Newspaper Page Text
Of course every time a spot light
ft offers a splendid chance to talk aboi
but 'pon honor now, we are not hiring
The generafreader seldom cares rr
A few may have read lately some
be interested in the following:
Some time ago a disagreement a1
endorsed our foods by letter, but w
advertising, to which we objected.
The "Weekly" discontinued insei
they were negotiating for some chang
ing and shape of the advertisements, 4
Our manger gave instructions. to ou
quit advertising altogether in that "A
Quite a time after the advertisini
attack came. We replied in newspai
-Then came libel suits from both
Generally tiresome to the pubh
That "Weekly" has attacked ma
Our Company seems promine
writer to go after, hunt for some littl
twist and present it to the public und
Distortion No. I stated that we have
been accustomed to advertise Grape-Nuts
and'Postum as "cure-alls for everything."
, hias never been the policy of this
Company to advertise Grape-Nuts or Pos
tun to cure anything.
Weisay that in cases where coffee disa
greeand:is causing sickness its dismissal
il paove. the cause of the trouble, and
w -uggest the use of Postum for the
resson that it furnishes a hot palatable
aerning beverage, and contains natural
ekaments from the grain which can be
usedo.by nature to assist in rebuilding
serve centers that coffee may have broken
Likewise Grape-Nuts food does not
anything, but it does assist nature
douly in rebuilding, provided the
-'undigesi-A food that has been used is
discntiuedand Grape-Nuts taken in its
-Charge No. 2 states that the passage
ef the National Food & Drugs Act comn
spelled us to drop from the packages some
essertions regarding the nutritive value
We Eav xiever lieen "compelled" to
- ake any ebange.
Since the beginning it has been a univer
sal rule to print clearly on every package
~actly what the contents are made of.
Before the passage of the Pure Food
law the packages stated that Grape-Nuts
food was made of wheat and barley.
We did not esteem the' small amount
of malt and yeast as of value enough to
speak of, but after the new Law came
in we became as technical as the offi
Ilm at Washington and, added the words
*yeast" and "salt," although we have
ao recollection of being asked to.
We 'believed that our statement that
Gra Upe-Nuta will supply elements to nour
Ish the brain and nerve centers is true
mnd'bring authojities to support the fact.
Some state chemists believed this a
grmexaggeration and inasmuch as the
YodDept. at Washington could easily
haasgrocers, peAing a trial on the
disputed question, we concluded that
much the better way would be to edim
maefrom our packages such ceims,
owvrcertain we may be that the
alain. are true.
Another statement objected to read as
"The system wil aborb ' a greater
amount of nonrishment from one pound
of Grape-Nuts than from ten pounds of
m aeat, wheat, oat., or bread."
Some Department chemists deceive
temselves as well as the public.
Caloried" is the word which defines a
mnit of heat determined by the -amount
necessary to raise one kilogram of water
one degree centigrade. On this basis a
table of calories is prepared showing the
eretage of different kinds of food.
uter shows 8.60; Grape-Nuts . 3.96;
milk 0.70. Remember the statement on
the package spoke of the nourishment the
em oulbsor, but ddno seak of
Icloiesf heat contained in it, for
the heat is not nourishment, and the
nourishment cannot be judged by the
number of heat units, notwithstanding
the fact that certain chemists would have
the public believe so.
As an illustration: Attempt to feed a
man sixty days on butter alone, with its
8.60 calories. The man would die be
fore the experiment had run sixty days.
Then, take Grape-Nuts with 3.96 and
illk with 0.70,-the two combined equal
4.'68-about one-half the number of calo
ries contained in butter. The man fed for
sixty days on this food would be well
mourish,.,-, and could live not only sixty
It may be remembere
ourselves by placing facts b<
A good "scrap" is t
you are right.
In the case lately trie
have unbounded faith in the
Our suits against the
if ve were
is turned on from any source
it the merits of the products,
; that "Weekly."
Luch for the details of "scraps."
articles attacking us and may
ose with a "Weekly." They
anted to change the form of
ting our advertisements while
es they wanted in the word
nd during this correspondence
r Advertising Department to
; had been left out, an editorial
>ers and the scrap was on.
sides, and some hbrsh words.
ny prominent men and repu
t encugh for a sensational
: spot to criticise, then distort,
er scare heads.
days, but si months on that food alone,
and we do not hesitate to say from our
long knowledge of the sustaining power
of the food that a :nan at the end of
sixty days would be of practically the
same wei-ht as when he started,-if he be
a man of normal weight.
