Howard M. Baldrige, Jr.
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Howard Malcolm "Mac" Baldrige Jr. (October 4, 1922July 25, 1987) was an American businessman. He served as the
United States Secretary of Commerce The United States secretary of commerce (SecCom) is the head of the United States Department of Commerce. The secretary serves as the principal advisor to the president of the United States on all matters relating to commerce. The secretary rep ...
from 1981 until he died in 1987. He was inducted into the
ProRodeo Hall of Fame The ProRodeo Hall of Fame and Museum of the American Cowboy was opened in August 1979 as a museum designed to "preserve the legacy of the cowboy contests, the heritage and culture of those original competitions, and the champions of the past, p ...
in 1988.


Biography


Early life and career

Baldrige was born on October 4, 1922, in
Omaha, Nebraska Omaha ( ) is the List of cities in Nebraska, most populous city in the U.S. state of Nebraska. It is located in the Midwestern United States along the Missouri River, about north of the mouth of the Platte River. The nation's List of United S ...
. He was the son of H. Malcolm Baldrige, Sr. (1894–1985), a
congressman A member of congress (MOC), also known as a congressman or congresswoman, is a person who has been appointed or elected and inducted into an official body called a congress, typically to represent a particular constituency in a legislature. The t ...
from
Nebraska Nebraska ( ) is a landlocked U.S. state, state in the Midwestern United States, Midwestern region of the United States. It borders South Dakota to the north; Iowa to the east and Missouri to the southeast, both across the Missouri River; Ka ...
, and the former Regina Katherine Connell (1896–1967). He had a brother, Robert Connell Baldridge (he alone returned the second "d" to his last name, which had been dropped in previous generations), and a sister,
Letitia Baldrige Letitia "Tish" Baldrige (February 9, 1926 – October 29, 2012) was an American etiquette expert, public relations executive and author who was most famous for serving as Jacqueline Kennedy's Social Secretary. Known as the "Doyenne of Deco ...
. He attended
The Hotchkiss School The Hotchkiss School is a private college-preparatory day and boarding school in Lakeville, Connecticut. It educates approximately 600 students in grades 9–12, plus postgraduates. Founded in 1891, it was one of the first English-style board ...
and
Yale University Yale University is a Private university, private Ivy League research university in New Haven, Connecticut, United States. Founded in 1701, Yale is the List of Colonial Colleges, third-oldest institution of higher education in the United Stat ...
. At Yale, he was a member of a
Delta Kappa Epsilon Delta Kappa Epsilon (), commonly known as ''DKE'' or ''Deke'', is one of the oldest Fraternities and sororities, fraternities in the United States, with fifty-six active chapters and five active Colony (fraternity or sorority), colonies across No ...
. Baldrige began his career in the manufacturing industry in 1947 as the foundry hand in an iron company in
Connecticut Connecticut ( ) is a U.S. state, state in the New England region of the Northeastern United States. It borders Rhode Island to the east, Massachusetts to the north, New York (state), New York to the west, and Long Island Sound to the south. ...
and rose to the presidency of that company by 1960. During
World War II World War II or the Second World War (1 September 1939 – 2 September 1945) was a World war, global conflict between two coalitions: the Allies of World War II, Allies and the Axis powers. World War II by country, Nearly all of the wo ...
, Baldrige served in combat in the Pacific as Captain in the 27th Infantry Division. On March 31, 1951, Baldrige married Margaret "Midge" Trowbridge Murray, with whom he had two daughters. Before entering the Cabinet, Baldrige was chairman and chief executive officer of
Waterbury, Connecticut Waterbury is a city in the U.S. state of Connecticut. Waterbury had a population of 114,403 as of the 2020 United States census, 2020 Census. The city is southwest of Hartford, Connecticut, Hartford and northeast of New York City. Waterbury i ...
-based brass company Scovill, Inc. Having joined Scovill in 1962, he is credited with leading its transformation to a highly diversified manufacturer of consumer, housing and industrial goods from a financially troubled
brass mill A brass mill is a mill which processes brass. Brass mills are common in England; many date from long before the Industrial Revolution. ;Examples of brass mills include: * Brassmill (Ross on Wye) * Saltford Brass Mill See also * Calamine brass ...
.


