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Show I Some Suspicious Persons J ; Enquired if we were "hiring" a certain "weekly" paper to abuse us. I iOf course every time a spot light is turned on from any source it offers a splendid chance to talk about the merit3 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 follo 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 we objected. The "Weekly" discontinued inserting our advertisements advertise-ments while they were negotiating for some changes they wanted in the wording and shape of the advertisements, 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 harsh words. Generally tiresome to the public. That "Weekly" has attacked many prominent men and reputable manufacturers, j Our Company seems prominent enough for a sensa- s tionol 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 Dlntortlnn No. 1 stated that we liavo boon uccustomcd to udvortlao Qrapo-Nuts Qrapo-Nuts and Postum ns "euro-alls for everything." ev-erything." It has never been tlio policy of this Company to advertise Qrapu-Nuts or Postum to euro anything. fVo say tnul in cases whero coftcv disagrees and Is causing sldkncss its dismissal will romovo tho causa of the trouble, and wo suggest the uso of l'oatum l'oa-tum for tho reason that It furnishes a hot palatablo morning beverage, anil contains natural elements from tho grain which can bo used by naturo to assist In rebuilding norvc centers that colfco may have broken down. Llkowlsc Grape-Nuts 'food does not euro anything, but It docs'assist naturo tremendously In rebuilding, provided tho uudigestlblo food thai has bowi used Is discontinued and Grapo-Nuis takon In Its place. Charge No. 2 states that tho passngo of tho National Pood & Drugs Act compelled com-pelled us to drop from tho package some assertions regarding tho nutritive nutri-tive value of Urape-Nuts. ' Wo have novor been "compelled" to make any change. Slnco tho beginning it has been a , universal rule to print clearly on every packago exactly what tho contents are mado of. lietoro tho passage of tho Pure Food Law tho packages stated that Grapo-Nuts Grapo-Nuts food was made of wheat and Imr-loy. Imr-loy. Wo did not esteem tho small amount of salt and yeast as of value enough to speak of, but at tor tho new Law cutno In wo bccaifto as technical as tho oill-cials oill-cials at Washington and added tho words "yeast" and "salt," although wo have no recollection of being asked to. Wo believed that our statemont that Grapo-Nuts will supply elements to nourish tho brain nnd nervo centers Is truo and bring authorities to support tho fact. Some stato chemists believed this a gross exaggeration and Inasmuch as tho Food Dept. at Washington could easily harass grocers, pending a trial on tho disputed quoslion, wo concluded that much tho better way would bo to ni eliminate from our packages such ' Si- claims, however certain wo may bo that V tito claims aro truo. IK - Another statemont objected to read Mt as follows: R "Tito system will absorb a greater Mi amount of nourishment from ono pound K of Urape-Nuts than from ten pounds of M meat, wheat, oats, or bread." ;M , Bomo Department chomlsts decolvo lJC thomsclvos as well as tho public, IK "Calorlo" la tho word which defines a i unit of boat determined by tho amount necessary to raise ono kilogram of wa-. wa-. tor ono degreo centigrade. On this , basts a table of calorios Is prepared showing the percentage of different kinds of food. Butter shows 8. GO; Grapo-Nuts 3.90; milk, 0.70. Itomombor tho statemont on tho package spoko of tho nourishment tho Bystoin wnulil absorb, ab-sorb, but did not speak of tho calories of heat contained in it, for tho heat is not nourishment, and tho nourishment cannot bo Judged by tho number of heat units, notwithstanding tho fact that certain chemists would have tho public believe so. As an illustration: Attompt to feed a man sixty days on buttor alone, with Us 8.00 calorics. Tho man would dlo before the experiment had run sixty days. Then tako Grapo-Nuts with 3.00 and milk with 0.70, tho two combined equal 4.G6 about ono-halt the number of calories contained In butter. The man fod for sixty days on this food would Abo well nourished, and could llvo not only sixty days, but six months on that food alone, and wo do not hesitate to say from our long knowledge of tho sustaining power of tho food that a man at tho end of sixty days would bo of practically tho same weight as when flio started, If ho bo a man of normal weight. i Wo will supposo thnt from his work lio lost a pound a dayB.nd mado up a pound each day from food. If that promlso proved to bo truo tho man In sixty days' time would make sixty I' pounds of tlssuo to rcplaco what had boon lost, and this would bo dono on arapo-Nuts nnd milk with half tho number of calorios 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 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 kitchens that 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 they1 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 inspection. 