Our U.S.P. Dense Calcium Carbonate meets tomorrow's food and drug quality standards today!

Alt Text：

A black-and-white Diamond Shamrock Chemical Company advertisement and a large drum of U.S.P. Dense Calcium floating on the clouds. The headline claims that this product is ““meeting tomorrow’s food and drug quality standards today.” This advertisement is promoting calcium carbonate as a food additive that can be used in food and medicine with a high purity.

Text Transcription：

Our U.S.P Dense® Calcium Carbonate meets tomorrow’s food and drug quality standards today! So when federal agencies and others establish more stringent purity requirements for Calcium Carbonate as an enrichment additive for foods and pharmaceutical applications, just specify Diamond Shamrock U.S.P. Dense. It already meets tomorrow’s quality standards today. Not only is our U.S.P. Dense precipitated Calcium Carbonate a high purity grade that meets both the United States Pharmacopeia (U.S.P.) and Food Chemicals Codex quality standards, it meets the requirements of the new Federal Specification N-F-481 as well. Our U.S.P. Dense is made pure for such food and pharmaceutical applications. In addition, it is available in bulk, multiwall paper bags, or in new drum packaging which is particularly convenient for the food and drug manufacturers, where maintaining purity is important throughout the storage and handling period. Food Chemical Codex quality Ammonium Bicarbonate and Sodium Bicarbonate are also available. For more information, write: Soda Products Division, Diamond Shamrock Chemical Company, 300 Union Commerce Bldg., Cleveland, Ohio 44115.

Diamond Shamrock Chemical Company

A UNIT OF DIAMOND SHAMROCK CORPORATION

FOOD ENGINEERING, September 1972

Circle 145 on Inquiry Card

197

Observation：

This advertisement is shaping calcium carbonate as an industrial material that is modern and with high-purity. It’s not selling for taste or appearance, but for safety, purity and future standards. The picture floating on the cloud made it feel clean, advanced and that companies can trust with. This advertisement shows how food additives can advertise to manufacturers that it is scientifically controlled and meets official standards.

Tom Liu