The Mid Century Vault

Currently Playing: 057 Why Grandma Had an Avocado Green Recipe Box (70s Food History)

Long before HelloFresh or Blue Apron arrived at your doorstep, there was the Betty Crocker Recipe Card Library. Launched in 1971 by General Mills, this 648-card collection transformed the American kitchen into a "Library of Good Living." Join Philip Mershon at The Mid-Century Vault as he breaks down the smart (and slightly manipulative) business model of the 1970s recipe card craze. We compare the "gamification" of mid-century cooking to today’s digital age, showing how the subscription models of the 70s are the direct ancestors of our modern meal kits. Highlights of this episode: 1972 Kitchen Aesthetics: The role the "decorator color" file boxes played in daily life. The Competition: A look at McCall’s Bicentennial spirit and the strange recipe categories like "convenience fish" from Weight Watchers. The Cost: Breaking down the math—was it actually a "shoestring" budget? Modern Parallels: From the avocado box to the Pinterest board. here's the link I mentioned to the Columbia House video: https://youtu.be/dEIEMlwle3E?si=5KyzDYQWnIjF3L7g Don't forget to hit the like and subscribe buttons to keep the Vault doors open! And share, share, share! #recipecards #bettycooper #midcenturyvault #popculturehistory #nostalgia