Newspaper Page Text
Some Suspicious Persons I
I Enquired if we were "hiring" a certain "weekly" paper to abuse us. I
Of course every time a spot light is turned on from
any source it offers a splendid chance to talk about the
merits of the products, but 'pon honor now, we are not
hiring that "Weekly."
The general reader seldom cares much for the
details of "scraps."
A few may have read lately some articles attacking
us and may be interested in the folk wing:
Some time ago a disagreement arose with a
"Weekly." They endorsed our foods y letter, but
wanted to change the form of advertising, to which
The "Weekly" discontinued inserting our advertise
ments while they were negotiating for some changes
they wanted in the wording and shape of the advertise
ments, and during this correspondence our manager
gave instructions to our Advertising Department to quit
advertising altogether in that "Weekly."
Quite a time after the advertisement had been left
out, an editorial attack came. We replied in newspapers
and the scrap was on.
Then came libel suits from both sides, and some
Generally tiresome to the public.
That "Weekly" has attacked many prominent men
and reputable manufacturers.
Our Company seems prominent enough for a sensa
tional writer to go after, hunt fcr some little spot to
criticise, then distort, twist and present it to the public
under scare heads.
So an attorney from New York spent more or less
time for months in Battle Creek hoping to find impurities
Distortion No. 1 stnted that we have
been uccustomed to udvertise (Irape
Nuts and Postum an "cure-alls for ev
erything." (t It has ni'ver been the policy of tills
Compuny to udvertise Urupe-Nuts or
postum to curt! anything.
ve say timi In OUM where coffci
disagrees and Is causing sickness Its
dismissal will remove the cause of the
trouble, and wo suggest the uso of Pos
tuni for the mini! that It f urnlsln s a
hot palatable morning beverage, and
contains natural elements from thu
grain which can be used by nature to
assist in rebuilding nerve centers that
ooffeu may have broken down.
Likewise (irape-Nuts food does not
a cure anything, but ll docs assist nature
' tremendously in rebuilding, provided
the uudlgestible food thai has he 11
1 used Is discontinued and Urape-Nuts
taken in Its place.
Charter No. 3 states that the passage
of the National Food A Drugs Act com
pelled us to drop from the paokags
some assertions regarding the nutri
tive value of lii a)c-.utb. '
We have never been "compelled" to
make any change.
Since thu beginning it has been a
universal rule to print clearly on every
package exactly what tin contents are
. made of.
Iv Beloro the passage of the Pure Fool
A Law the packages stated thai Qrape
Nuts food was made of wheat and liar-
VVo did not esteem the small amount
of salt and east as of value enougii to
speak of, but a: tcr the new Law came
In we became Us technical us the oitl
cials at Washington and udded the
words "yeast" and "salt," although we
(have no recollection of being usked to.
Wo believed that our statement that
Grape-Nuts will supply elements to
nourish the brain and nerve centers Is
1 true and bring authorities to support
I the fact.
Home state chemists believed this a
gross exaggeration und Inasmuch as
I the Food Hept. ut Washington could
easily harass grocers, pending a trial
on tne disputed question, we concluded
that much the better wuy would be to
eliminate from our packages such
claims, however cerluin we may be that
thu claims are true.
Another statement objected to read
"Tho system will absorb a greater
mount of nourishment from one pound
of Urape-Nuts than from ten pounds of
meat, wheat, oats, or bread."
Some Department chemists deceive
themselves us well us the public.
"Culorle" Is tho word which defines a
unit of heat determined by the amount
necessary to raise one kilogram of wa-
. ter one degree centlgrude. On this
basis a table of calories is prepared
(showing the percentage of different
kinds of food. Butter shows 8.6U;
Urape-Nuts 3.1(6; milk, 0.70. Hemember
the stall meiit on thu package spoke of
the nourishment the system would ab
sorb, but did not speak of the calories
or heat contained In it, for tho heat Is
not nourishment, and thu nourishment
cannot bu Judged by the number of heat
units, notwithstanding the fact that
certain chemists would have tho public
As an Illustration: Attempt to feed n
man sixty days on butter ulone, with
Its 8.UU calories. The man would die
before tho experiment had run sixty
Then take Grape-Nuts with 3.96 and
milk with 0.70. tho two combined equal
4.06 about one-half the number of
calories contained In butter. The mail
fed for sixty days on this food would
be Well nourished, and could live not
only sixty days, but six months on that
food alone, and we do not brail ite to
say from our long knowledge of the
sustaining power of the fooil that a
man at the end of sixty days would be
of practically the same weight as whi n
ho started, If he bo a man of normal
Wo will suppose that from his work
he lost a pound a dafj n! tm.de up a
pound earh day from food. If that
premise proved to be truo the man In
sixty days' time would make sixty
pOlindl of tissue to replace whit hid
been lost, and this would be done on
Crape-Nuts and milk with half the
number of calories of butter, upon
which no ono can sustain life.