Secretary of Commerce

Baldrige was nominated to be Secretary of Commerce by President-elect
Ronald Reagan Ronald Wilson Reagan (February 6, 1911 – June 5, 2004) was an American politician and actor who served as the 40th president of the United States from 1981 to 1989. He was a member of the Republican Party (United States), Republican Party a ...
on December 11, 1980, and confirmed by the
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on January 22, 1981. He served from January 20, 1981, until July 25, 1987. He and William C. Redfield served as commerce secretaries for six years. During his tenure, Baldrige played a significant role in developing and carrying out Administration trade policy. He took the lead in resolving difficulties in technology transfers with
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and
India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...
. Baldrige held the first
Cabinet Cabinet or The Cabinet may refer to: Furniture * Cabinetry, a box-shaped piece of furniture with doors and/or drawers * Display cabinet, a piece of furniture with one or more transparent glass sheets or transparent polycarbonate sheets * Filin ...
-level talks with the
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in seven years, which paved the way for increased access for U.S. firms to the Soviet market. The world's most preeminent leaders highly regarded him. Leading the Administration's ward effort to pass the Export Trading Company Act of 1982, Baldrige was named by the President to chair a Cabinet-level Trade Strike Force to search out unfair trading practices and recommend ways to end those practices. He was the leader in the reform of the nation's
antitrust Competition law is the field of law that promotes or seeks to maintain market competition by regulating anti-competitive conduct by companies. Competition law is implemented through public and private enforcement. It is also known as antitrust l ...
laws. Baldrige's award-winning managerial excellence contributed to long-term economic improvement, efficiency, and effectiveness in government. Baldrige reduced the budget within the Commerce Department by more than 30% and administrative personnel by 25%. "How Plain English Works for Business, Twelve Case Studies" was published by the U.S. Department of Commerce with his introduction in 1984. In it were twelve chapters on how "translations" of complex legal wording or bureaucratic jargon could be simplified and made more clear to any reader. In the section on insurance policy language, an example showed the cumbersome nature of "While this policy has a loan value, the owner may obtain an advance from XYZ Company upon assignment of the policy as sole security." It became "You can get a loan from us on your policy while it has a loan value. The policy can be the sole security for the loan." Baldrige's introduction read, in part, "Talking or writing in plain English is a challenge to both the private and public sectors. In this book of case studies, 12 corporations and trade associations tell how they met this challenge. I am grateful for the efforts their officials have given to this partnership project." Baldrige worked as a ranch hand during his boyhood and earned several awards as a professional team roper on the
rodeo Rodeo () is a competitive equestrian sport that arose out of the working practices of cattle herding in Spain and Mexico, expanding throughout the Americas and to other nations. It was originally based on the skills required of the working vaqu ...
circuit. He was the
Professional Rodeo Cowboys Association The Professional Rodeo Cowboys Association (PRCA) is the largest rodeo organization in the world. It sanctions events in the United States, Canada, and Mexico, with members from said countries, as well as others. Its championship event is the N ...
's Rodeo Man of the Year in 1981; he was installed in the Hall of Great Westerners of the
National Cowboy and Western Heritage Museum The National Cowboy & Western Heritage Museum is a museum in Oklahoma City, Oklahoma, United States, with more than 28,000 American West, Western and Native American art works and Artifact (archaeology), artifacts. The facility also has the worl ...
in
Oklahoma City, Oklahoma Oklahoma City (), officially the City of Oklahoma City, and often shortened to OKC, is the List of capitals in the United States, capital and List of municipalities in Oklahoma, most populous city of the U.S. state of Oklahoma. The county seat ...
, in 1984. Baldrige once appeared on the television game show ''
To Tell the Truth ''To Tell the Truth'' is an American television panel show. Four celebrity panelists are presented with three contestants (the "team of challengers", each an individual or pair) and must identify which is the "central character" whose unusual ...
'' pretending to be rodeo tie-down roping champion Dean Oliver. He was inducted into the
ProRodeo Hall of Fame The ProRodeo Hall of Fame and Museum of the American Cowboy was opened in August 1979 as a museum designed to "preserve the legacy of the cowboy contests, the heritage and culture of those original competitions, and the champions of the past, p ...
in
Colorado Springs, Colorado Colorado Springs is the most populous city in El Paso County, Colorado, United States, and its county seat. The city had a population of 478,961 at the 2020 United States census, 2020 census, a 15.02% increase since 2010 United States Census, 2 ...
, in 1988, rodeo's highest honor.


