I’ve never much cared for dairy products, especially the liquid or creamy variety. (The idea of a milk moustache being “cute” is ridiculous to me.) But I conquered my distaste this week to bring you scans of vintage dairy marketing. I even scanned a picture of something called “Creamy Hamburger Stew,” one of the most disgusting dishes I’ve ever seen.
The images are courtesy of the National Dairy Products Corporation. They appeared in a small newsletter/recipe booklet that the company produced with some frequency; these are from 1948 to 1950. In addition to recipes and articles, there were inspirational messages and homespun advice. Click on any image for a larger version.
I’m not sure why we associate dairy products with wholesomeness—truth be told, they’re probably not all that good for you. Perhaps we don’t mean “wholesome” in a healthy sort of way, but rather in a moral sort of way.
At least that’s the message that comes through in these promotional booklets, which depict all things wonderful, both in what we eat and how we live. None of it, including the food, looks real to me.
I’m not sure where my dairy phobia came from—probably some early childhood trauma involving mayonnaise or cottage cheese.
But I do enjoy whipped cream on my strawberry shortcake, have been known to eat yogurt, and think butter is cool, too. There’s no consistency to my dairy aversion, though it’s all justified in my mind.
When is the right time to add dairy to a meal? Go to page 2 to find out.
This article was last modified on March 1, 2021
This article was first published on August 12, 2011
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