We will suppose that from his work
he lost a pound a day and made up a
pound each day from food. If that prem
ise proved to be true the man in sixty
days' time would make sixty pounds of
tissue to replace what had been lost, and
this would be done on Grape-Nuts and
milk with half the number of calories of
butter, upon which no one can sustain
Therefore, we have reason to believe
that our contention is right that con
:entrated food like Grape-Nuts, which
is partly digested and ready for easy as
imiation by the body, presents more
ouishment that the stem will ab
rrb than mayohrfrsof foo and
e"will further say that in cases of diges
tive troubles where meat, white brea4r
md oats cannot be digested, 'that Grape
uts and milk contain more nourish
ent that the system will absorb /than
any pounds of these other foods. -
Distortion No. 3 charges that our tes
imonials were practically all paid for
nd re-written in Battle Creek.
These testimonials were demanded by
the opoig lawyers. Naturally this
emand was refued for they are held in
alts and kept safe to prove the truth.
nd are not to be delivered up on demand
Testimony at the trial brought out the
fact that we never printed a single testi
onial that we did not have the genuine
letter back of. Many of these letters
ame spontaneously. A record was kept
f twelve hundred and four (1204) let
ters received in one month from people
who wrote that they had either entirely
recovered their health or been benefited
by following our suggestions on food
On three or four occasions in the past
ten or twelve years we printed broadcast
in papers offers of prizes to users of
Postum and Grape-Nuts.-two hundred
$1.00 prizes, one hundred $2.00, twenty
of $5.00 and five of $10.00 each.- t'atinv
that each mst be an honest letter IE
name and address. We agreed not to pub
lih amsbut to furnish them to .en
quirers by letter. These letter writers
very generally answered those who wrote
to them, an. verified the truth of the
Under this agreement not to publish
names literally scores of letters came
from doctors. We kept our word "an
neither printed their names or surren
dered the letters.
Right here notice an "imitation spasm."
The "Weekly" says: "Post got those testi
monials by advertising for them. In New
York he used for that purpose the New
York Magazine of whose editor
is now in the Federal Penitentiary for
fraudulent use of the mails. For .exam
ple. Post announced in that magazine im
1907 etc.," (then follows our prize com
We used nearly all of the paners and
maazines i Nw York and the rest of
America, but the sensational writer gives
the impression to his readers that the
only magazine we used was one "whose
editor is now in the Federal Penitentiary,"
etc.. something that we know nothmng
of the truth of now, and never did.
Space was bought in the magazine spoken
of on a business basis for the reason that
it went to a good class of readers. The
incident seems t'o have furnished an op
portunity for a designing writer to de
ceive his readers.
We look upon honest human testimony
d that we were first attacke<
~fore that great jury--The
nore or less comforting no
d, an appeal has been taken
ultimate decision of our A
"wekly" have not yet been
"hiring" a cei
So an attorney from New Yoi
months in Battle Creek hoping to I
dirt in the factories. After tireles
twenty-five of our workmen -and
single one testified that the foods a
ingredients printed on the packag
being the choicest obtainable-all t]
the purest, and every part of th
That all proved disappointing
very few factories, hospitals, privat
chens that could stand the close sp
an enemy paid to find dirt or impu:
In any ordinary kitchen or fac
magnify. and make a noise about.
But he failed utterly with th
Twenty to thirty thousand people
ly and we never enquire whether
makes no difference to us.
He next turned to discover s
that could be criticized.
An analysis of the methods
"weeky" may interest some read
by one and open them out for insp
harsh words and make no refer
growth and methods of the "We
cussion to the questions now at is
from men and women as to the means by
which they recovered health as of - tre
mendous value to those in search of it.
Our business has been conducted from the
very first day upon lines of strict integ
rity and we never yet have published a
false testimonial of human experience.
Many of these letters covered numerous
sheets; some, if printed, would spread
over half a page of newspaper. If we
would attempt to print one such letter in
every one of the thousands of papers and
magazines we use, the cost for printing
that one letter would run into many thou
a of ollars.
