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Wilson & Co. was once one of the most successful meatpackers in American history. One of the products they began selling in the early 1940’s was Wilson’s B-V, a concentrated paste of meat juices and vegetable flavorings.

Wilson’s B-V was most likely welcomed by wartime cooks who were wrestling with meat rationing, sugar rationing and other shortages brought on by World War II.

B-V could be dissolved in water and used to add more meat flavor in recipes for casseroles, stews, gravies, salads and other dishes that might otherwise be suffering from a shortage of meat or an absence of any meat at all. (See Bread and Gravy below.)

Wilson & Co. held a recipe contest and in response received thousands of consumer entries with recipes that used B-V as an ingredient. There were 1,036 winning recipes and 36 of them were tested and presented in a small recipe booklet called Home Makers Prize Recipes (circa 1940s, 48 pp).

George Rector, a cookbook author and famous restauranteur was a Food and Nutrition Consultant for Wilson & Co. He puts his endorsement of the product in the front of the booklet.

Besides the 36 recipes there are also several Kitchen Helps, which were quick uses for Wilson’s B-V. Three of them are below:

• Pep up hash, next time, with Wilson’s B-V. Two teaspoons of B-V for 2 cups of ground beef and 4 cups of potatoes is about right.
• Water that vegetables are cooked in is rich in vitamins and minerals. Store a jar of it in your refrigerator and when you have enough use it in making a delicious B-V boullion. Just heat and add dissolved B-V to taste. Serve hot with crackers or croutons.
• Add Wilson’s B-V to tomato juice cocktail. 2/3 cup tomato juice, 1/3 cup iced water and 1 tsp. Wilson’s B-V dissolved in 1 tbsp. hot water makes 2 or 3 tasty servings. Equal parts of tomato juice and sauerkraut juice with 1 tsp. B-V per cup of cocktail juice is equally delicious. Oh, really?

The last page of the booklet shows four other Wilson’s “Certified” canned products: MOR, Wilson’s Chili Con Carne, Wilson’s Corned Beef Hash and Wilson’s Deviled Ham.

Landers, Frary & Clark of New Britain, Connecticut was the manufacturer of the Universal Electric Ranges. By the 1930’s electric ranges were quickly beginning to replace the more common gas ranges in American households.

Recipes and Instruction Book: Universal Electric Ranges (circa 1940, 71 pp) was published by LF&C to educate users on how to get the best use from their new Universal range.

Perhaps they felt consumers might be hesitant to replace their current stove with an electric range for fear of having to learn new tricks. For the benefit of any relunctant cooks, they were quick to point out in the Introduction that one did NOT have to change their present cooking methods in order to use the range.

The booklet covers Surface Cooking on the range top, the Economy Cooker which was another range feature, Broiling, Oven Cooking, and the baking of Cakes, Cookies, Pies and Bread, as well as a short section on oven canning. Canning in the oven took longer, as evidenced by the canning chart which gives processing times from 45 minutes for berries to up to 3 hours for vegetables.

The booklet gives basic cooking instructions for use with the electric range, however, several different range models are mentioned:

Super Clipper Model - This unit had the new Multi-Heat Surface Unit Control which looks similar to those we are familiar with today–a knob for each burner with settings for Low, Simmer, Medium and High. A single pilot light located below the switch dials was lit up when one of the switches was turned on. The pilot light remained on until all of the swtiches had been returned to the off position.

The Super Speedking and Super Mercury Models also had the Multi-Heat Surface Unit Controls, but the difference between these two Deluxe models and the Super Clipper was that each burner had it’s own individual light, which also indicated the approximate heat at which the burner was operating by the amount of light emitted from the light indicator.

A large Warm-A-Drawer, which reached a maximum temperature of 135 degrees F., was a feature on the Super Mercury and Speedking. This drawer could be used to warm china and dishes at a safe temperature.

The model Mercury was equipped with an attractive chrome buffet server called a SERV-A-TRAY that came with two glass oven dishes; this fit into the SERV-A-Drawer. The SERV-A-TRAY could be placed on the table directly from the warm drawer.

Another useful feature of the Universal range was the Mult-I-Heat Economy Cooker, an aluminum pan which fit into an insulated well that could be used for cooking entire meals or for those foods that required long and slow cooking.  

Another useful feature of the Universal range was the Mult-I-Heat Economy Cooker, an aluminum pan which fit into an insulated well that could be used for cooking entire meals or for those foods that required long and slow cooking. The Super Speedking and Super Mercury Models included a Combination Automatic Timer and Minute Minder and the booklet explains the use of these in detail.

The Super Comet, Super Clipper, Super Flight, Super Meteor and Portland Models all had different oven controls, which are explained as well.

There are menus for fifteen different Oven Meals, where the entire meal was cooked in the oven. Charts for Surface Cooking, Roasting and Baking are given, as well as recipes for the different baked sweets.   

