Brenham Banner. (Brenham, Tex.), Vol. 45, No. 3, Ed. 1 Thursday, January 19, 1911 Page: 2 of 8
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Some Suspicious Person
Enquired if we were "hiring" a certain "weekly" paper to abuse us.
■■■*«.■
Of course every time a spot light is turned on from any source
1t offers a splendid chance to talk about thfr 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
^e interested in the following;
*
Some time ago a disagreement arose with a "Weekly." They
endorsed our foods by letter, but wanted to change the form of
advertising, to which we objected.
The "Weekly" discontinued inserting our advertisements while
they were negotiating for some changes they wanted in the word-
ing and shape of the advertisements, and during this correspondence
our manager gave instructions to our Advertising Department to
quit advertising altogether in that "Weekly."
*
Quite a time after the advertising 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 harsh words.
Generally tiresome to the public.
" ,1 ■ '
That "Weekly" has attacked many prominent men and repu-
table manufacturers.
Our Company seems prominent enough for a sensational
writer to go after, hunt for 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 in our foods, or
dirt in the factories. After tireless spying about he summoned
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 purest,'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 kit-
chens that could stand the close spying at unexpected times and by
an enemy paid to find dirt cr 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 annual-
ly 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 criticized.
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 inspection. 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 coufine the dis-
cussion to the questions now at issue. /
Some Facts
Battle Creek, Michigan, December 30, 1910-
We the undersigned certify that never to. our knowledge 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 re-
ceive upwards of fifty thousand (50,000) genuine testimonial letters.
This company has never knowingly made nor permitted an
untruthful statement regarding its products or its methods.
M. K. HOWE, Treasurer. (With Company about 14 years )
L. J. LAMSON, Inspector of Advts. (With Company about 9K years.)
F. C. GRANDIN, Advertising Manager. (With Company about 13 years,)
R. M. STERRETT, M. D., Physician in charge of Scientific Dep't.
(With Company about 4 J a years.)
CHESTON SYER, Advt. Writer. (With Company about 3 years.)
CHARLES W. GREEN, Advt. Writer. (With Company about 5 year*.),
* * ♦
HARRY E. BURT, General Sup't. (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.)
Distortion No. 1 stated that we have
teen accustomed to advertise Grape-N uts
and Postum as "cure-alls for everything.
It has never been the policy of this
Company to advertise Grape-Nuts or Pos-
tern to cure anything.
We say that in cases -where coffee disa-
grees and is causing sickness its dismissal
will remove the cause of the trouble, and
we suggest the use of Postum for the
reason thfit it furnishes a hot palatable
morning beverage, and contains natural
elements from the grain whioh can be
used by nature to assist in rebuilding
nerve centers that coffee may have broken
down.
Likewise Gr&pe-Nnts food does not
cure anything, but it does assist nature
tremendously in rebuilding, provided the
undigestiblr food that has been used is
discontinued and Grape-Nuts taken in its
place.
Charge No. 2 states that the passage
of the National Food k Drugs Act com-
pelled us to drop from the packages some
assertion? regarding the nutritive value
of Grape-Nuts,
We "have"' never been ""compelled-" to
make anvchange.
Since the beginning -it. has been a univer-
sal rule to print clearly on every package
exactly what the contents are made of--
Before the passage of the Pure Food
X«aw the packages stated that Grape-Nate
food was, made of wheat and r-^rler.
We did not esteem the small amount
of salt and yeast as of value enough to
epeak of, but after the new Law came
in we became as technical as the offi-
cials at Washington and added the words
"veast" and "sfilt." althouahi we have
to recollection of being asked to,
We believed that . 'our statement that
Grape-Nuts will supply elements to nour-
ish the brain arid nerve centers is true
tind bring authorities to support the fapt.
Some state chemists believed this a
cross exaggeration and inasmuch as the
Food Dept. at Washington could easily
harass grocers, pending trial on the
disputed question, we concluded that
much, the better war would be to elim-
inate* from our packages such claims,
however certain we may tie that the
claims are true.
Another statement objected to read as
follows:
"The svstem •"'ill absorb a greater
•mount of nourishment from one pound
of Grape-Nuts than from ten pounds of
meat, wheat, oats, or bread."
Some Department chemists deceive
themselves as well as the pubKc.
"Caloried" is the' Word which defines a
tmit 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
percentage of different, kinds of food.
Butter shows 8.60; Grape-Ntots 3.96;
Biilk 0.70. Remember the statement cm
the package spoke of the nourishment the
iTstwi would hlisofb. but did not sp«ak of
the calories of beat 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 cheftiists would have
the public believe so.
As an illustration: Attempt to feed a
man sixty days on butter alone, with its
8.90 calories. The man would die be-
fore the experiment had run sixty days. ■
Then, take Grape-Nuts with 3:96 and
milk with 0.70,—the two combined equal
4 66- about one-half the number of calo-
ries contained in butter, The man fed for
sixty dsvs on this food would be well
aourished, and could live not only sixty_
days, but six months on that food alone,
and we do not hesitate to say from our
long knowledge of the sustaining power
of tha food that a man at the end "of
sixty days would be of practically the
same weight 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
tiisue 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
life.
