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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Rhubarb Custard Pie

1 cupful cut rhubarb 1 cupful sugar 1 tablespoonful flour 1 tablespoonful melted Crisco 2 eggs ½ teaspoonful ginger extract 1 cupful milk Crisco pastry Cut rhubarb in small pieces and mix with sugar and flour. Beat egg yolks, add milk, ginger extract, and melted Crisco. Line pie plate with pastry, and fill with rhubarb mixture. Pour custard over and bake in moderate oven until firm. Cover with meringue made with stifly beaten whites of eggs to which two tablespoonfuls powdered sugar have been added.

Sufficient for one small pie.

For the Modern Kitchen

A single-crust custard pie from Procter & Gamble's Crisco promotional cookbook, written when the shortening was still new enough to need advertising. A few of its instructions assume knowledge the original does not spell out.

A Little History

Crisco went on sale in 1911, and the small recipe books that followed it were straightforward advertising: the formulas name the product, often more than once, and here it turns up in both the crust and the custard where an older cook would have used butter or lard. Rhubarb custard pie itself is much older than the shortening. Rhubarb was grown in American and British kitchen gardens through the nineteenth century as the first tart thing available after winter, and it is often paired with eggs, milk and a heavy hand of sugar rather than left to stand alone. The ginger extract is the period's signature touch; flavoring extracts were cheap, shelf-stable and fashionable.

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