In the 18th installment of Mets Cardboard Memories, we delve into the 1976 Crane Potato Chips Discs, a unique and nostalgic set that captured the essence of baseball's golden era. Featuring 70 discs, each with a diameter of 3 3/8 inches, this collection boasts an impressive roster of Hall of Famers and stars, including legends like Hank Aaron in his final year, Johnny Bench, Lou Brock, Rod Carew, and Tom Seaver. These discs were distributed in specially-marked bags of Crane potato chips and produced by Michael Schechter Associates (MSA), making them a prized possession for collectors and fans alike.
The Storied Journey of Crane Potato Chips: From Local Roots to Corporate Consolidation
Crane Potato Chips had a rich and varied corporate history that began in 1938 as a product of Licek Confectioners, owned by Paul Licek, and located at 2220 E. Wood Street. As the demand for fresh potato chips grew, the company was renamed Licek Potato Chip Company and was sold in 1939 to Homer Tolly, well-known for Tolly's Markets. A year later, Curtis Petzel purchased the company and relocated it to 624 E. Cerro Gordo, allowing for further expansion in Decatur.
In 1944, Ollie Crane acquired the business and successfully operated it for 27 years. Upon Crane's retirement in 1971, the company was sold to his longtime vice president and sales manager, Charles F. Lyon, who maintained ownership for another 12 years. In 1983, local operations came to an end when Hiland Foods acquired the company and moved it to St. Louis. It returned to central Illinois two years later under Illinois Snack Foods in Springfield. However, in 1988, Borden Foods took over and merged the brand into Jay's potato chips in Chicago. Although the brand persisted for a while, it lost its connection to the locally produced fresh product that had once made it popular.
Crane Potato Chips Discs: Celebrating the Mets of 1976
The 1976 Crane Potato Chips Discs set featured five players from the New York Mets, each a significant figure in the team's history. Included in the set were:
Dave Kingman: Known for his prodigious power, Kingman was a feared slugger, capable of launching towering home runs. His presence in the Mets' lineup brought excitement, and his inclusion in the set reflects his status as one of the game's top power hitters of the era.
Jerry Koosman: A stalwart of the Mets' pitching staff, Koosman was instrumental in their 1969 World Series victory. His reliable left arm made him a fan favorite, and his appearance in the set underscores his importance to the team during the 1970s.
Mickey Lolich: Acquired by the Mets in a trade, Lolich was a seasoned veteran with a storied career, including a World Series MVP award in 1968 with the Detroit Tigers. Although his time with the Mets was brief, his reputation from his Tigers days earned him a spot in this set.
Tom Seaver: "Tom Terrific," the undisputed ace of the Mets, was a three-time Cy Young Award winner and the face of the franchise. His inclusion in the Crane set was a given, as he was not only a Mets legend but one of the greatest pitchers in baseball history.
Joe Torre: Before becoming a Hall of Fame manager, Torre was a standout player. His time with the Mets saw him transition from player to coach, and his leadership on and off the field was invaluable. His appearance in this set highlights his dual role during the later stages of his playing career.
Notably, the entire set, including these Mets players, did not feature team logos on the hats, a distinct characteristic of the 1976 Crane Potato Chips Discs.
The Intersection of Baseball and Branding: A 1970s Nostalgia
The 1976 Crane Potato Chips Discs remain a cherished piece of baseball history, reflecting not only the talent of the era’s greatest players but also the unique journey of a beloved snack brand. For Mets fans, the inclusion of iconic figures like Tom Seaver and Joe Torre adds an extra layer of nostalgia, celebrating a time when baseball cards were more than just collectibles—they were a connection to the game’s most memorable moments. The 1970s saw a surge in companies using baseball-themed promotions to market their products, with brands like Crane Potato Chips capitalizing on the national pastime's immense popularity. These collaborations created a lasting bond between fans and their favorite snacks, making each purchase a potential treasure hunt. Though the set’s blank hats and the Crane brand’s eventual corporate consolidation mark the end of an era, the legacy of these discs endures, preserving the spirit of 1970s baseball for generations to come.
Comments