The Lost Pizza Co. of Tupelo @ 1203 North Gloster Street Ste J, Tupelo, MS in the Crye Leike Plaza.
My first takeout from Lost Pizza Co. Fat Boy Bacon Cheeseburger on thick crust, The Cujo on thick crust, and pepperoni on thin crust. Also some of their homemade ranch on the side for dipping.
They have many locations and have been named best pizza by several publications throughout Mississippi. With that kind of recommendation and their extensive menu I decided to give them a visit.REPORT THIS AD
I ordered the trio to get a sample of what they have to offer and also as the main course for my dad’s birthday dinner. And I have to say that they didn’t disappoint. With my small family gathering, everyone had their favorite.
The first couple of selections were tasty and don’t require a lot of details. We had the single topping pepperoni pizza on thin crust which is always one of our favorites. The Cujo is basically a supreme pizza with a nice thick layer of familiar pizza topping which held together well and was very gratifying.
The Fatboy’s Bacon Cheeseburger on thick crust was the more unusual of the three. Along with the hot items including seasoned ground beef, bacon, red onions, and cheddar, it also had a layer of mustard, ketchup, cool fresh lettuce, sliced pickle chunks, and sliced tomatoes. Also ask for some of their homemade ranch to drizzle over the fresh veggies and to dip the remaining crust with. The little details can make a big difference!
The restaurant has a welcoming, open atmosphere with antiques and Tupelo memorabilia throughout including an Elvis statue on display as you enter the building. It seems like a nice place for a family meal, or a night out with friend with beer available if desired.
They have an extensive menu of starters, sandwiches, custom pizzas, pasta, salads, and deserts. For menus and more visit them @ https://lostpizza.com/menus/tupelo/
What I ordered: A fried catfish fillet, fries, and a Ribeye steak sandwich with cheese and bacon.
Perfect as always! Both the fries and fish still had a little bit of crispiness left after arriving home. Most items are prepared with little or no salt, so I added some seasoned salt to both, mixed a little catsup with some hot sauce, and then had a perfect combination!
That would have been plenty but I hadn’t had one of their famous Ribeye steak sandwiches in a while so I added one with cheese and bacon. Pure awesomeness!!!
Although this is take out, please remember to tip the nice young people coming out to fill your orders. They were on the spot, and came out about as soon as I pulled up.
Coronavirus reminds Americans that pursuit of happiness is tied to the collective good
At its core, the United States Declaration of Independence argues that all human beings have “unalienable rights.” These include right to “Life, Liberty and the pursuit of Happiness.”
What is more, the Declaration says that “to secure these rights, Governments are instituted among Men.” In other words, the primary objective of government is to afford citizens the opportunity to exercise these rights; the right to be left alone and to be free to pursue their own notion of happiness.
These ideas – that all people have the right to freely pursue their own self interest, and that government is concerned primarily with defending that right – show that the United States is, speaking philosophically, a very liberal society.
I have been researching questions about American political philosophy since I was a graduate student studying social ethics in the 1990s and those questions still occupy my research. With the advent of the coronavirus pandemic, one question in particular has emerged as front and center:
Is a society founded on liberal principles able to preserve itself when confronted with an existential threat, such as the coronavirus pandemic?
For example, John Rawls (in my opinion, the most important American political philosopher of this time) argued that liberal society required as much freedom and as much equal distribution of resources as possible. Any inequality or restriction of rights was only acceptable when it made society better off.
It’s not about individual rights
This philosophical debate, in my view, is suddenly very relevant again.
As the coronavirus spreads, appeals about social distancing, washing one’s hands and the like appear to be focused primarily on the individual’s self-interest of not falling ill.
But the pandemic is at the same time demonstrating that these kinds of appeal are not enough. Just a few days ago, for example, Today’s Parent magazine offered the following advice about how to talk to children about the coronavirus and washing their hands: “Assure them that kids don’t tend to get seriously ill with it, but other people in society are more susceptible, and they can do this small thing to help others stay healthy.”
