The Story of Crisco

The Story of Crisco, 1913 — how Procter & Gamble taught America a new fat, with 250 recipes and a year of dinners to seal it.

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Baked Shad

1 shad weighing 4 lbs. ¼ lb. mushrooms ½ cupful Crisco 2 tablespoonfuls chopped parsley 2 tablespoonfuls chopped chives 1 cupful breadcrumbs 1 egg Salt and white pepper Salt pork 1 cupful cream 1 teaspoonful cornstarch Clean, wipe and dry the shad. Melt Crisco, add breadcrumbs, chopped mushrooms, parsley, chives, egg well beaten, salt and pepper. Stuff fish with this forcemeat, then lay it in a greased pan, put thin strips of salt pork over it and bake in hot oven for forty minutes. Lay the fish on a hot platter. Pour cream into baking pan, add cornstarch and stir till boiling. Serve with the fish.

For the Modern Kitchen

A stuffed whole shad, barded with salt pork and finished with a quick cream sauce made in the roasting pan. Two of the quantities as printed are corrupted by the original typesetting, so read them with care.

A Little History

The Story of Crisco (1913) was a promotional cookbook issued by Procter & Gamble to teach American cooks what to do with a wholly new product: a hydrogenated vegetable shortening that behaved like lard, kept without refrigeration, and had no animal origin — a point the book presses for both kosher and hot-weather households. Baked shad belongs to an older tradition the book is borrowing prestige from. Shad ran up the Atlantic rivers in enormous spring numbers through the nineteenth century, cheap enough to be a working food in Philadelphia and along the Delaware and the Hudson, and shad planked, baked or stuffed was a fixture of American spring cookery and of political shad bakes. Its long decline through the twentieth century, from dams, pollution and overfishing, is why a fish once sold by the wagonload is now a specialty item. The forcemeat of crumbs, mushrooms and fine herbs here is straightforwardly French in method, the kind of dish a 1913 book put forward to show that its new fat could hold its own in company cooking.}</invoke>

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