We boil down these letters-exactly as
a newspaper writer boils his news,-stick
ing sacredly to the important facts and
eliminating details about the family and
other unimportant matters. This work
of boiling down, or editing, is done
honestly, and with a - full knowledge of
our responsibility, but notice the art
of the "twister" in the way he .presents
to his readers this matter of testimonials.
Distortion No. 4. This is a bad one.
It reads as follows: "The only famous
physician whose 1name was signed to a
testimonial was produced in Court by
Colliers and turned out to be a poor old
broendown homeopath. who is now work
ing in a printing establishment. He re
ceived ten dollars ($10.00) for writing his
We will wager ten thousand dollars
($10,000.00) with any investigator that we
have, subject to inspection of any fair
committee, upwards of three hundred
(300) communications from physicians,
many of them expressing the highest com
mendation of our products, but these will
not now or ever be turned over to the
publisher for his use.
Notice the statement in this charge:
"The only famous physician whose name
was signed to Postum testimonial, etc."
The truth is, this Dr. Underwood was
one of a great many physicians who have
not only written commendatory words
about the value of our foods, but every
now and then some physician writes an
article on coffee or on food, and sends, it
to us with a suggestion of compensation
for his time and medical knowledge.
Previous to the time when we employed
physicians itx our own business, we oc
casionaly emplored a doctor to write
an article on coffee, always insisting that
the article be an honest expression of his.
opinion and research.
The "Weekly" hunted uo this physician.
and because he seemed to h~e oor, and
as it says. "brokendown," had him
brought to Court to be exposed before a
jur as the "only physician that had ever
endorsed Grape-Nuts." hut much to the
chagrin of the "Weekly," when our attor
neys asked him if the article he -wrote
about coffee was true he replied, "yes."
Statemen't No. 5 reads: "The health
officers of Mich., Maine, Penn., New
Hamp., and other states in their official
bulletins have for years been denouncing
as preposterous and fraudulent the clnims
made by the Postum Cereal .Company.
We do not recall any criticism except
from Mich., Penn., Maine and S. Dakota.
The average reader might think that
the opinions expressed by the State O~i
cials are always correct, but that cota
clusion is not borne out by facts.
As an illustration: About thirteen years
ago the Dairy and Food Commission of't
Michigan for some personal reason printed
a severe criticism on us for making Pos
tum of Barley (according to his official
chms)at market price and selling too
high. He was shown there was never a
ranof barley used in Postum. His re
pot a fase and misleading. The gov
ernor dismissed him.
We believe that most of the state
i and have since defended I
yand then, if you know
to the higher courts. We \
tie. They are for libel
k spent more or less time for
ind impurities in our foods, or
s spying about he summoned
took their testimony. Ryea
e made of exactlY the gra__and
s the wheat, barley and corn
ioroughly cleaned-the water of
e factories and machinery kept
to the "'Weekly." There are
e-or hotel and restaurant kit
ying at unexpected times and by
-ities of some kind.
ory he would find something to
e Postum Works and products.
go through the factories annual
they are there to spy or not. It
omething about our advertising
nd distorted statements of the
rs, so we take up the items one
ction. We will "chain up" the
nce in this article to the birth,
ekly" but try to coufine the dis
officials are honest, and on the other
and - we are firmly convinced that some
of their conclusions cannot be substan
tiated by facts in scientific research.
They never criticize the purity of our
foods, for so much we are thankful.
If our conclusions in regard to its be.
ing a brain food differ from theirs, and
we are both honest, they have rather the
advantage, because under the law they
can order us to eliminate from the pack
age any statement if it disagrees with
their opinion. Otherwise they would
Spasm No. 6 says: "The most dan
gerous thing in the world for one threat
ened with appendicitis is to eat any food
whatever. Notwithstanding he knew that
langer, C. W. Post advertised Grape-Nuts
it fifteen cents a package for those so
This is intend~ to muddle the reader
into believing that e put out Grape-Nuts
s a cure for appendicitis.
Mr. Post, himself, has had probably as
wide experience as any other man in~
America in the study and observation of
food as related to the digestive organs,
and we proved in Court by the physicians
nd surgeons on the witness stand that
the predominating cause of appendicitis
s undigested food, and that 't is neces
sar to quit eating food, and when the
body requires food again, use a pre-di
gested food, or at least one easy of diges
Dr. Ochsner in his work on appendicitis
refers directly to the use of the well
known p re-digested foods that can be
obtained on the market. He also brought
out the interesting fact that in "after
treatment" it is advantageous to take
on a pre-digested food.
