Lee William McNutt II born in Corsicana, Texas; (1925 — September 1, 2006), used direct marketing and mail order to transform his family's Collin Street Bakery into a worldwide supplier of fruitcakes. Although he did not invent the fruitcake, Bill McNutt’s claim to culinary fame is having made the cake ubiquitous. Along the way he managed to reinvigorate the mail order business introducing computerized mailing lists, direct consumer marketing and efficient shipping methods. All this back in 1958.