![]() Though the verdict was later reversed, Pendergrast writes that it still rattled the millionaire Post, and his ads appeared to be more tempered after that. Collier’s pulled his ads, and in response, Post bought ads in newspapers nationwide, declaring that the editorial’s author of having “curdled gray matter.” Collier’s filed a libel suit against Post in 1907, and a jury fined him $50,000 after he admitted “that he gave prizes for good testimonials and that he did not have time to investigate whether all were genuine,” as Pendergrast writes. A reader argued that the story was hypocritical if the magazine was publishing promotions for Post. Kyle, a 114-year-old who claimed that drinking coffee was her secret to living longer.Ī key turning point came in 1905, when Collier’s published an editorial decrying misleading advertisements for food. Meanwhile, the coffee industry tried to rebut these claims by promoting the stories of women like Melinda P. True to its name, Think Coffee wants customers to down cups of java while pondering the beverages effect on the world at large. If you don't get the confirmation within 10 minutes, please check your spam folder. Click the link to confirm your subscription and begin receiving our newsletters. According to Mark Pendergrast’s history of coffee Uncommon Grounds, the Grand Rapids Evening Press gave Post a huge credit to run ads in the paper after becoming convinced by Post’s claim that the new product “makes blood red.” (Postum wasn’t the only food product he marketed this way he introduced Grape-Nuts by hailing it as the “Most Scientific Food in the World” and a “cure for appendicitis.”)įor your security, we've sent a confirmation email to the address you entered. “Remember, you can recover from any ordinary disease by discontinuing coffee and poor food, and using Postum Food Coffee,” one Postum dictum said, while a 1906 newspaper ad claimed that coffee drinking caused blindness (“Lost Eyesight through Coffee Drinking”). He wrote much of the ad copy himself and went door-to-door to convince newspaper advertising directors to let him buy prominent ad space for the decaffeinated beverage. It hit shelves around 1895, boasting by some accounts a simple ingredient list of wheat, bran and molasses. Not content to keep that advice to himself, he developed a coffee substitute he called Postum.
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