Betty Crocker

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Reissue of the original 1955 cookbook
Reissue of the original 1955 cookbook

Betty Crocker, an invented persona and mascot, is a brand name and trademark of American food company General Mills. The name was first developed by the Washburn Crosby Company in 1921 as a way to give a personalized response to consumer product questions.

Contents

[edit] Origin

Company executives chose the name "Betty" because it seemed warm and friendly to them. The surname "Crocker" was borrowed from retired executive William H. Crocker. At first "Betty Crocker" was merely used as a fictitious personal signature to replies to customers asking advice. Then, in 1924, Betty Crocker found a voice with the debut of the daytime radio broadcast known as "The Betty Crocker Cooking School of the Air". The show was voiced and scripted for two decades by Marjorie Husted, and went on to run through to 1953 (and was a big hit in its time)

[edit] Early years

In 1928, Washburn Crosby merged with five or more other milling companies to form General Mills, which continues to use the Betty Crocker brand.

In 1929, Betty Crocker coupons were introduced. Inserted in bags of flour, they could be used to reduce the cost of Oneida flatware. By 1932, this scheme had become so popular that General Mills began to offer an entire set of flatware; the pattern was called "Friendship" (later renamed "Medality"). In 1937 the coupons were printed on the outside of packages, copy on which told purchasers to "save and redeem for big savings on fine kitchen and home accessories in our catalog".

From 1930, General Mills issued softbound recipe books, including in 1933 Betty Crocker's 101 Delicious Bisquick Creations, As Made and Served by Well-Known Gracious Hostesses, Famous Chefs, Distinguished Epicures and Smart Luminaries of Movieland.

In 1949, actress Adelaide Hawley became Betty Crocker for many years. She appeared for several years on the Burns and Allen show, and even had her own TV show. She also appeared in the CBS network's first colour commercial, in which she baked a "mystery fruit cake". Hawley continued to portray Betty Crocker until 1964.

A portrait of Betty Crocker first appeared in 1936. It subtly changed over the years, but always accommodated General Mills' cultural perception of the American homemaker: knowledgeable, caring and white. The current image of Betty Crocker, according to the corporation, is actually a combination of 75 real-life women of diverse backgrounds and ages thought by the company to represent the true Betty Crocker.

In Golden Valley, Minnesota, the Minneapolis suburb where General Mills is headquartered, there is a street called Betty Crocker Drive.

[edit] Current

In 2005, the 10th edition of the Betty Crocker cookbook was published; a Spanish/English bilingual edition is also available that collects some of the more common recipes. There are also a number of Betty Crocker-branded products, such as hand mixers, which support General Mills' product line of foodstuffs.

In 2006, it was announced that the Betty Crocker Catalog was going out of business, with all of its inventory on sale. Points were redeemable until December 15, 2006. A new online store will be launched in April 2007; BettyCrockerStore.com will be part of the BettyCrocker.com web site in conjunction with Cooking.com.

[edit] References

  • Dunning, John. On the Air: The Encyclopedia of Old-Time Radio. Oxford University Press, 1998. ISBN 0-19-507678-8

[edit] External links

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