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American Memory
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Library of Congress
Upper Midwest collection contents
About the Upper Midwest collection
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    Contents:
  • ACKNOWLEDGMENTS
  • PREFACE
  • CONTENTS
  • I Foodtown, U.S.A.
  • II The Landing of the Vegetarian Pilgrims
  • III The Great American Stomach Ache
  • IV Sylvester Graham Watched America Starve
  • V Bloomers and Bread Crumbs
  • VI The Grains, the Nuts and the Second Coming
  • VII The Cornflake Kelloggs Found a Home in the West
  • VIII The Cable Address Was “Health”
  • IX Ella Kellogg's Dough Board
  • X A Sword of Fire Hung over Battle Creek
  • XI C. W. Post; or, What Is This Strange Power?
  • XII Our Stock Salesmen Meet All the Trains
  • XIII ...Few Were Chosen
  • XIV None Genuine Without This Signature
  • XV The Golden Rule and Other Good Ideas
  • XVI The Simple Life in a Nutshell
  • XVII Doctor Kellogg's Last Fight
  • CHRONOLOGY
  • SOURCES AND AUTHORITIES
  • CHAPTER NOTES
  • Chapter I
  • Chapter II
  • Chapter III
  • Chapter IV
  • Chapter V
  • Chapter VI
  • Chapter VII
  • Chapter VIII
  • Chapter IX
  • Chapter X
  • Chapter XI
  • Chapter XII
  • Chapter XIII
  • Chapter XIV
  • Chapter XV
  • Chapter XVI
  • Chapter XVII
  • INDEX

    • Cornflake crusade/by Gerald Carson

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    [page image]

    CORNFLAKE
    CRUSADE




    This text is based on the following book(s):
    57-9631. General Collection, Library of Congress. Copyright status not determined; refer to accompanying matter.

    This extensively-researched popular history chronicles how Battle Creek, Michigan, became both a health center and the place where America's breakfast cereal industry developed at the turn of the century. Carson tells how Battle Creek first hosted a famous sanitarium run by Dr. John Harvey Kellogg (1852-1943), under the initial sponsorship of the Seventh-Day Adventists, and featuring water cures, vegetarianism, exercise, and sexual abstinence. Kellogg, raised in an Adventist family, later parted company with that denomination over religious differences. His sanitarium encouraged other experimental medical enterprises, transforming Battle Creek into a place where entrepreneurs began to produce "healthy" foods such as crackers, coffee substitutes, and, especially, cereals. Charles W. Post, a disgruntled former Kellogg patient who practiced briefly as a healer himself, achieved early success manufacturing and marketing these new products. By standardizing sizes and recipes for such foods as Grape Nuts and Postum, and combining mass distribution methods with aggressive advertising techniques, Post achieved spectacular success with consumers and paved the way for a host of competitors. Will Keith Kellogg, the second giant among breakfast food manufacturers, produced and marketed the "corn flakes" first developed by his brother John. The W. K. Kellogg Co.'s innovative marketing campaigns emphasized product flavor, international distribution, and free toys or tokens in the cereal box. W. K. Kellogg is widely remembered for having established the philanthropic foundation that bears his name.

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