London Music Hall Uncovers Long-Forgotten Storeroom Filled with Condiments
During the excavation of the London Astoria, construction workers stumbled upon a hidden treasure—a long-forgotten storeroom packed with condiments dating back to the 18th century. This discovery sheds new light on the history of the food industry and London’s early manufacturing.
Crosse & Blackwell: Revolutionizing Food Production
The building that housed the London Astoria was originally a warehouse for Crosse & Blackwell, one of the United Kingdom’s first food production companies. In the 18th century, Crosse & Blackwell played a pivotal role in revolutionizing the food industry by industrializing the production of jam and other condiments, making them more accessible and affordable for city dwellers.
Marketing Innovation and Celebrity Endorsements
Crosse & Blackwell was not only a pioneer in food production but also in marketing innovation. They were among the first companies to secure endorsements from celebrity chefs, including Napoleon’s personal cook, to promote their products. This strategy helped establish Crosse & Blackwell as a trusted brand and paved the way for the modern food industry’s reliance on celebrity endorsements.
Archaeological Findings Shed Light on London’s Early Manufacturing
The discovery of the storeroom during the excavation of a future subway station has provided archaeologists with a wealth of artifacts that offer valuable insights into London’s early manufacturing industry. Among the findings were jars filled with pickles and mushroom ketchup, an early version of today’s tomato-based sauce.
Refrigeration System and Packaging Innovations
The storeroom also revealed an innovative refrigeration system, kilns, and furnaces, providing evidence of Crosse & Blackwell’s commitment to food preservation and quality control. Additionally, the discovery of thousands of unused ceramic and stoneware jars suggests that the company gradually transitioned to glass jars and bottles for packaging their products.
The Significance of the London Astoria
The London Astoria, before its demolition eight years ago, was a renowned music hall, LGBTQ+ stronghold, concert hall, ballroom, and movie theater. Its diverse history reflects the vibrant cultural landscape of London throughout the centuries. The discovery of the condiment storeroom adds another layer to the building’s rich legacy, connecting it to the city’s industrial and culinary heritage.
Preserving Crosse & Blackwell’s Legacy
The findings from the London Astoria excavation serve as a reminder of Crosse & Blackwell’s significant contributions to the modern food industry. Their innovations in production, marketing, and packaging helped shape the way we consume food today. The discovery of the condiment storeroom ensures that Crosse & Blackwell’s legacy will not be forgotten.