{"id":4585,"date":"2013-05-20T17:48:11","date_gmt":"2013-05-20T22:48:11","guid":{"rendered":"http:\/\/realfoodhouston.com\/?p=4585"},"modified":"2021-12-13T13:32:10","modified_gmt":"2021-12-13T19:32:10","slug":"crisco-how-marketing-trumped-nutrition","status":"publish","type":"post","link":"http:\/\/www.realfoodhouston.com\/wp-files\/2013\/05\/20\/crisco-how-marketing-trumped-nutrition\/","title":{"rendered":"Crisco – how marketing trumped nutrition!"},"content":{"rendered":"

\"story<\/a>I recently came across the interesting story of how and why Crisco was developed and marketed.\u00a0 The history of Crisco is essentially the history of our modern lab-created, highly processed food.\u00a0 Through highly successful marketing, lab food has gradually and insidiously replaced many of our delicious and healthy traditional foods.<\/p>\n

History of Crisco<\/em><\/strong><\/p>\n

Crisco, which is derived from crystallized cottonseed oil, was invented by Procter & Gamble in the early 1900’s.\u00a0 Candle maker William Procter and soap maker James Gamble launched their company in 1837.\u00a0 P&G’s Ivory soap, made from hydrogenated cottonseed oil, had been very successful.\u00a0 Ivory was the first mass-produced branded soap, replacing the bulk soap previously sold at local stores.\u00a0 The process of hydrogenation, initially developed by chemists to produce soap, proved to be useful to create Crisco as well.\u00a0 Crisco was invented by chemists, not developed by cooks in kitchens.\u00a0 Sound appetizing?\u00a0 Why would you want to eat it?<\/p>\n

The Marketing of Crisco<\/em><\/strong><\/p>\n

Crisco was introduced in 1911 and initially marketed by paying customers (such as train lines) to use it instead of lard.\u00a0 Testimonials from doctors and rabbis (as a kosher substitute for lard and butter) were solicited and society teas were held in many U.S. cities at which all the baked foods were made with Crisco.<\/p>\n

P&G published a cookbook, The Story of Crisco,<\/a> where all of the 615 recipes used Crisco and which praised its benefits and versatility.\u00a0 The cookbook became very popular, partly because it was often given away free, prompting many home cooks to begin using Crisco for their baking.<\/p>\n

The introduct\"Crisco<\/a>ion to the Crisco cookbook gives a highly favorable view of the newly invented fat, calling it an “altogether new<\/i> and better<\/i> fat.”\u00a0 The book emphasizes the digestibility of Crisco calling it a healthier alternative to lard and butter.\u00a0 Even more concerning is that Crisco is specifically promoted for children.\u00a0 [source<\/a>]<\/p>\n

Health Proble<\/em><\/strong>ms with Crisco<\/em><\/strong><\/p>\n

The hydrogenation process used to make Crisco creates a plastic-like fat with a much higher melting temperature than the oils it is made from.\u00a0 This “plastic” fat contains trans fatty acids which are dangerous because they “are sufficiently similar to natural fats that the body readily incorporates them into the cell membrane; once there their altered chemical structure creates havoc with thousands of necessary chemical reactions\u2014everything from energy provision to prostaglandin production.”\u00a0 [source<\/a>]<\/p>\n

P&G did not know at first about the dangers of trans fatty acids, but here’s what happened when evidence began to appear about problems of heart disease, cancer, learning disorders, and infertility:<\/p>\n

“P&G worked behind the scenes to cover them up. One scientist who worked for P&G, Dr. Fred Mattson, can be credited with presenting the US government\u2019s inconclusive Lipid Research Clinics Trials to the public as proof that animal fats caused heart disease. He was also one of the baleful influences that persuaded the American Heart Association to preach the phony gospel of the Lipid Hypothesis.” [source<\/a>]<\/p><\/blockquote>\n

The New Crisco<\/em><\/strong><\/p>\n

Maybe as a result of these increasing problems from trans fats, P&G divested itself\u00a0in 2002 of the Crisco brand, which is now produced by J. M. Smucker Co.\u00a0 The current formula for Crisco is not made with cottonseed oil but is a “blend of soybean oil, fully hydrogenated palm oil, and partially hydrogenated palm and soybean oils.”\u00a0 [source<\/a>]\u00a0 Even though it’s claimed that “a serving” of the new Crisco is trans fat-free, legally defined as containing less than 0.5 g of trans fat, notice that Crisco still includes hydrogenated oils and is still a highly processed, lab-created food.\u00a0 It probably contains as much trans fat as allowed without having to admit it.\u00a0 It is not really trans fat-free, nor is any product that includes hydrogenated oils. [source<\/a>]<\/p>\n

