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"Click here" if you would like to receive this newsletter via email.  Feel free to print this out and share it with your friends. Do not feel free to claim that you wrote it; no one would believe you anyway.

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THANKS TO OUR SPONSORS!

The Mount Horeb Mustard Museum is supported in part by generous grants from these fine companies: French's, Beaverton Foods, Silver Spring Gardens, Plochman's, Haus Barhyte, Robert Rothschild Berry Farms, Bertman Foods, and Snyder's of Hanover.

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In this issue of TPM:

1. Blurbs in the Times
2. We're not exactly Lands' End but …
3. Unwrapped on Food TV
4. National Mustard Day
5. New at the Gift Shop
6. Curator's Update
7. The Unruly Factor: We'll Report, You Decide.
8. French's New Bottle
9. Norman Bishop is 2002 Grand Champion
10. The Ten Demandments
11. Who's cutting the mustard? (And who's cutting the ketchup?)
12. Work in Progress: The Seventh Games of the World Series
13. Little Squirts
13. This Month's Recipe

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BLURBS IN THE TIMES

It was only a sentence but any mention in the New York Times is nice. The June 30, 2002 travel section contained a lengthy feature on "Wisconsin's Beguiling Back Roads." Writer R.W. Apple, Jr. refers to Mount Horeb as "home of a cheeky mustard museum whose official sweatshirts, mugs, and fight song celebrate 'POUPON U." Nice!

Then, only two days later, Roger Rosenblatt (author of "Where We Stand: 30 Reasons for Loving Our Country") wrote on op-ed piece for the Times in which he heralded the opening of the new Spam Museum by writing that it was joining "a distinguished line of other American institutions, like the Mt. Horeb Mustard Museum."
Wow!

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WE'RE NOT EXACTLY LANDS' END BUT…

Almost everyone has heard of Lands' End, the giant catalog merchant based in Dodgeville, Wisconsin. The Mount Horeb Mustard Museum is featured in the current Lands' End "Business Outfitters" catalog (pages 32-33). You can get a free copy of this soon-to-be-a-collectors-item catalog by calling Lands' End at 800-338-2000.

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UNWRAPPED

Fans of the Food Network should get ready for a show that will air on July 29 (9 PM, EDT). It's all about "Condiments Unwrapped" and the Mount Horeb Mustard Museum will be a major part of it. The crew spent a whole day at the Mustard Museum and had a great time. They tell us it will be a memorable segment. Check their web site for more details as the air date approaches. http://www.foodtv.com/.

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NATIONAL MUSTARD DAY

Are you coming to Mount Horeb for National Mustard Day? Circle the date: Saturday, August 3 (11 am to 4 pm); it is the biggest day of the year for us. We'll have live entertainment, mustard games, and FREE hot dogs (thank you, Klements' of Milwaukee and Wonder Bread). Donations for the hot dogs and proceeds from the games benefit Second Harvest Foodbank of Southern Wisconsin.

For more information, contact Patti Levenson at 1-800-438-6878 or go to our web site: http://www.mustardmuseum.com/news&events/day/index.htm.

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NEW AT THE MUSTARD MUSEUM GIFT SHOP

You didn't think this would be totally commercial free, did you? We have three great new items and you will find them at the opening page of our online shopping menu (http://www3.mailordercentral.com/mustardmuseum/). Remember, you can also call to order: 1-800-438-6878.

Slimm & Nunne Mustard - Yes, we've brought back the venerable Slimm & Nunne label, on what we think is a worthy successor to one of our all-time best sellers, Spike's BYB Sweet-Hot Mustard. Slimm & Nunne is a little sweet with a BIG bite. Item #SLN100 (8 oz) - $5.75.

The new handmade Mount Horeb Mustard Museum mustard pot. This glazed pottery is hand-thrown (and hand lettered) by a local Mount Horeb artisan so each one will be slightly different. Item #POT200 $25.00

The POUPON U Baby Bib - you've been asking for this for years and now it's here. Every baby should be wearing a POUPON U bib (because every baby seems to say it anyhow). Item #PPN720 - $10.00

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CURATOR'S UPDATE

The collection of mustards now stands at 3,852. How many other places do you kow of with that many mustards? We have also acquired several fine pieces of grand old mustard memorabilia that are on display in the museum. More on the collection in a later issue. To see our complete listing of mustards you can go to our web site: http://www.mustardmuseum.com/galleries/mustards/index.htm

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THE UNRULY FACTOR: WE'LL REPORT YOU, DECIDE

He says it's a "No-Spin Zone" but Bill O'Reilly, host of the mega-popular Cable Talk Show "The O'Reilly Factor" (FOX) seems to have put quite the spin on yours truly, the Curator of the Mount Horeb Mustard Museum. As the FOX News folks would say, "We'll report, you decide."

