Newman's Own philosophy: If you can help out, do

Newman's Own includes about 175 products, including the signature Olive Oil & Vinegar salad dressing. Newman's Own includes about 175 products, including the signature Olive Oil & Vinegar salad dressing. Photo: KAREN WARREN, CHRONICLE Photo: KAREN WARREN, CHRONICLE Image 1 of / 1 Caption Close Newman's Own philosophy: If you can help out, do 1 / 1 Back to Gallery

Lionel Lopez recognizes Paul Newman not from the movies but from the salad-dressing bottles that line an entire shelf at Whole Foods Market on Kirby.

"He's on practically every aisle," the grocery team leader says. "You name it, from chocolate bars and pasta sauces to balsamic vinegars. You can't miss the guy."

Not at grocery stores anyway. But in life, fans and friends will miss the 83-year-old actor, who succumbed to cancer at his Connecticut home on Friday.

While the 10-time Academy Award nominee's blue eyes launched his movie career, it was his salad dressing that helped launch a food revolution.

"Paul Newman was ahead of his time in regards to the all-natural movement," says Kroger spokeman Gary Huddleston. "He has had a big influence on the grocery industry. His dressing was one of the first all-natural products stocked in the regular section of the supermarket, rather than the specialty all-natural section."

It was a strategy that broadened the appeal of the Newman's Own premium food label and generated more than $250 million in profits — every cent of which Newman and the Newman's Own Foundation donated to thousands of charities around the world, including the Hurricane Katrina Relief Fund, Feeding America and the Hole in the Wall Camps for sick children.

Newman's Own was founded on a lark in 1982. Every Christmas, Newman filled wine bottles with his homemade oil-and-vinegar salad dressing to give to neighbors. When they ran out, they requested refills. This planted the seed of a salad-dressing enterprise and partnership with writer-friend A.E. Hotchner.

Newman put up $40,000 to start Newman's Own. He and Hotchner, however, were stumped over the labeling. Newman refused to use his famous likeness, but Hotchner was convinced the salad dressing wouldn't sell otherwise.

The actor once said, "When the face came on the bottle, I knew that the profits would have to go to charity. To make money off that would be so tacky. From this came the concept of circular exploitation. I allow my celebrity status to be exploited in order to sell stuff from which I then, in turn, channel the proceeds into good causes, hence the slogan of our company: 'Shameless exploitation for the common good.' "

Newman's Own offerings have expanded to about 175 products, including 27 salad dressings, 18 pasta sauces, six marinades, cereals, cookies, fruit drinks and, this year, grape juice for adults — Newman's Own Chardonnay and Newman's Own Cabernet Sauvignon.

In 1993, daughter Nell Newman started Newman's Own Organics. It took off, and in 2001, the organic division separated from Newman's Own. Even so, its labels continue to feature the actor with a rakish grin and dressed in costumes. The company pays royalties to use Newman's likeness, and the royalties go to charity.

"Somebody once asked Paul if he drew a salary from the company," says Newman's Own executive Tom Indoe. "He never drew a salary. One time, he added (up) his expenses because he wanted to make sure he wasn't overspending. He spent $1,600 over 20 years. He always felt he was lucky and privileged being born in this country where, if you can lend a hand to somebody less fortunate, you should do it. That was his outlook on life."

dai.huynh@chron.com