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, removing the possibility of any dust entering. The floors are of a special tile composition; the walls are of white glazed tile, which are washed regularly. White enamel covers metal surfaces where nickel plating cannot be used. Sterilized machines handle the oil and the finished product. No hand touches Crisco until in your own kitchen the sanitary can is opened, disclosing the smooth richness, the creamlike, appetizing consistency of the product. The Banishment of That "Lardy" Taste in Foods It was the earnest aim of the makers of Crisco to produce a strictly _vegetable_ product without adding a hard, and consequently indigestible animal fat. There is today a pronounced partiality from a health standpoint to a vegetable fat, and the lardy, greasy taste of food resulting from the use of animal fat never has been in such disfavor as during the past few years. So Crisco is absolutely _all_ vegetable. No stearine, animal or vegetable, is added. It possesses no taste nor odor save the delightful and characteristic aroma which identifies Crisco, and is suggestive of its purity. Explanation of "Hidden" Food Flavors. When the dainty shadings of taste are over-shadowed by a "lardy" flavor, the _true_ taste of the food itself is lost. We miss the "hidden" or _natural_ taste of the food. Crisco has a peculiar power of bringing out the very best in food flavors. Even the simplest foods are allowed a delicacy of flavor. [Illustration] Take ginger bread for example: The real _ginger_ taste is there. The _molasses_ and spice flavors are brought out. [Illustration] Or just plain, every-day fried potatoes; many never knew what the real _potato_ taste was before eating potatoes fried in Crisco. Fried chicken has a newness of taste not known before.