Changes in Society/Marketing/Gender roles:  During the 1950’s events more important than salmon fishing were occurring - Canada was participating in WW2. Canned foods played a vital role during wartime, both for troops abroad and people at home. Once the food was canned it was capable of being preserved virtually indefinitely. Canned food did not require careful handling or ideal storage conditions and therefore it was very versatile. Canned salmon was a very important food item as it was precooked and ready to eat from the can, providing nourishing protein. (Newell 157).

Marketing considerations during this era were interesting.  As most men were away at war, the marketing was geared towards children and women. With the need to appeal to children, along came “Sammy” Gold Seal! Gold Seal is one of the oldest brands in British Columbia. Gold Seal is owned by Canfisco, who in 1943, commissioned a series of cartoon drawings from Walt Disney Studios in order to appeal to the era’s new advertising demographic. There were several cartoon drawings created for their labels, each of a different animal (Horita).

Women of the time were not only left behind during the war, they were also transitioning into the workforce (“The 1940s Lifestyles”). Having food that was quick and easy to prepare was very beneficial. Canned fish was an easy source of protein that could be mixed with other food to make a hearty meal for themselves as well as their children. To market to the women, on the back pages of their booklet, Canfisco provided nine recipes for easy yet tasty meals.

Technology: There was a need in the 1940’s for non-perishable foods and because of that requirement, technology was developing. An interesting fact is that the invention of canning was facilitated by Napoleon, who was looking for a way to effectively feed his troops. He offered a grand prize of 12,000 Francs to anyone who could develop such a means. Nicolas Appert discovered that corking and then boiling sealed glass jars was effective at making non-perishable food items and was announced the winner.  Later, in 1812, the Englishman Brian Dokin replaced the glass with tin and thus the tin can industry was born. (Stone).  Advance to the 1940s and tins at the Canfisco plants were being processed at 240 tins per minute! Special machines called “Iron Chinks” removed the heads, tails, fins, scales and entrails. These automated machines were fast enough to handle up to 75 fish a minute! Next the fish were washed, cut, salted and the tins were filled and inspected individually.  Then automatic machines fixed on the covers and seals under a high vacuum pressure. The tins were heated to cook the meat and soften the bones. Once prepared, the Canadian government inspected the cans and if approved, labels were applied. (The Story of British Columbia Salmon 3)

Economy:  At the time, food industries were beginning to play a vital role in the nation’s economy. They contributed to the development of the coast line. Commercial fishing was considered one of the most important industries in British Columbia in the 1940’s (The Story of British Columbia Salmon 1)  Commercial fishing companies provided jobs not only within their companies but also to workers in other sectors.  As the fisheries were in remote locations, additional people were needed to build infrastructure such as employee housing, roads, and railways (“Small Beginnings”). There was a large market for non-perishable goods at the time, which allowed for further economic development (“Small Beginnings”).