J.H. Filbert, Inc. was a company based in Baltimore, Maryland, United States that produced margarine and butter substitute products, including Mrs. Filbert's Margarine and I Can't Believe It's Not Butter!.
The company was founded by John H. Filbert, who died in 1917. His widow, Martha V. Filbert (and the namesake for Mrs. Filbert's Margarine(21 April 1960). Mrs. Filbert Rose To Conquer, Daytona Beach Morning Journal (sample advertisement)) then took over as president, and served in that role for over thirty years, until her death in 1954.(13 October 1954). Mrs. John H. Filbert (obituary), The New York Times(13 October 1954). , The Baltimore Sun
In 1972, Central Soya acquired the privately owned company, which at that time had reached annual sales of $63 million and was the largest privately owned manufacturer in Baltimore.(31 March 1972). , The Baltimore Sun(4 January 1978). , The Baltimore Sun In 1979, Filbert invented I Can't Believe It's Not Butter! and began marketing it in 1981.Lazarus, George (June 1, 1981). . Chicago Tribune. ("Filbert has moved into the Syracuse, Albany, and Pittsburgh markets with a one-pound blend called 'I Can't Believe It's Not Butter.'")
Unilever acquired Filbert in 1986 for $23 million in order to add East Coast U.S. manufacturing capacity. It continues to market some Filbert-created products.Shurtleff, William and Akiko Aoyagi Work with Soy - A Special Exhibit - The History of Soy Pioneers Around the World, unpublished manuscript, SoyInfoCenter.com, Central Soya Company (2004)Wyman, Carolyn (2004). Better Than Homemade: Amazing Foods That Changed The Way We Eat. Quirk Books. pp. 50–52. Jones, Geoffrey (2005). Renewing Unilever: Transformation and Tradition. Oxford University Press. pp. 102–03. (27 January 1977). , The Baltimore Sun ("Walter Scott, Jr.. has resigned as president of JH Filbert, Inc. ...")
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