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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April 18

Menu: Orange Cocktail; Boiled Capon, Caper Sauce; Buttered Beans *Carrot Fritters; Olive Salad Baked Chocolate Custard; Coffee Carrot Fritters-Have nice, young, tender carrots, clean and scrape them carefully, and cut each one in two lengthwise. Put to boil in salted water. Take up, drain and cool, and make a frying batter as follows: Beat up 1 egg, sift in 1 cup flour, 3/4 cup milk, pinch of salt, and 1 tablespoon melted Crisco. Mix till smooth and glossy. Allow to stand in cool place for 1 hour, then add 1 teaspoon baking powder. Put in few pieces of carrot at a time. Drop into hot Crisco and fry for few minServe hot. utes.

For the Modern Kitchen

A straightforward fritter batter of the kind that ran through every American cookbook of the 1910s, here written to sell shortening. The one thing to get right is the sequence: the batter rests without leavening, and the baking powder goes in at the last moment.

A Little History

Vegetable fritters were a standing feature of American and British household cookery long before Crisco, a way of turning a plain boiled root into something that could go to table as a course in its own right. What dates this version is the fat: The Story of Crisco was published by Procter & Gamble in 1913 to teach cooks what to do with a wholly new product, a solid white shortening made by hydrogenating cottonseed oil, and its calendar of dinners is essentially a year of menus in which fried, creamed and baked dishes call for the brand by name. The company's pitch was that the shortening was odourless and could be used for frying and pastry alike — hence a tablespoon of it in the batter as well as a pan of it on the stove. The fragment of the facing menu here, kidney soup and flounder in white sauce, is a fair sample of the middle-class dinner these fritters were meant to accompany.

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