Friend P. Fitts made money in the California Gold Rush. An 1850 San Francisco directory lists him with the firm Fitts & Tilden (Thomas Tilden) shipping and commission merchants. Sometime in 1850 Fitts moved to New York City and started the grocery firm of Fitts, Martin & Clough. The firm made a specialty of teas, coffees and spices. Robert F. Austin was soon admitted as a partner of the firm the name became Fitts, Austin & Turner. Turner died and the firm became Fitts & Austin. Fitts retired in 1879 and Austin joined forces with James Nichols under the new firm name of Austin, Nichols & Co. In the 1940s the firm expanded into the alcohol business and pays distilleries to make a line of spirits and the brand name of Wild Turkey comes about. The firm would get out of the grocer business and focus on alcohol and purchased the Ripy Distillery in 1972.
Here is a nice example of a Fitts & Austin cigar box with label.
Next up an Austin, Nichols & Co. trade card and early 20th century letterhead.