The price of the package (referred te
by the weekly) is not known by us to
have any relation to the question.
Our advice to stop using indigestible
food in bowel troubles and to use Grape.
Nxts food has been a great blessing tc
tens of thousands of people, and we hope
will continue to bless a good many more
in the succeeding years,
No. 7is alive wire. It refers toC. W
Post and his studies and experience i2
"Suggestive Therapeutics." or "Menta:
Healing" which further lead to a mosi
careful and systematic study of. the el
feet of the mind on the digestive and oth
er organs of the body.
He attended clinics in Europe ani
fitted himself for a future career in whici
he has become known as one of the food
experts of the world, fitted to .iudge boti
from the material' as well as the menta:
side of the question.
For about eight years previous to 1891
he was an invalid. In that year, afte1
being under the care of several well
known physicians, he was quickly healed
by what to him was a curious and noi
well-understood method. Sufficient to say
he became a well man, weighing about 18!
This experience challenged his investi
gation into caijses of disease and thei
amelioration. Those studies and experi
ences developed a very profound rever
ene for a Sunreme Power which directly
operates upon the human being, and this
reverence frthe Tnfipite became to him
a form of rligionwhich included honest
f purpose towards his fellow-man. .A
ktatement which will be indorsed by every
ome who knows him closely.
He will make a public announcemeni
in detail of these facts, and the Postun
Comrany will cause that statement to be
pubhshed in newspapers and magazine
and $500,000.00 is ask<
After all the si
clearly and never be fo)
perfectly pur, have do
monials are real and
of commercial ite ity
" aper to
We the undersigned certify
testimonial letter been printed
which did not have behind it a I
to be an honest statement
To the best of our knowle
ceive upwards of fifty thousand
This company has never'
untruthful statenent regarding
M. K. HOWE, Treasurer. (Wit
L. J. LAMSON, Inspector of A
F. C. GRANDIN, Advertising 19
R. M. STERRETT, M. D., Pb
CHESTON SYER, Advt. Wri1
CHARLES W. GREEN, Advt
HARRY E. BURT, General Si
H. C. HAWK, Assistant to Ch
C. W. POST, Chairman. Witt
in due time. We suggest the reader look
Prevarication No. 8. "Post spends
nearly a million a year in advertising and
relies on that to keep out of the news
papers the dangerous nature of the fraud
he.is perpetrating on the public.
The Postum Company does pay out up
wards of a million a year for trade an
nouncements. Newspaper men believe our
statements truthful or they would not
print them. Large numbers of newspa
per men use our products.
They are cnmble of telline the nublic
wether or not we "bribe" them.
It may have escaped notice that we
did not "bribe" that particular weekly.
No. 9 states that the amount of the
verdict will "be devoted by the 'weekly'
to enn-en- frad."
This is almost real humor.
We have two suits pending against the
"weekly," total, $500,000.00.
We haven't "devoted" the sum to any
particular purpose yet.
Item 10 is a "discovery" that wheat
bran is a part cf Postum.
But the criticism neglected to mention
that for years every Postum package an
nounced in plain type that the outer cov
ering of wheat (bran), made part of the
.They 'ignorantly fell into a trap here,
not knowing enough of food value to know
that 'Taka-Diastase" the article used by
physicians the world over for "starch in
digestion" is made from "wheat bran."
So we use that part of the wheat berry
because it contains the element needed
to develop the valuable diastase in man
ufacture. Good Postum is impossible
without this part. ''
These self-appointed critics do make
some laughable blunders through ignor
ance, but-be patient.
Item 11 is an illustration of the sgirm
ing ad twisting of the sensational writer
divering distorted matter to his read
While on the witness stand Mr. Post
testified to his studies in Anatomy, Physi
ology, Dietetics and Psychology,-all re
lating to the preparation and digestion of
food. Asked to name authorities studied
he mentioned six or eight from memory,
and commented on some clinical expe
rience covering several years in annual
journeys to Europe.
Now notice the distortion. (Copy from
the printed critieism.)
"He (Post) pointed out a pile of books
Iin possession of his attorneys as the very
Iones he had read."
(Notice.-"the very ones he had read,"
leading the reader to believe that they
were the only. ones.)
