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N.: Som Enquired Of course every time a spot light ft offers a splendid chance to talk aboi but 'pon honor now, we are not hiring The generafreader seldom cares rr A few may have read lately some be interested in the following: Some time ago a disagreement a1 endorsed our foods by letter, but w advertising, to which we objected. The "Weekly" discontinued insei they were negotiating for some chang ing and shape of the advertisements, 4 Our manger gave instructions. to ou quit advertising altogether in that "A Quite a time after the advertisini attack came. We replied in newspai -Then came libel suits from both Generally tiresome to the pubh That "Weekly" has attacked ma table nanufacturers. Our Company seems promine writer to go after, hunt for some littl twist and present it to the public und Distortion No. I stated that we have been accustomed to advertise Grape-Nuts and'Postum as "cure-alls for everything." , hias never been the policy of this Company to advertise Grape-Nuts or Pos tun to cure anything. Weisay that in cases where coffee disa greeand:is causing sickness its dismissal il paove. the cause of the trouble, and w -uggest the use of Postum for the resson that it furnishes a hot palatable aerning beverage, and contains natural ekaments from the grain which can be usedo.by nature to assist in rebuilding serve centers that coffee may have broken down. Likewise Grape-Nuts food does not anything, but it does assist nature douly in rebuilding, provided the -'undigesi-A food that has been used is discntiuedand Grape-Nuts taken in its -Charge No. 2 states that the passage ef the National Food & Drugs Act comn spelled us to drop from the packages some essertions regarding the nutritive value -ef Grape-Nuts. We Eav xiever lieen "compelled" to - ake any ebange. Since the beginning it has been a univer sal rule to print clearly on every package ~actly what the contents are made of. Before the passage of the Pure Food law the packages stated that Grape-Nuts food was made of wheat and barley. We did not esteem the' small amount of malt and yeast as of value enough to speak of, but after the new Law came in we became as technical as the offi Ilm at Washington and, added the words *yeast" and "salt," although we have ao recollection of being asked to. We 'believed that our statement that Gra Upe-Nuta will supply elements to nour Ish the brain and nerve centers is true mnd'bring authojities to support the fact. Some state chemists believed this a grmexaggeration and inasmuch as the YodDept. at Washington could easily haasgrocers, peAing a trial on the disputed question, we concluded that much the better way would be to edim maefrom our packages such ceims, owvrcertain we may be that the alain. are true. Another statement objected to read as follows: "The system wil aborb ' a greater amount of nonrishment from one pound of Grape-Nuts than from ten pounds of m aeat, wheat, oat., or bread." Some Department chemists deceive temselves as well as the public. Caloried" is the word which defines a mnit 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 eretage of different kinds of food. uter shows 8.60; Grape-Nuts . 3.96; milk 0.70. Remember the statement on the package spoke of the nourishment the em oulbsor, but ddno seak of Icloiesf heat 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 chemists would have the public believe so. As an illustration: Attempt to feed a man sixty days on butter alone, with its 8.60 calories. The man would die be fore the experiment had run sixty days. Then, take Grape-Nuts with 3.96 and illk with 0.70,-the two combined equal 4.'68-about one-half the number of calo ries contained in butter. The man fed for sixty days on this food would be well mourish,.,-, and could live not only sixty It may be remembere ourselves by placing facts b< A good "scrap" is t you are right. In the case lately trie have unbounded faith in the Our suits against the SI if ve were is turned on from any source it the merits of the products, ; that "Weekly." Luch for the details of "scraps." articles attacking us and may ose with a "Weekly." They anted to change the form of ting our advertisements while es they wanted in the word nd during this correspondence r Advertising Department to eekly." ; had been left out, an editorial >ers and the scrap was on. sides, and some hbrsh words. ny prominent men and repu t encugh for a sensational : spot to criticise, then distort, er scare heads. days, but si months on that food alone, and we do not hesitate to say from our long knowledge of the sustaining power of the food that a :nan at the end of sixty days would be of practically the same wei-ht 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 tissue 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 :entrated food