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Preferred Citation

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

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.

Historical Information

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.

Arrangement

This is a single item collection.

Related Material

The Special Collections Research Center also holds other rare books and manuscripts pertaining to cooking, such as the Cookbooks and cooking pamphlets collection , the Elizabeth Fairfax cookbook , and "The Westinghouse Refrigerator Book: Hints, Helps and Recipes" booklet .

The Henry Ford Archive of Amereican Innovation and the Archives Center of the Smithsonian's National Museum of American History hold collections of cookbooks and promotional recipe booklets.

Subjects and Indexing Terms

• Advertising
• Baking
• Cookbooks
• Cooking