Unless you don’t eat pork for religious or dietary reasons – or oddly just don’t like bacon – you’ve likely had at least one BLT sandwich in your life. It’s a classic. And, it’s origin is a tale of shrewd marketing tactics. What’s more American than that?
There’s no record of a BLT sandwich (bacon, lettuce, and tomato) prior to 1958, when Hellmann’s began marketing their mayonnaise as “traditional on bacon, lettuce, and tomato sandwiches”.
Their messaging would imply that the BLT sandwich had been around for some time, but there’s no official account of such a sandwich up to this point in time. So, for all intents and purposes, I’m crediting the folks in Hellmann’s marketing department, circa the mid 1950’s, for the invention of the modern day BLT sandwich.
Their purpose wasn’t to invent sandwiches of course, but rather to sell more mayonnaise. And, what goes great with mayonnaise? A BLT sandwich. It was a brilliant tactic. The BLT sandwich’s popularity took off. It’s currently one of the most popular sandwiches in the United States. Mayonnaise, too, is mainstream, although that’s not really a good thing considering America’s obesity epidemic. (I’m not faulting mayonnaise entirely, but it certainly isn’t a remedy for obesity).
It’s important to understand that there was a time in which mayonnaise was not a household item. Hellmann’s was the first major brand to launch in the United States, in the early 1900’s. More specifically, German immigrant Richard Hellmann began selling his mayonnaise in 1913 out of a New York deli. Twenty years later the company would be acquired by Best Foods laying the foundation for a national footprint. They are still marketed as separate brands in different parts of the country and are now owned by corporate giant Unilever. Duke’s mayonnaise has been around since 1917, but it had, and still does have, a regional footprint primarily in the south. According to Wikipedia, and despite a lack of sources confirming it, Kraft supposedly began producing mayonnaise in 1930, followed by Miracle Whip in 1933. The point here being that it wouldn’t be until after WWII that mayo would see widespread commercial success. Mayonnaise was practically a new invention. It would take a long time before it was in every households refrigerator. And once it was, it would spur the growth of ancillary products and recipes, like the BLT.
Here’s the thing to remember about mayonnaise: it needs to be used with or on something else. Not only did the marketing folks at companies like Hellmann’s, Dukes, and Kraft have to figure how to market mayonnaise, they had to figure out what mayonnaise could be used with or on to successfully do so. Alas, 1958 rolls around and the BLT is identified as being a perfect vessel for mayonnaise. And boy were the folks at Hellmann’s right.
Enough about mayonnaise. Let’s talk fried green tomatoes and pork belly, because those are the stars of my Fried Green Tomato and Pork Belly BLT. In lieu of “normal” red tomatoes I fried green tomatoes, and bacon I replaced with pork belly. Bacon and pork belly are from the same cut of meat, but I prefer the succulence and flavor of the pork belly. It adds a vibrant dimension to this BLT. I added horseradish and pickle relish to mayonnaise, creating a tangy remoulade sauce. You can’t get to innovative with lettuce, so I simply used… lettuce. All of that was topped with smoked gouda cheese and stuck between slices of toasted brioche bread, creating a wonderfully eclectic version of a BLT.
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