Crescent Creamery Co. Ltd., established in 1904, was one of Winnipeg’s largest and oldest creameries. Gaining their name from the well-known horse-drawn carriages, James Carruthers’ and Robert Rogers’ business became a common sight to many who lived by the faculty on Lombard Avenue, Red River (Winnipeg Downtown Places). In 1911, when plans were made to modernize and relocate the entire operation, the ice cream plant was built, and the rise of an empire was created. The business skyrocketed with more than 30 carriages delivering daily, until 1920, when Crescent was bought out by the Hignell family and turned it into a print publisher. This eventually lead to the creation of, Food News for the Housewife, a well-known Christmas recipe pamphlet (The Dairy Industry in Manitoba).

An interesting aspect about this recipe pamphlet is the way it is organized. Subdividing into 7 different categories, this pamphlet has desserts for any occasion including Boxing Day supper or trimming up the tree. Due to the lack of information about this pamphlet, viewing the bigger picture beyond simple reasons is challenging. In addition, no brand-named products are being sold in these recipes, besides the ice cream brick on the back of the pamphlet. That said, this recipe book was designed to make life as a housewife during the holidays a little simpler. By segregating eat recipe by occasion, not only made the decision easier but gave them an appropriate, delicious, and new dessert to try. Due to the competition between City Dairy for best in the industry, it is believed that this pamphlet was a marketing strategy and was given to consumers in hopes of increasing sales and customer satisfaction (Year More Profitable).