Now to tell you a story of a Swiss cooking aid, an old-timer on the chef's shelf, Maggi by name. Sixty years ago' on the River Kemp in Switzerland twenty miles from Zurich, a small factory was started to make this cooking produce that soon became famous around the Continent.For half a century the most distinguished culinary artists of Europe have been using this enhancer of flavor to glorify their celebrated dishes. The late Escoffier called it the perfect adjunct to the kitchen.
American hotels and restaurants employing European chefs have used the product for about thirty-five years. Chefs who knew Maggi abroad begged importers to bring in small amounts. Hotel orders so increased during the twenties that one importing firm, quick to see ahead, arranged with the Swiss factory to introduce the product here to the general public. Now home cooks began to learn of its usefulness.
Maggi is principally of vegetable origin, made from a variety of garden crops which grow on the Swiss farms stretching for miles along the Valley Kemp.It is not a spicy sauce of the pour-over type, nor is it intended to change the taste of a food. Its purpose is to emphasize, to intensify, the natural goodness of a dish. No matter how clever you are about cooking, one cannot depend always upon uniform results. Drought,excessive heat, or rain may rob foods of their customary taste, and certain foods are basically low in natural flavors. Here's an aid to strengthen the taste and bring out the subtle hidden notes, yet never override these with a define character of its own. Used with leftovers, it seems to restore the original freshly cooked flavor. One may use it to enrich the most diverse dishes—soups, sauce, stews, salads, vegetables, and canapes. As the quality and concentration of the product are unusually high, a few dashes produce results. Try adding it, dash by dash, to an insipid soup' stirring and tasting until you have it to suit.Note the difference for yourself. This seasoning works its little miracles for the home cook as obligingly as for the ＄25,000-a-year chef with his tall hat full of tricks.
It's a date that melts in the mouth, so tender the skin and soft the flesh. And all flesh! The seed is a miniature. It is the choice of Persian royalty, the first date to be packaged to have a name for a trade-mark. So tender this, fruit, it requires special handling, careful boxing. See-through tops are used in the 2-pound boxes to show off the dates' plump little figures. The boxes are specially treated to help preserve the dates' freshness. All manner of little cares are taken to get the dates marketed in their best condition.
These Persian dates have been grown for centuries in Persia, prized above all other dates by people in those regions. It was with great difficulty that offshoots were secured and planted in California's Coachella Valley. Now after many years there are enough to be offered in a small way commercially.
Mr. and Mrs.A.W.Connor of Beaumont, California, who control over one hundred acres of grove, pack the Royal Persians. For twenty-six years this couple has been in the date business, formerly selling the Degler Noor by nail order. Now they have switched to the Persian and sell primarily through stores. Write their Department G.12 for catalogue.
Royal Persians are handled by B.Altman's in New York; Chandler & Rudd and Halle Brothers, Cleveland; Kaufman's, Pittsburgh; Emery, Bird, Thayer, Kansas City; Harris Company, Dallas; Brown-Dunkin Company, Tulsa; J.W. Robinson, Los Angeles; Hamiltons, Ltd., San Diego; H. & S. Pogue Company. Cincinnati; Leo Baker, Palm Springs; Welch's Candy Ltd., Los Angeles; McLean Goldberg Bowen, San Francisco. Also Gayke Shaw, Reno; F.C.Nash, Pasadena; Buffums, Long Beach; Coulters, Los Angeles.
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