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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November 15

Menu: Vegetarian; Sweet Potatoes au Gratin; Corn, a la Southern; Raisin and Nut Bread; Apples Stuffed with Celery; Caramel Custards; Coffee Raisin and Nut Bread-1 egg, 3/4 cup sugar, 1½ cups milk, 1 teaspoon salt, 3 cups flour, 2 teaspoons baking powder, 2 tablespoons Crisco, 1½ cup raisins, and 1 cup chopped walnut meats. Beat egg with sugar; add sifted flour, baking powder and salt alternately with milk; last add Crisco, melted, and walnuts. Bake in deep pan in slow oven 45 minutes.

For the Modern Kitchen

A plain quick bread from Crisco's promotional dinner calendar, written in the compressed telegraphic style of the period. Two things in the original need attention before you start: the raisins never appear in the method, and the bake time is short for the volume of batter.

A Little History

The Story of Crisco (1913) was Procter & Gamble's book-length argument for hydrogenated vegetable shortening, published a couple of years after Crisco went on sale, and the "Calendar of Dinners" material associated with it — often treated as a section of the book, though it also circulated for P&G under its own title — gave a suggested menu for every day of the year with the new fat worked into as many dishes as possible. This entry belongs to a large family of early twentieth-century American nut breads: chemically leavened, sweet enough to eat with coffee but not iced, and cheap to make once baking powder was reliable and commercially standardised. Raisins and walnuts were the two enrichments almost any household could keep on the shelf, and loaves like this one filled the gap between bread and cake at afternoon coffee and on the tea table. That only 2 tablespoons of shortening appear in a 3-cup batter is itself a period marker; the point of the recipe, from the publisher's side, was less the quantity than the habit.

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