Charles’ 
Slide of the Week: August 11th, 2005
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
Charles Phoenix
Los Angeles
August 2005
Sets this Slide belongs to:
Space-Age Style & Transportation
15 Comments on “The Luer "quality Meat" Rocket Ship, Sunland, 1955”
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January 13th, 2006 at 11:32 am
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
January 25th, 2006 at 1:15 am
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!
January 31st, 2006 at 2:41 pm
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?
March 3rd, 2006 at 8:05 pm
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.
January 1st, 2007 at 12:47 pm
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?
March 9th, 2007 at 9:58 am
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
March 12th, 2007 at 8:43 pm
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.
March 22nd, 2007 at 6:45 pm
That’s my grandfather’s rocket! Does anyone know where we can find it today? An exact location in Prescott?
March 25th, 2007 at 10:14 pm
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!
March 25th, 2007 at 11:32 pm
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
February 1st, 2008 at 4:25 am
Man, do I miss that color! Why don’t they make trucks, cars, capes, and spaceships in orange anymore?
February 5th, 2008 at 1:00 pm
Current location of Luer rocket: Connecticut
http://www.ctlawtribune.com/getarticle.aspx?id=28806
July 21st, 2008 at 4:33 pm
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.
October 19th, 2008 at 4:23 pm
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.
December 19th, 2008 at 11:00 pm
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.