Data is still sketchy, but it appears that for young people, the mortality rate from the coronavirus is not much different from seasonal flu. But even so, they can still transmit the virus to those who are more vulnerable – especially older people and those with underlying health conditions.
But they might be very helpful for someone else – health care professionals, for example, need their patients to wear masks so they don’t get infected. Because of their repeated interactions with those same sick people, they are in more frequent need of the hand sanitizer as well.
Obligations to each other
This crisis makes it all too clear that pursuing one’s own self-interest is not enough. While every one of us has the legal right to purchase as much hand sanitizer as we can find, if that is all we think about, the welfare of others and society itself are at risk.
Like the Communitarians from 30 years ago, Americans need to challenge the idea that everyone is just pursuing their own happiness as individuals. When we live together in society, we depend on each other. And therefore we have obligations to each other.
As the coronavirus spreads and demand for medical gear far outstrips the supplies, doctors in the U.S. may have to choose who among their patients lives and who dies. Doctors in Italy have already been forced to make such moral choices.
In a recent article in The New York Times, six doctors at five of the major city hospitals said they were worried they would soon have to make painful decisions regarding who should come off lifesaving ventilators.
In addition to the moral anguish of this decision, they also outlined their concern about potential lawsuits or criminal charges if they went against the wishes of a patient or family.
The nature of these decisions shares many parallels with those that we studied in soldiers. These decisions not only involve life-and-death consequences, but they involve long-term psychological trauma.
Decision-making against values
After the number of COVID-19 cases in Italy began to overtake the number of available ventilators, the Italian College of Anesthesia, Analgesia, Resuscitation and Intensive Care published guidelines for the criteria that doctors and nurses should follow in terms of deciding who gets life-saving treatment.
The principle of the guidelines were utilitarian or “informed by the principle of maximizing benefits for the largest number.”
However, the document did not hide from the fact that the moral choices that the Italian doctors now faced were similar to wartime triage required in “catastrophe medicine.”
These kinds of decisions could mean that people are forced into making choices that go against their values, or beliefs that are deeply important to them.
In the training of doctors, one value that is especially pronounced is to “do no harm.” Marco Metra, chief of cardiology at a hospital in one of Italy’s most significantly affected regions, stated in The New York Times that choosing between patients “goes against the way we used to think about our profession, against the way we think about our behavior with patients.”
Patients’ lives are paramount, and the professional responsibility of acting for the benefit of the patient is viewed as a sacred duty that all physicians owe their patients.
In choosing who gets treatment, doctors will be forced to sacrifice a deeply held belief. This will likely carry long-term trauma.
Moral injury
The nature of these decisions is analogous to what I, along with fellow psychologist and long-term collaborator Laurence Alison, have studied on military decision-making. Our work looks at how people make decisions that involve multiple potentially negative outcomes.
We look at how to train people to make the “least-worst” decisions, rather than avoid the decision. Our research has also highlighted the link between having to make a least-worst decision and a form of psychological trauma referred to as moral injury.
Moral injury happens when soldiers witness or engage in acts that transgress their own morals or beliefs. These could include using deadly force in combat and causing harm to civilians, or failing to provide medical aid to an injured civilian or service member. It could also be that a soldier changes beliefs about the necessity or justification for war, during or after serving.
Researchers are increasingly focusing on the psychological harm that can occur when such action damage the sense of right and wrong and leaves soldiers with traumatic grief.
The invisible costs of COVID-19
The threat and costs of COVID-19 are increasingly being likened to being “at war” with the disease.
President Donald Trump has vowed to “win this war” against the coronavirus, and U.K. Prime Minister Boris Johnson has declared himself head of a “wartime government.” French President Emmanuel Macron too has repeatedly declared that “We are at war.”
Some projections show that COVID-19 could kill more Americans than died in combat in either World War I, Vietnam or the Korean War.