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 havo reason to bellevo that our contention Is right that concentrated con-centrated food llko .Grape-Nuts, which Is partly digested and ready for easy assimilation by tho bffdy presents more nourishment thattho Bysteniwlll absorb ab-sorb than many other" forms of food) una wo will further say that In cases of digostivo troubles whero meat, whlto bread nnd oats cannot bo digested, that Grapo-Nuts and milk contain moro nourishment that tho system will absorb ab-sorb than many pounds of theso other foods. Dlntorllon No. 3 charges that our testimonials tes-timonials were practically all paid for und re-written in Iiattlo Creek. These testimonials wero demandod by tho opposing lawyers. Naturally this demand wns refused, for thoy arc held in vaults nnd kept safe to provo tho truth, and nro not to bo delivered up on demand of enemies. Testimony at the trial brought out tho fact that wo nover printed a single testimonial that wo did not havo tho r.cniilno letter back of. Many of theso letters camo spontaneously. A record was kept of twclvo hundred nnd four (1204) lottcrs received in ono month from peoplo who wroto that they had either entirely recovered their health or been benefited by following our suggestions sug-gestions on food and bovcrages. On threo or four occasions In tho pnst ten or twclvo years wo printed roadcast in papers offers of prizes to users of Postum and Grape-Nuts. two hundred $1.00 prizes, ono hundred $2.00. twenty of $5.00. and llvo of $10.00 each, stating that each mu st b oa n. hon est letter with n.anio and address. Wo agreed not to publish names, Slut to furnish thorn to enquirers by letter. Thoso letter writers very generally answered an-swered those who wroto to thorn, and verified tho trutli of tho statements. Under this agreement not to publish names literally scores of letters came from doctors. Wo kept our word ami noltlior'prlntrd their names or surrendered surren-dered tho letters. Right hero nottco nn "Imitation spasm." Tho "Weekly" says "Post got thoso testimonials by advertising for tljem. In Now York ho used for that purposo tho Now York Magazlno of whoso editor Is now in tho Fodoral Penitentiary for fraudulent uso of tho mails. ,For example Post announced In that magazlno in 1907, etc.." (then follows fol-lows our nrlzo competition). Wo usou nearly ail of tho papers nnd magazines in New York nndtho rest of America, but 0713 sensational writer gives tho Impression to his readers that tho only magazlno wo used was ono "whoso editor is now In tho Federal Ponltontlary," etc., somothlng that wo know nothing of tho trutli of now, and nover did. Bpaco was bought In tho magazlno spoken of on a business basis ba-sis for tho reason that It wont to a good class of readers. Tho Incident seems to havo furnished an opportunity opportun-ity for a designing wrltor to dccelvo ills rcadors. Wo look upon honest human testimony testi-mony from men and women ns to tho means by which thoy rocovored health as of tremendous vnluo to thoso in senrch of It. Our business has been conducted from tho very llrst day upon up-on linos of strict integrity and wo novor nov-or yot havo published a falso testimonial testi-monial of human oxporlanco. Many of theso lottcrs covered , numerous sheets; somo. if printed, would spread ovor half n pago of nowspapor. If wo would attompt to print ono such letter in every ev-ery ono of tho thousands of papers and magazines wo uso. tho cost for printing print-ing that ono letter would run into mn n y t housnnds ofd ol la rs, Wo boll down theso lottors exactly as a nowspapor wrltor bolls his nows. sticking sacredly to tho Important facts nnd ollminatln.'