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When Myth Becomes Reality

Author: Brian Rouff
Date: November 20, 2011
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My father, Morris Rouff, was the original inventor of Formula 409. He and his brothers owned a chemical plant in Detroit in the 1950s and serviced a number of accounts (mainly mortuaries and Chinese restaurants) that couldnít cut through the grease and glop with any commercial product then on the market. (A nice visual, donít you think?)

409 was formulated for that purpose; available exclusively as a heavy-duty industrial solvent and delivered to customers in 40-gallon drums. If you accidentally spilled some on your hand, a trip to the ER was not out of the question.

The reason Iím not rich is that my dad sold the company in 1960 to a company called Chemsol, which in turn sold it to Wilson Harrell, who sold it to Clorox in the mid-60s. While my dad walked away with a decent chunk of change (allowing us to move to California), it was by no means life-changing money. When I asked him about it in later years, he told me that it looked like a big score at the time and he was getting too old for the Michigan winters.

I mention all this because of the way the Clorox website tells the 409 story:

ďFormula 409 didnít get its name from the area code where it was developed. And itís not the birth date of the creatorís daughter. Formula 409 got its name from perseverance. From the desire of two young scientists in Detroit to create the ultimate cleaner. A cleaner powerful enough to dissolve through grease and dirt on contact.

ďA cleaner like that doesnít get created on the first try. And in the eyes of these two persistent scientists, it doesnít get created on the 101st, 201st, 301st or 401st try either. Only when they had created their 409th formula were these two young men satisfied they had created the ultimate cleaner.Ē

A nice yarn. Except itís pure marketing bullshit. The only part they got right is the Detroit reference. Formula 409 got its name because my mother Ruth was born on April 9. As in 4/09. Thatís the truth, as Lily Tomlin used to say. The Clorox folks werenít there. I was.

Yet, when I try to fix the entry on Wikipedia, someone keeps changing it back. And they use the Clorox website as proof.

I give up. The myth has officially become reality. History is written by the winners; in this case, a multinational corporation gets the final word. Let that be an object lesson for all of us. Iím pretty sure that everything we see, hear and read is wrong.

Itís going to take more than a cleaning product to set the record straight.

Toby O'Day
November 20, 2011

I'm happy to hear the truth regardless of the source. Thank you!

November 20, 2011

Thanks Toby!

Andrew Hall
November 21, 2011

Nice story Brian, and I believe you cuz you're my friend, but I don't think the Clorox people would ever admit to it without proof. Be nice if you could set the record straight. I'd like to hear if any more developments come out of this.

Sydney B
November 21, 2011

At least you tried Uncle Brian! But I loved reading the real story!!

suzanne Lea
January 01, 2012

Cool story!

Matt Hurwitz
September 02, 2012

Very cool to hear the real story, Brian! I remember my mom buying it pretty early on, in 1967, I believe, when it was sold in a round pump bottle. I've been using it ever since, myself. Still a dynamite product. Cheers to your dad and his chemistry skills!

September 19, 2012

What about the claim that Formula 409 will zap flying insects? Sounds like an urban legend to me.

September 19, 2012


I never heard that one. It would probably just make them mad.


Donna Ramere
November 26, 2012

Brian, I live in Jacksonville Florida and was told that the inventor of 409 lived on this property before it was redevloped. Interested in knowing if that is truc.

November 21, 2013

how many tries did it really take?

November 22, 2013

Actually I have no idea. But nowhere near 409.

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