in our foods, or dirt in the factories. After tireless spying
about he summond twenty-five of our workmen and took
their testimony. Every single one testified that the foods
are made of exactly the grain and ingredients printed on
the packages ; the wheat, barley and corn being the
choicest obtainable all thoroughly cleaned the water
of the purert, and every part of the factories and
machinery kept scrupulously clean.
That all proved disappointing to the "Weekly."
There are very few factories, hospitals, private or hotel
and restaurant kitchens tha could stand the close spying
at unexpected times and by an enemy paid to find dirt or
impurities of some kind.
In any ordinary kitchen or factory he would find
something to magnify and make a noise about.
But he failed utterly with the Postum Works and
products. Twenty to thirty thousand people go through
the factories annually and we never enquire whether they
are there to spy or not. It makes no difference to us.
He next turned to discover something about our
advertising that could be criticised.
An analysis of the methods and distorted statements
of the "Weekly" may interest some readers, so we take
up the items one by one and open them out for inspec
tion. We will "chain up" the harsh words and make no
reference in this article to the birth, growth and methods
of the "Weekly" but try to confine the discussion to the
questions now at issue.
Therefore, wo have reason to believe
that our corftentlon is right that con
ri nlv. it'll food like tlrape-Nuts, which
Is partly digested and ready for easy
assimilation by the btTdy presents more
nourlshmi nt that the systomwlll ub
t orb than many other forms of food!
n ml we will further say that In cases
of digestive troubles where meat, white
bread and oats cannot be digested, that
Crape-Nuts and milk contain more
nourishment that the system will ab
sorb than many pounds of these other
Distortion No. 3 charges tint our tes
timonials were practically nil paid for
and re-written In Panic Creek.
These testimonials were demanded by
the opposing lawyers. Naturally this
demand was refused, for they are held
in vaults and kept safe to prove the
truth, and are not to be delivered up
on demand of enemies.
Testimony at tho trial brought out
the fact that we never printed a single
testimonial that wo did not have tic
i auino letter back of. Many of tlnse
letters came spontaneously. A record
. is kept of twelve hundred and four
I1S04) letters received In one month
from people who wrote that they had
i iiur entirely recovered their health
or been benefited by following our sug
; I one OH food and beverages.
On three or four occasions in the
past ten or twelve years wo printed
broadcast In papers offers of prizes to
i I rS of Postum and Crape-Nuts, two
hundred $1.00 prize s, one hundred U.OO,
twenty of $5.00, and Jive of $10.00 each,
stating that each must be an honest
letter wit li name and address. We
agreed not to publis h names. I ni t to
furnish them to enquirers by letter.
These letter writrrs very generally un
swered those who wroto to them, and
verified the truth of tho statements.
ITnder this agreement not to publish
names 1 1 1 rally scores of letters cane
from doctors. We kept our word Viiii
neither printed their names or surren
di ri d the letters.
Right hero notice an "Imitation
spasm." The "Weekly" says "Post got
thoie testimonials by advertising for
them. In New York he used for that
purpose the Now York Maga:.lne of
whose editor Is now In tho Federal
Penitentiary for fraudulent use of the
malls. For example. Post announced In
that magazine in 1907. etc.." (then fol
lows our prize competition).
We used marly all of the papers and
magazines In New York snathe rest of
America, but thu sensational writer
gives the Impression to his readers that
the only magazine wo used was ono
"whose editor Is now in the Federal
Penitentiary." etc., something that we
know nothing of the truth of now, and
never did. Space was bought In the
magazine spoken of on a business ba
sis for tho reason that It went to a
good ckiss of readers. The Incident
seems to have furnished an opportun
ity for a designing writer to deceive
Wo look upon honest human testi
mony from men and women as to the
means by which they recovered health
as of tremendous value to those in
search of It. Our business has been
conducted from tho very first day up
on linos of strict Integrity and we nev
er yet tunc published a false testi
monial of human experience. Many of
t ln-.se letters coven d .irinu roll! sheets;
some. If printed, would spread over
half a page of newspaper. If we would
uttempt to print one such letter in ev
ery one of the thousa nils of papers and
magazines we use, the cost for print
ing that one letter would run Into
inn n v thousands of" doll i rs.