like Grape-Nuts, which is partly digested and ready for easy as imiation by the body, presents more ouishment that the stem will ab rrb than mayohrfrsof foo and e"will further say that in cases of diges tive troubles where meat, white brea4r md oats cannot be digested, 'that Grape uts and milk contain more nourish ent that the system will absorb /than any pounds of these other foods. - Distortion No. 3 charges that our tes imonials were practically all paid for nd re-written in Battle Creek. These testimonials were demanded by the opoig lawyers. Naturally this emand was refued for they are held in alts and kept safe to prove the truth. nd are not to be delivered up on demand f enemies. Testimony at the trial brought out the fact that we never printed a single testi onial that we did not have the genuine letter back of. Many of these letters ame spontaneously. A record was kept f 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 by following our suggestions on food nd 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 $1.00 prizes, one hundred $2.00, twenty of $5.00 and five of $10.00 each.- t'atinv that each mst be an honest letter IE name and address. We agreed not to pub lih amsbut to furnish them to .en quirers by letter. These letter writers very generally answered those who wrote to them, an. verified the truth of the statements. Under this agreement not to publish names literally scores of letters came from doctors. We kept our word "an neither printed their names or surren dered the letters. Right here notice an "imitation spasm." The "Weekly" says: "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 im 1907 etc.," (then follows our prize com petition). We used nearly all of the paners and maazines i Nw York and the rest of America, but the sensational writer gives the impression to his readers that the only magazine we used was one "whose editor is now in the Federal Penitentiary," etc.. something that we know nothmng of the truth of now, and never did. Space 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 t'o have furnished an op portunity for a designing writer to de ceive his readers. We look upon honest human testimony d that we were first attacke< ~fore that great jury--The nore or less comforting no d, an appeal has been taken ultimate decision of our A "wekly" have not yet been "hiring" a cei So an attorney from New Yoi months in Battle Creek hoping to I dirt in the factories. After tireles twenty-five of our workmen -and single one testified that the foods a ingredients printed on the packag being the choicest obtainable-all t] the purest, and every part of th scrupulously clean. That all proved disappointing very few factories, hospitals, privat chens that could stand the close sp an enemy paid to find dirt or impu: In any ordinary kitchen or fac magnify. and make a noise about. But he failed utterly with th Twenty to thirty thousand people ly and we never enquire whether makes no difference to us. He next turned to discover s that could be criticized. An analysis of the methods "weeky" may interest some read by one and open them out for insp harsh words and make no refer growth and methods of the "We cussion to the questions now at is 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 a of ollars. 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 readers this matter of testimonials. Distortion No. 4. This is a bad one. It reads as follows: "The only famous physician whose 1name was signed to a testimonial was produced in Court by Colliers and turned out to be a poor old broendown homeopath. who is now work ing in a printing establishment. He re ceived ten dollars ($10.00) for writing his testimonial." We will wager ten thousand dollars ($10,000.00) 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 not 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 the time when we employed physicians itx our own business, we oc casionaly emplored a doctor to write an article on coffee, always insisting that the article be an honest expression of his. opinion and research. The "Weekly" hunted uo this physician. and because he seemed to h~e oor, and as it says. "brokendown," had him brought to Court to be exposed before a jur as the "only physician that had ever endorsed Grape-Nuts." hut much to the chagrin of the "Weekly," when our attor neys asked him if the article he -wrote about coffee was true he replied, "yes." Statemen't No. 5 reads: "The health officers of Mich., Maine, Penn., New Hamp., and other states in their official bulletins have for years been denouncing as preposterous and fraudulent the clnims made by the 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 State O~i cials are always correct, but that cota clusion is not borne out by facts. As an illustration: About thirteen years ago the Dairy and Food Commission of't