Notes

Alt Text:
This is a whole black background advertisement for California Vegetable Concentrates. The headline says “FLAVOR, TASTE AND NO WASTE.”  In the middle of the image there is a colored image of a group of fresh vegetables. Including carrots, corn, peppers, onions, and greens. At the bottom, the ad explained that CVC dehydrated vegetables will have natural nutrition value and reduce food waste. Also to make the food more flavorful, there's the company logo and contact information at the very end of the advertisement.

Text Transcription: 

FLAVOR, TASTE AND NO WASTE

The natural food value of CVC dehydrated vegetables is “locked in”, not cooked out. With quality packed CVC dehydrated vegetables, you pay only for the usable product. There is no waste, added water, drained weight losses, peelings, cores or culls. CVC dehydrated vegetables concentrate natural aroma and taste. Add value to your new products with a choice of eight new and exciting ingredients. We offer the service, availability and value you require. Call for samples, custom mixes and ideas.

CVC

CALIFORNIA VEGETABLE CONCENTRATES
General Foods Manufacturing Corporation
P.O. Box 3659
Modesto, CA 95352
(209) 538-1071 TELEX. 359-439

Observation:
This ad is linking industrialized dehydrated vegetables with freshness, natural flavor and efficiency. Although the ad is promoting for food that has been processed already but the colorful big picture of vegetables made the product looked healthy. “Zero Waste” is crucial because it highlighted the accessibility of this product to the food companies. Where companies only need to pay more for the raw materials and avoid the cost of water, peelings, cores, and culls. The main advertising here is to make an industrial processed ingredient look natural and cost effective.

Tom Liu