1 00:00:00,240 --> 00:00:27,280 Speaker 1: Ridiculous History is a production of I Heart Radio. Welcome 2 00:00:27,320 --> 00:00:30,360 Speaker 1: back to the show, Ridiculous Historians. Thank you, as always 3 00:00:30,440 --> 00:00:34,200 Speaker 1: so much for tuning in. That's our man, the Myth, 4 00:00:34,240 --> 00:00:39,800 Speaker 1: the Legend are super producer Mr Max Williams Cyril. Yeah, 5 00:00:39,880 --> 00:00:43,920 Speaker 1: he's a regular serial killer. I'm Ben Bullen. That's Mr 6 00:00:44,040 --> 00:00:48,600 Speaker 1: Noel Brown. Uh knel off air, we talked real quick 7 00:00:48,640 --> 00:00:51,159 Speaker 1: and we were just checking in and I asked you 8 00:00:51,280 --> 00:00:56,360 Speaker 1: and Max whether you guys had eaten any cereal today? Yeah, 9 00:00:56,440 --> 00:00:58,120 Speaker 1: I have it. It's not a good too for me. 10 00:00:58,240 --> 00:01:01,560 Speaker 1: I like it, uh you know, I like the nostalgia factor. 11 00:01:01,960 --> 00:01:04,520 Speaker 1: I think first and foremost like things like hunting nut 12 00:01:04,600 --> 00:01:08,240 Speaker 1: cheerios and fruit loops and all of that good stuff. 13 00:01:08,280 --> 00:01:11,640 Speaker 1: But it's not like a thing that I keep around, um, 14 00:01:11,680 --> 00:01:15,280 Speaker 1: you know, regularly in the pantry. Now, Ridiculous Historians listening 15 00:01:15,319 --> 00:01:19,920 Speaker 1: along with your kids, or Ridiculous Historians who are teachers 16 00:01:19,959 --> 00:01:23,160 Speaker 1: playing this episode, please know I'm about to say something 17 00:01:23,240 --> 00:01:28,360 Speaker 1: that's a reel. Back when I was a stoner, I 18 00:01:28,440 --> 00:01:33,440 Speaker 1: loved Reese's Puff cereal. I did not eat it with milk. 19 00:01:34,120 --> 00:01:38,880 Speaker 1: I just made bad decisions. And they would absolutely house 20 00:01:39,080 --> 00:01:43,640 Speaker 1: a box of this. Folks, when we're talking cereal, though, 21 00:01:44,200 --> 00:01:49,400 Speaker 1: we're not talking the scientific definition, which is any grass 22 00:01:49,640 --> 00:01:55,280 Speaker 1: that is cultivated for edible components. Right, Technically, that's like 23 00:01:55,280 --> 00:01:57,440 Speaker 1: a food group. Right, that's one of the little bits 24 00:01:57,480 --> 00:02:01,600 Speaker 1: on the food pyramid. Right, we're talking, uh, we're not 25 00:02:01,680 --> 00:02:05,600 Speaker 1: talking just straight grains. We're talking about the weird thing 26 00:02:05,920 --> 00:02:12,120 Speaker 1: known as breakfast cereal. Right. You walk through a grocery 27 00:02:12,200 --> 00:02:16,239 Speaker 1: store in many parts of the world, and you will 28 00:02:16,280 --> 00:02:22,200 Speaker 1: see aisles devoted to, uh, to these things called cereals, 29 00:02:22,240 --> 00:02:28,359 Speaker 1: which are almost exclusively marketed as a breakfast dish. Right, 30 00:02:28,480 --> 00:02:31,800 Speaker 1: what what are some cereal? Oh? Oh nol. You and 31 00:02:31,840 --> 00:02:35,360 Speaker 1: I always give our ride or dive Mr Matt Frederick 32 00:02:35,440 --> 00:02:37,280 Speaker 1: from stuff they don't want you to know. We always 33 00:02:37,320 --> 00:02:40,520 Speaker 1: give him a hard time. We roast them a little 34 00:02:40,840 --> 00:02:45,920 Speaker 1: because that guy, as brilliant and lovable as he is, 35 00:02:46,800 --> 00:02:50,000 Speaker 1: he loves raisin brand, which is like two of the 36 00:02:50,040 --> 00:02:53,440 Speaker 1: worst things together, dud. So does my girlfriend and I 37 00:02:53,480 --> 00:02:57,720 Speaker 1: give her I give her hard yeah, days of raisin brand. 