We boll down these letter exactly as
a newspaper writer bolls his news.--.-ticking
sacredly to the Important
facts and eliminating details about the
family and other unimportant matters.
This work of boiling down, or editing.
Is doner honeatly, and with a full knowl
edge of our responsibility, but notice
the art of the "twister" In tho way ho
pri sents to his readers this matter of
Distortion No. 4. This Is a bad one.
It reads us follows: "The only fam
ous physician who ss dime was si no il
to ii testimonial was produced In Court
bv Colliers and turn, d out to be a poor
old brOkendOWn homeopath, who is
now working In a printing establlsh-
mi iii. lie received ten dollars t$i0.oo
for writing his testimonial."
We will wager ten thousand dollars
($10,000.00) with any investigator that
wo have, subject to inspection of any
fair committee, upwards of three hun
dred (300) communications from phy
sicians, many of them expressing the
highest commendation of our products,
but these will not now or ever be turn
ed over to the publisher for his use.
Notice tho statement In this charge:
"Tho only famous physician whose
name was signed to Postum testimon
Tho 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,
und sends It to us with it suggestion of
compensation for his time and medical
knowledge. Previous to the time when
we employed physicians in our own
business, wo occasionally employed a
doctor to write an article on coffee, al
ways Insisting that the article be an
honest expression of his opinion und
The "Weekly" hunted up this physi
cian, and because he seemed to be poor,
and as it says, "liruk. lulmvn," had him
brought to Court to be exposed before
a Jury as the "only physician that had
ever endorsed Grape-Nu ts." but much
to the chagrin of the "Weekly," when
our attorneys asked him If tho artlelo
he wrote about coffeo was truo ho re
Statement Ko, B rends: "The health
officers of Mich., Maine, Pen a.. New
llamp., and other states In their otll
clal bulletins have for years been de
nouncing as preposterous and fraudu
lent the claims made by thu 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 Slate Of
ficials are always correct, but that
conclusion Is not borne out by facts.
As an Illustration: About thirteen
years ago the Dairy and Pood Commis
sion of Michigan for some personal
reason printed a severe criticism on ua
for making Postum OfBarley (accord
ing to his official chemist; ut market
prico ii ml selling too high. He was
shown there was never a grain of bar
'' v used In Postum! Ills report was
i ...si- and misleading. Tho governor
Wo believe that most of the state
officials are honest, und on the other
hand we urn firmly convinced that some
of their conclusions cannot bo sub
stantiated by fucts in scientific re
search. They never crlticlzo the purity of our
foods, for so much we are thankful.
If our conclusions In regard to its bo
lug a brain food differ from theirs, and
wo are both honest, they have rather
the advantage, because umli r tho law
they can order us to eliminate from tho
package any statement if It disagrees
with then- opinion, otherwise they
would harass grocers.
Holism n. it suysi "Tho most dan
gerous thing in the world for ono
i In cad -in .1 with appendicitis is to eat
any food whatever. Notwithstanding
ho knew that danger, C. W. Post ad
vertised drape-Nuts ut fifteen cents a
package for those so threatened."
This is intended to muddle the rend
er Into believing that wo put out
Crape-Nuts as a cure for appendicitis.
. Mr. Post, himself, has had probably
as wide experience as any other man in
America In tho study and observation
of food as related to tho digestive or
gans, and we proved In Court by tho
physicians and surgeons on tho witness
stand that tin- predominating cause of
appendicitis is undigested food, and
that it Is necessary to quit eating food,
and win n the body requires food again,
use a pro-digested food, or at least ono
easy of din tlon.
Dr. Oohsner In his work on appendi
citis refers directly to the us.- uf the
well-known pre-dlgestea foods that
an be obtained on tho market He
also brought out the Interesting fact
that In "after treatment" It Is advan
tageous to take on n prc-digested food.
