t Marketed Until Perfect

It also solved the problem of eliminating certain objectionable
features of fats in general, such as rancidity, color, odor, smoking
properties when heated. These weaknesses, therefore, were not a part
of this new fat, which it would seem was the parent of the Ideal.

Then after four years of severe tests, after each weakness was
replaced with strength the Government was given this fat to analyze
and classify. The report was that it answered to none of the tests for
fats already existing.

A Primary Fat

It was neither a butter, a "compound" nor a "substitute," but _an
entirely new product_. A _primary_ fat.

In 1911 it was named Crisco and placed upon the market.

Today you buy this rich, wholesome cream of nutritious food oils in
sanitary tins. The "Crisco Process" alone can produce this creamy
white fat. No one else can manufacture Crisco, because no one else
holds the secret of Crisco and because they would have no legal right
to make it. Crisco is Crisco, and nothing else.

Finally Economical

At first, it looked very much as if Crisco must be a high-priced
product. It cost its discoverers many thousands of dollars before ever
a package reached the consumer's kitchen.

Crisco was not offered for sale as a _substitute_, or for housewives
to buy only to save money. The chief point emphasized was, that
Crisco was a richer, more wholesome food fat for cooking. Naturally,
therefore, it was good news to all when Crisco was found also to be
more economical.

Crisco is more economical than lard in another way. It makes richer
pastry than lard, and one-fifth less can be used. Furthermore it can
be used over and over again in frying all manner of foods, and because
foods absorb so little, Crisco is in reality more economical even than
lard of _mediocre_ quality. The _price_ of Crisco is lower than the
average price of the best pail lard throughout the year.

[Illustration]

Crisco's Manufacture

[Illustration: COOLING IN A ROOM WITH GLASS WALLS]

[Illustration: FILLING BY MACHINERY]

[Illustration: AUTOMATIC LABELLING]

It would be difficult to imagine surroundings more appetizing than
those in which Crisco is manufactured. It is made in a building
devoted exclusively to the manufacture of this one product. In
sparkling bright rooms, cleanly uniformed employees make and pack
Crisco.

The air for this building is drawn in through an apparatus which
washes and purifies it