Red-ish Velvet Cake with Cream Cheese Frosting

FOR CAKE:

1. Preheat the oven to 350 degrees F. Grease and flour the pan(s) of your choice, very well; set aside.
2. Cream together the shortening and granulated sugar until fluffy.
3. Add the eggs and vanilla, and beat until incorporated.
4. Stir in the cocoa powder until blended.
5. Mix in the baking soda, baking powder, and salt until fully distributed.
6. Alternately add the water then flour, in 3 additions, until blended. Scrape down the sides of the bowl, as needed, to make sure that all of the ingredients are fully incorporated.
7. Stir the desired amount of red food coloring into the cake batter. 2 teaspoons will give the cake a red-ish tint, while a full ounce (1 bottle) will give the cake a brighter red hue.
8. Once all of the ingredients have been added, mix batter on medium speed for 2 minutes.
9. Divide batter evenly among prepared pans.
10. Bake in a preheated 350 degree oven until a toothpick inserted in the center comes out clean. (Approximately 30 minutes for 2 round pans, 40 minutes for the rectangular pan, and 18-20 minutes for cupcakes.)
11. Cool completely in the rectangular pan before frosting, or for rounds or cupcakes, cool in the pans for 5 minutes, then remove from pan to cool completely on the racks.
12. Once cooled, frost with cream cheese frosting.

FOR FROSTING:

1. Cream together cream cheese, vanilla and butter until fluffy.
2. Sift or whisk powdered sugar to aerate it.
3. Stir powdered sugar into cream cheese mixture, 1 cup at a time, until well blended.
4. Makes enough to generously frost a 13 x 9 x 2-inch pan, 24 cupcakes, or an 8-inch layer cake.