Death and legacy

Secretary of Commerce Baldrige died in
Northern California Northern California (commonly shortened to NorCal) is a geocultural region that comprises the northern portion of the U.S. state of California, spanning the northernmost 48 of the state's List of counties in California, 58 counties. Northern Ca ...
on July 25, 1987, after sustaining internal injuries from a
rodeo Rodeo () is a competitive equestrian sport that arose out of the working practices of cattle herding in Spain and Mexico, expanding throughout the Americas and to other nations. It was originally based on the skills required of the working vaqu ...
accident while participating in a calf-roping competition when the horse he was riding fell on him at the Jack Roddy Ranch in Brentwood in east
Contra Costa County Contra Costa County (; ''Contra Costa'', Spanish language, Spanish for 'Opposite Coast') is a U.S. county, county located in the U.S. state of California, in the East Bay of the San Francisco Bay Area. As of the 2020 United States census, the ...
, east of San Francisco. Following the accident, Baldrige was flown by helicopter to John Muir Hospital in
Walnut Creek, California Walnut Creek is a city in Contra Costa County, California, United States, located in the East Bay region of the San Francisco Bay Area, about east of the city of Oakland, California, Oakland. Walnut Creek has a total population of 70,127 per t ...
, but his internal injuries were too severe. Baldrige was buried in North Cemetery in
Woodbury, Connecticut Woodbury is a New England town, town in Litchfield County, Connecticut, Litchfield County, Connecticut, United States. The town is part of the Naugatuck Valley Planning Region, Connecticut, Naugatuck Valley Planning Region. The population was 9,72 ...
. His service as Secretary of Commerce was one of the longest in history. He and
Ron Brown Ronald Harmon Brown (August 1, 1941 – April 3, 1996) was an American politician and lobbyist who served as the 30th United States Secretary of Commerce during the first term of President Bill Clinton. Before this, he was chairman of the Democ ...
are the only two who died while in office. Baldrige is said to have been possibly the most colorful Secretary of Commerce and one of the most beloved. Baldrige was a proponent of quality management as a key to his country's prosperity and long-term strength. He took a personal interest in the legislation that became the Quality Improvement Act of 1987 and helped draft one of the early versions. In recognition of his contributions, Congress named the annual award (see
Malcolm Baldrige National Quality Award The Malcolm Baldrige National Quality Award recognizes U.S. organizations in the business, health care, education, and nonprofit sectors for performance excellence. The Baldrige Award is the highest formal recognition of the performance excellen ...
) for product quality in his honor. After Baldrige's death, the
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renamed the
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NOAAS ''Researcher'' (R 103) in his honor in a ceremony on March 1, 1988, at the
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in
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, the ship becoming NOAAS ''Malcolm Baldrige'' (R 103). On October 17, 1988, Baldrige was presented posthumously with the
Presidential Medal of Freedom The Presidential Medal of Freedom is the highest civilian award of the United States, alongside the Congressional Gold Medal. It is an award bestowed by decision of the president of the United States to "any person recommended to the President ...
by
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Ronald Reagan Ronald Wilson Reagan (February 6, 1911 – June 5, 2004) was an American politician and actor who served as the 40th president of the United States from 1981 to 1989. He was a member of the Republican Party (United States), Republican Party a ...
.


Awards and honors

* 1969 – Golden Plate Award of the
American Academy of Achievement The American Academy of Achievement, colloquially known as the Academy of Achievement, is a nonprofit educational organization that recognizes some of the highest-achieving people in diverse fields and gives them the opportunity to meet one ano ...
* 1981 –
Professional Rodeo Cowboys Association The Professional Rodeo Cowboys Association (PRCA) is the largest rodeo organization in the world. It sanctions events in the United States, Canada, and Mexico, with members from said countries, as well as others. Its championship event is the N ...
's Rodeo Man of the Year * 1984 –
Hall of Great Westerners The Hall of Great Westerners was established by the National Cowboy & Western Heritage Museum in 1958. Located in Oklahoma City, Oklahoma, U.S., the Hall was created to celebrate the contributions of more than 200 men and women of the American W ...
of the
National Cowboy and Western Heritage Museum The National Cowboy & Western Heritage Museum is a museum in Oklahoma City, Oklahoma, United States, with more than 28,000 American West, Western and Native American art works and Artifact (archaeology), artifacts. The facility also has the worl ...
in
Oklahoma City, Oklahoma Oklahoma City (), officially the City of Oklahoma City, and often shortened to OKC, is the List of capitals in the United States, capital and List of municipalities in Oklahoma, most populous city of the U.S. state of Oklahoma. The county seat ...
* 1987 –
Malcolm Baldrige National Quality Award The Malcolm Baldrige National Quality Award recognizes U.S. organizations in the business, health care, education, and nonprofit sectors for performance excellence. The Baldrige Award is the highest formal recognition of the performance excellen ...
and Program named in his honor by Congress in recognition of his contributions * 1988 –
ProRodeo Hall of Fame The ProRodeo Hall of Fame and Museum of the American Cowboy was opened in August 1979 as a museum designed to "preserve the legacy of the cowboy contests, the heritage and culture of those original competitions, and the champions of the past, p ...
* 1988 – NOAAS Researcher (R 103) renamed in his honor to the NOAAS Malcolm Baldrige (R 103) * 1988 –
Presidential Medal of Freedom The Presidential Medal of Freedom is the highest civilian award of the United States, alongside the Congressional Gold Medal. It is an award bestowed by decision of the president of the United States to "any person recommended to the President ...


References

* How Plain English Works for Business, Twelve Case Studies, U.S. Department of Commerce, Office of Consumer Affairs, March 1984. 102 pages; 003-000-00631-0; U.S. Government Printing Office, Washington, D.C.


External links

* * {{DEFAULTSORT:Baldrige, Malcolm Jr. 1922 births 1987 deaths 20th-century United States government officials American chief executives of manufacturing companies United States secretaries of commerce Reagan administration cabinet members United States Army officers United States Army personnel of World War II Presidential Medal of Freedom recipients American Congregationalists Businesspeople from Omaha, Nebraska Foundrymen Hotchkiss School alumni Yale University alumni Sports deaths in California Deaths by horse-riding accident in the United States Politicians from Omaha, Nebraska ProRodeo Hall of Fame inductees Roping (rodeo)