A teacher turned grocer, a farm, four sons and a mixed can.

Veg-All is an American brand of mixed canned vegetables, sold as a single blend of seven vegetables in one can. It began in Green Bay, Wisconsin. Chowhound reported in August 2026 that in 1890 a former school teacher and grocer named William Larsen started a canning business there, the William Larsen Canning Company, as an extension of a farm he had set up eight years earlier. The article says that from 1922 his four sons carried the business on as the Larsen Company.

It was the Larsen Company that put the Veg-All name on a can. Chowhound dates the brand to 1926, and the brand’s own website today says Veg-All has been on family tables since 1926. The same article lists what goes into the mix: potatoes, green beans, carrots, celery, corn, peas and lima beans. The current website names the same seven vegetables and describes the product as a seven-vegetable mix.

Chowhound says the Larsen Company built the brand’s reach through heavy advertising in print and through free recipes, from simple vegetable soup onward. It quotes a 1928 newspaper advertisement that called Veg-All “a pleasing combination of garden vegetables ready to serve”, and notes that the same advertisement suggested using a can in a gelatin salad.

Chowhound also links Veg-All with the casseroles of the 1970s and 1980s, when one-dish meals often combined canned vegetables with condensed soup. The brand still publishes its own Veg-All casserole, which, according to the article, combines the vegetables with condensed cream of chicken soup, mayonnaise and cheddar cheese under a topping of buttery crackers. The article also notes that Larsen continued to make Veg-All for decades after its launch, before the company itself changed hands.

Dean Foods, Birds Eye, Allens, Sager Creek, Del Monte and McCall Farms.

From the 1980s onward Veg-All passed through a series of owners. Chowhound says the Larsen Company merged with Dean Foods in 1986. By the early 2000s the brand belonged to Birds Eye Foods of Rochester, New York, and was still made in Wisconsin. Just Food reported on 17 June 2003 that Birds Eye had agreed to sell its Veg-All canned vegetable business to the Allen Canning Company of Siloam Springs, Arkansas, with the deal expected to close by the end of that month. The report said Veg-All had been produced at Birds Eye’s Green Bay facility, which was due to close in June 2003.

Allens was itself a family canner. The CALS Encyclopedia of Arkansas says the company began canning vegetables at Siloam Springs in 1926, the same year Chowhound gives for Veg-All, and was owned and run by the Allen family from the start. By 2013 it sold canned and frozen vegetables under a group of brand names. The encyclopedia records that Allens filed for Chapter 11 in October 2013, and that on 3 February 2014 a newly formed company, Sager Creek Acquisition Corp., was the high bidder at auction for the business, which was renamed the Sager Creek Vegetable Company while its brand names were kept.

The encyclopedia says Del Monte Foods bought Sager Creek in March 2015, and Talk Business & Politics reported on 11 March 2015 that the deal brought Del Monte brands including Veg-All, Freshlike, Popeye, Trappey’s and Allens. Del Monte’s ownership lasted about two years.

On 20 September 2017, McCall Farms announced that it was acquiring the brands of Sager Creek Vegetable Company, then a division of San Francisco-based Del Monte Foods. The announcement, posted the same day by the law firm Willcox, Buyck & Williams, named Allens, Veg-all, Popeye, Princella, Freshlike and Trappey’s among the retail and foodservice brands involved. It described McCall Farms as a family-owned and family-operated company with its manufacturing plant and corporate offices in Effingham, South Carolina, already making Southern-style vegetables under names such as Glory Foods and Margaret Holmes. The Encyclopedia of Arkansas adds that the deal involved closing a Siloam Springs production plant. McCall Farms has owned Veg-All since 2017, and the brand’s website lists it among McCall Farms brands.

Design and documentation.

The brands in this group sell cake mixes, baking mixes, flour and canned vegetables, the kind of shelf-stable groceries that sit in a pantry for months before they are opened. Packaging in this part of the store has to work in two places: on a crowded supermarket shelf, where a box, a bag or a can is seen from a few feet away beside many similar ones, and later in a kitchen cupboard, where it is picked out again by colour and name.

A cake-mix box usually leads with a picture of the finished cake and a flavour name, a flour bag with a name and a large plain field of colour, and a vegetable can with a paper label wrapped around a steel cylinder, often showing the vegetables inside. Because the company behind a pantry name may have changed hands several times, the questions behind each one are worth asking plainly: who started it, who owns it now, and where its products are made.

Each guide separates what independent sources record from what the company says about itself, and marks plainly what rests only on the company’s own word.

A product that is its own description, sold through recipes.

Veg-All’s identity rests on the product more than on any single owner. The name, the 1926 date and the seven-vegetable blend have travelled together from the Larsen Company in Green Bay to a family canner in Arkansas, a San Francisco food company and a family business in South Carolina. Today’s website still leads with that idea, describing Veg-All as a seven-vegetable mix and giving each of the seven vegetables its own short entry beside the brand’s recipes and a product locator.

Recipes have been part of the brand from the start. Chowhound credits the Larsen Company’s print advertising and free recipes with making the name known nationally, and the 1928 newspaper advertisement it quotes presented the can as a ready-to-serve combination of garden vegetables. The Veg-All casserole that the brand still publishes, built from the can, a condensed soup and a cracker topping, continues that habit of selling a finished dish alongside the ingredient.

The ownership record is long. Between 1986 and 2017 the brand passed from the Larsen Company to Dean Foods, Birds Eye Foods, Allens, Sager Creek, Del Monte Foods and McCall Farms, and its production left Green Bay in 2003. Through those moves the Veg-All name stayed in use.

For a design guide, Veg-All shows how a brand can let the contents of a can do most of the work, with a name that describes the product and a mix of colours drawn from the vegetables themselves. Compare it with Green Giant, another Midwestern vegetable cannery brand, and Del Monte, whose parent company owned Veg-All from 2015 to 2017. For this guide we use bean green, carrot orange, corn yellow and potato cream with a heavy sans, an unofficial interpretation; no product or logo is reproduced.

Keep Veg-All’s identity on hand — save it to a board in the Made Good inspiration library.