38 00:02:58,520 --> 00:03:01,720 Speaker 1: She likes those extra scoops, you know, extra raisins. Yeah, 39 00:03:01,800 --> 00:03:05,000 Speaker 1: however many and she says that that that that that 40 00:03:05,120 --> 00:03:10,120 Speaker 1: raisins or Nature's candy. I say raisins or nature's rat turd's. Yeah, 41 00:03:10,200 --> 00:03:13,400 Speaker 1: which you're already nature's rat turds. We have been actually, 42 00:03:14,200 --> 00:03:16,520 Speaker 1: we have been going. Uh, we've been going a little 43 00:03:16,520 --> 00:03:19,280 Speaker 1: hard on the raisins. Earlier I called them grapes that 44 00:03:19,360 --> 00:03:22,840 Speaker 1: didn't make it, which is true, but you could say 45 00:03:22,880 --> 00:03:25,919 Speaker 1: the same of wine that's made of grapes that didn't 46 00:03:25,919 --> 00:03:30,880 Speaker 1: make it. But look, chances are, folks, and shout out 47 00:03:30,919 --> 00:03:35,440 Speaker 1: to our research associate for this, Mr Max Williams. Yeah, 48 00:03:35,560 --> 00:03:40,120 Speaker 1: do the sound cute? And chances are you have walked 49 00:03:40,160 --> 00:03:44,839 Speaker 1: through uh supermarket or grocery store aisle, or you might 50 00:03:44,880 --> 00:03:49,560 Speaker 1: even stop by a convenience store and you'll see some 51 00:03:49,560 --> 00:03:54,920 Speaker 1: some sort of packaged breakfast cereal. For a long time, 52 00:03:55,160 --> 00:04:01,120 Speaker 1: this has been marketed to humans as something that has 53 00:04:01,600 --> 00:04:05,600 Speaker 1: a lot of convenience and a lot of nutrition. The 54 00:04:06,680 --> 00:04:12,520 Speaker 1: weird term used for this is part of a balanced breakfast. 55 00:04:12,760 --> 00:04:16,159 Speaker 1: Were burnt, Oh, no doubt. And in terms of the marketing, 56 00:04:16,200 --> 00:04:19,360 Speaker 1: I mean, obviously a huge swath of this stuff is 57 00:04:19,400 --> 00:04:25,880 Speaker 1: marketed directly at kids or maybe adults for nostalgic purposes. 58 00:04:27,800 --> 00:04:31,280 Speaker 1: Also fair. But you'll notice, like around Halloween, they'll they'll 59 00:04:31,320 --> 00:04:34,360 Speaker 1: do like the yummy mummies and count chocolas of the 60 00:04:34,400 --> 00:04:36,840 Speaker 1: world and make a big to do about that. I 61 00:04:36,839 --> 00:04:39,479 Speaker 1: think that is a nostalgia play because those cereals we 62 00:04:39,520 --> 00:04:42,920 Speaker 1: associate with cartoon uh television commercials from when we were 63 00:04:42,920 --> 00:04:45,120 Speaker 1: a kid. And then you've got all these other legacy 64 00:04:45,160 --> 00:04:47,960 Speaker 1: brands like you know what is it the sugar Bear, 65 00:04:48,160 --> 00:04:50,440 Speaker 1: you know, who seems more like a heroin addict than 66 00:04:50,440 --> 00:04:53,720 Speaker 1: a than a stoner to me. Also aspirational. You got 67 00:04:53,720 --> 00:04:58,000 Speaker 1: wheaties with athletes, yeah on the on the cover, got 68 00:04:58,040 --> 00:05:00,320 Speaker 1: eat your wheaties? Or what does he say, be Mike 69 00:05:00,400 --> 00:05:02,640 Speaker 1: or whatever? You know, that's definitely aspirational, in the same 70 00:05:02,680 --> 00:05:05,600 Speaker 1: way that Pump up Shoes were supposedly going to make 71 00:05:05,600 --> 00:05:09,520 Speaker 1: a game, which is obviously not not true. You know 72 00:05:09,760 --> 00:05:12,719 Speaker 1: what's his name, Iced T the Rapper and televisions are 73 00:05:12,880 --> 00:05:15,800 Speaker 1: he's really a big fan of cheerios, and he is 74 00:05:15,839 --> 00:05:19,520 Speaker 1: a spokesperson for cheerios, but apparently he actually really digs 75 00:05:19,520 --> 00:05:23,200 Speaker 1: the stuff and cheerios or or or decent cheerios are 76 00:05:23,240 --> 00:05:27,720 Speaker 1: a decent a decent snack, just like a granola bar. Right, 77 00:05:27,839 --> 00:05:30,880 Speaker 1: not to be abused because you've got some feelings come 78 00:05:30,880 --> 00:05:33,400 Speaker 1: in here. I mean cheerios are like the best of cereals, 79 00:05:33,440 --> 00:05:35,600 Speaker 1: which makes it come out like a C minus rating. 