Word: cereals
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Dates: during 1970-1979
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...name is Sonny Steele. He is played by Robert Redford. He is the ultimate Rhinestone Cowboy, a five-time world's champion rodeo rider now reduced morally, if not economically, by having to hustle Ranch Breakfast, a conglomerate's cereal. He is frequently obliged to ride out into darkened stadiums wearing a suitful of colored lights while carrying a snootful of whisky in order to dull the pain of exploitation...
...pitches for drinking milk because blacks often have trouble digesting milk. The commission proposed a truth-in-menu rule that might mean, for example, that no restaurant could offer as Maryland crab any crustacean that had crawled into Delaware. The agency intensified a holy war against breakfast cereal companies; it has proposed breaking them up and banning ads for presweetened cereals from Saturday morning's TV cartoon shows. An FTC-proposed rule warned that such ads were enticing children to "surreptitiously" sneak cereals into Mom's shopping cart. Washington wags quipped that the FTC would soon ban peanut...
Suffering businessmen, using effective Washington lobbying, began to complain loudly. President William LaMothe of the Kellogg cereal company accused the commission of exhibiting "absence of fundamental fairness." Kentucky Senator Wendell Ford said that the agency had offended every businessman in his state. He noted that Louisville's Brown & Williamson Tobacco Corp., in answer to a subpoena, spent three years and $800,000 to ship the FTC 14,000 pounds of documents. Chicago-area Businessman Joseph Sugarman, the owner of a mail-order firm selling home computers and burglar alarms, took out half-page ads this month in papers around...
...raised the ire of both congressional leaders and business. Senator Ford accuses him of turning the agency from law enforcement to social planning. Last year a federal judge banned Pertschuk from all involvement in the children's television case, concluding that he had become too biased against the cereal companies. Other critics charged that Pertschuk was an intemperate, excessive regulator. In the past few months the chairman has softened his voice, and he even appeared jokingly at a staff party with a black raincoat draped over his head. He answers the accusations against him by saying that they reflect...
...Soviets are especially hard up for corn for livestock feed. They need large quantities because they are trying to increase their cattle herds to put more meat into the cereal-heavy Soviet diet...