The Success of Crisco<\/em><\/strong><\/p>\n

P&G’s cottonseed oil Crisco was such a huge marketing success that my mother, grandmother, aunts, and almost every other cook I knew growing up used Crisco to cook just about everything–fried foods like chicken, cakes, pies, biscuits, and on and on.\u00a0 They believed, just like the advertising said, that everything cooked better in Crisco.\u00a0 They believed it was healthy and safe–never questioned it.\u00a0 We didn’t even have any butter or lard in the house. Were people more gullible to marketing then?\u00a0 No, I don’t think so.\u00a0 We all need to find out about the foods we eat, know the sources, how they were grown and prepared, and avoid boxes and packages of processed foods.\u00a0 Never just believe advertising without research!<\/p>\n

Although now I try to eat traditional, nutritious foods and cook with healthy fats, I may never know the extent of the damage to my health caused by the Crisco and the other lab-created “foods” I ate for so many years.<\/p>\n

Note on Cottonseed Oil:<\/em>
\nThis is not directly related to the history of Crisco, but I’ve always found it strange that we eat cottonseed oil<\/em>.\u00a0 Cotton itself is not and, as far as I know, has never been used as a food, other than for animals.\u00a0 So why is the oil of the cotton seed called a “vegetable” oil and used in so many foods?\u00a0 To meet regulations, cottonseed oil must be refined, bleached, and deodorized to remove a toxic compound called gossypol.\u00a0 Cottonseed oil is used primarily because it is a cheap by-product of the cotton industry. [source<\/a>]<\/p>\n

An additional problem with cottonseed oil today is that, as of 2012, 80%<\/em><\/strong> of U.S. cotton is genetically engineered.\u00a0[source<\/a>]\u00a0 More research is needed to understand the effect of genetic engineering on the oil of a plant.<\/p>\n

Sources<\/em><\/p>\n

Crisco: Product-Driven Marketing Evolution<\/a> by Seth Goding
\nThe Story of Crisco<\/a> by Marion Harris Neil
\nCrisco<\/a>, Wikipedia
\nThe Rise and Fall of Crisco<\/a> by Linda Joyce Forristal
\nMan\u2019s Most Important Food is Fat: The Use of Persuasive Techniques in Proctor & Gamble\u2019s Public Relations Campaign to Introduce Crisco, 1911-1913<\/a> by Susan C. Pendleton
\nThe Oiling of America<\/a> by Mary G. Enig, PhD, and Sally Fallon
\nCottonseed oil<\/a>, Wikipedia
\nHealthy Crisco?<\/a> by Heather Gehlert<\/p>\n

Related Real Food Houston posts<\/em><\/p>\n

10 Reasons Cholesterol is Necessary for Health<\/a>
\nWhy eating fat doesn’t make you fat!<\/a><\/p>\n

Update July 3, 2013<\/strong>:\u00a0 <\/em>There is a good review of the marketing history of Crisco at The Weston A. Price Foundation website<\/a>.\u00a0 Marketing Crisco<\/a><\/p>\n

Update January 23, 2015:<\/strong><\/em>\u00a0 More information about the origin of Crisco–Who Killed Lard?<\/a><\/p>\n

Update May 26, 2019<\/strong>:\u00a0 <\/em>“Oddly enough, the company to thank for the fact that America now eats so much vegetable oil has never produced much in the way of food. Thanks to Procter & Gamble the United States boosted the production of a waste product of cotton farming, cottonseed oil.” For more information about this related subject: How Vegetable Oils Replaced Animal Fats in the American Diet<\/a>.
\n<\/em><\/p>\n

Update July 14, 2019<\/strong><\/em>:\u00a0 The brand name Crisco is an acronym of Crystallized Cottonseed Oil. (Source<\/a>)<\/p>\n

Update December 13, 2021<\/strong><\/em>: “For decades, Crisco had only one ingredient, cottonseed oil. But most consumers never knew that. That ignorance was no accident.” How Crisco toppled lard \u2013 and made Americans believers in industrial\u00a0food<\/em><\/a><\/p>\n

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I recently came across the interesting story of how and why Crisco was developed and marketed.\u00a0 The history of Crisco is essentially the history of our modern lab-created, highly processed food.\u00a0 Through highly successful marketing, lab food has gradually and …<\/span> Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":4590,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[149,135,288,80,148,172],"tags":[337,99,174,338,336,130],"class_list":["post-4585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cancer-2","category-fake-food-2","category-fats","category-health","category-heart-disease-2","category-nutrition","tag-crisco","tag-fake-food","tag-nutrition-2","tag-proctor-gamble","tag-unhealthy-fats","tag-vegetable-oil"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-content\/uploads\/2013\/05\/story-of-crisco-reduced.jpg","jetpack_shortlink":"https:\/\/wp.me\/p70SEj-1bX","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/posts\/4585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/comments?post=4585"}],"version-history":[{"count":20,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/posts\/4585\/revisions"}],"predecessor-version":[{"id":7714,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/posts\/4585\/revisions\/7714"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/media\/4590"}],"wp:attachment":[{"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/media?parent=4585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/categories?post=4585"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.realfoodhouston.com\/wp-files\/wp-json\/wp\/v2\/tags?post=4585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}