MASON, N.H. (AP) – James Rowse, the former president of beverage maker Veryfine Products Co., has died following a brief illness. He was 96.

Rowse, who died at his home Tuesday, held a variety of positions at the Littleton, Mass., company his father bought in 1900, and was known as a fair but tough businessman who cared deeply for his employees.

“The company’s foundations – honesty, integrity and sincerity with people – started with Mr. Rowse,” said Dan Gray, a plant manager who has been with Veryfine for 20 years.

“It was the way he ran the business, and it led to unbelievable loyalty and dedication,” he said. “People would work harder for the company.”

Rowse began working at Veryfine in 1932, served as treasurer from 1940, and was president from 1958 to 1972. He remained on the board until March, when the company was bought by Kraft Foods.

In 1957, Rowse won two patents for a centrifugal system used to process Macintosh apples. But it was a lucky accident. The machine was supposed to make juice, but instead let in solids and pulp.

So he decided to jar apple sauce.

Rowse also was involved in town affairs in Mason, where he had moved during the 1950s. In 1984, he purchased a former tavern and gave it to the community for use as offices and a library.

“He was very generous in his support of the Historical Society,” said Barbara Milkovits, Mason’s administrative assistant.

“He was such a nice person,” she said. “We are going to miss his great sense of humor. He had a great mind, was always active. He was very down-to-earth, the real salt of the earth.”

Rowse was born in Arlington, Mass., and attended Harvard University. He is survived by his wife, Anna, four sons, a daughter, 15 grandchildren, 24 great-grandchildren, and one great-great-grandchild. Funeral services were held Saturday.

AP-ES-11-06-04 1651EST