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HENDLERS: The Velvet Kind, An Image Gallery Part 3

Posted on August 13th, 2018 by

Article by Rachel Kassman. Originally published in Generations 2011 – 2012: Jewish Foodways.  Information on how to purchase your own copy here. 

Flavors of the Month!

Vanilla, chocolate, and strawberry were big business for Hendler Creamery, but that didn’t stop them from experimenting! When Chase and Sanborn introduced the concept of dated coffee, Hendler Creamery  gained permission to use the phrase and invented a whole new flavor of ice cream – coffee with dates!  The company also made specialty flavors for particular customers, like ginger and peppermint for Hutzler’s department store and tomato sherbet for the Southern Hotel. But perhaps the best remembered specialty flavor was Hendler’s Egg-Nog ice cream. Hendler’s was the only ice cream company in the United States to have a liquor license (for blending liquor into ice cream) so that the Egg-Nog ice cream could be flavored with pure rum.

A calendar of monthly flavor specialties, provide by Hendler’s to various ice cream vendors.

Anonymous Gift. 1998.47.

This billboard shares Hendler’s preferred recipe for a holiday egg nog! Anonymous Gift, 1998.47.13.17.

Christmas Charity

December wasn’t just a month for Egg-Nog ice cream. L. Manuel Hendler started a company tradition of sending free ice cream to orphanages and to children in hospital wards. Advertisements in the paper invited institutions to participate and the list of beneficiaries grew each year. Hendler’s also sent ice cream to the penitentiary and even once, during World War II, to American prisoner-of-war camps!


Billboards advertising the Hendler Christmas donations of ice cream. Photos by Harry B. Leopold. Anonymous Gift, 1998.47.10.1, 11.31, 11.33.


Baltimore has long played an important role in America’s ice cream industry – after all, Mr. Jacob Fussell, the “father of wholesale ice cream manufacturing,” was a Baltimorean. L. Manuel Hendler was the chairman of the Ice Cream Industry’s National Centennial Committee, which celebrated the 100th anniversary of Mr. Fussell’s feat here in Baltimore in 1951. But the Hendler Creamery Company will forever reign supreme as “The Velvet Kind” of Baltimore memory.

Check out the crowd at the Ice Cream Centennial luncheon! Gift of Mr. and Mrs. Samuel Boltanksy, 1996.152.3.

~The End~

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HENDLERS: The Velvet Kind, An Image Gallery Part 2

Posted on July 16th, 2018 by

Article by Rachel Kassman. Originally published in Generations 2011 – 2012: Jewish Foodways.  Information on how to purchase your own copy here. 

What’s a Kewpie?

These cherubic characters, inspired by the Roman god of desire Cupid, first appeared in the Ladies Home Journal in 1909. Created by illustrator Rose O’Neill, the Kewpie has graced everything from books to pianos to ice cream advertisements.  Hendler Creamery Company used the Kewpie as its mascot for many years – Manuel Hendler even had a few ties with Kewpies hand-painted on the silk by Ms. O’Neill.

Advertising cards featuring Rose O’Neill’s “kewpies” for Hendler’s Ice Cream. All are signed by the artist. Gift of Maxine A. Cohen, 1990.180.01, 4

Rose O’Neill (1874-1944) was a prolific artist, inventor and suffragette. She produced art and illustrations for Harper’sLife, Collier’s, and Puck, among many others, published four novels and a poetry collection (all of which she illustrated) and exhibited her work both in the United States and abroad. She even inspired a song, “Rose of Washington Square! You can learn more about Rose HERE and HERE.

Left: Rose O’Neill, photo by Gertrude Kasebier, c. 1907. Courtesy of the Library of Congress, CP 65.2012.001. Right: Illustration by Rose O’Neill. Courtesy of the Library of Congress, CP 65.2012.002.

Pint box with Kewpie.  Anonymous Gift, 1998.47.15.2.

Billboards with Kewpies. Anonymous Gift, 1998.47.4.114, 163.

Sennett Bathing Beauties

Mack Sennett girls promoting Hendler’s – their holiday-themed costumes let viewers know that Hendler’s Ice Cream is for every season! Museum purchase with assistance from Jack and Ellen Kahan Zager, 1996.148.7.

These Sennett Bathing Beauties demonstrate that ice cream is for all seasons, from Christmas to the Fourth of July! Beginning in 1915, Mack Sennett, the “innovator of slapstick comedy in film,” brought together a group of girls known as the Sennett Bathing Beauties to appear in comedy shorts, promotional material, and at promotional events. The somewhat risqué nature of the group – being photographed in bathing costumes – proved a popular marketing device. Hendler Creamery Company clearly decided to capitalize on the phenomenon.

