San Antonio Light, 22 December 1966, p. 32 — ‘Master Chef Color Provides Key’ — Jack Moore (president, Master Chef Food Products Corp.) + Jordan Sawyer color-keyed cans editorial story
- Catalog ID
HH-CLIP-1966-0002- Gallery
- Newspaper
“Master Chef Color Provides Key” — Jordan Sawyer & Jack Moore — SA Light, 22 December 1966
Editorial story in the San Antonio Light of Thursday, 22 December 1966 (p. 32) headlined “Master Chef Color Provides Key,” with a portrait of “the Master Chef himself, Jordan Sawyer” in a tall chef’s hat and Jack Moore, president of Master Chef Food Products Corp., in a suit, both displaying the new color-keyed cans.
Body text:
“Home-produced Master Chef coffee and tea last week licked an impressive advertising schedule pointing up new decorator packages for tea and color-keyed cans for foolproof grind selection of coffee. Said Jack Moore, president of Master Chef Food Products, in San Antonio for the campaign announcement:
‘Master Chef coffee is available in both drip and regular grinds and the color-keyed can makes it almost impossible to carry home the wrong grind.’
He further explained that Master Chef is also available in popular three-pound decorator cannister cans.
Moore continued: ‘Our coffee is a choice blend of the world’s finest and rarest coffees from Mexico, South America and high in the Andes mountains.’
‘A sister product of Master Chef coffee is Master Chef tea, a combination of extra-rich, aromatic orange pekoe and pekoe cut black teas.’
The coffee and tea packages both carry the famous Master Chef insignia … the chef’s hat, moustache and most important, the monocle.
Master Chef coffee and tea are available at leading stores in the San Antonio area.”
Caption: “COLOR-KEYED cans is Master Chef’s answer to easy grind selection, making it almost impossible to carry home the wrong grind. Here is the Master Chef himself, Jordan Sawyer, and Jack Moore, president of Master Chef Food Products Corp., displaying the new color-keyed cans.”
Project value — multiple primary-source confirmations in one clip:
- Master Chef Food Products Corp. is the post-Continental corporate entity for Master Chef in 1966. Jack Moore is identified as the president — the first dated Moore-as-president clipping in the project corpus.
- Jordan Sawyer is identified as the in-character “Master Chef himself” — the human face behind the chef-with-monocle mascot, in this period at least. (Earlier, pre-1962 Master Chef ads use only the cartoon mascot.)
- Master Chef tea is in market in late 1966 as a “sister product” — “a combination of extra-rich, aromatic orange pekoe and pekoe cut black teas,” packaged in “new decorator packages.” Corroborates the H. L. Green grocery ad of 18 January 1968 listing Master Chef Tea Bags at 48-count, 35¢.
- Mascot identity description: “the chef’s hat, moustache and most important, the monocle.” Cross-checks the visual mascot used in the 1961 chef-bowtie campaign (
HH-CLIP-1961-0001,HH-CLIP-1961-0006). - Bean blend: “world’s finest and rarest coffees from Mexico, South America and high in the Andes mountains” — a slight refresh of the late-1961 SA Express-News Trade Fair caption (
HH-CLIP-1961-0007)’s “Guatemala, Salvador, Parana, Colombia and Mexico” formulation. - 3-lb decorator cannister cans: Master Chef is now also available in a 3-lb cannister-can SKU in December 1966 — useful packaging-history datapoint.
Companion to the 11 December 1966 SA Express-News “Free! Flavor / for coffee Lovers only” consumer ad (HH-CLIP-1966-0001); together they define the Master Chef color-keyed cans launch as a mid-December 1966 packaging/advertising refresh.