? details about tho family and other unimportant matters. This work of boiling down, or editing, Is donoMionestly, and with a full knowledge knowl-edge of our responsibility, but notlro tho nrt of tho "twlstor" In tho way ho presents to his readers this matter of testimonials. DlxtorMon No. !. This Is n bad ono. It rends ns follows: "Tho only famous fam-ous physician whoso rinmo was signed to a testimonial was produced in Court by Colliers nnd turned out to bo a poor old broknndown homeopath, who- Is now working in a printing establishment. establish-ment. Ho received ten dollars ($10.00) for writing his testimonial." Wo will wager ten thousand dollars ($10,000.00) with any Investigator that wo havo, subject to Inspection of any fair committee, upwards of threo hundred hun-dred (300) communications from physicians, phy-sicians, many of them expressing tho highest commendation of our products, but thoso will not now or over bo turned turn-ed ovor to tho publisher for his use. Notice tho statement in this charge: "Tho only famous physician whoso namo was signed to l'oatum testimonial, testimon-ial, etc." Tho truth Is, this Dr. Underwood was ono of a groat many physicians who have not only written commendatory words nbout tho value of our foods, but every now nnd then somo . physician writes an article on coffco or on food, and sends It to us with a suggestion of compensation for his time and medical knowledge. Previous to tho tlmo when wo employed physicians in our own business, wo occasionally employed a doctor to write an article on coffco, always al-ways insisting that tho article bo an honest expression of his opinion and research. Tho "Weekly" hunted up this physl-clan, physl-clan, and becauso ho seemed to bo poor, nnd ns It says, "brokendown," had him brought to Court to bo exposed before n Jury ns thu "only physician that had over endorsed Grapo-Nuts," but much to tho chngrln of tho "Weekly," when our attorneys naked him If tho nrtlclo ho wroto about coffco was truo ho replied, re-plied, "yes." Statement No. fi reads: "Tho health ofllccrs of Mich., Maine, Ponn., Now Ilamn., and othor states in their olll-clal olll-clal bulletins havo for years beon denouncing de-nouncing as preposterous and fraudulent fraudu-lent tho claims mado by tho Postum Cereal Company." Wo do not recall any criticism except from Mich., Penn., Malno and 8. Dakota. Tho nverago reader might think that tho opinions exprossed by tho Stato Of-llclals Of-llclals aro always correct, but that conclusion Is not homo out by facts. As an Illustration: About thirteen years ago tho Dairy and Food Commission Commis-sion of Michigan for somo personal reason printed a sovoro criticism on U3 for making Postum of rwrlov (according (accord-ing to his ofllclul chemist; ut market prlco and selling too high. Ho was shown thero wns novor n grain of bar-'ev bar-'ev used in Postum Ills report wns and misleading. Tho governor dismissed him. Wo bellevo that most of tl(o stato oinclals nro honest, und on the othor hand wo are firmly convinced that some of their conclusions cannot bo substantiated sub-stantiated by facts In Hclontillo research. re-search. Thoy novor crttlclzo tho purity of our foods, for ho much wo aro thankful. If our conclusions In regard to its bo-ing bo-ing a brain food differ from theirs, nnd wo nro both honest, they havo rather tho advantage, becauso under tho law they can order us to eliminate from tho package any statemont If it disagrees with tholr opinion. Otherwise they would harass grocers. NliiiHiii N. u Ntiynt "Tho most dangerous dan-gerous thing In tho world for ono threatened with appendicitis Is to oat nny food whntovor. Notwithstanding ho knew that danger, C. W. Post advertised ad-vertised Qrapo-Nuts ut llfteon cents n pnekago for thoso ho threatened." This is lntonded to muddle tho rond-er rond-er Lnto believing that wo put out Grapo-Nuts as a euro for appendicitis. 4 Mr. Post, himself, lms had probably as wldo experience nn any othor man in America in tho study and observation of food ns related to tho dlgestivo organs, or-gans, nnd wo proved In Court by tho physicians nnd surgeons on tho witness stand that tho predominating cnuso of nppcndleitls is, undigested food, and that it is necessary to quit eating food, nnd when tho body requires food again, uso a pro-digested food, or at least ono oasy of dlgostlon. Dr. Ochsnor In his work on nppondl-cltls nppondl-cltls refers directly to tho uso of tho well-known pro-digested foods that rnn bo obtained on tho markot. Ho also brought nut tho Interesting fact that In "after treatment" It Is advantageous advan-tageous to take on n pre-digested food. Tho prlco of tho pnekago (reforrod to by tho weekly) Is not known by us to havo any rolatlon to tho question, Our ndvlco to stop using Indigestible food In bowel troubles nnd to uso arnpo-Nuts food hns been a grcnt blessing to tens of thousands of pooplc, and wo hopo 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 I you are right. . In the case lately tried, an appeal has been taken to the higher courts. IWe .have unbounded faith in the ultimate decision of our American Tribunals. . ;, O-r suits against the "weekly" have not yet been