Advertuesday? I think that should be nominated for Worst Portmanteau, 2012. However, what we have here are (vintage) advertisements, and it is Tuesday. The only thing that any of these ads have in common is that they all appear in the May, 1948 issue of Woman’s Home Companion. And that the magazine is too big to fit on my scanner, so rather than scans these are instead hasty photos, complete with uneven lighting and occasional glare. I hope you enjoy the look back! (Click each image to make with the biggering.)
Category Archives: packaging
love apple n. : A tomato. [Probably translation of French pomme d'amour (from the former belief in the tomato’s aphrodisiacal powers) : pomme, apple + de, of + amour, love.]
For those of you not “in the know,” I collect old cookbooks. I frequently read them cover to cover, like a novel. Sometimes, I even cook something out of them. I’m particularly attracted to recipes that use tomatoes in unexpected, perhaps ill-advised ways, as evidenced by the now-classic Ketchup In Dessert experiment. So when my mom bought me a copy of something called Royal Cook Book from 1937 (brought to us by Royal Baking Powder), and then found a recipe inside for Love Apple Cake, well, it was just a matter of how soon I could get into the kitchen!
With the exception of Jell-O booklets, I usually don’t see the same unfortunate recipe repeated in books spanning the years. However, when I found myself at the grocery store knowing that I needed a few things for this recipe but not remembering exactly what, I did a quick online search and found a nearly identical recipe printed in the February 11th, 1935 issue of The Pittsburgh Press. So we can assume that this recipe has some redeeming quality, in order to have survived for at least two years.
Now, this is not a (semi-)traditional tomato soup spice cake. This depression-era Love Apple Cake is a three-layer white cake with a tomato filling, and then coated with 7 Minute Frosting. Let’s break this down into segments:
You can use your favorite recipe for white cake (may I suggest this one if you’re baking at altitude) but because I’m recipe testing, I’m using the specific recipe in the book. The caveat here is that the White Cake recipe is proportioned for two 9-inch layers, but the Love Apple Cake instructions say to pour it into three 8-inch layer pans. So okay, the layers will be thin. No problem. Except that the instructions make no adjustment in time or oven temperature! I follow the instructions as written, and wind up with three thin, overcooked (okay, burned) layers. NOTE: The only difference twixt the book recipe and the newspaper recipe is that one calls for granulated sugar, and the other for confectioner’s sugar. Even the time/temp are the same (375° for 25 minutes).
7 Minute Frosting
I finally have a double boiler! Yay! More on that in Friday’s post. I can now make 7 Minute Frosting without fumbling around with a bowl set on top of a saucepan. What I don’t have, however, is a hand mixer or egg beater. The Shoes And Pie Test Kitchen is equipped with a stand mixer, a stick blender, and whisks. What do I need an egg beater for? Well, 7 Minute Frosting for one thing. I whisked as hard as I could by hand for 7 minutes to no avail. I even poured the resulting mixture into the stand mixer to see if I could fix it, but wound up with something akin to marshmallow fluff. I should have saved it for future Rice Krispie Treats, but foolishly poured it down the drain (damn!) and started over. I wound up making an Italian Meringue instead. (Note for non-cooks: same ingredients, different cooking method.) Good thing I overbought eggs!
This is the part you’re curious about. The recipe specifies unseasoned tomato juice, but I could find no such thing at the supermarket. Even the low-sodium tomato juice contains added salt so I wound up buying a can of tomato paste (ingredients: tomatoes) and thinning it with water to a juice consistency. Everything else went smoothly, although I’m still a bit perplexed by the instruction to “cook mixture until thick and clear.” Have you ever SEEN tomato juice? It’s not going to magically become translucent. I am going to assume the author means clear of lumps. Maybe. For your use and enjoyment, the Tomato Filling recipe:
1 cup unseasoned tomato juice
grated rind of 1 lemon
2/3 cup granulated sugar
2½ tbs cornstarch
1 tbs butter
2 tbs lemon juice
Heat tomato juice with lemon rind. Mix cornstarch and sugar and add [to] tomato juice, stirring all the time to prevent lumping. Cook mixture until thick and clear, stirring constantly. [Remove from fire and] Add lemon juice and butter. [Cool before filling cake.]
…wherein any additional information in the newspaper version is shown in brackets.
Overall, it does make for a serviceable cake. It would look even nicer if I decorated it with red candy hearts, as suggested in both versions. The contrast between the white layers and red filling would be more pronounced if my layers hadn’t yellowed from over baking. But how does it taste? Surprisingly good. The cake layers are a bit chewy because they’re, have I mentioned, over baked. I will be making this again, though, so I’ll make adjustments there. The Italian Meringue cooks up even faster than a 7 Minute Frosting, but they’re so close in all respects that the choice is yours to make. The tomato filling is mostly lemon-flavored, due to the zest and lemon juice. My version may be somewhat more tomato-y than intended, because I self-mixed a pretty thick “juice” from the tomato paste. Still, anyone who didn’t know would be probably not be able to guess the extra flavor. You’ll wind up with a bowl full of leftover egg yolks, so try to have something in mind to do with those. I didn’t, and cringed from the waste when I poured them down the drain. Next time, I’ll use them to make a batch of lemon curd. Which is also a delicious cake filling!
My apologies for missing the Wednesday and Thursday posts. It’s been hectic this week. I’ll keep this brief (and the crowd goes wild) because I have a massive amount of day-job work to do in the next 5 hours, but I do want to let you know that an estate sale whichÂ Erin and I almost skipped entirely turned out to pay out in, among many other things, a stack of 1950s blouses that have never been worn. I truly hope to start getting fresh clothing listings up at Tiddleywink soon! I’ve been busy listing some of the many vintage cookbooks from my collection, so if you’re hungry, do go take a look.
Another thing I picked up at the sale is a zip-top bag of old photos. The price was right, and I think they’ll be fun to slip into orders when I’m packing them up. They’d be even more fun if the photographer had marked them with any information whatsoever, but we’ll have to settle for the lone, identified photoâ€”of a cabinâ€”as saying “Cabin” on the back. So in this case, it’s not so handy anyway. Shown at top: the wedding of (an unidentified man) and (an unidentified woman) in the year 196X.
Enjoy your weekend!
A Fire-King “Azur-ite” (pale blue) cup and saucer set, free in a box of oatmeal? YES, PLEASE. EAT ALL THE OATS.*
*With great deference to Hyperbole and a Half, who I’m sure didn’t realize at the time that she wrote that line that it would become part of our lexicon. That, and the mental image ofÂ an attention-deficient squirrel on PCP.
Here’s a quick post for you tonight. From the July, 1950 edition of National Geographic, this ad is (rather obviously) for Hormel ham. Click image for inflating.
Deviled and chopped versions aside, doesn’t it actually look oh, so tasty? Tender, pink, rimmed in that moisture-trapping layer of fat glazed with brown sugar and studded with cloves. As far as I know, and as best as I can tell from the Hormel website (and the FDA as well), canned ham is really the same product as bone-in ham, without the mess of the bone. Who needs spiral slicing machines when your own kitchen knife can glide right through? Why have canned hams fallen out of favor? I think I’ll buy one next time I’m grocery shopping. Let’s bring back the canned ham!
Oh, and that little violator banner in the lower left? The one that mentions The Hormel Girls? Click here to hear them share a few words.