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 28

Menu: Anchovy Eclairs; Planked Shad, Butter Sauce; Cucumbers; Potato Puff; Asparagus Salad; Cheese Sandwiches; Cafe Parfait; Coffee Planked Shad-Clean and split down the back a good 3-pound shad. Heat plank very hot, lay fish upon it, skin side down, or that portion will be raw. The hot plank cooks it. Brush flesh carefully over with olive oil, then sprinkle with salt and pepper. Bake for 30 minutes in a hot Baste frequently with melted Crisco. It may be cooked in a gas range having the flame over the fish. When cooked pour over the fish 2 tablespoons melted Crisco and juice of 1 lemon. Garnish with parsley and quarters of lemon. Set the plank on a serving dish and serve with butter sauce. oven.

For the Modern Kitchen

The text has come through the scanner scrambled — "Bake for 30 minutes in a hot" and the stray "oven. March 29" at the end belong together, and the calendar date is the dinner it was assigned to. Read it as: bake 30 minutes in a hot oven.

A Little History

Planked shad belongs to the shad-bake tradition of the Delaware, Hudson and Connecticut rivers, where the spring run was a civic event and the fish was nailed to oak boards and propped in a ring around an open fire. Restaurants and hotel dining rooms of the late nineteenth century domesticated the method by planking the fish in a hot oven, and by the time The Story of Crisco appeared in 1913 planked shad was familiar enough to turn up here on March 29, in a calendar of dinners built to show the new vegetable shortening doing every job that butter and lard had done. The book's real subject is Crisco itself, introduced by Procter & Gamble in 1911; the recipes are the vehicle, and the frequent basting instructions are advertising as much as cookery.

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