tried. They are for Some Facts I Battle Creek, Michigan, December 30, 1910. , B We the undersigned certify that never to our know- Bt ledge has a testimonial letter been printed by the Postum m Cereal Co., Ltd., which did not have behind it a genuine letter signed, and believed to be an honest statement To the be.st of our knowledge and belief the Company has received upwards of fifty thousand (50,000) genuine . testimonial letters. I This Company has never knowingly made nor per- Jl mitted an untruthful statement regarding its products i or its methods. M. K. HOWE, Treasurer (With Company about H . .ars.) L. J. LAMSON, Inspector of Advts. (With Company about q4 jcarv) F. C. GRANDIN, Advertising Manager (With Company about 13 years.) R. M. STERRETT, M. D., Physician in charge of Scientific Department. (With Company about years.) CHESTON SYER, Advt. Writer (With Company about 3 years.) CHARLES W, GREEN, Advt. Writer 1 (With Company about 5 years.) HARRY E. BURT, General Sup't. j (With Company about 13 years.) -j H. C HAWK, Assistant to Chairman t (With Company about 7 years.) .' C W. POST, Chairman (With Company 16 years, from tho beginning.) 1 good many moro In tho succeeding years. . No. 7 is a llvo wire. It refers to C. W. Post and his studies and experlenco In "Suggestlvo Thcrupeutlcs" or "Mental "Men-tal Healing" which further lead to a most careful and systematic study of tho effect of tho mind on tho dlgestivo und other organs of tho body. Ho attendod clinics In Europo and fitted himself for u future career In which ho has becomo known as ono of tho food experts of the world, fitted to Judgo both from tho matorlal as well as tho mental sldo of thu question. For ubout eight yoars previous to 1801 ho was an invalid. In that year, after sing under tho caro of several well-kntvkvn physicians, ho was quickly healed, by what to him was a curious and not well-understood method. Sulll-clcnt Sulll-clcnt to sny ho becamo a well man, weighing about 185 pounds. This experlenco challenged his investigation in-vestigation Into causes of dlseaso nnd their amelioration. Thoso studies and oxporlences developed a very profound rovcrenco for n Supremo Power which directly operates upon tho human being, be-ing, and this reverence fur tho lnllnlto becamo to him a form of'rellglon which Included honesty of purpose towards his fellow-man. A statemont which will bo Indorsed by overyono who knows him closely. Ho will mnko a public announcement In detail of theso facts, and tho Postum Compnny will causo that statement to bo published In nowspnporn and magazines maga-zines in duo timo. Wo suggest tho reader look for it. Prevarication No. 8. "Post spends nearly a million a year in advertising and relics on that to keep out of tho nowspapers tho dangerous naturo of tho fraud ho Is perpetrating on tho public." Tho Postum Company does pay out upwards of a million n year for trado announcements. Newspaper men believe be-lieve our statements truthful or thoy would not print thorn. Largo numbers of nowspapor men uso our products. Thoy nro cnpahlo of tolling tho pub-llo pub-llo whether or not we "brlbo" them. It may hnvo escaped notice that wo did not "brlbo" that particular weekly. week-ly. No. 0 states that tho amount of tho verdict will "bo devoted by tho 'weekly' 'week-ly' to exposing fraud." This is almost real humor. Wo have two suits ponding against tho "weekly." totnl. $500,000.00. Wo haven't "dovotcd" tho sum to any particular purposo yet. Item 10 Is a "dlscovory" that wheat bran Is a part of Postum. Hut tho criticism neglected to mention men-tion that for yoars every Postum pack-ago pack-ago announced In plain typo that tho outer covering of wheat (bran), mado part of tho bovorago. They ignorantly fell into a trap horo. not knowing enough of food valuo to knoNV that "Taka-Dlastaso" tho article used by physicians tho world over for "starch" indigestion is mado from "wheat bran." So wo use that part of tho wheat berry becauso It contains tho element needed to dovolop tho valuable dlas-taso dlas-taso In manufacture. Good Postum Is impossible without this pnrt. Thoso solf-appolntod critics do make Homo laughable blunders through ignorance, ig-norance, but bo patient. Item ii Is nn Illustration of the squirming and twisting of tho sensational sensa-tional writer delivering distorted mat-tor mat-tor to his readers. Whllo on tho witness stand Mr, Post tcstillcd to ills studies in Anatomy, Physiology, Dietetics nnd Psychology, all relating to tho preparation and digestion of food. Asked to nnmo authorities au-thorities studied ho mentioned six or eight from momory, nnd commented on somo clinical experlenco