80 00:05:35,640 --> 00:05:37,599 Speaker 1: Now there's actually our cereals. I agree with you with 81 00:05:37,680 --> 00:05:41,880 Speaker 1: the Reese's cocoa puffs. Remember the ones that were were 82 00:05:41,920 --> 00:05:44,839 Speaker 1: It was basically the same recipe but shaped like little basketballs. 83 00:05:46,120 --> 00:05:48,159 Speaker 1: That was a sports tie and that had nothing to 84 00:05:48,160 --> 00:05:50,679 Speaker 1: do with the improving your game or your diet, because 85 00:05:50,680 --> 00:05:53,960 Speaker 1: those things are made of garbage, made of actual garbage, 86 00:05:54,200 --> 00:05:56,960 Speaker 1: at least in terms of the sugar content and preservatives 87 00:05:57,000 --> 00:05:58,400 Speaker 1: and all of that kind of stuff. We're gonna get 88 00:05:58,400 --> 00:06:04,080 Speaker 1: into that. And here we are a world in which 89 00:06:05,120 --> 00:06:12,440 Speaker 1: you will find weirdly specific marketing for a weirdly specific 90 00:06:13,279 --> 00:06:17,559 Speaker 1: meal of the day. How did we get here? How 91 00:06:17,640 --> 00:06:22,040 Speaker 1: did how did uh specific type or genre of food 92 00:06:22,120 --> 00:06:28,120 Speaker 1: become associated with health consciousness? How did it become associated 93 00:06:28,320 --> 00:06:36,120 Speaker 1: with breakfast? It turns out this all began at a 94 00:06:36,120 --> 00:06:43,719 Speaker 1: amazing moment of intersections between a great many variables. Now 95 00:06:43,800 --> 00:06:48,440 Speaker 1: you've heard of Kellogg, and we we trust that if 96 00:06:48,480 --> 00:06:52,359 Speaker 1: you are a fellow ridiculous historian, you know a lot 97 00:06:52,440 --> 00:06:56,640 Speaker 1: of the stories of you know, related to Kellogg about 98 00:06:56,720 --> 00:07:04,320 Speaker 1: how he just hated people having any sort of central joy. 99 00:07:04,360 --> 00:07:09,200 Speaker 1: But our real hero in this story, or protagonist perhaps 100 00:07:09,760 --> 00:07:15,880 Speaker 1: is a guy Okay, antagonist big bad uh, A character 101 00:07:16,080 --> 00:07:19,680 Speaker 1: of a person of interest, a character of note is 102 00:07:19,920 --> 00:07:27,680 Speaker 1: a guy named Dr James Caleb Jackson, and this guy 103 00:07:28,280 --> 00:07:33,280 Speaker 1: plays a huge role in the recent invention of what 104 00:07:33,560 --> 00:07:37,880 Speaker 1: we call sereal today happens eighteen sixty three. Noel, Dr 105 00:07:37,960 --> 00:07:44,280 Speaker 1: Jackson is not a super bad person. He's an abolitionist. Yeah, yeah, 106 00:07:44,280 --> 00:07:49,239 Speaker 1: he's an abolitionist. He's also a big proponent of drinking 107 00:07:49,280 --> 00:07:52,320 Speaker 1: lots of water uh and staying hydrated all that, and 108 00:07:52,360 --> 00:07:54,520 Speaker 1: can all agree that's that's probably a smart move and 109 00:07:54,560 --> 00:07:57,520 Speaker 1: not too difficult to do of all the health related 110 00:07:57,560 --> 00:07:59,240 Speaker 1: things that we can do in our day to day. 111 00:07:59,680 --> 00:08:03,440 Speaker 1: He was the founder of a well known facility called 112 00:08:03,440 --> 00:08:07,120 Speaker 1: the Jackson Sanitarium in New York. I don't know the 113 00:08:07,200 --> 00:08:11,000 Speaker 1: history of of that specific facility, although I do know 114 00:08:11,080 --> 00:08:14,360 Speaker 1: the troubled history of sanitariums in this country in general, 115 00:08:14,520 --> 00:08:17,120 Speaker 1: so I wouldn't be surprised if some bad stuff went 116 00:08:17,200 --> 00:08:21,440 Speaker 1: down there, probably not directly caused by Mr Jackson, but 117 00:08:21,640 --> 00:08:23,840 Speaker 1: we know that, you know, sometimes as a slippery slope. 