On January 11, 2002, Mr. O slammed the new COPIA museum in Napa, California, because of an exhibit which Mr. O'Reilly found objectionable. The offending exhibition depicted various characters in positions which can most neutrally be described as "dumping." About thirty or so colorful figurines from Spain, each measuring three to four inches high, were in a squatting posture, leaving behind little brown droppings. Yes, they were defecating, dropping turds, or whatever you want to call it.

Who were these figurines? Among the characters were a nun and a male religious figure which may or may not have been the Pope. This, according to O'Reilly, was "anti-religious" and should not have been funded by taxpayer dollars. It was not at all clear whether Mr. O'Reilly had personally viewed the exhibit, although it appears unlikely that he did.

"Hmmmm," thought I, "this is the same COPIA museum which will soon (February-April, 2002) be displaying some of our antique mustard pots. What an opportunity for some FREE publicity!" Although "The Factor" receives thousands of email letters everyday and it is supposed to be almost impossible to get your email read by the great O'Reilly, I was undaunted and sent the following message:

"Will I be the next to incur the wrath of O'Reilly? I am sending part of our collection of antique mustard pots for temporary exhibition at the now notorious COPIA museum. The Spring show ("Hold the Mustard!") will surely offend mayonnaise and ketchup eaters - what we call the 'condimentally challenged.' Got a problem with that, Bill?
- Barry Levenson, Curator
- Mount Horeb Mustard Museum."

On January 15, the great O'Reilly read the letter - well, he read something like it, attributing the following to me:

"Will I be the next to incur the wrath of O'Reilly? In light of your objection to the Copia Museum display of the Pope and some nuns in questionable positions - I am sending you some of our mustard pots. I am sure some mayonnaise eaters will be offended."

O'Reilly then commented: "Oh get off it, Mr. Levenson, everybody knows an anti-religious display when they see it. Just don't use my money to pay for it, okay?"

"Everybody???" Sorry, but I saw the figurines at COPIA and found nothing anti-religious about the exhibition when viewed as a whole (as it was meant to be viewed). The little figurines included not just a nun (not some nuns) and a character who might have been the Pope, but also Popeye, Uncle Sam, and Fidel Castro, as well as a veritable cross-section of society, from laborers to clerics, from the humble to the proud. The message was obvious: everybody does it. Even you, Bill.

I found nothing anti-religious about the COPIA display of figurines. Do they represent "art?" Maybe yes, maybe no. In the context of COPIA's mission, displaying art that depicts all facets of food and human interaction with food, it is entirely appropriate. (After all, the final act of the digestive process is what these figurines are doing.) COPIA personnel have informed me that these little characters come from Spain, where they are sold outside a church and with no apparent objections from Spanish church leaders.

We all do it, Bill, even those of us with gigantic salaries from FOX and colossal royalties from books and "Factor" gear. It may be the most democratic act of the human species.

So we can reasonably differ on that issue, Bill. But what's with the massive rewrite of my email? I did NOT send you any mustard pots (you strike me as a mayo kind of guy). While anyone sending a letter to an editor or to a TV talk show should expect some degree of editing for length or clarity, your casual rewriting of the message to put your own spin (yes, SPIN!) on it is a disservice to FOX viewers and amounts to shoddy journalism.

Bill, I watch your show a lot, but your take on the COPIA exhibit and your careless "editing" constituted - if I may borrow a phrase - "the most ridiculous item of the day."

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FRENCH'S SCORES WITH NEW BOTTLE DESIGN

Have you seen the new French's squeeze bottle in your local grocery? It's not only a new shape (fits nicely in the hand) but solves the age-old problem of the messy cap.

