Crisco's main ingredient, cottonseed oil, had a bad rap. So marketers decided to focus on the 'purity' of factory food processing
The Rise and Fall of Crisco - The Weston A. Price Foundation
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The Story of Crisco - Four String Farm Four String Farm
Heroes, Heroines, and History: CRISCO: A NEW ERA IN LARD
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How Crisco Made Americans Believers in Industrial Food, Innovation