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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July 22

Menu: "Pilau, a la Turque; Peppers Stuffed with Green Corn; Huntington Salad; • Cheese Rolls; Baked Custard; Coffee Pilau, a la Turque-Put 1½ cups of stock, with 1 cup stewed and strained tomato, over fire. When boiling add 1 cup well-washed or blanched rice and 1½ teaspoon salt; stir lightly with fork, occasionally, until liquor is absorbed. Then add 1/2 cup Crisco, season with salt and pepper, and cook over hot water until tender; remove cover, and stir with fork before serving. Chipped Potatoes Fruit Jelly Toasted Cheese Fingers Coffee Fried Fish-Marinade 4 halibut steaks for 1 hour; drain, dip in salted flour, then in beaten egg, lastly in fine salted and peppered crumbs. Leave on ice for 1 hour, and fry in hot Crisco.

For the Modern Kitchen

A double-boiler pilaf, typical of the way The Story of Crisco (1913) rewrote familiar dishes around the new shortening. The method is sound; the fat quantity is of its period.

A Little History

Pilau is the English spelling that came into cookbooks through Anglo-Indian and Levantine channels, generally traced to Persian by way of Turkish pilav; "à la Turque" here simply flags the tomato-and-stock treatment as Turkish rather than Indian or Spanish. Its appearance has less to do with Istanbul than with marketing: The Story of Crisco was published by Procter & Gamble in 1913 to teach American cooks what to do with a wholly new product — hydrogenated cottonseed oil, sold as a clean, odorless, shelf-stable replacement for lard and butter. Cosmopolitan-sounding dishes like this one let the shortening turn up in unexpected places, arguing by example that it belonged everywhere in the kitchen. That is why a rice dish more usually made with butter or sheep's fat is finished here with half a cup of vegetable shortening.

For the Modern Kitchen

A standard three-stage breading for firm white fish, written in the compressed shorthand of a dinner calendar rather than as a full recipe. The one thing it leaves out is the marinade itself.

A Little History

The Story of Crisco (1913), compiled by Marion Harris Neil for Procter & Gamble, was a promotional cookbook for a product introduced only two years earlier: hydrogenated vegetable shortening, sold as a cleaner, cheaper, more keepable alternative to lard and butter. The "Calendar of Dinners" section at the back gave dinner menus by date, which is why this entry reads as a note rather than a recipe -- it is one line of a July 24 dinner plan, and the page it sits on covers coffee as well. Marinating fish before frying was long-established practice, both to season lean flesh and, it is often said, to freshen fish that had travelled in the days before reliable refrigeration; the acid is also traditionally held to firm the surface so the breading adheres. The whole point of the entry, from the publisher's side, was the last five words.]

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