"Fleischmann's Recipes: Excellent Recipes for Baking Raised Breads" booklet

Access and use

Location of collection:
George Mason University
2400 Fenwick Library
Special Collections Research Center
Fenwick Library MS2FL
George Mason University
Fairfax, VA 22030
Contact for questions and access:
POC: Mieko Palazzo
Phone: (703) 993-2220
Fax: (703) 993-2669
Restrictions:

There are no access restrictions.

Terms of access:

Public Domain. There are no known restrictions.

Preferred citation:

"Fleischmann's Recipes: Excellent Recipes for Baking Raised Breads" booklet, C0342, Special Collections Research Center, George Mason University Libraries

Summary

Extent:
.01 Linear Feet 1 folder
Creator:
Fleischmann Company
Abstract:
Recipe booklet published by The Fleischmann Company in 1916 featuring baking tips and recipes using Fleischmann's yeast.
Language:
English
Preferred citation:

"Fleischmann's Recipes: Excellent Recipes for Baking Raised Breads" booklet, C0342, Special Collections Research Center, George Mason University Libraries

Background

Scope and content:

Recipe booklet published by The Fleischmann Company in 1916 featuring baking tips and recipes using Fleischmann's yeast, as well as recipes for Summer Drinks. The back cover features the company's mascot, John Dough, along with a reminder to consumers to check for the Fleischmann's signature to guarantee they are using genuine Fleischmann's Yeast.

Biographical / historical:

The Fleischmann Company, also known as Fleischmann's Yeast, was founded by Jewish-Hungarian immigrant brothers Charles and Max Fleischmann. In circa 1868, the brothers arrived in Cincinnati, Ohio and partnered with James Gaff, an American businessman, to build a manufacturing plant where they put Charles' experience in yeast production to use. To increase demand and awareness of their product the brothers initiated a large-scale marketing campaign, beginning with introducing their compressed yeast cakes to a wider audience at Philadelphia's Centennial Exposition in 1876 through a Vienna Model Bakery.

Promotional cookbooks giveaways were another early marketing strategy, and one already being used successfully by other companies. To distinguish themselves and their product, the Fleischmann brothers focused heavily on branding, including using colorful illustrations and introducing the use of a cartoon mascot, John Dough, in circa 1912. The Fleischmann Company saw great success from these campaigns, controlling over 93% of their market by the late 1920s and expanding their manufacturing plants, including adding a research laboratory to their plant in Peekskill, New York in 1900. During World War II the company's research division developed a new product, Active Dry Yeast, which did not need to be refrigerated, allowing American soldiers to enjoy home-baked bread even when serving overseas.

Acquisition information:
Purchased by Special Collections Research Center in April 2019.
Processing information:

Processing completed by Meghan Glasbrenner in August 2023. Finding aid completed by Meghan Glasbrenner in August 2023.

Arrangement:

This is a single item collection.

Physical location:
R 72, C 3, S 6
Rules or conventions:
Describing Archives: A Content Standard

Indexed terms

Subjects:
Cookbooks
Cooking
Baking
Advertising