California Biographies, Santa Cruz County.
JOHN W. BAXTER. 


Transcribed by Peggy Hooper

Source:
History of Santa Cruz County, California 
Pacific Press Publishing Company
San Francisco, Cal. 1892
By E. S. Harrison 

This file is part of the California Genealogy & History Archives http://www.rootsweb.ancestry.com/~cagha/index.htm
 

JOHN W. BAXTER. 

Although of comparatively recent inception the Pajaro Valley Mercantile Company is the offspring of enterprises long 
and honorably associated with the commercial development of "Watsonville. The incorporation of the business en- 
terprises headed by Otto Stoesser and W. A. Speckens with the J. A. Baxter Company was effected during May of 1905, 
at which time John W. Baxter, as the active representative of the company last-named, was elected vice-president of the 
new organization, the steady growth of which he has promoted by his keen commercial sagacity and capable discrimination. 
The central location of the store, at Nos. 337-339 Main street and 13-17-19 West Third street, affords admirable facilities 
for the handling of a large trade, in which the securing of satisfied customers is made the chief object of the proprietors. 
As a result of their sagacious judgment in the wholesale purchase of goods as well as their devotion to the interests of 
their customers, the business has shown a gratifying profit ever since its inauguration and now the prospects for 
continued success are the brightest. 

The vice-president of the company is a native Californian and enjoys also the distinction of being a son of a Forty- 
niner. The father, Jolin A. Baxter, started for the west immediately after the discovery of gold and sailed on a vessel 
that rounded the Horn and slowly proceeded northward until San Francisco was reached. The young emigrant was fired 
with an ambition to engage in mining and for ten years after his arrival he led an existence of hardship and self-sacrifice 
in his efforts to discover gold in paying quantities. The occupation presented a radical change from the life with 
which he had been familiar prior to the westward migration, for he was a member of a prosperous and cultured family 
of Quincy, Mass. (his native city), and had received excellent educational advantages in the east. Upon relinquish- 
ing his mining interests about 1860 he embarked in merchandising and was thus engaged at Crescent City and Gilroy, 
making the latter town his home from about 1869 to 1884, when he removed to Watsonville, attracted hither by the 
promise of a prosperous future for the beautiful valley of the Pajaro. The store which he started at Watsonville carried 
a stock of paints, oils, wall paper and similar articles, as well as wagons, hardware and agricultural machinery. From 
the beginning of his business career he made it his undeviating rule to buy for cash. In this way he was able to secure 
lower prices than those who bought on credit and his customers reaped the benefit of these discounts. It was his 
claim that the secret of his success lay in his purchases for cash and that this one thing formed his sole advertisement 
with the public during a long career. 

The marriage of John A. Baxter united him with Miss Leonora Wendell, who was born in Maine and came to Cal- 
ifornia with her father as early as 1854. Since the death of Mr. Baxter, which occurred in 1907, his widow and son 
have continued to make their home in Watsonville. 

John W. Baxter was born at Gilroy and received his education largely in the schools of that town. From an early 
age he aided his father in the store and his broad knowledge of mercantile pursuits was acquired during the receptive 
period of youth, when impressions formed upon the plastic mind are most lasting. Like his father, he has always pos- 
sessed a genuine liking for the valley and a profound faith in its ultimate high standing as one of the most fertile 
regions of the west. Movements for the commercial development of Watsonville receive his stanch co-operation.