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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March 13

Menu: Baked Stuffed Haddock; Julienne Potatoes, Creamed Cucumbers; Egg Salad; Steamed Graham Pudding, Hard Sauce; Coffee Steamed Graham Pudding-1/2 cup molasses, 1½ cup milk, 1 egg, 1/4 cup Crisco, 1/2 cups graham flour, 1/2 teaspoon soda, 1 teaspoon salt, 1 cup stoned and chopped dates. Melt Crisco, add molasses, milk, egg well beaten, dry ingredients, mixed and sifted, and dates; turn into Criscoed mold, cover, and steam 2½ hours. Serve with hard sauce. Figs cut in small pieces may be used in place of dates.

For the Modern Kitchen

A plain steamed molasses pudding from Crisco's 1913 promotional cookbook, printed here as part of a day's menu rather than as a standalone recipe. The transcription has suffered: at least one quantity is clearly mangled.

A Little History

The Story of Crisco (1913) was published by Procter & Gamble two years after the launch of the first mass-market hydrogenated vegetable shortening, and its "Calendar of Dinners" laid out a full year of menus in which Crisco quietly replaced lard and butter in every recipe. Steamed puddings were an obvious showcase: they had been standard English and American cold-weather fare for generations, they demanded a solid fat, and they suited a period kitchen where a stovetop pot was cheaper to run than a hot oven. Graham flour carries its own history — named for Sylvester Graham, the 1830s dietary reformer who preached unbolted wheat — and by 1913 it had drifted from moral crusade into an ordinary pantry staple valued simply for flavor and roughage. The dates would have been imported, most likely from North Africa or the Persian Gulf, and their appearance in a mid-March weekday menu says something about how far the American grocery trade had reached by then.

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