The Luer “quality Meat” Rocket Ship, Sunland, 1955
How-DEE – (like Minnie Pearl said it!
This week’s slide, THE LUER "QUALITY MEAT" ROCKET SHIP, SUNLAND, 1955, is one of my all time favorite finds.
Yes, I shrieked, then wept when I found it. Btw, you may find it in my latest book SOUTHERN CALIFORNIALAND: MID-CENTURY CULTURE IN KODACHROME, and many of you have seen it in the Retro Southern California Slide Show.
Luer was a meat-packing house that started in downtown Los Angeles in 1885. The 1950s era rocket ship was to them what the weenie mobile is to Oscar Meyer. It made countless appearances in local parades, super market grand openings and other civic events promoting their "quality meat" products. You could actually go inside of it
Frankly, other than a giant toy rocket on a flatbed I wouldn’t have known what it was when I first saw it. Thankfully it’s clearly labeled “LUER QUALITY MEATS." So, that would make it the Luer Quality Meat Rocket. Right
The color scheme is a most inspired use of two shades that always work together – custard yellow and Chinese red. They are especially effective when teamed with the ultimate space age finish – metallic silver. The cab is packed with a chauffeur and four passengers.
Two space age spokesladies and one spokesman are along for the ride. The lovely young lady upfront is sporting cowboy boots with her smart space suit. She is doing the Buck Rogers meets Roy Rogers look.
Surprisingly, fifty years later, this rocket still exists. Last I heard it’s old and weathered and sitting in a yard in Prescott, Arizona. Wouldn’t the world be an even more wonderful place if they’d fix this miracle of modernity up and drive it around once in a while
Here’s to the Luer Quality Meat Rocket and YOU
Steve Scott:
I recently found proof that Herman and August Luer of Alton, IL were brothers of Albert Otto Luer of Los Angeles. So yes, they were related but I believe Albert Otto Luer owned his independently, then it was passed down to Albert and Walter Luer. The Alton Luer brothers appear to have closed the packing company around 1909 and built a mineral spring resort on the packing site in 1913 selling it in 1926. The Alton Luers also became a bankers during this time.
I find August in the 1930 census in Long Beach, Ca presumably to be with his California family but there was a major earthquake in March 1933 and then proof of him being back in Alton, IL on July 10, 1933 where he was kidnapped by Vivian Chase.
My proof of them being related came from a passport application for August and also a Los Angeles Times article in 1936 announcing the 50th wedding anniversary party of Albert Otto and Anna Till Luer with August being in attendance. Albert Otto died in 1945. The Los Angeles Luer Packing was sold shortly after the tragic car accident death in 1957 of the promising heir Robert Luer Kimbrough, grandson of Albert Till Luer.
A little genealogy about the family. Albert Otto Luer from Province Of, Hanover, Hannover, Preussen b.1864 d 1945 and Mary Till from Vienna, Austria b.1864 d 1939 were married in Los Angeles, Ca in 1886. My mother in law told me he was meat packer in Germany. To this union they had 4 children:
1) Linda b.1887-d.1973 who married Charles VonderAhe, a grocer. They founded Von’s Grocery Store. They had 9 children.
2) Albert (Co-owner of Luer Meat Packing)b.1889 in Los Angeles-d.1981 married in 1917 Pauline Froehlich b.1897 in Denver, CO-d.1986 (She was the maid of Linda and Charles VonderAhe). They had 4 daughters.
3) Walter (Co-owner of Luer Meat Packing)b. 1892 in St. Louis MO d. 1969 married Helen Kinney b 1898-1980. They had 2 sons and 2 daughters.
4.) Irma b.1892 in St. Louis MO (twin of Walter) d. 1973 who married Floyd Jenkins b 1916-2002. They had one son and one daughter.
I`ve been LOOKING for this Meat Co. & there Rocket FOR YEAR`s Now THAN-Q. The Rocket was as Popular as the Oscar Wee-ner Mobil @ the time. LET`s ALL go to AZ & Get it back
I worked at the Vernon Packing plant as their Nurse Circa 1953-4. I had special priveledge of buying (at cost) prize steaks etc. from Mr. Luer’s private locker. It was with these I won the heart of my present and only husband. I don’t remember the Rocket. I often wondered what happened to the Luer family and was saddened to hear of Mr Luer’s death as written in the NY Times.
I remember the Luer logo as well as their slogan: You Can Be Sure If It’s Luer!
Be sure Buy Luer!!!!!!
I sold Luer hot dogs happily for many of my years,had a wonderful assoc. with Walter Luer Jr. and his lovely family hi Buck how goes it al weiman god speed to a wonderful family @ careing co. I miss the sausage
The Luer Meat Rocket is now in Litchfield, Connecticut; John Kleeman and his son hope to open a “space-age” museum. From their website:
“Tucked away in an old dairy barn in Litchfield are the remnants of a bygone
era. These are not tributes to the state’s agrarian past but rather a collective homage
to the Space Age and the many sectors of society it influenced.
Parked outside the barn on attorney John Kleeman’s property is the newest
addition—a dilapidated 40-foot rocket rescued from the Arizona desert. In the 1960s,
it was secured to a flatbed trailer and used to promote the California-based Luer Meat
Packing Co.; the rocket featured a 24-seat, 16 mm movie theater and a vibrating floor.
Now, it is part of a growing collection of items that Kleeman and his son, Peter, are
planning to showcase as the Space Age Museum, once the adequate funding can be
located.”
are these luer brothers affiliated with the luer meat packing from alton illinois ?
Somehow, I forgot to get them when I came here. ,
Those Darlins are just as cute as cartoon characters as they are in person. ,
The Rocket is so neat. It should be restored and should be used again for the kids.
