Helms Bakery Sign - Culver City 2014 |
. . . in Culver City. The building is now occupied by various "design"-type stores: not a bakery now, alas.
From Wikipedia:
Despite never being sold in stores, Helms baked products
soon became known to millions of consumers. The Helms motto was "Daily at
Your Door" and every weekday morning, from both the Culver City facility
and a second Helms Bakery site in Montebello, dozens of Helms trucks, painted
in a unique two-tone scheme, would leave the bakery for various parts of the
Los Angeles Basin . . .
Each truck would travel through its assigned neighborhoods,
with the driver periodically pulling (twice) on a large handle which sounded a
distinctive whistle or stop at a house where a Helms sign, a blue placard with
an "H" on it, was displayed in their windows. Customers would come
out and wave the truck down, or sometimes chase the trucks to adjacent streets.
Wooden drawers in the back of the truck were stocked with fresh donuts,
cookies, pastries and candies, while the center section of the truck carried
dozens of loaves of freshly baked bread.
However popular, the Helms method of neighborhood delivery
was doomed both by the expense of sending trucks hundreds of miles each week
and by the advent of the supermarket, which stocked products from other (less
expensive) bakeries, which delivered once or twice each week. The Helms company
ceased operations in 1969.
The part about the trucks is accurate. I know, because I used to run out to the Helms truck for donuts. They were good!
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