1
                                                                    Exhibit 99.1
                                                                    ------------

                                 May ____, 1999




To Our Shareholders:


We are pleased to inform you that The J. M. Smucker Company has adopted a share
purchase rights plan.

This action was taken after long and careful study and was not taken in response
to any pending takeover or proposed change in control of the Company. The plan
is intended to protect the Company and its shareholders from potentially
coercive takeover practices or takeover bids which are inconsistent with the
interests of the Company and its shareholders. The adoption of a share purchase
rights plan has become common practice in major American companies and a well
accepted approach to ensuring that all shareholders receive a fair price and are
treated equally in the event of a takeover.

To effect the plan, the Directors declared a dividend of one share purchase
right for each outstanding share of the Company's common stock. The distribution
is being made to shareholders of record as of the close of business on May 14,
1999.

Under the plan, the rights will initially trade together with the Company's
common stock and will not be exercisable. In the absence of further action by
the Directors, the rights issued under the plan generally will become
exercisable and allow the holder to acquire shares of the Company's Class A or
Class B common stock at a discounted price if a person or group acquires 10
percent or more of the Company's Class A common stock or 15 percent of the
Company's Class B common stock. Rights held by persons who exceed the applicable
threshold(s) will be void. Under certain circumstances, the rights will entitle
the holder to buy shares in an acquiring entity at a discounted price.

The plan also includes an exchange option. In general, after the rights become
exercisable, the Directors may, at their option, effect an exchange of part or
all of the rights (other than rights that have become void) for shares of the
Company's Class A or Class B common stock. Under this option, the Company would
issue one share of Class A or Class B common stock for each right, subject to
adjustment in certain circumstances.

The Company's Board of Directors may, at its option, redeem all rights for $.01
per right, generally at any time prior to the rights becoming exercisable. The
rights will expire May 14, 2009, unless earlier redeemed, exchanged, or amended
by the Directors.

The issuance of the rights is not a taxable event, will not affect the Company's
reported financial condition or results of operations (including earnings per
share), should not interfere with the Company's


   2

operating, financing, or investing activities, and will not change the way in
which the Company's common stock is currently traded.

A summary of the share purchase rights plan (which explains the terms and nature
of the rights) is enclosed. Shareholders are encouraged to review the summary
carefully and retain it with their permanent records.

In adopting the share purchase rights plan, the Board has expressed its
confidence in the Company's future and its determination that you, our
shareholders, be given every opportunity to participate fully in that future.

On behalf of the directors,



[Name]