Mack Sennet, 1910. CP 66.2012.001. The Sennett Girls at work. Courtesy of the Library of Congress, CP 65.2012.006

Continue to Part III of HENDLERS: The Velvet Kind, An Image Gallery

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HENDLER’S: The Velvet Kind, An Image Gallery Part 1

Posted on July 2nd, 2018 by

Article by Rachel Kassman. Originally published in Generations 2011 – 2012: Jewish Foodways.  Information on how to purchase your own copy here. 

The Hendler Creamery Company is Born

Hendler’s Ice Cream was an iconic Baltimore treat for 60 years. The Hendler Creamery Company began as “Miller & Hendler” in 1905, founded by Louis Miller and L. Manuel Hendler. Hendler quickly moved to the forefront, purchasing Miller’s interest in the business in 1907 and, in 1912, incorporating it as “The Hendler Creamery Company.” Shortly thereafter Hendler purchased the former power house of the Baltimore City Passenger Railway Company, transforming the building into a state-of-the-art ice cream manufacturing plant.

The Hendler Creamery Company building on East Baltimore Street, adorned with patriotic red, white and blue banners for the company’s 50th, or “Golden” Anniversary, 1955.  Anonymous Gift, 1998.47.21.2.

In 1929 Hendler’s was purchased by the Borden Company. Manuel, and later his son Albert, became executives with the Borden Company, continuing to manufacture and distribute ice cream under the Hendler Creamery name until Albert’s retirement in 1965. At one point, Hendler’s had 400 stores and a fleet of 120 delivery trucks, selling its ice cream in numerous neighborhood groceries and drugstores. Known as “The Velvet Kind,” Hendler’s Ice Cream is fondly remembered for its 60 years of cool and tasty treats.

Manuel Hendler, hard at work at his office desk. Anonymous Gift, 1998.047.4.24.

Albert Hendler outside the manufacturing plant, c. 1955. Anonymous Gift, 1998.

A Technological Leap

The Hendler Creamery Company was known for its technological advances. Between them, L. Manuel Hendler and his son Albert held 32 patents related to ice-cream making. Albert recalls that “my father, though he didn’t know it, designed the first air conditioning system. That was not his original intention. His purpose was to devise a method for protecting the ice cream plant from flies. To compensate for closing it off to the outside, he ventilated the building by blowing in air which traveled through ducts connected to coils. In wintertime heat was produced by steam, and in summer brine pumped through the coils cooled the interior. By the time we learned the significance of his invention the patent had expired.”

The photo set shown here, by photographer George C. Pace, highlights the company’s commitment to modernization and advancement. The photo captions were written by Hendler advertising executives to highlight the company’s status as the “cleanest and most modern plant in the world.”

Modern continuous freezers lined up for the production of the millions of gallons of ice cream sold each year by Handlers. Here are a few of the many such freezers. This production worker checks all equipment to make certain the ice cream is up to the exacting standards set by the laboratory. Anonymous Gift, 1998.47.23.3.

This machine being filled by the young lady is an automatic fruit filling machine which adds so much of those delicious fresh fruits found in Hendlers Ice Cream.  Anonymous Gift, 1998.47.23.7

Taste testing milk or cream in the Hendler Creamery Company plant.  Anonymous Gift, 1998.47.23.8

Packaging the much-liked “dixie cup.”  We have the only “dixie cup” franchise in Baltimore.  Anonymous Gift, 1998.47.23.11

Beautiful all stainless steel lifetime refrigerated storage or holding tank. Hendler has many of these tanks to hold ice cream mix at a constant temperature to keep it sweet and fresh. Checking to see that the mix is being agitated properly to keep the blend of materials smooth. Anonymous Gift, 1998.47.23.13

Stirring and flavoring ice cream mix as it flows from the refrigerated storage tanks to the continuous freezers.  Anonymous Gift, 1998.47.23.16

The testing, sampling and chemical work done in our laboratory is the most important phase of Hendlers’ plant operation. It is here where a tight control is kept over each phase of production making Hendler the best ice cream that can be purchased in Baltimore County.  Anonymous Gift, 1998.47.23.17

Cleaning, sterilizing and polishing of each piece of equipment and pipe used, ends a busy production day at Hendlers. Here a pipe is being thoroughly cleaned. Anonymous Gift, 1998.47.23.20

Continue to Part II of HENDLER’S: The Velvet Kind, An Image Gallery

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