“Born” in Minneapolis in 1921, the fictional character Betty Crocker served as a promotional opportunity for General Mills, who was bombarded with questions from housewives about baking. Deciding that it was more appropriate to sign off the responses with a woman’s name to relate to a female audience, these men came up with the name Betty Crocker. Three years later, “Betty” gained a voice on a daytime radio show and taught women everywhere how to cook, bake, and
keep their families happy. She was soon known as the First Lady of Food due to her popularity in US households. This representation became especially important in the wartime era; with rationing on everyone’s minds, large meals with leftovers was the way to go. Her image also led to the reinforcement of patriarchal and hetero-normative practices of women staying in the kitchen providing for their families instead of in the workforce. Now Betty Crocker is symbolized only by a red spoon and continues to be one of General Mills’ successful brands. |
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