As the “war” against COVID-19 continues, and if efforts to flatten the infection rate curve falter, medical professionals who are on the front lines will increasingly be forced to make life-altering, least-worst decisions. It would require many of them to violate values that are held as sacred.
Director of the Mental Health Core of the Massachusetts Veterans Epidemiological Research and Information Center at the VA Boston Healthcare System Brett Litz, who was the first to conceptualize moral injury in soldiers, argued in the past about the need to realize the lasting damage of decisions, or bearing witness to those that “transgress deeply held moral beliefs and expectations.”
To this date, however, experts do not fully understand moral injury, or how to treat it.
But even with this limited understanding, I believe, it is important to support the medical staff fighting against COVID-19 and their decisions.
The decisions doctors will be making are perhaps unavoidable given the size and scale of the current pandemic. But what is critical is that the costs of making these decisions on those who have to make them are not forgotten, nor diminished.
Buddhist meditation centers and temples in coronavirus-hit countries around the world have been closed to the public in order to comply with social distancing measures.
In Asia, Buddhist monks have been chanting sutras to provide spiritual relief. In Sri Lanka, Buddhist monastic chanting was broadcast over television and radio. In India, monks chanted at the seat of the Buddha’s enlightenment, the Mahabodhi Temple in the eastern state of Bihar.
Monks praying at the Mahabodhi Temple in India.
Buddhist leaders say that their teachings can help confront the uncertainty, fear and anxiety that has accompanied the spread of COVID-19.
This is not the first time Buddhists have offered their teachings to provide relief during a crisis. As a scholar of Buddhism, I have studied the ways in which Buddhist teachings are interpreted to address social problems.
Engaged Buddhism
The Zen master Thich Nhat Hanh first coined the concept of “engaged Buddhism.” During the Vietnam War, faced with the choice between practicing in isolated monasteries or engaging with the suffering Vietnamese people, he decided to do both.
In recent years many Buddhists have been actively involved in political and social issues throughout much of Asia as well as parts of the western world.
The following five teachings can help people in current times of fear, anxiety and isolation.
This chant serves to remind people that fear and uncertainty are natural to ordinary life. Part of making peace with our reality, no matter what, is expecting impermanence, lack of control and unpredictability.
Thinking that things should be otherwise, from a Buddhist perspective, adds unnecessary suffering.
Instead of reacting with fear, Buddhist teachers advise working with fear. As Theravada Buddhist monk Ajahn Brahm explains, when “we fight the world, we have what is called suffering,” but “the more we accept the world, the more we can actually enjoy the world.”
2. Practice mindfulness and meditation
Mindfulness and meditation are key Buddhist teachings. Mindfulness practices aim to curb impulsive behaviors with awareness of the body.
For example, most people react impulsively to scratch an itch. With the practice of mindfulness, individuals can train their minds to watch the arising and passing away of the itch without any physical intervention.
With the practice of mindfulness, one could become more aware and avoid touching the face and washing hands.
Meditation, as compared to mindfulness, is a longer, more inward practice than the moment-to-moment mindful awareness practice. For Buddhists, time alone with one’s mind are normally part of a meditation retreat. Isolation and quarantine can mirror the conditions necessary for a meditation retreat.
Yongey Mingyur Rinpoche, a Tibetan Buddhist monk, advises watching the sensations of anxiety in the body and seeing them as clouds coming and going.
Regular meditation can allow one to acknowledge fear, anger and uncertainty. Such acknowledgment can make it easier to recognize these feelings as simply passing reactions to an impermanent situation.
3. Cultivating compassion
Buddhist teachings emphasize the “four immeasurables”: loving-kindness, compassion, joy and equanimity. Buddhist teachers believe these four attitudes can replace anxious and fearful states of mind.
When emotions around fear or anxiety become too strong, Buddhist teachers say one should recall examples of compassion, kindness and empathy. The pattern of fearful and despairing thoughts can be stopped by bringing oneself back to the feeling of caring for others.
Compassion is important even as we maintain distance. Brother Phap Linh, another Buddhist teacher, advises that this could be a time for all to take care of their relationships.
