and Paul Sr. conducted the alumnus interview with him. Paul Sr. and Paul Jr. both went to Harvard and were very involved in alumni affairs.

· Deady and Carl’s Wedding in 1987.

· Deady and Teresa visiting me in the Hospital in April of 2009.

· Deady and the family coming to the Beach Club in Long Beach in the early 1990’s.

· Going to see Carmen in Richmond in the early 1990’s……. my first opera (Deady wanted me to be cultured).

· All the dinners at Bruno’s in New York City. Bruno’s was a very famous and popular restaurant in the 80’s and 90’s where it served Northern Italian classics in a romantic atmosphere. The clientele were well dressed; the wait staff was professional and the piano player superb. Reservations were a must. Bruno himself checked to make sure that each and every table was being treated to the impeccable service that the restaurant was noted for. It was a dining experience that you were not likely to forget for a very long time. Upstairs was more of a private area with some mob types etc., wealthy Italian men, sometimes with family, and plenty of “Sinatras-in-training” drinking, laughing, singing away, and usually accompanied by the good-looking young ladies. Deady loved the atmosphere and all of the shenanigans.

· Deady and Carl coming to my son Johnny’s wedding in November of 2009.

In the later years Deady’s trips to New York usually included Teresa Perkins (Bennett Mineral Company’s Traffic Manager). Deady and Teresa had worked hand-in-hand through the years and this gave them a chance to spend some quality time together, and to provide an opportunity for Teresa to meet some of the customers face-to-face that she worked with on a daily basis over the phone. I visited with Wakefern Frozen in early June 2011 and I ran into Nicki Morris. Nicki gave me a warm welcome and immediately asked me about Deady. Nicki was our analyst at Wakefern for Bennett Mineral Company about 20 years ago. This illustrates the type of woman that Deady was, as she left a lasting impression on everyone.

Deady was the epitome of class and distinction. When Deady passed away in February 2010, I lost my very best friend. There will never be another like Deady.

-John Danks

Danks Associates

August 2011

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