A resident of Maryland for most of his life, Wilber Winkle recently decided a change was in order after reviewing a petition signed by 172 of 179 residents of his apartment community. Their desire to see Wilber head out onto the road and expand his horizons was so strong that they actually packed and loaded all of his belongings for him. Wilber himself put it this way ina recent letter: “Many of the residents were so caught up in the emotion of my exodus that they were unable to gain the composure needed to bid me a proper farewell, and my persistent knocks on their doors went unanswered.” Driving for an entire day and much of the night, Wilber desperately searched for a sign that would tell him where to make his new home. He traveled more than 1,000 miles before finally spotting his beacon in the night. Pulling over to the shoulder of a deserted interstate outside of Tampa, Florida, he stepped down from his truck, turned his nose to the air, and smelled the unmistakable aroma of Pepperidge Farm cookies. Four and a half miles later, a Pepperidge Farm Cookie Factory came into view. “If you’ve ever tasted a Pepperidge Farm product,” says Wilber, “I’m sure you can figure out why I settled here. A Pepperidge Farm cookie is as close to perfection as any product ever made. The factory’s aroma will be a daily and constant reminder of how products can and should be manufactured and marketed.” Wilber’s days in the Tampa area are filled with fairly everyday activities. He eats junk food, goes to the mall, plays golf, rents videos, washes his clothes, and goes to the bank, all while keeping a very sharp eye out for products and services that do not meet his and our expectations. “My mission remains unfinished,” says Wilber. “You can count on hearing much more from me in the months and years ahead.”