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 7

Menu: Beef Broth with Vermicelli; Baked Bluefish; Cucumbers, French Dressing; Mashed Potatoes; Buttered Bermuda Onions; Heavenly Hash; Coffee Baked Bluefish-Select nice large bluefish, clean, and prepare it for baking. Wash it in salted water, and after drying it thoroughly, stuff with bread stuffing, and sew up opening and rub fish all over with salt. Then, having put small pieces of Crisco over, place in pan with enough water to cover bottom, and bake in hot oven 45 or 50 minutes. After it begins to bake, sprinkle with salt and pepper. Baste it often with liquid in pan and a little melted Crisco. When it is cooked and a nice color, remove carefully to hot plate. Do not break it. Serve with brown sauce poured round fish as garnish, or serve it in a separate dish. Iced Bouillon

For the Modern Kitchen

A whole stuffed fish baked hot and fast, from Procter & Gamble's 1913 Crisco promotional cookbook. The method is sound; only the vessel, the fat and the doneness test need translating.

A Little History

The Story of Crisco appeared in 1913, two years after Procter & Gamble introduced Crisco, and it is a promotional cookbook in the fullest sense: 615 recipes written by Marion Harris Neil, many of them calling for the new hydrogenated shortening, arranged partly as a "Calendar of Dinners" so a housekeeper could cook her way through the year without deciding anything. Bluefish was one of the cheapest and most abundant fish on the Atlantic seaboard, landed in quantity through the warm months and sold whole in city markets; its high oil content makes it well suited to the dry heat of a hot oven, where a leaner fish would need protecting. The recipe also quietly does the book's real work, since baking a stuffed fish traditionally called for butter or salt pork over the top and basted through, exactly the role Crisco was being marketed to fill.

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