Dealing with isolation.
This could be done through conversations with our loved ones but also through meditation practice. As meditators breathe in, they should acknowledge the suffering and anxiety everyone feels, and while breathing out, wish everyone peace and well-being.
4. Understanding our interconnections
Buddhist doctrines recognize an interconnection between everything. The pandemic is a moment to see this more clearly. With every action someone takes for self-care, such as washing one’s hands, they are also helping to protect others.
The dualistic thinking of separateness between self and other, self and society, breaks down when viewed from the perspective of interconnection.
Our survival depends on one another, and when we feel a sense of responsibility toward everyone, we understand the concept of interconnection as a wise truth.
Most of the sports world has ground to a halt over the coronavirus pandemic. The Tokyo Olympic Games, the NBA season, and soccer’s Champions League, along with many other major tournaments, have been postponed. Wimbledon has been canceled for the first time since World War II. These cancellations and postponements go all the way down to recreational competitions.
Given the impact that any large gathering could have on the further spread of the pandemic, several sports commentators, noted that at this point in time, sports did not matter. The New York Times sports commentator wrote, “Postpone it, cancel it, whatever. There are more important things to think about. It is a sport, after all,” referring to the cancellation of soccer’s Champions League.
The present sentiment is a reminder of a popular phrase typically attributed to former coach and player Arrigo Sacchi that soccer was “the most important of the unimportant things in life.”
At a time when the utmost urgency on everyone’s mind is the fragility of life itself, this couldn’t appear to be more true.
At the same time, as philosophers of sport, we believe that it is important to recognize the role sports play in our lives – even in difficult times.
The nature of sports
The point of sports, as philosopher Bernard Suits argues, lies in voluntarily attempting to overcome artificial problems erected by the rules.
Such rules stipulate the use of specialized physical skills to achieve the goal of the game. For instance, the rules of soccer prohibit players to hit the ball with their hands but allow kicking and heading to put the ball into the net.
Sports are activities governed, as Suits explains, by a “gratuitous logic.” Under this logic, participants attempt to solve an unnecessary problem, such as kicking a ball around a field and into a net, just for the sake of solving the problem.
The value of sports
At the same time, there are those who argue that sports fulfill human functions that are far from gratuitous. For instance, sports provide an arena for honing different kinds of capacities and fostering character development.
Philosopher José Ortega y Gassetargues that the gratuitous character of sports is a model for living well – for a life with plenty of vitality.
He recommends individuals approach their lives with the “same spirit that leads them to engage in sport.” That is, individuals should fill their lives with challenging activities that are not necessary but voluntary.
Similarly, philosopher Thomas Hurkaincludes sports among some of the challenging activities that require dedication, planning and precision.
Hurka highlights that these activities are valuable because of the effort required by the experience of trying to achieve. In his words, “We don’t call crossing your fingers an achievement because it’s too easy. Achievements have to be challenging, and the more challenging the better.”
Sports and perfection
The attempt to achieve difficult goals requires a certain dedication. In this sense, engagement in sport represents a perfectionist way of life.
As philosopher John Rawlsproposes in his discussion on justice and the good life, perfectionism requires the utmost dedication to achieve human excellence; in this case, we argue, of the athletic variety.
In this regard, moral philosopher Derek Parfit, a colleague of Rawls, maintains that perfectionism involves the achievement or realization of “the best things in life.”
To win, individuals have to commit wholeheartedly to the sport. Romania’s Simona Halep, winner of the 2019 Wimbledon Tennis Championships. AP Photo/Alexandru Dobre
From a perfectionist standpoint then, living well requires individuals to commit themselves wholeheartedly to an enterprise.
Sports are equipped to provide such zeal. That is, through their commitment to a particular sport, individuals build passion for their practice and develop the zeal to pursue perfection.
Sports and the community
Sports also connect people. Drawing on anthropologist Clifford Geertz’s work on Balinese cockfighting, sport scholars point out that sports help human communities tell stories about themselves. In other words, sports allow humans to generate a common identity.
