Notes

[Alt text] A series of images displaying the processing flow that turns a black pepper plant in India into a processed oleoresin spice in the U.S. Key steps include India growing black pepper plants, white Americans purchasing it, product getting shipped overseas, and product getting processed and modified in the U.S. Next to the images is a bucket with a KALSEC label on it and a “Technical Data File” about KALSEC spice oleoresins, spice oils, and vegetable colorants.

[Transcription]

## KALSEC Spice Oleoresins provide sterility, economy, and flavor control

#Choice black pepper plant

#Pepper Plantation

#Spice buyer/broker

#Discussing crop quality

#Bids made “under the towel”

#Hands slapped to close deal

#Black Pepper in warehouse

#Loading Indian spices

#Processing

#Laboratory control

There’s a reason. To get the best, you must start with the best, and process with extra care. This KALSEC oleoresin black pepper picture story shows why you get quality and uniformity you can count on… every time… with KALSEC oleoresin spices.

YOURS FOR THE ASKING… a technical data file on the complete KALSEC line of spice oleoresins and Vegetone colorants. WRITE KALSEC, 3710 W. Main Street, P.O. Box 511, Kalamazoo, Michigan, 49005. Or phone (616) 349-9711.

KALSEC

Spice oleoresins, spice oils, vegetable colorants and hop flavors of precise characteristics and quality through creative chemistry

[Additional Notes]

This advertisement demonstrates the values of uniformity and authenticity within the food industry. The visuals focus on the process of how Kalsec creates oleoresin spices, legitimizing the product as authentic and reliable. These values convey the idea that Kalsec oleoresins mimic the original flavor of the black pepper plant, despite being processed into an encapsulated flavor. This advertisement stood out to me because I think the company employs visuals of people in India smiling and using traditional body language, such as the “hands slapped to close deal,” to further convey the product as “authentically ethnic.” Kalsec capitalizes on Americans’ cultural preferences for diverse cuisines from across the globe by placing itself and its products in close proximity to Indian culture.