Grand opening of Crawford’s Village in El Monte, “the world’s largest food basket” on October 18th, 1947.

Welcome to the grand opening of Crawford’s Village in El Monte, where a hungry crowd showed up for a drawing to give away “the world’s largest food basket” on October 18th, 1947.

Really, this was a grand RE-opening as W.H. Crawford first opened his El Monte location in the late 1930s, but looking to both keep up with the times and to stand a fighting chance in the incredibly competitive supermarket boom of the 1940s, they redesigned the property to become the world’s “Biggest Little Country Store,” which they reopened with a raffle to win an enormous food basket (pictured herein), and it looks like they were giving out free food as well.

For context, this was during the LA’s post-war housing shortage, and was at a time when grocery prices were being driven up by high inflation (reported at 14.4% - more than five points higher than its peak following covid). In fact, four days before these were taken, Congress had launched an investigation into high food prices across Los Angeles and W.H. Crawford himself testified his view that consumers needed to be educated on alternatives to the highest-priced items, which would invariably lower demand on those items and free him up from having to keep stocking them, only to rot on his shelves. According to his testimony, he was passing on 33% of his losses to consumers, but couldn’t go any lower as he was already operated at a profit of less than two percent.

Given that crisis, you can understand why this turned put to be such a popular event that evening, and why they continued the giveaways even after prices were brought back down.

Ultimately, this iteration of Crawford’s would catch fire in February 1948, just four months after these photos were taken. Four months after that, Crawford announced his plans to rebuild with a 50,000-square-foot building that would include a coffee bar, a flower shop, and a postal substation. It was estimated to cost $500,000 (equal to $6.9 Million today), and would be completed later that year.

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Photos by Allan Grant for LIFE Magazine

Special thanks to Gary Cliser's blog on Crawford's which filled in some gaps for me on the story. Thank you to Forgotten Los Angeles.