covorlng several sev-eral years In annual Journeys to Ku-ropo. Ku-ropo. Now notlco tho distortion. (Copy from tho printed criticism.) "He (Post) pointed out a pile of books In possession of his attorneys as tho very ones ho had read." (Notlco, "tho vory ones ho had read," leading tho reador to bellevo that thoy wore tho only ones.) "Did you consult tub books from theso editions?" was asked. "From thoso and various editions' J answered Post. Tho nttornoy "picked up book nfter ( book from tho pile and showed tho titlo pages to tho Jury, all except two had been published since 1905." This Is nn oxnmplo of distortion nnd l falso coloring to produce an unfavor- IM able Impression. Tho facts aro Mr. Post purposely in- W trodueed tho latest editions that could j bo obtained of prominent authorities to 1 provo by thorn tho truth of his stato- I monts regarding appendicitis und tho I analysis of brain, also tho latest con- 1 elusions In regard to tho action of tho 1 digestive organs. Theso works are: Human Physiology, by Raymond. I Physiological Chemistry, by Simon. fl Dlgestivo Glands, by Pawlow. K Hand Book of Appendicitis, by Ochs- B nor. Physiological Chemistry, by Hammar- H stcn. Iilochomlo System' of Medicine, by Caroy. H Tho "Weekly" carefully eliminates U from its printed account testimony ro- gurdlng tho years of research and study by Mr. Post In htting himself for ills work, and would lead tho read- cr of tho distorted article to boliovo BjL that his education began slnco l'JOS. f JH Distortion No. 12 reports Mr. 1'oat as vVv a "dodging witness." IIAl't I Ills cyo is not of tho shifty kind ob- fiVl served In tho head of ono of his chief v. 1 il! critics. On tho witness stand Mr. Post l looks quietly but very steadily straight VJi into tho eyes of tho haggling, twisting lawyer, trying by all his art to ask double-barreled questions and bulldoze bull-doze and confuso u witness. Tho "dodging" it seems consisted of replying, "1 don't know." Opposing counsol holds n book in his hand while ho queries, "I want to know If thero Is a slnglo tiling In your whole book hero that suggests any particular kind of food." Then followed somo discussion between attorneys. When Mr. Post was allowed to reply, re-ply, he said, "I don't know until I read the book over to see." This book, it turns out, was written by Mr. Post sovontcon years ago and probably has not beon read carofully by him in tho last llfteon years. It would rcqulro a remarkable momory 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 aro construed by sensation seekers to bo "dodging." Tho attorney sought by every art to Impress tho Jury with tho fact that Mr. Post's belief in tho powor of Mind in relation to tho body branded him aa unreliable and worse, Tho following is quoted from ono of tho questions: (Tho lawyer reading from tho book.) "Tho writer of thoso pages desires to say nothing of himself other than ns a slmplo Instrument through which tho Dlvino Princlplo chooses to manifest mani-fest Itself by precept and oxnmplo. "Skill in mental practlco is gained in tho same way as skill In nny depart- ' ment of science by observation, study, experlenco and tho ability to ovolvo correct conclusions. "Ilend cnrofully, thoughtfully no moro than twenty pages daily. Afterward, After-ward, seek an easy position whero you will not bo disturbed. Relax every muscle. Closo your eyes und go Into tho sllenco whero mind Is plastic to tho brenthlngs of spirit and whero Ood talks to tho Son. Tho thoughts from Dlvino Universal Mind como as winged angels und endow you with a healing power. If you go Into tho sllenco humble hum-ble and trusting, you will como out enriched en-riched nnd greatly strengthened In body by contact oven for a short tlmo with tho Father of all llfo and all power. pow-er. Tou will fool refreshed In every way and food taken will digest rend-Ily rend-Ily as tho stomach works smoothly when undor tho inlluonco of n Higher Power." "I aslc you if you did not wrlto that, and If you did not hoUeyo It when you wroto it." 1 r a moment tho Court Room was In absoluto sllenco. Mr. Post slowly leaned forwnrd over tho rail, pointed his llngor at tho Atty'a fnco to omphnslzo his reply and with eyes thnt caused thoso of tho Attorney "lll to drop ho said, "Yes, I am proud to say I did," " 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 Toasties are perfectly pure, have done good honest service to humanity for years, the testimonials are real and truthful and the business conducted on tho highest plane of commercial integrity. "There's a Reason" Postum Cereal Co., Ltd., Battle CrcelX. 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