Nashville Chowdown: Rice’s Great Image Makeover

I cannot imagine why anyone would let this album go, but someone obviously did, and five dollars later, we became family:

Nashville-Chowdown

The album’s subtitle is a bit of a hoot:  “country & western supper music and singing rice-ipes” (as in recipes for rice).  Would you be surprised to learn that this album is yet another “Columbia Special Product” – in this case, CBS Records teaming up with the fine folks at Riviana’s Brands to market rice more effectively to American women and help counter public perception among down-home Americans that rice is “difficult to cook”?

According to the press release that came with my particular copy of Nashville Chowdown: “The singing rice-ipe was first used a year ago (1969) in radio spots in the New York Metropolitan area for Carolina Rice … In collaboration with Riviana’s home economist, Mrs. Judy Youngblood, the agency submitted musical ideas for ‘singing rice-ipes’:  bossa nova for a Latin American rice dish; Caribbean, Hawaiian, Hindu and Country & Western for their special dishes.  Mrs. Youngblood then developed a recipe, copywriter Mike Hale wrote lyrics, and Arnold Brown, director of recording, supervised the appropriate musical arrangements.”  As of February 1970, the Carolina rice campaign was still running with singer, Blossom Dearie, the voice on all these spots – chosen “because of her versatility in different styles and her exceptional annunciation.”

Back when this musical ad campaign took place, $1.50 and proof-of-purchase from any Riviana rice product got you this “doubly unusual” musical package:  one 10-song LP of hits from many of the biggest country artists in the Columbia stable (Lefty Frizzell, Flatt & Scruggs, Ray Price, Marty Robbins, Jimmy Dickens, Jimmy Dean); one 7″ flexi-disc record that contains 7 singing rice-ipes (including such dishes as Houston Hash, Hopping John, and Blue Ridge Flap-Jacks); plus one double-sided document listing the actual recipes for each of the 7 flexi-disc selections on one side with song lyrics to the singing rice-ipes on the the other (“Houston Hash,” as it turns out, is a truck driving song).  And, if you’re lucky like I was, you might also end up with a 4-page strategy document put together by Biderman Associates on behalf of Dancer-Fitzgerald-Sample, who “conceived, produced and designed” this “full-scale record promotion … a real first in the industry”:

Nashville Chowdown Strategy Document

One song on the “supper music” LP does seem to steal the show – the Carter Family’s upbeat and fresh arrangement of The Man in Black’s “I Walk the Line,” first released as a single in 1966:

I Walk the Line – The Carter Family

Also for your enjoyment is the singing rice-ipe for “Houston Hash” from the flexi-disc — keep in mind that you will need to add 1 tsp. of chili powder plus salt & pepper when you add the can of tomatoes and 1 cup of rice to your green pepper, onion and ground beef saute:

Houston Hash – Riviana All-Stars

[Pssst:  Click on the triangles above to play (1) “I Walk the Line” and (2) “Houston Hash.”]

Bonus recipe for Hopping John:

1 cup dried black-eyed peas; 1/4 lb. (4 slices) smoked bacon; 1 medium onion (chopped); 3/4 cup chopped celery; 1 small bay leaf; 2-3 cups of water; 1/4 tsp. pepper; 1/2 tsp. salt; 1 cup uncooked rice.

In saucepan, combine all ingredients except rice.  Simmer until peas are tender (1-2 hours).  Meanwhile, cook rice as package directs.  Combine cooked peas, cooked rice, and some of the liquid from peas.  Simmer several minutes to blend flavors.  Makes 6-8 servings.

Nashville Chowdown flexi-disc

2 thoughts on “Nashville Chowdown: Rice’s Great Image Makeover

  1. After a friend of mine found this record at a thrift store, I had to find it and buy it myself. Thank you eBay! It’s pretty incredible I agree. And lucky you getting the advertising agency document to boot!
    What my album nor my friends came with was the double sided recipe document with the recipes on it.
    Is there any possibility of posting that also, or emailing it to me in a .pdf file?
    I am an avid cook so such an effort on your part would not be wasted by me, I can guarantee you at least that much.
    I appreciate your time
    Thank you
    Gregory T Brabander

  2. Pingback: VA- Nashville Chowdown – DONKEY-SHOW

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