 Wabash’ until 12:59 P.M. without batting an eyeball.”
“You sit out on the front porch at night with your host,” said the Chicago Tribune , “and as the cigars turn into ashes he tells you of the fortune that waits the man who can invent a near cigar, full of near tobacco, which will look like a cigar, and smoke like a cigar, and sell for ten cents like a cigar, but which will not be a cigar at all, but some pure, sweet, wholesome combination of non-injurious ingredients, having all the characteristics of a cigar, but none of its harmful and debilitating effects.
” ‘Make the tobacco,’ the man says, ‘just like we have made coffee and breadstuffs of all kinds, retaining the good qualities and striking out the bad. There’s a fortune for the man that can do it. Somebody in Battle Creek will do it some day. Sure thing. He’ll make his million out of it in two years’ time or less.’ ”
A few from among the many cereal names which flourished for a time during the exciting first decade of this century may be cited as representative of all. Cero-Fruito was wheat flakes sprayed with apple jelly. Tryabita was “peptonized and celery impregnated,” made a few miles out of town at Gull Lake, the only Battle Creek breakfast food to carry the union label. There was also Nutrita, Malta-Biscuit, My Food, and Orange Meat, a whole-wheat product despite its vibrant name. At the height of the mania, the Reverend D. D. Martin, a Methodist preacher, concocted the formula for Per-Fo and received $100,000 (in stock) for his recipe.
The Hygienic Food Company gave its flakes a maple flavor. They were known, not unnaturally, as MaplFlakes. Vestiges of the religious background of the pure food crusade appear in such names as Food of Eden, Golden Manna, and Elijah’s Manna, the original name of Post Toasties.
Of all who felt the urge to agitate “the food question” at a profit, the greater number proved to be inadequate in the areas of finance, of production, or of merchandising. One always turns back to C. W. Post as the man who knew the ropes. Mone