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NORMAN BISHOP IS 2002 GRAND CHAMPION

The 2002 World-Wide Mustard Competition (held in conjunction with the Napa Valley Mustard Festival) is in the books and Norman Bishop Dill & Garlic Mustard has captured this year's Grand Champion Award. Here is a complete list of winners:

Sweet-Hot Mustards
GOLD: Beaverton Foods Inglehoffer Sweet Hot Mustard (ING107)
SILVER: Beaverton Foods Beaver Russian Mustard (BVR110)
BRONZE: Smith & Riley Sweet n' Hot Mustard (SMR100)

Honey Mustards
GOLD: Mr.Gene Green's Organic Cornucopia Findlay Market Honey Mustard (FIN100)
SILVER: Robert Rothschild Blackberry Honey Mustard Pretzel Dip (RRT111)
BRONZE: Beaverton Foods Old Spice Gold Honey Mustard (OSG100)

Dijon Mustards
GOLD: Le Cordon Bleu Extra Strong Dijon (CBL101)
SILVER: Laurent du Clos Dijon Mustard (LDC100)
BRONZE: Maille Dijon Originale (MAI100)

Coarse Grained Mustards
GOLD: Laurent du Clos Whole Grain Mustard (LDC101)
SILVER: Plochman's Natural Stone Ground Mustard (PLC100)
BRONZE: Mrs. McGarrigle's Canadian Maple Mustard

Classic Hot
GOLD: Royal Baltic Ltd. Zakouson Gourmet Mustard
SILVER: Sarepta Classic Mustard
BRONZE: Mutchler's Dakota Gold Mustard (MUT100)

Pepper Hot Mustards
GOLD: Dave's Gourmet Hurtin' Habanero Mustard (DAV100)
SILVER: Beaverton Foods Inglehoffer Sweet Hot Chili Mustard
BRONZE: Herbal Gatherings Mustard From the South Side

Horseradish Mustards
GOLD: Silver Spring Gardens Beer 'n Brat Mustard (SLV100)
SILVER: Beaverton Foods Inglehoffer Horseradish Mustard (BVR115)
BRONZE: KalMaine Kal's Horseradish Mustard

Herb Mustards
GOLD: Norman Bishop Dill & Garlic Mustard (NBP102) ***GRAND CHAMPION***
SILVER: Laurent du Clos Tarragon Mustard (LDC102)
BRONZE: Le Cordon Bleu Provence Herb Mustard (CBL102)

Garlic Mustards
GOLD: Haus Barhyte Willamette Valley Aïoli Garlic Mustard Sauce (WVM104)
SILVER: Beaverton Foods Beaver Garlic Mustard (BVR108)
BRONZE: Sable & Rosenfeld Grainy Dijon & Garlic Mustard (SRF101)

Fruit Mustards
GOLD: Robert Rothschild Apricot Ginger Mustard (RRT101)
SILVER: Reed's Apiary Killer Bee Radical Raspberry Honey Mustard
BRONZE: Beaverton Foods Inglehoffer Orange & Honey Mustard (ING115)

Spirit Mustard
GOLD: Tulocay's Made in Napa Valley Herb Dijon with Chardonnay (TLC100)
SILVER: Raye's Sea Dog Oktoberfest Beer Mustard (SEA100)
BRONZE: Tuscan Hills Chianti Mustard

American Yellow
GOLD: Raye's Down East Schooner Mustard (RAY102)
SILVER: Woeber's Salad Style Mustard (WOE100)
BRONZE: Plochman's Premium Mild Yellow Mustard

Deli/Brown
GOLD: Woeber's Spicy Brown Mustard
SILVER: Plochman's Kosciusko Spicy Brown Mustard (KSK100)
BRONZE: (tie) Sierra Nevada Porter & Spicy Brown Mustard (SNV100) and Chicago Importing "Lars' Own" Swedish Style Spicy Brown Mustard

Exotic:
GOLD: Noyo Reserve Merlot & Chocolate Mustard (NOY140)
SILVER: Laurent du Clos Walnut Mustard (LDC104)
BRONZE: Noyo Reserve Curry Mustard (NOY120)

The Mustard Museum is proud to present a selection of nine of the Gold Medal winners (including the Grand Champion) for only $52.00 (item GF30). Call us at 1-800-438-6878 or go to our web site shopping cart (http://www3.mailordercentral.com/mustardmuseum/) to order. All Mustards with an item number, such as (NOY120), are mustards that you can order from the Mustard Museum.

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THE TEN DEMANDMENTS

A new book by Kelly Mooney with long-time mustard friend Laura Bergheim considers the new rules of customer service. There we are on pages 170-171, in a sidebar entitled "Cutting the Mustard: Condimental Consumerism." The book is "The Ten Demandments: Rules to Live By in the Age of the Demanding Consumer" (McGraw-Hill).


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WHO CUTS THE MUSTARD? (AND WHO CUTS THE KETCHUP?)