The price of the package (referred to
hy tho weekly) Is not known by us to
have any relation to tin- question.
ii ir advice to stop using Indigestible
food In bowel troubles I to u
'irape-Nuts food has been a great
!.) Ming to tens of thousands of people,
and we hope will continue to bless a
It may be remembered that we were first attacked and have since
defended ourselves by placing facts before that great jury The Public.
A good "scrap" is more or less comforting now and then, if you know
you are right.
In the case lately tried, an appeal has been taken to the higher courts.
We have unbounded faith in the ultimate decision of our American
C suite against the "weekly" have not yet been tried. They are for
Some Facts 1
Battle Creek, Michigan, December 30, 1910.
We the undersigned certify that never to our know
ledge has a testimonial letter been printed by the Postum
Cereal Co., Ltd., which did not have behind it a genuine
letter signed, and believed to be an honest statement.
To the best of our knowledge and belief the Company
has received upwards of fifty thousand (50,000) genuine
testimonial letters. f
This Company has never knowingly made nor per
mitted an untruthful statement regarding its products
or its methods.
ML K. HOWE, Treasurer
(With Company about 14 -ars.)
L. J. LAMSON, Inspector of Advts.
(With Company about o' yearv
F. C. GRANDIN, Advertising Manager
(With Company about 13 years.)
R. M. STERRETT, M. D., Physician in charge o
Scientific Department. (With Company about 4'; years.)
CHESTON SYER, Advt. Writer
(With Company about 3 years.)
CHARLES W, GREEN, Advt. Writer
(With Company about 5 years.)
HARRY E. BURT, General Sup'L
(With Company about 13 years.)
H. C HAWK, Assistant to Chairman
(With Company about 7 years.)
C W. POST, Chairman
(With Company 16 years, from the beginning.)
good many more In the succeeding
No. 7 Is n live wire. It refers to C.
W. Post and his studies and experience
in "Suggestive Thcrupeutlcs" or "Men
tal Healing" which further leud to a
most cureful and systematic study of
the effect of the mind on the digestive
und olher organs of the body.
He attended clinics In Europe and
fitted himself for a future career In
which he has become known as one of
the food experts of the world, fitted to
Judge in. in from the material us well
lis tho mental side of the question.
For about eight years previous to
18U1 he was an Invalid. In that year,
lifter Sevig under the care of several
well-knwn physicians, he was quickly
healed, by what to him was a curious
und not well-understood method. Sutti
ei nt to say he In came a well man.
wi lulling about 185 pounds.
This experience challenged his In
vestigation into causes of disease and
their amelioration. Those studies and
experiences developed a very profound
reverence for n Supreme Power which
01 recti y operates upon the human be
ing, and this reverence for the lnlliilto
became to him a form of religion which
inoluded honesty of purpose towards
his fellow-man. A statement which
Will bo Indorsed by everyone who
knows him closely.
He will make a public announcement
In detail of these facts, and the postum
Company will cause that statement to
be published in newspapers and maga
zines In due time. We suggest the
reader look for it.
Prevarication No. 8. "Post spends
nearly a million a year In advertising
end relies on that to keep out of tho
newspapers tho dangerous nature of
the fraud ho is perpetrating on tho
The Postum Company does pay out
upwards of 11 million a year for trade
announcements. Newspaper men bo
lleve our statements truthful or they
would not print them. Large numbers
of newspaper men uso our products.
Tiny are capable of tellln g the pub
lie w 1 1 ther or not we "lrl iirrt ln-in.
1 1 may have escaped notice that we
did not "bribe" that particular week
ly. No. 0 states that the amount of the
verdict will "be devoted by the 'week
ly' to exposing fraud."
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.
Hem 10 Is a "discovery" that wheat
bran is a part of Postum.
Hut the criticism neglected to men
tion that for years every Postum puck
ago niinouneid In plain typo that tho
outer covering of wheat (bran), madu
part of the beverage.
They Ignoruntly fell Into a trap here,
not knowing enough of food value to
know that "Tuku-Dlastase" the article
used by physicians tho world over for
"starch" Indigestion Is made from
So we u.e that part of the wheat
berry because It contains tho element
needed to develop the valuable dias
tase In manufacture. Good Postum Is
impossible without this part.
These self-appointed critics do make
some laughable blunders through Ig
norance, but bo patient.
Item 11 Is an Illustration of the
squirming and twisting of the sensa
tlonul writer delivering distorted mut
ter to his readers.