There are menus for fifteen different Oven Meals, where the entire meal was cooked in the oven. Charts for Surface Cooking, Roasting and Baking are given, as well as recipes for the different baked sweets.  I noticed that the first page of this booklet doesn’t quite match the title on the cover, as inside it is called Modern Meals Prepared the Electric Way and subtitled Cook Book and Instruction Manual for Universal Electric Ranges. Perhaps this booklet, No. 6419–5–1-40 has a different cover from a previously published edition.

I’ve been reading Fashionable Food: Seven Decades of Food Fads by Sylvia Lovegren, which looks at the culinary history of America from the 1920’s through the 1990’s. The material is informative, slightly humorous, and I’m reading it much like I would a novel.

In the first chapter, she examines the the salads of the Twenties. She describes the ideal salad at that time as one “in which the ingredients were unrecognizable, masked, or masquerading as something else.” During this decade, canned fruits and vegetables were preferable over fresh and the use of lettuce was minimal, except in the Caesar Salad, which came into being during this time. Congealed gelatin salads and frozen salads, the sweeter the better, were the rage.

Pickles, eggs, chicken, seafood, canned pineapple, mayonnaise and marshmallows were popular ingredients which found their way into many of the salads of that era.

Kraft is one food processing company that still produces and promotes some of those 1920’s salad recipe ingredients: marshmallows, mayonnaise and salad dressing. Although many of the ingredients are the same in modern salads, the end results seem a bit more palatable and not such a mish-mash.

There are twelve recipes given in the pamphlet, Salad Recipes from Kraft (1989, 6 pp). Lettuce plays a part in three of the dishes: Summer Vegetables and Chicken, Taco Chili Salad and Vegetable Salad Stack-Up. All twelve of the recipes call for fresh fruits and vegetables rather than canned, exept for Fruit and Mallow Toss that uses, guess what?–canned pineapple.

Marshmallows still appear in the fruit salad recipes for Marshamallow Fruit Medley, Marshmallow Waldorf Salad and the Fruit and Mallow Toss. Kraft Mayonnaise or Kraft Miracle Whip are used as binding agents in eight of the recipes with the Italian Pasta Salad and the Marinated Ravioli Vegetable Platter and Summer Vegetables & Chicken calling for bottled Kraft dressings.

I wonder what the salads will be like sixty years from now? Given their past history, they’ll probably still contain marshmallows and mayonnaise in one form or another.

My interest in advertising cookbooks often leads me consider other aspects of consumer advertising and marketing by the food companies. I like to read about consumer behavior, supermarkets and shopping trends and the subtle marketing methods they use to get us to buy what they have to sell.

Right now I’m reading Everybody Eats: Supermarket Consumers in the 1990s, which is a book about supermarket shoppers and the factors that influence their food buying decisions. The book is written for the benefit of “retailers and manufacturers who don’t want to fall behind in today’s intensely competetive, overcrowded grocery industry.”

Everybody knows that the milk and bread aisles are located far from the front door so that we have to walk all the way across the store to get to what we want. Chances are good we’ll pick up some extras along the way.

But here’s something I never thought about before–evidently it’s no accident that the baby products are on the opposite side of the store from the pharmacy, the boxes of Depends and the cans of Ensure.

This is from a section called Everything Young is Old Again:

“Some of the newest products to be pitched to older people are “grown up” versions of goods usually found in the baby-food aisle. The implication that people go full circle and return to their infancy in their old age is a frightening prospect, and marketers must be careful to walk the fine line between the two product classes with diplomacy and sensitivity.”

“As more products are developed to suit the needs of the aging baby boomer generation, “mature boutiques” may find their way into the foods stores–one-stop shopping for older customers to get all of the specialized items they need. Presumably these departments could be positioned away from the baby products aisle so that the products needed to ease boomers’ second childhood are far away from those that evoke memories of their first.”

Don’t they just think of everything?

Although books like Civil Wah Cookbook from Boogar Hollow (1972, 15th Printing, 32 pp.) isn’t really an advertising cookbook, I like to keep them when I run across them anyway. I rationalize that they’re advertising a place, so they count.

Some are a real hoot!

These types of cookbooks are regional in nature and are usually developed for the tourist trade. You’ll find them in thousands of gift shops right alongside the small cedar boxes with “The Ozarks” or “Smokey Mountains” stamped on the lids.

This one features good ol’ Southern cooking’ recipes with names like Cousin Arlin’s Sausage Balls, Miz Saunders Beer-Chez Spread, Johnny Reb Wine, Secession Apple Pie, Miss Jane’s Hot Tater Salad and Aunt Lula’s Bar-B-Qued Wieners.

The Boogar Hollow series includes another cookbook, Boilin’ and Bakin’ in Boogar Hollow, just in case you can’t get enough. If cooking isn’t your bag, or that of the lucky gift recipient, there are plenty of Boggar Hollow joke books to serve as alternatives.

Depending upon the region you’re visiting, you’ll find these softcover souvenir cookbooks that feature everthing from Hillbilly cookin’ to Old Timey Cooking to Real Amish recipes. I imagine if you were in Alaska, you’d find one that played up Eskimos and igloos. On many of the booklets, the rear cover featured a place for a stamp and an address so you could mail them off to your friends and relatives.