[URBAN NOTE] "Historicist: A Box of Laura Secord"

[rfmcdonald]

This weekend's Historicist post at Torontoist, by Jamie Bradburn, explored the history of Laura Secord, the Canadian-founded candy company named after Canada's War of 1812 heroine.

This year witnesses two significant anniversaries surrounding Laura Secord. June 23 marks the bicentennial of her legendary walk from Queenston to warn the British of a surprise American attack. October 20 marks the centennial of the opening of the first branch of the candy chain named in her honour. It’s hard to say if the combined celebrations will clear up or reinforce any misconceptions that the historical Secord was both a War of 1812 heroine and a crafty buttercream-filled Easter egg maker.

When Frank O’Connor entered the candy business in 1913, the 28-year old entrepreneur wanted a name which would represent the clean, wholesome image he wanted his store to purvey. Who better than a beloved heroine whose exploits were drilled into several generations of schoolchildren and appealed to a growing sense of Canadian nationalism? Especially in a year when her name would have been in the news a lot due to the 100th anniversary of her legendary stroll. O’Connor’s decision to name his shop at 354 Yonge Street Laura Secord was, according to culinary historian Elizabeth Driver, “a stroke of marketing genius.” A chain quickly followed.

Beyond the appeal of Secord’s name, O’Connor treated his products as the work of fine artisans. Advertising stressed the craftsmanship and quality of ingredients that went into Laura Secord candy. Production facilities were dubbed “studios.” Packaging was kept simple to reflect the purity of the product: a plain white box graced with a cameo of a middle-aged Secord.

Go, read.