To "cut the mustard" is to perform up to the highest standards, to excel in an endeavor where excellence is rare. To "cut the ketchup" is to … well, it's not a mark of distinction. We are making this a regular feature of our online TPM - recognition for those who truly do "cut the mustard" and those who don't.

CUTTING THE MUSTARD - One of our favorite internet newsletters is Joan Stewart's "Tips of the Week." Joan is a wealth of information about publicity and marketing and you should check out her web site and subscribe to her free newsletter. It's http://www.publicityhound.com/.

CUTTING THE MUSTARD - Highly recommended summer reading (fall, winter, and spring, too): Steven Sherill's novel, "The Minotaur Takes a Cigarette Break." The mythological creature, a man with the head of a bull, works as a cook in the American south. Here's an excerpt:

After an hour or so Sweeny starts talking, mostly about being hungry and wanting an egg and livermush sandwich, on a hamburger bun with mustard.
"Ain't nothing better," Sweeny says.
The Minotaur is in no position to disagree.

Even without a reference to mustard, it's a great book

CUTTING THE KETCHUP - The Curator hates fraudulent labeling, even when no one else thinks its really fraudulent. We award our "Cut the Ketchup" award this month to Countrytime ® "Lemonade" because as far as we're concerned, if it doesn't contain lemon juice, it can't be "lemonade." It doesn't so it shouldn't.

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THE SEVENTH GAMES

Most of you know how the Mustard Museum started. Curator Barry Levenson started collecting jars of mustard the night his beloved Red Sox lost the seventh game of the World Series to the Mets in 1986. Do you have any World Series seventh game memories?

An exhibit on the seventh games of baseball's World Series (there have been 34) is in the planning stages. (The curator is also writing a book on that topic). If you have any World Series Seventh Game memorabilia (photos, newspaper headlines, ticket stubs, etc) and would be willing to share them, contact Barry at [email protected] or call him at 1-800-438-6878.

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LITTLE SQUIRTS

A great source of material for any comedian is the Police Beat column of our weekly paper, the "Mount Horeb Mail." A few samples:

From November 29, 2001:

Nov. 3 - Investigate - A local store clerk reported heavy sales of eggs to a group of juveniles. Police searched the area and found empty egg cartons in the area, but no damage.

[Hmm. Perhaps they were making omelets. Or perhaps someone should have connected the dots with the very next blurb in the Police Beat:]

Nov. 3 - Criminal damage to property - A resident reported approximately two dozen eggs broken against his house siding, garage door, windows and vehicle.

[And then we have this recent gem:]

June 19 - Suspicious person - A resident reported that a suspicious driver kept driving by and looking into her business window at her. Police also observed the vehicle, stopped it, and were told by the driver that he drives up and down Main Street as recreation. Police noted he was wearing make-up, panty hose, and garter belts.

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THIS MONTH'S RECIPE

It's one of our most requested recipes and we reprint it here to honor the 2002 Grand Champion, Norman Bishop Dill & Garlic Mustard:

4 Salmon Steaks or Filets (about 6 ounces each)
4 Tbsp. Norman Bishop Dill & Garlic Mustard
¼ cup seasoned bread crumbs
4 pats butter or margarine

Preheat over to 350 degrees. Place salmon steaks in a baking dish. Spread each steak with 1 Tbsp. And ¼ of the bread crumbs. Dot with butter and bake for 20 minutes. Finish off under the broiler and serve.

Call us at 1-800-438-6878 or go to our web site shopping cart (http://www3.mailordercentral.com/mustardmuseum/) to order.

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TO UNSUBSCRIBE TO THE PROPER MUSTARD:

To unsubscribe from the Proper Mustard Newsletter, just reply to this e-mail with REMOVE in the subject line.

That's all you have to do. (A woman from Willowick, Ohio, did not want to continue receiving our catalog. We think she overdid it with the following email: "Take me off your mailing list immediately. Do not send me anymore unwanted junk catalogs. Do not share my name and address with other mailers. This is a cease and desist order." She is obviously a ketchup eater.)

Send comments, suggestions, submissions, to the curator: [email protected].

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CONTACT INFORMATION:

Mount Horeb Mustard Museum
PO Box 468
100 West Main Street
Mount Horeb, WI 53572
Phone: 800-438-6878
Fax: 608-437-4018
e-mail: [email protected] (Barry Levenson, Founder and Curator) or
[email protected] (Michael Carr, President)
http://www.mustardmuseum.com/