a campaign for Minute Brew, the Doctor’s current enthusiasm, but Kellogg turned him down flat. From then on Post scoffed at the sanitarium, and Kellogg was ever after to believe that Charlie Post had stolen his ideas.
Broad-shouldered, slender, courteous, and slow of speech, with a cordial handshake, Post was a commanding figure. He had dash and faith in himself and a bulldog determination. With one helper he started the first commercial batch of Postum Cereal Food Coffee—they hoped it would be commercial—on January 1, 1895. Postum was joined later by Grape-Nuts and Post Toasties. Finally, Post rounded out his creations with Instant Postum. As an early and massive user of national advertising, Post put a “halo” around Postum, using a powerful brand of farmer English: “If coffee don’t agree—use Postum.” Within less than a decade the Postum plant became a spectacular White City of wooden factory buildings painted white with green trim, recalling to thousands happy memories of their visit to the White City of the Columbian Exposition at Chicago in 1893. Post gathered up all the bubbly forces which had been working in Battle Creek for a generation, some elements of religion, and certain aspects of vegetarianism, Right Living, hydropathy, and Christian Science; he dropped the altruism overboard and turned the health movement into an attractive businessman’s risk.