Here's your Forbes Daily Briefing for Monday, November 17th.

Today on Forbes, meet the billionaires behind a food empire built on dessert topping.

Whenever someone offers to acquire rich products,

the Buffalo, New York $5.8 billion in annual sales food giant that you've probably never heard of,

its senior chairman and son of the founder, Bob Rich Jr., has a form letter ready for his

assistant to send back. The response gets sent often, according to Rich. He says, quote,

We say, Dear Blank, thank you for your interest in our company.

Rich Products is not for sale, yours truly.

His assistant often asks if he wants to know who she's sending the letter back to,

but he actually doesn't.

Chuckling, the 84-year-old billionaire says, quote,

I don't really care. How bad is that?

His wife, Mindy, who is 68 years old and the chairman of riches and its board, adds, quote,

our biggest priority is that we want to remain a privately held company for eternity.

Rich's North Star is keeping the business under 100% family control, as he says, quote,

to have the freedom to make decisions quickly and move ahead with more speed.

His father, Bob Sr., invented the first non-dairy whipped topping in 1945,

three years before the better-known and dairy-based Readywhip came to market.

And Rich's signature whipped topping is now sold in more than 100 countries.

It remains one of the top products for an expansive food conglomerate, which Forbes values at north of $7 billion, whose range of products include cookies sold at supermarket bakeries,

cold foam offered at coffee shops,

pizza dough for independent and chain pizzerias, as well as CPAC frozen seafood, and Carvel ice cream

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