THE CORNFLAKE CRUSADE by Gerald Carson

THE CORNFLAKE CRUSADE

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KIRKUS REVIEW

A catchy history of the cereal makers and their products is a view of America seen through its alimentary canal -- and religion. For the fantasia of food reform takes in a review of the cults that promoted vegetarianism, that led to Battle Creek and the big business of packaged breakfast foods. As Seventh Day Adventists, last of a long line of protesting sects, Dr. J. H. Kellogg and his brother W. K., Charles W. Post, are influenced by Graham and his grain experiments, and they have their battles over the church, the Sanitarium, the college and the types of dietary rules to be followed; they bring about new fields of advertising and create fabulous markets. The biography of the town and the important personalities is full of lively incidents, of complicated business procedures, of conflict of character and cranky people and is a busy story of the results of America's gastronomic binge of its early years Bright and snappy, this will appeal to the business man as well as followers of special sidelights on the country's development.

Publisher: Rinehart