In addition to understanding themselves as individuals through their sporting activities, people also understand themselves as members of communities by engaging in sports. No contemporary nation with an established soccer culture can be fully understood without analyzing their passion for soccer.
For example, the Spanish national soccer teams have long been known for displaying a combative and team-based play style referred to as “La Furia Roja,” or the red fury. When Spaniards face adversity and have to come together and collectively overcome challenging situations, they refer to themselves as people who embody the red fury, mirroring their national teams’ play style.
Another example that sport historian Mark Dyresonputs forth is that America’s long-standing involvement in international sports has fostered discussions and struggles over equity, power and fairness.
Consider Tommie Smith and John Carlos raising their fists in a Black Power salute during the medal ceremony for the 200-meter dash at the 1968 Mexico City Olympic Games, which was meant to call attention to racism in America.
All this is not at all to say that we want governments to loosen restrictions and resume sports competitions. Rather this is a reminder of why sports are valuable and also sorely missed by many people around the world.
Jails and prisons around the United States are considering freeing some of their inmates for fear that correctional facilities will become epicenters in the coronavirus pandemic.
As a prison scholar, I recognize a sad irony in this public health problem: The United States’ very first prisons were actually designed to avoid the spread of infectious disease.
Prisons as we understand them today – places of long-term confinement as a punishment for crime – are relatively new developments. In the U.S. they came about in the 1780s and 1790s, after the American Revolution.
Previously, American colonies under British control relied on execution and corporal punishments.
Jails in America and England during that period were not themselves places of punishment. They were just holding tanks. Debtors were jailed until they paid their debts. Vagrants were jailed until they found work. Accused criminals were jailed while awaiting trial, and convicted criminals were jailed while awaiting punishment or until they paid their court fines.
The British penal reformer John Howard visiting a prison. Wikipedia, CC BY-NC
The physical structure of these unregulated local facilities – often run by sheriffs or private citizens who charged room and board fees – varied. Jail could be a spare room in a roadside inn, a stone building with barred windows or a subterranean dungeon.
Fear of disease
Disease, violence and exploitation were rampant in these squalid American colonial and British jails.
John Howard, a British aristocrat whose ideas influenced American penal reformers, became concerned about living conditions in these “abode[s] of wickedness, disease, and misery” when he became a sheriff. In a 1777 book, Howard recounts smelling vinegar, a common disinfectant of the era, to protect against the revolting smell of the jails he visited.
Howard warned readers that jails spread disease not only among inmates but also beyond, into society. He recalled the so-called Black Assize of 1577, in which prisoners awaiting trial were brought from jail to an Oxford courthouse and “within forty hours” more than 300 people who had been at court were dead from “gaol fever” – what we now call typhus.
He also wrote of infected prisoners who, once released, brought diseases from jail into their communities, killing scores.
Disease also shaped Howard’s understanding of how criminality spread.
He described how young “innocents” – the children of people jailed for debt or those awaiting trial for a petty offense – were seduced by dashing bandits’ stories of crime and adventure. Thus “infected,” they went on to become criminals themselves.
America’s first prisons
Howard’s ideas, particularly the realization that jails posed a threat to the public, were brought to the U.S. by Philadelphia reformers like Benjamin Rush, a physician and signer of the Declaration of Independence.
Following the recommendations in Howard’s book, American penal reformers pushed for new jails designed to ward off disease, crime and immorality of all kinds.
Howard envisioned new facilities that would be well ventilated and cleaned daily. Clothing and bedding should be changed weekly. There would even be an infirmary staffed by “an experienced surgeon” who would update authorities on the state of prisoner health.
Howard’s plan for a ‘County Gaol’ The Royal Collection Trust
American reformers followed Howard’s advice that “women-felons” should be kept “quite separate from the men: and young criminals from old and hardened offenders.” Debtors, too, should be kept “totally separate” from the “felons.”
