“What Food These Morsels Be”

Money's Former Slogan-What Food These Morsels Be

Money’s Mushrooms Former Slogan. On Prior Street a couple of blocks east of Main Street. 2016. Author’s photo.

This sign was painted on the side of a building on Prior Street many years ago. A friend, who is in his 70s, claims not to remember a time when the advertisement wasn’t there.

W. T. Money established W. T. Money & Co. (later, Money’s Mushrooms) in 1928. Its headquarters was at 631 Seymour Street; today, it is based in Surrey.

The slogan shown above was apparently adopted by Money’s in about 1940. It was in use by the company at least through the 1950s, and possibly through the 1970s. What Food These Morsels Be is an example of word play; in this case, the slogan plays with a quotation by William Shakespeare. Shakespeare’s line was “Lord, what fools these mortals be.”* The original Shakespearean line has also been adapted in a blues classic made popular by Etta James and released in 1969.

The elf figure on the left of the ad may be intended to represent the mischievous fairy, Puck, from A Midsummer Night’s Dream.

The first apparent use of the current slogan, Money’s Makes Meals Mmmarvellous, was in an advertising campaign led by Canadian CBC-TV cooking personality, James Barber, The Urban Peasant. He led the campaign for Money’s with the current slogan in the 1980s.



A Midsummer Nights Dream Act 3, scene 2, 110–115.

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2 Responses to “What Food These Morsels Be”

  1. kevindalemckeown says:

    I worked off and on for Victor Coté, of Chez Victor on Davie Street, through the 1970s. We picked up our mushroom supply every few days and “What Food These Morsels Be” was definitely the company slogan through that decade, until James Barber introduced “Money’s Makes Meals Mmmarvellous” as their spokesperson in the early 80s.

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