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Book/Printed Material Cornflake crusade.

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About this Item

Title

  • Cornflake crusade.

Summary

  • 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.

Names

  • Carson, Gerald.

Created / Published

  • New York, Rinehart & Company [1957]

Headings

  • -  Food habits--United States--History
  • -  Food industry and trade--United States--History
  • -  Cereals, Prepared--History

Notes

  • -  "Sources and authorities" :p. 261-[288]
  • -  Also available in digital form on the Library of Congress Web site.

Medium

  • 305 p. illus. 22 cm.

Call Number/Physical Location

  • RM236 .C3

Digital Id

Library of Congress Control Number

  • 57009631

Online Format

  • online text
  • image
  • pdf

Additional Metadata Formats

Rights & Access

The Library of Congress is not aware of any U.S. copyright protection (see Title 17, U.S.C.) or any other restrictions in the materials in the Pioneering the Upper Midwest: Books from Michigan, Minnesota, and Wisconsin, ca. 1820-1910 materials. The Library of Congress is providing access to these materials for educational and research purposes. The written permission of the copyright owners and/or other rights holders (such as publicity and/or privacy rights) is required for distribution, reproduction, or other use of protected items beyond that allowed by fair use or other statutory exemptions. Responsibility for making an independent legal assessment of an item and securing any necessary permissions ultimately rests with persons desiring to use the item.

Credit Line: Library of Congress, General Collections and Rare Book and Special Collections Division.

Further copyright information is also available at American Memory and Copyright.

Cite This Item

Citations are generated automatically from bibliographic data as a convenience, and may not be complete or accurate.

Chicago citation style:

Carson, Gerald. Cornflake Crusade. [New York, Rinehart & Company, 1957] Pdf. https://www.loc.gov/item/57009631/.

APA citation style:

Carson, G. (1957) Cornflake Crusade. [New York, Rinehart & Company] [Pdf] Retrieved from the Library of Congress, https://www.loc.gov/item/57009631/.

MLA citation style:

Carson, Gerald. Cornflake Crusade. [New York, Rinehart & Company, 1957] Pdf. Retrieved from the Library of Congress, <www.loc.gov/item/57009631/>.