In 1934, Ivanhoe Mayonnaise did something I don’t think I’ve ever seen another product do: it published its recipe, “in case you’d like to make it yourself.” The recipe is straightforward enough, though the makers warn that “if you haven’t an electric mixer it will require three-quarters of an hour of hard work.” Then they show you how you can make it for 30 cents a pint at home, as compared to the 32 to 35 cents your grocer will charge you, and not counting the valuable canning jar it comes in. In other words, you’d be a fool to make this yourself when Ivanhoe can do it for you.
Ivanhoe wasn’t a local product, though it was made in Auburn, New York, but it must have been carried in the Jonathan Levi company’s WGY Food Products stores. I just couldn’t resist posting this ad, the likes of which could never be seen today.