In short: #1 — the oldest company in the series, founded 1806, IPO 1930. "They own brands like Colgate, Hill's Pet, Sanex, Fabuloso, and Ajax." The Lindy case names the actual cash-flow mechanism rather than the brand: "People will always brush their teeth and wash their hands… Everyday, repeated purchases create steady, predictable cash flow." More than 5,000% since 1990. The honest footnote is in the history: William Colgate's 1806 soap-and-candle shop gives the founding date, but "the modern company comes from a 1928 merger with Palmolive (founded 1898)" — so the 220-year continuity is partly a legal artefact.
Colgate-Palmolive sells toothpaste, soap, cleaning products and pet food — Colgate, Ajax, Sanex, Fabuloso, Hill's. It is the oldest company in the series, tracing back to a soap-and-candle shop opened in New York in 1806.
The mechanism named here is the best short statement of why staples businesses are valued the way they are: everyday, repeated purchases create steady, predictable cash flow. Nobody stockpiles toothpaste and nobody skips brushing when the economy turns, so the revenue barely notices recessions. More than 5,000% since 1990. One caveat the post itself supplies: the modern company really dates from a 1928 merger, so the 220-year figure describes a lineage rather than a continuously operating business.
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