"Did you consult the books from these
editions?" was asked.
"From those and various editions," ana
The attorney "picked up book after
book from the pile and showed the title
pesto the jury,-all except two had
bepulshed since 1905."
This is an example of distortion and
fale coloring to produce an unfavorable
The facts are Mr. Post purposely intro
duced the latest editions that could be
obtained of prominent authorities to prove
by them the truth of his statements re
rding appendicitis and the analysis of
rain, alho the latest conclusions in re
gard to the action of the digestive organs.
These works arc:
Human Physiology, by Raymond.
Physiological Chemistry, by Simon.
Digestive Glands, by Pawlow.
Hand Book of Appendicitis, by Oclis
d as damages, and may the
noke of legal battle blows a
rgott that Postum, Grape.
eood honest service to hi
mithful and the business cor
ere's a Reasoi
os+uu Cereal Co., Ltd
eek, Michigan, December 30, 1910.
that never to our knowledge has a
by the Postum Cereal Co., Ltd.,
_enuine letter signed, and believed
dge and belief the Company has r.
(50,000) genuine testimonial letters.
mowingly made nor permitted as
its products or its methods.
a Company about 14 years)
dvts. (With Company rout 9M years)
[anager. (With Company about x3 yearsJ
ysician in charge of Scientific Dept
(With Company about 4X y
er. (With Company about 3 year)
Writer. (With Company about 5 yoa4
Lp't. (With Company about 13 years.)
dirman. (With Company about 7 years.)
Company x6 years, from the beginnin.
Physiological Chemistry. by ROM"
Biochemic System of Mediine, by
The "Weekly" carefully eliminates from
its printed account testimony regardinS
the years 'of research and stdy by Mr.
-Post in fitting himself for his work, .4
would lead the reader of the disto
article to believe that his education
began since 1905.
Distortion No. 12 reports Mr. Post N
a "dodging witness.
iS eye is not of the shifty -kind ob
served in the head of one of his chief
critics. On the witness stand Mr. Pod
looks quietly bat very steadily .t iightn'
to tlhe eyes of the haggling, twz a
arrel questions and bul and cow
fuse a tes
Opposing conee'holds a-ook inbhs
hand while he queries,
'I want to know if there is a single
thing in your whole book here that sug.
gests any particular kind of food."s Then
followed some discussion between attox"
When Mr. Post was allowed to reply,
he said, "I don't know until I read the
book over to see.".
This booli, it turns out, was written by
Mr. Post seventeen years agandprb
ably has not been read care y yhim
in the last ifteen years. It wudrequire
a remarkable memory to instantly say
"yes" or "no" as to what a book of 147
pages did or did not contain, without
reading it over,-but such conservative
and well balanced answers are construed
by sensation seekers to be "dodging."
The attorney sought by every art to
imnpress the Jury with the fact that Mr.
Post's belief in the power of Mind in
relation to the body branded him as un.
reliable and worse.
The following is quoted from one of
(The lawyer rcading from the book.)
"The writer of these pages desires te~
say nothing of himself other than as a
imple instrument through which the Di.
vine Principla chooses to anifet itself
by precept andi example.
"Skill in mental practice is gained In
the same way as skill in anyderta,
cf science-by observation, ,expe.
rience and the ability to evov correct
"Read carefully, thoughtfully no more
than twenty pages daily. Afterward seek
an easy position where you will not be
disturbed. Relax every muscle. Close
your eyes and go into the silence where
mind is plastic to the breathings of spirit
and where God. talks to the Son. The
thoughts from Divine Universal Mind
come as winged angels and endow you
with a healing power. If you go into the
silence humble and trusting, you will come
out enriched and greatly strengthened in
body by contact even for a short time
with thA Father of .all life and all power.
You will feel re'fresh'd in every way and
food taken will digest readily as the
stomach works smoothly when under the
influence of a Higher Power."
"I ask you if you did not write that,
and if you did not believe it when you
For a moment the Court Room was in
Mr. Post slowly leaned forward over
the rail, pointed his finger at the Atty's
face to emphasize his reply and with eyes
that caused those of the Attorney to dro
he said"Yes Iam proud tosay I did,"
right man win.
way, the facts will stand out
uts, and Post Toasties are
imanity for years, the testi
ducted on the highest piano
.Battle Creelt, Mich.