Prisoners should be separated from one another, ideally in cells. Crowding should be avoided. All this would prevent the spread of disease and enable the prisoners’ repentance – and thus their rehabilitation.
Using Howard’s book as their guide, Rush and his colleagues transformed Philadelphia’s aging and overcrowded Walnut Street Jail into one of the country’s first state prisons by 1794. The Walnut Street Prison model was soon adopted nationwide.
Philadelphia’s Walnut Street Jail. Wikipedia Commons
Health care in prisons today
The U.S. long ago departed from the idea that prisons should protect both prisoners and society.
The biggest shift in prison health care occurred between the 1970s and today – the era of mass incarceration. The U.S. incarceration rate doubled between 1974 to 1985 and then doubled again by 1995. The number of people in American prisons peaked in 2010, at 1.5 million. It has declined slightly since, but the U.S. still has the world’s largest incarcerated population.
One consequence of overcrowding is that prison officials have a difficult time providing adequate health care.
In 2011 the U.S. Supreme Court ruled that overcrowding undermined health care in California’s prisons, causing avoidable deaths. The justices upheld a lower court’s finding that this caused an “unconscionable degree of suffering” in violation of the Eighth Amendment’s prohibition on cruel and unusual punishment.
Amid a worldwide pandemic, such conditions are treacherous. Some of the worst COVID-19 outbreaks in U.S. prisons and jails are in places – like Louisiana and Chicago – whose prison health systems have been ruled unconstitutionally inadequate.
Criminologists and advocates say many more people should be released from jails and prison, even some convicted of violent crimes if they have underlying health conditions.
The decision to release prisoners cannot be made lightly. But arguments against it discount a reality recognized over two centuries ago: The health of prisoners and communities are inextricably linked.
Coronavirus confirms that prison walls do not, in fact, separate the welfare of those on the inside from those on the outside.
Perhaps you’ll unearth a can of Crisco for the holiday baking season. If so, you’ll be one of millions of Americans who have, for generations, used it to make cookies, cakes, pie crusts and more.
But for all Crisco’s popularity, what exactly is that thick, white substance in the can?
If you’re not sure, you’re not alone.
For decades, Crisco had only one ingredient, cottonseed oil. But most consumers never knew that. That ignorance was no accident.
A century ago, Crisco’s marketers pioneered revolutionary advertising techniques that encouraged consumers not to worry about ingredients and instead to put their trust in reliable brands. It was a successful strategy that other companies would eventually copy.
Lard gets some competition
For most of the 19th century, cotton seeds were a nuisance. When cotton gins combed the South’s ballooning cotton harvests to produce clean fiber, they left mountains of seeds behind. Early attempts to mill those seeds resulted in oil that was unappealingly dark and smelly. Many farmers just let their piles of cottonseed rot.
It was only after a chemist named David Wesson pioneered industrial bleaching and deodorizing techniques in the late 19th century that cottonseed oil became clear, tasteless and neutral-smelling enough to appeal to consumers. Soon, companies were selling cottonseed oil by itself as a liquid or mixing it with animal fats to make cheap, solid shortenings, sold in pails to resemble lard.
Cottolene, made from a mix of cottonseed oil and beef fat, was one of the first commercial shortenings. Alan and Shirley Brocker Sliker Collection, MSS 314, Special Collections, Michigan State University Libraries
Shortening’s main rival was lard. Earlier generations of Americans had produced lard at home after autumn pig slaughters, but by the late 19th century meat processing companies were making lard on an industrial scale. Lard had a noticeable pork taste, but there’s not much evidence that 19th-century Americans objected to it, even in cakes and pies. Instead, its issue was cost. While lard prices stayed relatively high through the early 20th century, cottonseed oil was abundant and cheap.
Americans, at the time, overwhelmingly associated cotton with dresses, shirts and napkins, not food.
