Word: yeasting
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Electrifying food news came last week from St. Louis. There, in a vat the size of a small room (1,000 cu. ft.), molasses, ammonia, water, air and yeast were being mixed. Every twelve hours this mixture produced a ton of good rich meat-nearly as succulent as the sirloin steak it takes two years to raise on the hoof, much cheaper, and much richer in proteins and vitamins. Furthermore, this new synthetic meat is so easy to make that its inventors already look forward to performing a modern miracle of the loaves & fishes after the war among the foodless...
...food is actually a new kind of yeast, with added flavors that make it almost indistinguishable from natural foods. Its makers, Anheuser-Busch, have demonstrated its possibilities by serving meals including two delicious kinds of soup, meat loaf, muffins, cheese sticks, even pie-all made of varieties of yeast. Since yeast is the richest known source of B vitamins and contains about 50% protein (twice as much as meat), it surpasses meat as sheer food. And pound for pound of protein, yeast costs only a fifth as much as meat...
...incidental food, yeast is a veteran: in the Middle Ages, when young & old drank quantities of yeasty beer daily, it was almost a staple of the European diet. The U.S. people eat 200,000,000 lb. of yeast a year, most of it in bread. Fleischmann has developed two varieties now widely used in breakfast foods and as vitamin pills...
...equipment. . . ? What incentive would there have been for it to get up early and work late to develop its business? In the scales of American business, reasonable competition is good, it has made us strong and we want to keep it. We must continue to depend upon the strong yeast of competition to keep us growing...
Stocky, down-to-earth James S. Adams, 45-year-old President of Standard Brands Inc. (Fleischmann's Yeast, Royal Baking Powder, etc.) last week announced that he would ask his 115,000 common stockholders to convert every four shares they now hold into one share of new stock. Brokers raised interested eyebrows: reverse splitting had hardly been heard of on Wall Street since the dog days after the 1929 crash, when some companies used it to give their collapsing shares some semblance of dollar value...