[1][2], After leaving his position as head chef at the Plaza Hotel in New York City, Ettore Boiardi opened a restaurant called Il Giardino d'Italia in 1924[3] at East 9th Street and Woodland Avenue in Cleveland, Ohio. It then expanded when the production was moved to Milton, Pennsylvania, and there, the Chef Boyardee empire was born. Boiardi sold his company for six million dollars in 1946 primarily due to the fact that he was having trouble managing the incredible rapid growth of the company (at this time annually grossing 20 million dollars worth of sales a year, which makes that 6 million dollar sale price a crazy good deal). [1], Boiardi followed his brother Paolo to the kitchen of the Plaza Hotel in New York City, working his way up to head chef. 2023 Smithsonian Magazine He eventually took jobs in Paris and London, learning various restaurant skills to complement his Italian upbringing. There has even been an internet rumor denying his existence, claiming that "Boyardee" was combination of the names of three food company executives; Boyd, Art and Dennis. There was never an "Uncle Ben" before Mars decided to overhaul the brand, and "Aunt Jemima" was a racist construction inspired by minstrel shows. Anastasia Arellano. He is the great uncle of American author Anna Boiardi, who wrote Delicious Memories: Recipes and Stories from the Chef Boyardee Family. But his goal was always to sail across the Atlantic and join his brother Paul in America. The Most Iconic Food Mascots Of All Time - The Daily Meal Also, if you give her a bag of Takis she will be your best friend. While it might seem like that smiling face on the box must be that of the inventor, don't forget that the concept of idealized domesticity is still very powerful in the marketing world, and there are plenty of products that are still playing it up, albeit in a slightly more politically correct way. People stand outside for hours, waiting for a taste. Everyone is proud of his family name but sacrifices were necessary for progress, Boiardi said, according to History.com. Great story. 1. That would be one Ettore "Hector" Boiardi, a very real Italian-American chef. Before launching the Chef Boyardee line of products, Chef Boiardi, in 1915 at the age of 17 years old, supervised the catering for President Woodrow Wilsons wedding reception. Baker Charles Lubin owned a small chain of Chicago bakeries in the early 20th century. JUSTICE LEAGUE and all related characters and elements & DC Comics. [9][10] His last appearance in a television commercial promoting the brand aired in 1979. The most interesting brand names based on fictitious people, by far, are those that were devised with the express purpose of playing up the concept of "idealized domesticity," which was a big marketing trend around the turn of the 20th century. The company was founded by Italian immigrant Ettore Boiardi in Milton, Pennsylvania, U.S., in 1928.
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