Nonetheless, early cottonseed oil and shortening companies went out of their way to highlight their connection to cotton. They touted the transformation of cottonseed from pesky leftover to useful consumer product as a mark of ingenuity and progress. Brands like Cottolene and Cotosuet drew attention to cotton with their names and by incorporating images of cotton in their advertising.
King Crisco
When Crisco launched in 1911, it did things differently.
Like other brands, it was made from cottonseed. But it was also a new kind of fat – the world’s first solid shortening made entirely from a once-liquid plant oil. Instead of solidifying cottonseed oil by mixing it with animal fat like the other brands, Crisco used a brand-new process called hydrogenation, which Procter & Gamble, the creator of Crisco, had perfected after years of research and development.
From the beginning, the company’s marketers talked a lot about the marvels of hydrogenation – what they called “the Crisco process” – but avoided any mention of cottonseed. There was no law at the time mandating that food companies list ingredients, although virtually all food packages provided at least enough information to answer that most fundamental of all questions: What is it?
Crisco’s marketers were keen to avoid any mention of cottonseed in the brand’s ads. Alan and ShirBrocker Sliker Collection, MSS 314, Special Collections, Michigan State University Libraries.
In contrast, Crisco marketers offered only evasion and euphemism. Crisco was made from “100% shortening,” its marketing materials asserted, and “Crisco is Crisco, and nothing else.” Sometimes they gestured towards the plant kingdom: Crisco was “strictly vegetable,” “purely vegetable” or “absolutely all vegetable.” At their most specific, advertisements said it was made from “vegetable oil,” a relatively new phrase that Crisco helped to popularize.
But why go to all this trouble to avoid mentioning cottonseed oil if consumers were already knowingly buying it from other companies?
The truth was that cottonseed had a mixed reputation, and it was only getting worse by the time Crisco launched. A handful of unscrupulous companies were secretly using cheap cottonseed oil to cut costly olive oil, so some consumers thought of it as an adulterant. Others associated cottonseed oil with soap or with its emerging industrial uses in dyes, roofing tar and explosives. Still others read alarming headlines about how cottonseed meal contained a toxic compound, even though cottonseed oil itself contained none of it.
Instead of dwelling on its problematic sole ingredient, then, Crisco’s marketers kept consumer focus trained on brand reliability and the purity of modern factory food processing.
Crisco flew off the shelves. Unlike lard, Crisco had a neutral taste. Unlike butter, Crisco could last for years on the shelf. Unlike olive oil, it had a high smoking temperature for frying. At the same time, since Crisco was the only solid shortening made entirely from plants, it was prized by Jewish consumers who followed dietary restrictions forbidding the mixing of meat and dairy in a single meal.
In just five years, Americans were annually buying more than 60 million cans of Crisco, the equivalent of three cans for every family in the country. Within a generation, lard went from being a major part of American diets to an old-fashioned ingredient.
Trust the brand, not the ingredients
Today, Crisco has replaced cottonseed oil with palm, soy and canola oils. But cottonseed oil is still one of the most widely consumed edible oils in the country. It’s a routine ingredient in processed foods, and it’s commonplace in restaurant fryers.
Crisco would have never become a juggernaut without its aggressive advertising campaigns that stressed the purity and modernity of factory production and the reliability of the Crisco name. In the wake of the 1906 Pure Food and Drug Act – which made it illegal to adulterate or mislabel food products and boosted consumer confidence – Crisco helped convince Americans that they didn’t need to understand the ingredients in processed foods, as long as those foods came from a trusted brand.
In the decades that followed Crisco’s launch, other companies followed its lead, introducing products like Spam, Cheetos and Froot Loops with little or no reference to their ingredients.
Early packaging for Cheetos simply advertised the snack as ‘cheese flavored puffs.’ Wikimedia Commons
Once ingredient labeling was mandated in the U.S. in the late 1960s, the multisyllabic ingredients in many highly processed foods may have mystified consumers. But for the most part, they kept on eating.
So if you don’t find it strange to eat foods whose ingredients you don’t know or understand, you have Crisco partly to thank.