While on the witness stand Mr. Post
testified to his studies in Anatomy,
Physiology. Dietetics and Psychology.
all relating to tho preparation and
digestion of food. Asked to name au
thorities studied he mentioned six or
light from memory, and commented on
.1110 clinical experience covering sev
eral years In annual Journeys to Eu
rope. Now notleo the distortion. (Cop
from the printed criticism.)
"lie (Poet) pointed out a pile of
books In possession of his attorneys as
the vi ry one he had read."
(Notice, "the very ones he had
read." leading tho reader to believe
that they wero tho only ones.)
"Old you consult tlTo books from
these editions?" was asked.
"From those and various edltlonar"
Tho attorney "picked up book after
book from the pile und showed the title
pages to the Jury, all except two had
been published since 1105. "
This Is nn example of distortion and ,
false coloring to produce un unfavor-
able impression. ,
The facts are Mr. Post purposely In
troduced the latest editions that could
be obtained of prominent authorities to
prove by them the truth of his state
ments regarding appendicitis and tho
analysis of brain, also the latest con
clusions In regard to the action of the
digestive organs. These works are:
Human Physiology, by Raymond.
Physiological Chemistry, by Simon.
Digestive Glands, by Pawlow.
Hand Hook of Appendicitis, by Oehs-
Phyolologlcul Chemistry, by Hammar
sten. Iiioehemlc System of Medicine, by
The "Weekly" carefully eliminates
from Its printi d account testimony re
garding the years of research und
study by Mr. Post in lilting himself
for his work, and would bad the read
er of the distorted article to believe .
1i1.1t his education began since 1UU5. f
Distortion No. 12 reports Mr. l'ost us v
a "dodging witness." a V
Ills eye Is not of the shifty kind ob- A 1
served In tho head of one of his chief " J
critics. On tho witness stand Mr. l'ost
looks quietly but very steadily straight X
Into tho eyes of the haggling, twisting
lawyer, trying by all his art to ask;
double-barreled questions and bull
doze and confuse u witness.
The "dodging" it seems consisted of
replying, "1 don't know."
Opposing counsel holds a book In his
hand while he queries,
"I Wunt to know If there is a single
thing In your whole book here iu.it
suggests any particular kind of food."
Then followed some discussion between
W inn Mr. Post was allowed to re
ply, he said, "1 don't know until 1 read
the book over to see."
This book, It turns out, was written
by Mr. l'ost seventeen years ago and
probably lias not been read carefully
by him in the last ilftcen years. It
would require a remarkable memory to
instuntly say "yes" or "no" as to what
u book of 147 pages did or did not
contain, without reading it over, but
such conservative and well balanced
answers uro construed by sensation
seekers to be "dodging."
The attorney sought by every art to
Impress the Jury with the fact that
.Mr. Post's belief In tho power of Mind
In relation to the body branded him as
Unreliable and worse.
The following Is quoted from one of
(The lawyer reading from the book.)
"The writer of these pages desires
to say nothing of himself other than
as a simple Instrument through which
the Divine Principle chooses to mani
fest itself by precept und example.
"Skill in mental practice Is gained In
tho same way us skill In any depart- '
ment of science by observation, study,
experience and the ubllity to evolvo
"Head carefully, thoughtfully no
more than twenty pages dully. After
ward, seek an easy position where you
will hot be disturbed. Helax 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. Tho thoughts from
Divine Universal Mind come as winged
angels and endow you with a healing
power. If you go Into the silence hum
ble und trusting, you will come out en
riched and greatly strengthened In
body by contact even for 11 short time
with tho Father of all life and all pow
er. You will feel refreshed In every
way und food taken will digest read
ily as the stomach works smoothly
when under tho Influence of a Higher
"I ask you If you did not write that,
nnd If you did not believe It when you
. if a moment the Court Koom was in
Mr. Post slowly leaned forward over
the rail, pointed his linger at the Uty's K
face to emphasize his reply and with
eyes that caused those of thn Attorney
to drop ho said, "Yes, I nm proud to say I
libel and $500,000.00 is asked as damages, and may the right man win.
After all the smoke of legal battle blows away, the facts will stand out
clearly and never be forgotten that Postum, Grape-Nuts, and Post Toastiea
are perfectly pure, have done good honest service to humanity for years,
the testimonials are real and truthful and the business conducted on the
highest plane of commercial integrity.
"There's a Reason"
Postum Cereal Co., Ltd., Battle CrceK. Kicli.
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