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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September 12

Menu: Fish Croquettes; Cucumber Puree; Broiled Duckling, Apple Sauce; Fried Cauliflower; Olive Salad; Potatoes; Omelette Souffle Coffee Fried Cauliflower-Remove large outside leaves from cauliflower, and cut flowers from stalk in symmetrical bunches and drop in salted ice water for a few moments. Cook in scalded milk and water until tender, then drain and let cool, and rub well with melted Crisco, which has been salted and peppered. Dip into frying batter and fry in hot Crisco until golden brown, draining upon white paper.

For the Modern Kitchen

A straightforward fritter: blanch the florets, season them with fat, batter and fry. The page heading belongs to the day's menu — the recipe itself is only the fried cauliflower.

A Little History

The Story of Crisco (1913) was Procter & Gamble's book-length advertisement for hydrogenated cottonseed shortening, with recipes credited to Marion Harris Neil, then cookery editor of the Ladies' Home Journal. Its argument was made largely through deep frying: a fat that stayed solid at room temperature, kept without turning rancid, and had no flavor of its own was pitched as cleaner and more economical than lard or butter, and this recipe uses it twice over — once as a seasoning medium, once as the frying bath. The "Calendar of Dinners" section organized its recipes as dated menus, which is why a plate of cauliflower fritters carries the date September 13 and the heading of the dishes it was meant to accompany. Battered and fried cauliflower long predates the book; versions appear in Italian cookery, and the milk blanch was standard practice for keeping the vegetable pale.

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