EXHIBIT 23.5

                    [WILLIAM BLAIR & COMPANY(R) LETTERHEAD]

                   CONSENT OF WILLIAM BLAIR & COMPANY, L.L.C.

November 19, 2001

Board of Directors
The J.M. Smucker Company
Strawberry Lane
Orrville, Ohio 44667

Dear Ladies and Gentlemen:

We hereby consent to the inclusion in the Registration Statement on Form S-4,
relating to the proposed merger of The Procter & Gamble Ohio Brands Company with
and into The J.M. Smucker Company, of our opinion letter appearing as Annex D to
the Proxy Statement-Prospectus which is a part of the Registration Statement,
and to the references thereto under the captions "SUMMARY -- Fairness Opinion of
William Blair & Company, L.L.C.," "THE MERGER -- Background of the Merger," "THE
MERGER -- Reasons for the Merger; Recommendation of the Smucker Board" and "THE
MERGER -- Opinion of Smucker's Financial Advisor." In giving such consent, we do
not thereby admit that we come within the category of persons whose consent is
required under Section 7 of the Securities Act of 1933 or the rules and
regulations adopted by the Securities and Exchange Commission thereunder.

                                          Very truly yours,

                                          /s/ WILLIAM BLAIR & COMPANY

                                          WILLIAM BLAIR & COMPANY, L.L.C.