San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1924-04-10

! leo and few states bordering the Rio
Grande .
At various times, newspapers have
contained stories of certain men or GER
tain women proclaimed chill kings. or
chill queens, but the general public knew
nothing whatever about chilli and prob
ably cared less.
Chill is a pepper-not an ordinary
pepper. but very particular kind of pep
|per, difficult to grow and still more
difficult to cure properly. 1t is often
libelled by having any one OF a dozen
varieties of red pepper pods called for
commercial purposes, "chili." Genuine
chill is as different from such substitutes
as is day from night.
The man who is really the one, true
chill king, who made chill famous and
who introduced chill to the American
public from Atlantic to the Pacific is a
San Antonian. G. G. Geyer, Familiarity
known to his intimates as just plain
Gus" He is the motive power behind
the Gebhardt Chill Powder Company.
A San Antonio industry that is better
known in New York City. Oshkosh,
Wis, Los Angeles, California and Chi
cago, ILL.,, than it is in San Antonio, to
our shame, be it said.
The Gcbhart Chill Powder Company
began in humble way, the preparing
of chill in powder form for use of house
wives, number of years ago. 1t began
selling chill powder in limited quantities
locally and in other Texas towns.
Gradually its business grew, based sole
ly on the merit of its output. People
were learning to eat chill and to enjoy
it.
The Gebhardt Company as at present
known was organized, taking over the
small business. Mr.. Geyer became its
active manager. A believer in power
of advertising, he began to spend every
cent he could get together for advertis-
ing. He made chill known from coast
to coast. Not only that, but he taught
the housewife. through his advertising
and propaganda how to prepare dishes
with chill as a principal ingredient. He
began the preparation of various Mexi-
can dishes employing chill, copying with
exactitude, the best flavors and receipts
of famous Mexican chefs. Today Geb-
hardt products are staples of commerce
and chill is as commonly used as any
other product
Chill, long regarded as a Mexican
dish, is today an American dish just as
much as macaroni, chocolate, marshmal-
low or any other imported product in
common use. Chill is not, as people once
imagined, a mere continent. 1t is a
food product containing active food val
ues. 1t also has medicinal value of no
mean proportions. For certain forms
of indigestion. it is almost specific.
Many people have learned to eat it for
that purpose alone.
Chill is not pepper, strictly speaking,
but a vegetable. Genuine chill is so diff
ficult to obtain in large quantities. that
the Gebhardt company at one time, had
to teach its culture in order to insure
a supply. The best chill is grown in
the plateau or semi-mountainous regions
of the upper Rio Grande in New Mexico
and similar districts in Mexico. but is
not obtainable in commercial quantities.
Gebhardt's obtains chill in CARROTS from
California where it is especially grown
for them.
Thus has a simple little Mexican dish
been converted into nationally known
American food product with intrinsic
merit solely by means of advertising.
Back of chill, however, was a man with
an idea. The chill OF commerce is a San
Antonio product made known by San
Antonio business concern. Who says
there are no opportunities left? Who
is there to declare that all romance is
gone out of business?
THE KNOCK AT THE DOOR