Michigan for some personal reason printed a severe criticism on us for making Pos tum of Barley (according to his official chms)at market price and selling too high. He was shown there was never a ranof barley used in Postum. His re pot a fase and misleading. The gov ernor dismissed him. We believe that most of the state i and have since defended I Public.J yand then, if you know to the higher courts. We \ nerican Tribunals tie. They are for libel otis 'tain "weeki k spent more or less time for ind impurities in our foods, or s spying about he summoned took their testimony. Ryea e made of exactlY the gra__and s the wheat, barley and corn ioroughly cleaned-the water of e factories and machinery kept to the "'Weekly." There are e-or hotel and restaurant kit ying at unexpected times and by -ities of some kind. ory he would find something to e Postum Works and products. go through the factories annual they are there to spy or not. It omething about our advertising nd distorted statements of the rs, so we take up the items one ction. We will "chain up" the nce in this article to the birth, ekly" but try to coufine the dis ue. officials are honest, and on the other and - we are firmly convinced that some of their conclusions cannot be substan tiated by facts in scientific research. They 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 they would barass grocers. Spasm No. 6 says: "The most dan gerous thing in the world for one threat ened with appendicitis is to eat any food whatever. Notwithstanding he knew that langer, C. W. Post advertised Grape-Nuts it fifteen cents a package for those so hreatened." This is intend~ to muddle the reader into believing that e put out Grape-Nuts s a cure for appendicitis. Mr. Post, himself, has had probably as wide experience as any other man in~ America in the study and observation of food as related to the digestive organs, and we proved in Court by the physicians nd surgeons on the witness stand that the predominating cause of appendicitis s undigested food, and that 't is neces sar to quit eating food, and when the body requires food again, use a pre-di gested food, or at least one easy of diges on. Dr. Ochsner in his work on appendicitis refers directly to the use of the well known p re-digested foods that can be obtained on the 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 te by the weekly) is not known by us to have any relation to the question. Our advice to stop using indigestible food in bowel troubles and to use Grape. Nxts food has been a great blessing tc tens of thousands of people, and we hope will continue to bless a good many more in the succeeding years, No. 7is alive wire. It refers toC. W Post and his studies and experience i2 "Suggestive Therapeutics." or "Menta: Healing" which further lead to a mosi careful and systematic study of. the el feet of the mind on the digestive and oth er organs of the body. He attended clinics in Europe ani fitted himself for a future career in whici he has become known as one of the food experts of the world, fitted to .iudge boti from the material' as well as the menta: side of the question. For about eight years previous to 1891 he was an invalid. In that year, afte1 being under the care of several well known physicians, he was quickly healed by what to him was a curious and noi well-understood method. Sufficient to say he became a well man, weighing about 18! pounds. This experience challenged his investi gation into caijses of disease and thei amelioration. Those studies and experi ences developed a very profound rever ene for a Sunreme Power which directly operates upon the human being, and this reverence frthe Tnfipite became to him a form of rligionwhich included honest f purpose towards his fellow-man. .A ktatement which will be indorsed by every ome who knows him closely. He will make a public announcemeni in detail of these facts, and the Postun Comrany will cause that statement to be pubhshed in newspapers and magazine and $500,000.00 is ask< After all the si clearly and never be fo) perfectly pur, have do monials are real and of commercial ite ity "T er4 " aper to Some Battle Ci We the undersigned certify testimonial letter been printed which did not have behind it a I to be an honest statement To the best of our knowle ceive upwards of fifty thousand This company has never' untruthful statenent regarding M. K. HOWE, Treasurer. (Wit L. J. LAMSON, Inspector of A F. C. GRANDIN, Advertising 19 R. M. STERRETT, M. D., Pb CHESTON SYER, Advt. Wri1 CHARLES W. GREEN, Advt HARRY E. BURT, General Si H. C. HAWK, Assistant to Ch C. W. POST, Chairman. Witt 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 numbers of newspa per men use our products. They are cnmble of telline the nublic wether or not we "bribe" them. It may have escaped notice that we did not "bribe" that particular weekly. No. 9 states that the amount of the verdict will "be devoted by the 'weekly' to enn-en- frad." 