Therefore, we have reason to believe
that our contention is right, that con-
centrated food like Grape-Nuts, which
is partly digested and ready for easy as-
similation by the body, presents more
nourishment that the system will ah-.
pnrb than many other forms of food, and
we trill further say that in cases of diges-
tive troubles where meat, white bread
and oats cannot be digested, that Grape-
Nuts and milk contain more nourish-
ment that the system will absorb than
mapy pounds of these other foods.
Distortion No. 3 charges that our tes-
timonials were practically all paid for
and re-written in Battle 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 cfn demand
of enemies. ^
Testimony at the trial brought out the
fact that we never ..printed a single testi-
j jnonial that we did not have the genuine
.ctter back of. Many of these letters
I came spontaneously. A record was kept
I of 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
j by following our suggestions on food
I and beverages.
! .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
SI .00 prizes, one hundred ?2.00, twenty
of $5.00 and five of 810.Q0 each.—sting
that e^rh mu°t be an honest letter with
name and addresa. We agreed not to pub-
, Jish names, but to furnish them to en-
! quirers by letter. These letter writers
} very generally answered those who wrote
I to them, and verified the truth .of the
statements.
Under this agreement not to publish
names literally scores of letters nmra
from doctors. We kept our word and
neither printed their names or surren-
dered the'letters.
Ripht here notice an "imitation spasm."
The "Weekly" save: "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 in
1907, etc.," (then follows our prize com-
petition),
. We used nearly all of the papers and
magazines in New York and the rest of
America, but, the sensational writer gives
the impression to his readers that the
only magazine we used was one "who?e
editor is now in the Federal Penitentiary,"
etc.. something that we know nothing
of the truth of now. and never did.
Ppaee 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 to have furnished an op-
portunity for a designing writer to de-
ceive his readers.
We look upon honest human testimony
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-
sands of dollars.
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 reader^ this matter of testimonials.
Distortion No. 4. This is a bad one.
It reads as follows: "The only famous
physician vchose name was signed to a
testimonial Was produced in Court by
Colliers and turned out to be a poor old
brokendown homeopath, who is now work-
ing in a printing establishment.. He re-
ceived ton dollars ($10.00) for writing his
testimonial."
We will wager ten thousand dollars
'S10.000 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
nof 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 thet time when we employed
physicians in onr own business, we oc-
casionally employed a doctor to write
an article on coffee always insisting that
the article be an henest expression of his
opinion and research.
The 'Weekly" hunted lip this physician,
and because he seemed to be poor, and
as it says, "brokendown," had him
brought to Court to be exposed before a
jury-as the "only physician that had ever
endorseds Grape-Nuts." but much to the
chagrin of the "Weeklv " when- our attor-
neys asked him if the article he wrote
about coffee was true he replied, "yes."
Statement No. 5 reads: "The health
officers of Mich., Maine, Penn., New
Hamp.. and other states in their official
bulletins have for vears been denouncing
as preposterous and fraudulent the claims
made by the Postum Cereal Companv."
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 Offi-
cials are always correct, but that con-
clusion is not borne out by facts.
As an illustration: About thirteen years
aco the Dairy and Food Commission of
Michigan for some personal reason printed
a severe criticism on us for making Pos-
tum of Barlev (according to his official
chemist i at market price and selling too
high. He was shown there was never a
grain of barley used in Postum. His re-
port, fras false and misleading. The gov-
ernor dismissed him.
We believe that most of the state
officials are honest, and on the other
hand we are firmly convinced that some
of their conclusions cannot be substan-
tiated by facts in scientific research.
Jhey 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 tney would
harass grocers.
Spasm No. 6 says: "The most dan-
gerous thing in the world for one threat-
ened with appendicitis is to eat any food
"•^atever. Notwithstanding he knew that
iger, C. W. Post advertised Grapi
at fifteen cents a package for thi
Grape-Nuts
iose so
threatened."
This is intended to muddle the reader
into believing that we put out Grape-Nuts
as a cure for appendicitis.
Mr. Post, himself, has had probably as
wide experience as any other man in
America in the'frtudy and observation of
food as related to the digestive organs,
and we prtK'ed in Court by the physicians
and surgeons on the witness stand that
the predominating cause of appendicitis
is undigested food, and that it is neces-
sary, to quit eating food, and when the
body requires food again, use a pre-di-
gested food, or at least one easy of diges-
tion.
Dr. Ochsner in his work on appendicitis
refers directly to the urfe of the well-
known pre-digested foods that can be
obtained on tne 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 to
by the weekly) is not known by us to
have any relation to the question.
Our edvice to stop using indigestible
food in bowel troubles and to use Grape-
Ntits food has been a great blessing to
tens of thousands of people, and we hope
will continue to bless a good many more
in the succeeding years.
No. 7 is a live wire. It refers to C. W.
Post and his studies and experience in
"Suggestive Therapeutics," or "Mental
Healing" which further lead to a most
careful and systematic study of the ef-
fect of-the mind on the digestive and oth-
er 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 both
from the material as well as the mental
side of the question.
