The pamphlet is published by the Borden Dairy Company, which was one of the if not the most popular milk company in North America at the time. It was founded in 1857 by Gail Borden Jr.

Elsie the Cow, who is the company's catroon mascot originates back to 1936 when she was created. She was created to promote the Borden Milk Company and to demonstrate “the perfect dairy product”. Elsie is a female cow that wears nothing but a flower crown, and has beautiful long lashes. I believe they chose a girl cow to attract the female consumers who would’ve been using the product more than the men in the house. It was made for the women of the house to create new ideas for cooking. With the war in process, convenience foods such as frozen foods, instant coffee, and condensed milk became very popular.