In 1949, with World War II over, with the economy returning to peacetime status, with shortages beginning to recede, with Americans anxious to get on with normal lives, Joyce Hornady started a new business. The nation was optimistic. Hornady was especially optimistic. He knew, he absolutely knew, there were thousands of shooters who wanted what he'd wanted: accurate, deadly, dependable bullets they could afford to reload. "Accurate, deadly, dependable" described his products so well that it became the new company’s first advertising slogan.