Posts Tagged ‘vintage food advertising’
MILK – WHITE GOLD IN COOKING
MILK IN COOKING
I’ve always had a love and fascination with advertising; especially small business advertising; and especially vintage small business advertising. I believe that’s where my love of vintage recipe pamphlets and old food brochures come from.
One of the neater recipe pamphlets that entered my collection is called “White Gold in Cookery” copyrighted 1929. It was written by Ina and Bess Rowe apparently as an advertising giveaway for the dairy industry. Small dairies would purchase the piece in bulk and have their names imprinted on them. In this case it was Larson’s Dairy – Phone 1228, if you’re interested.
The piece that I’m featuring here was apparently a combination recipe pamphlet and 1943 calendar. The calendar somehow hung from the bottom of the pages. The bottoms of the pages have perforations where the calendar was apparently torn off showing the next month. I’m not certain how this looked and would really be interested in learning more if any of you out there have a copy of this pamphlet.
Another unique feature of this pamphlet is the hinged metal clasp on the right side. I scanned the book with the clasp open to show you – very unique! Unlike most advertising pieces that get thrown away unless there’s some good recipes inside, a calendar keeps on working for at least a full year…and in this case, 80 Years! Also notice the clever use of children and dogs on the cover. And, to add value to this advertising piece, there’s some really good recipes inside (using milk and dairy products, of course).
White Gold in Cookery – 1929
The recipe pamphlet/calendar measures 6” x 8.5” and contains 28 pages. I purchased the pamphlet six years ago on eBay for $5.00 and value it today at $20-$25.
White Gold in Cookery (2) – 1929
Sample Recipes
Individual Chicken Pies (for 4)
|
1 cup milk |
Pepper or Paprika |
|
1 cup celery |
1 Tablespoon flour |
|
1 Tablespoon Green Sweet Pepper |
1 Tablespoon butter |
|
1 Tablespoon Red Sweet Pepper |
1 cup diced cold cooked chicken |
|
3/4 teaspoon salt |
Combine 1 cup “Biscuit Mix” and 1/3 cup milk. Knead lightly for about 20 strokes. Pat out to a half inch in thickness and cut with a biscuit cutter, smaller than the top of the casseroles to allow steam to escape around the edges. Bake in a hot oven (425 degrees) for about 12 minutes or until the biscuits are done.
Biscuit Mix
|
3 lbs. (12 cups) flour |
2 Tablespoons salt |
|
6 Tablespoons baking powder |
1 lb. (2 cups) lard |
BETTY CROCKER: The Old and New
BETTY CROCKER Filled Need for Signature
Who was Betty Crocker? This queen of the kitchen was “born” in 1921 as a result of an advertising gimmick.
Betty Crocker, as she originally
appeared. From the February,
1950, Good Housekeeping
magazine. She was a home-
maker in her mid-40’s and
dressed simply and
inexpensively.
General Mills ran a picture-puzzle contest that year, to publicize Gold Medal flour. The contest was run in a national magazine; the prize for working the puzzle correctly was a tiny pincushion shaped like a bag of Gold Medal flour.
The response overwhelmed the office staff, as they were half-buried under 30,000 completed puzzles. In addition to the puzzles, however, they were also inundated with questions. Many hundreds of women wanted General Mills to answer their baking questions, such as “How long should I knead bread dough?”
(see “The Vintage Art of Bread-Making” for the answer).
Surprised but game the advertising staff decided a reply should be sent to each of these questions. With help from a variety of sources, ranging from their wives to nearby home economists, answers were found and replies drafted. Since help had come from many places, they were still left with the dilemma of how to sign the response.
‘Betty Crocker’ Grows Younger
The last name was chosen first. William G. Crocker, who had been a popular director of the company, had recently retired and his surname was selected. Then the advertising staff searched for a good all-American “homey” name – and decided on Betty. Thus, that well-known authority on American cooking, Betty Crocker, came into being.
Betty Crocker was given a new look in
1955. She shed a few years from her
age and modernized her hairdo.
Several “portraits” of Betty Crocker have been reproduced over the years. The first of these was painted 15 years after her “birth.” It, too, was a composite, a blend of the features of several of several General Mills employees. Each version “modernized” her, but she always has remained a blue-eyed brunette.
This article originally appeared in “Old Stuff” News, dated April/May, 2002. A special thanks for their permission to reproduce the article. “Old Stuff” is published 4 times annually. It is distributed throughout the Northwest. Free at your favorite antique or collectible shop. Single copies by mail $6 each. Annual subscription: $20 (Canada, $35 U.S.). Visit them at http://www.oldstuffnews.com
That’s all for today folks, be sure to sign-up so you don’t miss a single posting. Sign up now and you’ll also receive a complimentary copy of “100 Unique Recipes from the Past”. You can scope it out by hitting the link above, but don’t buy it from that site. You’re going to get it free when you subscribe today.
Tim
JACK FROST SUGARS – 1932
(Jack Frost Sugars – 1932)
This Jack Frost Sugars brochure from The National Sugar Refining Company of New Jersey, is unique in that it is die-cut (see 3rd picture below). The uniqueness comes from the die-cut occurring only on the inside pages. The little girl was printed on the inside covers and showed through each page. The brochure measures 5” x 7” and contains 9 pages. Estimated value is $18-$20.
(Jack Frost Sugars – 1932)
According to this brochure, Jack Frost Sugars produced seven types of sugar. They included granulated, dark brown, powdered, fruit powdered sugar, light brown, confectioners and individually wrapped sugar cubes.
(Jack Frost Sugars – 1932)
Company Statement: “There is no more perfect sugar than Jack Frost. It is 100% pure cane sugar. It is clean, sparkling, nutritious and a superb energy builder, as well as being a toothsome delicacy. The manufacturers of Jack Frost Sugars years ago looked far ahead, and as all scientists and merchants are doing today put their imaginations into their business and today offer to you sugars, in variety such as your mother never dreamed of – each scientifically made.”
That’s all for today folks. Keep signing up with your name and email so I can keep you informed of all future postings.
Tim
