Call Out Ads Claude Hopkins

To Open-Minded Women And the Men They Like to Please

Here are some facts and photographs about Nature's choicest food. Our racial food, exceeding meat in nutrition—hearty, delicious and cheap. Yet a dish which millions never tasted in its fittest form.

Here's a typical bean which came from the top of a dish of home-baked beans. You call it crisped. As an article of food it is utterly ruined. That is done by dry heat. But that crust at the top bars out the heat from the main part of your beans. The beans below don't get heat enough to make them digestible. That's why you call them a heavy food. That's why they ferment and form gas. Of what worth is a food, however good to the taste, if it cannot be turned to nutrition? Here is a bean from the soggy mass which lies at the bottom of the home baking dish. Simmered to pieces in a modest heat which cannot make the granules digestible. But sometimes your beans are not mushy, you'll say. Sometimes they come out whole. That's worse yet. It means that the beans are not even properly boiled. They put a hard coat on the strongest stomach, and a good many people can't eat them at all. To get this dish you spend sixteen hours in soaking, boiling and baking. The meal must be started the day before. And it will not keep. You must finish the dish not long after you bake it. So home-baked beans are the once-a-week dish. They are too hard to prepare—too hard to digest—to be served as you ought to serve them. Most folks like beans as well as meat. Some would like them as often as meat. Yet you pay three times the price of good baked beans for something with no more nutrition. Here is a bean from a can of Van Camp's. Every bean in the can is like it. Mealy, yet unbroken. Luscious tomato sauce baked through and through. The flavor of pork baked in. Yet that bean for hours has been baked in an oven heated to 245 degrees. But the oven was heated by live steam under pressure—by superheated steam. It was not a dry heat, so the bean is not crisped. It was not a simmering heat, so the bean is not broken. These beans are digestible—immensely digestible. They are good to the taste—nut-like, mealy and whole. And the tomato sauce baked with them gives a delicious zest. If once your folks every try these beans you'll never get them back to the old kind. These beans come to you ready to serve. You can serve them cold in one minute, or hot in ten minutes. And they retain all the savor which they brought from the oven. You can keep them on hand—a dozen meals at a time—ready for any emergency. You can serve them for salad, fry them into croquettes, or serve them just as they come from the can. By baking these beans for a million homes we can bake them much cheaper than you can. And we have spent full fifty years in learning how best to prepare them. Van Camp's will be almost a daily dish when you find them out. They'll save you hours of cooking. They'll save a great deal on your meat bills. Be fair to yourself and try them.

When you get Van Camp's you get Michigan beans, picked out by hand—beans all of one size. You get a sauce made of vine-ripened tomatoes, costing us five times what some sauce would cost. You get the result of 50 years of experience, applied to a dish which is the pride of this house. It doesn't pay to get a lesser brand. You'll quickly find that out.

Be fair to yourself and try them.

"The National Dish" "Van Camp's Baked with Tomato Sauce Pork and Beans" "Three sizes: 10, 15 and 20 cents per can" "Van Camp Packing Company (Established 1861) Indianapolis, Ind."