Word: postum
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...wife and only child to Battle Creek, Mich., in hopes of improving his health. When the change failed to help, Post came up with a cure of his own. After concocting a combination of wheat, molasses and bran as a healthful coffee substitute, Postpatented his recipe, dubbed the mixture Postum, and launched one of the first advertising campaigns for a prepared food. One ad exhorted: "Is your yellow streak the coffee habit? Does it reduce your working force, kill your energy, push you into the big crowd of mongrels, deaden what thoroughbred blood you may have, and neutralize all your...
...eight, Daughter Marjorie was gluing Postum boxtops in the family's Battle Creek barn. By age ten she was accompanying her father to board meetings and factory tours. With C.W.'s death in 1914, Marjorie Post inherited several million dollars and control of the Postum Cereal Co., which by then included Post Toasties and Grape Nuts cereals. At the urging of her second husband, Manhattan Stockbroker Edward F. Hutton, the Postum Co. began adding a cupboard full of new products. The Postum Co. was renamed the General Foods Corp...
Charles William Post, a farm-machinery salesman, in 1893 concocted the first batch of Postum out of wheat, molasses and bran on his kitchen stove in Battle Creek, Mich., where he had gone to boost his strength in a sanitarium run by his future rival, John Harvey Kellogg, creator of corn flakes. Post followed Postum up with Grape Nuts and Post Toasties. He taught his only child the business, had her sit in on directors' meetings at the age of eleven, took her along on factory tours (and incidentally taught her boxing). When she married Socialite Edward B. Close...
Died. Colby Mitchell Chester, 88, president and then chairman of General Foods Corp., a Wall Street lawyer who took over the presidency of small Postum Cereal in 1924 and began an expansion program that resulted five years later in the merger of 15 food companies, continued to develop ever speedier convenience foods (Minute Rice, JellO, Birds Eye) until sales reached $260 million at his retirement in 1941, $1.5 billion last year; of a heart attack; in Greenwich, Conn...
...George Batten Co., where he worked on the Sanka account, pulled his weight alongside such later advertising stars as Ted Bates, William Benton (former Senator from Connecticut) and Chester Bowles. When Batten was sold to the agency that later became Batten, Barton, Durstine & Osborne, Mortimer went over to Postum, got a job as an assistant ad manager for Sanka and Calumet. Not long after, he confided to a friend: "I want to spend the rest of my life here. And some day I'd like to be president...