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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Plain Crisco Pastry

1 1/2 cupfuls flour. 1/2 cupful Crisco. ½ teaspoonful salt Cold water Sift flour and salt and cut Crisco into flour with knife until finely divided. Finger tips may be used to finish blending materials. Add gradually sufficient water to make stiff paste. Water should be added sparingly and mixed with knife through dry ingredients. Form lightly and quickly with hand into dough; roll out on slightly floured board, about one-quarter inch thick. Use light motion in handling rolling-pin, and roll from center outward. Sufficient for one small pie.

For the Modern Kitchen

A straightforward short-crust built on solid vegetable shortening rather than lard or butter, printed at a time when Crisco was new enough to need explaining. The ingredient list was set at the foot of the page and has come through jumbled, so read it before you start.

A Little History

The Story of Crisco was published by Procter & Gamble in 1913, two years after Crisco went on sale, and it is advertising as much as cookery: a book of some six hundred recipes written to persuade American cooks that a hydrogenated vegetable fat could stand in for lard and butter in everything they already made. Pastry was the crucial argument. Lard had long been the standard shortening for pie crust in the United States, and a company selling a new solid fat had to prove it could produce a tender crust before it could sell anything else. Hence a recipe as plain as this one, with no flourishes: two cups of flour, cold water, a light hand, and the point made. The book also leaned on the fact that a vegetable shortening was neither meat nor dairy, a selling point that P&G's marketing pursued deliberately in kosher kitchens.

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