Vintage Crisco Porcelain Sign: Original Procter & Gamble Company – WSC547

Cover of the original Crisco cookbook, 1912

Crisco and Procter & Gamble have an intertwined history that dates back to the late 19th century.

1. Procter & Gamble's Origins: Procter & Gamble (P&G) was founded in 1837 by William Procter, a candle maker, and James Gamble, a soap maker, in Cincinnati, Ohio. They initially started their separate businesses, but their paths converged when they married sisters Olivia and Elizabeth Norris. The partnership between Procter, the son of an English immigrant, and Gamble, the son of an Irish immigrant, laid the foundation for what would become one of the world's largest consumer goods companies.
2. Early Years and Expansion: In its early years, P&G primarily produced soap and candles. The company grew steadily, expanding its product line to include various household and personal care items. By the late 19th century, P&G was already a significant player in the consumer goods industry.
3. Introduction of Crisco: In 1911, Procter & Gamble introduced Crisco, a vegetable-based shortening. Crisco was the first shortening made entirely from vegetable oil rather than animal fats like lard or tallow. This innovation was significant because it provided a cheaper and more stable alternative to traditional cooking fats. Crisco's introduction marked P&G's entry into the food industry and became one of its most iconic products.
4. Marketing and Success: P&G invested heavily in marketing Crisco, promoting it as a healthier and more versatile option for cooking and baking. They employed various advertising techniques, including recipe booklets and demonstrations, to familiarize consumers with the product. Crisco quickly gained popularity and became a staple in American kitchens.
5. Impact on Cooking: Crisco had a profound impact on American cooking practices. Its stable nature made it ideal for frying and baking, and it helped popularize the use of vegetable-based fats in cooking. Crisco also played a significant role during World War II when rationing led to shortages of traditional cooking fats.
6. Legacy: Crisco remains a prominent brand in the cooking oil and shortening market. Despite facing some controversies over the years regarding its health implications due to its trans fat content (which has since been reduced), Crisco continues to be a household name.
7. P&G's Growth: Beyond Crisco, P&G continued to expand its product line and global presence over the decades. The company acquired numerous other brands, ranging from beauty and personal care products to household cleaners and pet foods. Today, P&G is one of the world's largest and most diversified consumer goods companies, with a portfolio of well-known brands sold in over 180 countries.