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 cf Postum. But the criticism neglected to mention that for years every Postum package an nounced in plain type that the outer cov ering of wheat (bran), made part of the beverage. .They 'ignorantly fell into a trap here, not knowing enough of food value to know that 'Taka-Diastase" 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 sgirm ing ad twisting of the sensational writer divering 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 critieism.) "He (Post) pointed out a pile of books Iin possession of his attorneys as the very Iones he had read." (Notice.-"the very ones he had read," leading the reader to believe that they were the only. ones.) "Did you consult the books from these editions?" was asked. "From those and various editions," ana swered Post. The attorney "picked up book after book from the pile and showed the title pesto the jury,-all except two had bepulshed since 1905." This is an example of distortion and fale 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 rding appendicitis and the analysis of rain, alho the latest conclusions in re gard to the action of the digestive organs. These works arc: Human Physiology, by Raymond. Physiological Chemistry, by Simon. Digestive Glands, by Pawlow. Hand Book of Appendicitis, by Oclis d as damages, and may the noke of legal battle blows a rgott that Postum, Grape. eood honest service to hi mithful and the business cor ere's a Reasoi os+uu Cereal Co., Ltd abuse us. facts eek, Michigan, December 30, 1910. that never to our knowledge has a by the Postum Cereal Co., Ltd., _enuine letter signed, and believed dge and belief the Company has r. (50,000) genuine testimonial letters. mowingly made nor permitted as its products or its methods. a Company about 14 years) dvts. (With Company rout 9M years) [anager. (With Company about x3 yearsJ ysician in charge of Scientific Dept (With Company about 4X y er. (With Company about 3 year) Writer. (With Company about 5 yoa4 Lp't. (With Company about 13 years.) dirman. (With Company about 7 years.) Company x6 years, from the beginnin. Physiological Chemistry. by ROM" stn Biochemic System of Mediine, by Carey. The "Weekly" carefully eliminates from its printed account testimony regardinS the years 'of research and stdy by Mr. -Post in fitting himself for his work, .4 would lead the reader of the disto article to believe that his education began since 1905. Distortion No. 12 reports Mr. Post N a "dodging witness. iS eye is not of the shifty -kind ob served in the head of one of his chief critics. On the witness stand Mr. Pod looks quietly bat very steadily .t iightn' to tlhe eyes of the haggling, twz a arrel questions and bul and cow fuse a tes Opposing conee'holds a-ook inbhs 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."s Then followed some discussion between attox" neys. When Mr. Post was allowed to reply, he said, "I don't know until I read the book over to see.". This booli, it turns out, was written by Mr. Post seventeen years agandprb ably has not been read care y yhim in the last ifteen years. It wudrequire 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 imnpress 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 questions: (The lawyer rcading from the book.) "The writer of these pages desires te~ say nothing of himself other than as a imple instrument through which the Di. vine Principla chooses to anifet itself by precept andi example. "Skill in mental practice is gained In the same way as skill in anyderta, cf science-by observation, ,expe. rience and the ability to evov correct conclusions. "Read carefully, thoughtfully no more than twenty pages daily. Afterward seek an easy position where you will not be disturbed. Relax 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. The thoughts from Divine Universal Mind come as winged angels and endow you with a healing power. If you go into the silence humble and trusting, you will come out enriched and greatly strengthened in body by contact even for a short time with thA Father of .all life and all power. You will feel re'fresh'd in every way and food taken will digest readily as the stomach works smoothly when under the influence of a Higher Power." "I ask you if you did not write that, and if you did not believe it when you wrote it." For a moment the Court Room was in absolute silence. Mr. Post slowly leaned forward over the rail, pointed his finger at the Atty's face to emphasize his reply and with eyes that caused those of the Attorney to dro he said"Yes Iam proud tosay I did," right man win. way, the facts will stand out uts, and Post Toasties are imanity for years, the testi ducted on the highest piano .Battle Creelt, Mich.