Wow oh Wow!! I remember Frank Jepsen and his family. My dad, Dominick, worked closely with Frank. The company unfortunately went out of business. I believe that the family that owned it was somehow affiliated with Sunkist.
Every year my family would receive a load of citrus from the “boss”.We would also get special treatment at Disneyland, as I think at one time Sunkist was affiliated with Disneyland. Maybe it still is.
The wiener mobile was a big deal with us Luer kids.It would be great to reconnect with the Jepsen ladies, although I don’t know if they would remember me.
It was sad when the company folded as their products were superior.
Does any one remember seeing a TV show, sponsored by Luer’s that had Captain Frank and the Luer spaceship. The show was on for a brief time in 1957, possibly on channel 5 in Los Angeles. The show was on just before the Pokka Parade. The captain had a thin mustache and black horned rimmed glasses. Is there a photo of him around? I really wanted to see the Luer spaceship, but I don’t think it ever made it to Pico.
My late friend William Garness worked for Luer
when we all lived in Sunland, Ca. Mr. Garness
gave my late husband a Luer “Sausage Knife”.
Mrs. Garness lives in Sterling, Co. and also
in Sun City, Az. We didn’t get to see the
“Luer Meat Rocket” however.
I had no idea of THE PROVENANCE & HISTORY OF THE LUER MEAT ROCKET!
I paid a couple bucks to “ride it” when it came to the MetroCenter Mall in North Phoenix, Arizona in the late 70′s (have pics too).
It was just a GENERIC RIDE BY THEN. Sad.
If I would have known its’ history then, I would have been a lot more thoughtful about making some insulting comments about how cheesy it was. It was after all… A MUCH LARGER VERSION OF THE REFRIGERATOR BOX SPACE SHIP RIDES (with “Atmospheres” from “2001″ for their soundtracks)IN MIKE’S (ENGLUND) GARAGE, WITH PHIL CHANCE, EDDY HARNEY, AND LATE COUSIN CARSON BEHANNA.
Forgive me Mr. Meat Rocket.
Current location of Luer rocket: Connecticut
http://www.ctlawtribune.com/getarticle.aspx?id=28806
Man, do I miss that color! Why don’t they make trucks, cars, capes, and spaceships in orange anymore?
I think I have located the rocket in Prescott, have emailed current owner for addy. Did a Google Earth search, and think I have arial view of rocket sitting above Coca Cola plant in Prescott. May plan to use a few frequent flyer miles and pay a visit myself! buckye_51@hotmail.com
I, too, have a tad of history with the spaceship. In 1962, free lance reporter that lived in the same downtown LA apartment bulding, took me out to a shopping center, took my picture with ship’s cape on, for an article she was writing about the PR promotion. The next year, I caught up with the spaceship in the Long Beach Christmas parade, and caught holy you know what when I got home after dark because I spent time at pre parade visiting with the captain. The last time I saw the ship, was again in Long Beach, at neighborhood Market Basket opening, and the Captain let me be his assistant for the afternoon. Please let Captain Jepsen know that this crewmember remembers him fondly!
That’s my grandfather’s rocket! Does anyone know where we can find it today? An exact location in Prescott?
I worked along side my Dad for several years as we took the rocket to markets and parades all over Southern California. Iwas friends with Little Oscar too. It could seat 30 inside (air conditioned) and you watched a movie with special effects (for the 60′s) and the whole thing would vibrate when we pushed the button. Luer Packing was across the street from Farmer John in Vernon, Ca. It eventually went out of business. My Dad was known for years as Captain Frank and I was Lt. Linda.Thanks Valerie for finding this page.
Hey that is my dads rocket ship!! He was Capt.Frank and we use to ride the ship in the Hollywood Lane Parade. We sure do miss it and my dad too! I got my official Luer patch and was a “Space Cadet” Valerie
I remember seeing the Luer rocket at a Stater Brothers market in Sunland in 1955 when I was 3. I’m glad to see it again. A coincidence: My parents live in Prescott, Arizona. What street is the rocket on?
Now I live in Sun Valley and Sunland still puts on cultural parades on Sunland. After taking the beating from Los Angeles against sucession, Sunland has a more conscious valley identity and this happy picture would be welcomed into their archives.
I remember the Luer rocket, it was parked outside one of those supermarket openings that were done in the 50′s. So what happened to Luer anyway, did the go outta business or were the bought out and the name disappear?
I like the matching Buick at the right edge of the photo.
…Lorenzo
Yeah, and the whitewalls!
Anyone care to name that color? I’d call it “Mystery Meat Mauve”.
The Oscar Meyer Wienermobile kicks Luers’ meat wagons ass. (moderators; substitute “rump” for “ass” if that word cannot be used in this forum.) They gave out “Wienie Wistles” that sounded like the Wienermobile. “Oh I wish I were an Oscar Meyer Wiener….”
Did Luer have a jingle? Probably NO because they suck! (Moderators; substitute “are not regarded as highly” for the word “suck” if it’s too negative sounding for this forum).
However…I must say that the space chick riding on the trailer is pretty attractive. I’m vegetarian, but her, wearing that space age dress, could possibly turn me carnivour…..NOT!
KevinL
PS….I just remembered about the Helms Bakery truck that would drive through the neighborhood tooting its’ whistle. Man…If anyone has ever seen one and remembers the smell from inside that truck…..whooooa!
Luer…rhymes with skewer.
It’s the Tonka Space Skewer!
(meat rocket? isn’t this site family-friendly?)
I like the matching Buick at the right edge of the photo.
…Lorenzo