For about eight years previous to 1891
he was an invalid. In that year, after
being under the care of several well-
known physicians, he was quickly healed,
by what to him was a curious and not
well-understood method. Sufficient to sav
he been me a Well man, weighing about 185
pounds.
This experience challenged his investi-
gation into causes of disease and their
amelioration. Those studies and experi-
ences developed a very profound rever-
ence for a Supreme Power which directly
operates upon the human being, and this
reverence for the Infinite became to him
a form of religion which included honesty
of purpose towards his fellow-man. A
statement which will be indorsed by every-
one 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 magazines
in due time. We suggest the reader look
for it.
> 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 number* of newspa-
per men use* "our products.
They are capable of telling the publio
whether or not we "bribe" them.
It may have escaped notice that wo
did not "bribe" that particular weekly.
No. 9 states that the amount of the
verdict will "be devoted by the 'weekly'
to expo°inf 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.
Item 10 is a "discovery" that wheat
bran is a part of Postum.
But the criticism neglected to mention
that for years every Postum paokage an-
nounced in plain type that the outer cov-
ering of wheat (bran), wade part of the
beverage.
They ignorantly fell into a trap here,
not knowing enough of food value to know
that Taka-IJiastase" 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 squirm-
ing and twisting of the sensational writer
delivering distorted matter to his read-
ers.
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 criticism.)
"He (Post) pointed out a pile of books
in possession of his attorneys as the very
ones he had read."
(Notice,—"the very ones he had read,"
]eading_ the reader to believe thr.t they
were the only ones.)
"Did you consult the books from these
editions?" was asked.
"From those and various editions." an-
swered Post.
Tlie attorney "picked up book after
book from the pile and showed the title
pages to the juir,—all except two had
been published since 1905."
This is an example of distortion and
false coloring to produce an unfavorable
impression.
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-
arding appendicitis and the analysis of
irain, also the latest conclusions in re-
ard to the action of the digestive organs.
eBe works are:
Human Physiology, by Raymond.
Physiological Chemistry, by Simon.
Digestive Glands, by Pawlow.
Hand Book of Appendicitis, by Ochs-
K
Physiological Chemistry, by Hammai*
sten.
Biochemic System of Medicine, by
Carey.
The "Weekly" carefully eliminates from
its printed account testimony regarding
the years of research and study by Mr.
Post in fitting himself for his work, and
would lead the reader of the distorted
article to believe that his education
began since 1905.
Distortion No. 12 reports Mr. Post a»
a "dodging witness."
His eye is not of the shifty kind ob-
served in the - head of one of his chief
critics. On the witness stand Mr. Post
looks quietly but very Bteadily straight in-
to the eyes of the haggling, twisting law
yer, trying by all his art to ask double-
harreled questions and bull-doze and con-
fuse a witness.
The "dodging" it seeftis consisted of
replying, "I don't know."
Opposing counsel holds a book in his
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." Then
followed some , discussion between atto*»
ncys.
When Mr. Post was allowed to reply,
he said, "I don't know until I read the
book over to see."
This book, it turns out, was written by
Mr. Post seventeen years ago and prob-
ably has not been read carefully by him
in the last fifteen years. It would require
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
impress 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 question's:—
(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 Di-
vine-Principle chooses to manifest itself
by precept and example.
"Skill in mental practice is gained in
the same way as skill in any department-
of science—by observation, study,
' \
r<r
B
il
1
lit
expe-
ability to evolve eonccfc
rience and the
conclusions.
"Read carefully, thoughtfully no more
than twenty pages daily. Afterward seek ,
an easy position where you will not
disturbed. Relax every muscle. Clos
your eyes, and go into the silence where
mind is plastic to the breathy* of spirit
and where God talks to the fcon. The I
thoughts from Divine Universal Mind
come as winged angels and endow yc
with a healing power. If you go into
silence humble and trusting, you will cor
out enriched and greatly strengthened
body by contact even for a short tin
with the Father of all life and all power
You will feel refreshed in every way
food taken will digest readily as th
stomach works smoothly when under th^
influence of a Higher Power."
"T rsk yon if you did. not write thati
and if you did not believe it wlien yon
wrote it."
For a moment the Court Room was
absolute silence. ,
Mr. Post slowly leaned forward
the rail, pointed his finger at the Atty
face to emphasize his reply and with
that caused those of the Attorney to dr
he said, "Yes, I am proud to say I did..
iS&ki:
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 Tribunals.
Our suits against the "weekly" have not yet been tried. They are for 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
clearly and never be forgotten that Postum, Grape Nuts, and Post Toasties m
perfectly pure, have done good honest service to humanity for years, the test
monials are real and truthful and the business conducted on the highest plant
of commercial integrity. /
"There's a Reason'
Postum Cereal Co., Ltd., Battle Creek, Mi
' / •■■■
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Rankin, John G. Brenham Banner. (Brenham, Tex.), Vol. 45, No. 3, Ed. 1 Thursday, January 19, 1911, newspaper, January 19, 1911; Brenham, Texas. (https://texashistory.unt.edu/ark:/67531/metapth482630/m1/2/: accessed July 8, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Abilene Library Consortium.