The way to a husband’s heart, circa 1954

Vintage cooking brochures

Leaflets with handy vintage recipes and cooking tips, scored at a recent yard sale near Madoc. You couldn’t make this stuff up.

I’ve written before (here and here for instance) about what a sucker I am for vintage cookbooks. Not so much because of the recipes – which I will say seem to be pretty much evenly divided between those I would love to try and those I would not touch with a ten-foot pole (these latter tending to have a lot to do with Jell-O and/or marshmallows and/or tinned pineapple – or tinned anything, actually) – but just for the vibe they give off. A lifestyle long gone, shall we say. When women stayed home, which apparently was their place at the time.

Anyway, I struck a big find for 50 cents or so at a Madoc-area yard sale a few weekends ago, and the photographic evidence is above. Not cookbooks, per se, but cooking brochures put out by food companies (Borden’s, the people who brought you condensed milk, whatever that is); and food organizations (the Canadian Canned Tuna Council or some such); and other companies – insurance firms and whatnot – that apparently felt like the best way to get their message into the home (where the wife was, naturally; it was her place, remember?) was to send out a booklet of recipes.

Because we all know that women trapped in the home are just dying to try more recipes.

Anyway, my favourite of this lot is the one containing baking recipes with the title “The Soft Way to Your Husband’s Heart.” Apparently if you baked enough sweet (and soft) things with Maple Leaf Flour, you would have a place in your husband’s heart.

True romance indeed.

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