118 00:08:24,280 --> 00:08:26,200 Speaker 1: But again I don't know about this one. In particular, 119 00:08:26,200 --> 00:08:30,480 Speaker 1: but wouldn't be surprised. Well, he is the guy who 120 00:08:30,760 --> 00:08:37,880 Speaker 1: decided that water was the most cleansing material that could 121 00:08:38,000 --> 00:08:41,400 Speaker 1: enter a human body, and as a result, he mixed 122 00:08:41,440 --> 00:08:48,480 Speaker 1: water with graham flower and he baked it. And then 123 00:08:48,520 --> 00:08:53,280 Speaker 1: he said, I have the first ready to eat cereal. 124 00:08:53,760 --> 00:08:57,120 Speaker 1: Let's give. Let's give some kind of whatever you feel 125 00:08:57,160 --> 00:09:01,240 Speaker 1: is appropriate. Max sound design wise, he said, don I 126 00:09:01,440 --> 00:09:09,679 Speaker 1: shouted cold this first ready to eat cereal granula g 127 00:09:10,160 --> 00:09:13,480 Speaker 1: r A and U l A. It sounds a little sinister. 128 00:09:13,640 --> 00:09:18,080 Speaker 1: I don't know why, but granula sounds like I don't know, 129 00:09:18,240 --> 00:09:21,240 Speaker 1: it sounds like a a think piece. It sounds like 130 00:09:21,360 --> 00:09:26,520 Speaker 1: it's uh Francis Ford Coppola or verd or Herzog films. 131 00:09:26,800 --> 00:09:30,000 Speaker 1: It sounds like the building blocks of all the reality, 132 00:09:30,440 --> 00:09:33,720 Speaker 1: you know, like some kind of like you know, atomic 133 00:09:33,840 --> 00:09:36,920 Speaker 1: particle granula, you know, but like something that maybe like 134 00:09:36,960 --> 00:09:39,080 Speaker 1: the Greeks or some philosopher or would have referred to 135 00:09:39,120 --> 00:09:41,280 Speaker 1: that as By the way, I was pronouncing the word wrong, 136 00:09:41,320 --> 00:09:45,200 Speaker 1: it is sanatorium and this place was created much more 137 00:09:45,480 --> 00:09:48,920 Speaker 1: as a health spa and resource, So using that word 138 00:09:49,600 --> 00:09:53,400 Speaker 1: maybe sanatorium and sanitarium are two different things. I think 139 00:09:53,400 --> 00:09:58,240 Speaker 1: they very much are just no, I retract my shade 140 00:09:58,280 --> 00:10:04,800 Speaker 1: against the Jackson Santa's are for potentially housing abuses of 141 00:10:04,960 --> 00:10:08,480 Speaker 1: individuals with mental illness. I mean, I I gotta actually 142 00:10:08,480 --> 00:10:11,080 Speaker 1: issue an attraction. Also, I called this guy an antagonist, 143 00:10:11,080 --> 00:10:13,920 Speaker 1: but he was an abolitionist. So it that feels harsh 144 00:10:13,920 --> 00:10:17,360 Speaker 1: for me. So I'm gonna say, sorry, Dr Jackson, I 145 00:10:17,400 --> 00:10:23,840 Speaker 1: am for real stuff right there. No, okay, I love it. Uh. 146 00:10:23,960 --> 00:10:29,160 Speaker 1: And and no, Max, you did that reference in a 147 00:10:29,240 --> 00:10:33,040 Speaker 1: way that will not allow us to be sued. Go us. 148 00:10:39,920 --> 00:10:46,000 Speaker 1: This grandula was not meant to be tasty. It was 149 00:10:46,080 --> 00:10:50,520 Speaker 1: not Captain Crunch. It was not Chocko Puffs or whatever, 150 00:10:51,040 --> 00:10:55,400 Speaker 1: yummy mummy or yummy mummy. Thank your Franka Berry. No 151 00:10:55,559 --> 00:10:58,280 Speaker 1: perfect your na alien. There's a pantheon there. Uh. And 152 00:10:58,320 --> 00:11:04,479 Speaker 1: I appreciate you the uh. This stuff granula was not convenient. 153 00:11:04,920 --> 00:11:09,120 Speaker 1: You had to soak it overnight just to be able 154 00:11:09,160 --> 00:11:11,679 Speaker 1: to eat it that next morning, and you had to 155 00:11:11,760 --> 00:11:17,280 Speaker 1: soak it in milk. And this spoke to some part 156 00:11:17,480 --> 00:11:22,040 Speaker 1: of the public in the United States, and they created 157 00:11:22,760 --> 00:11:28,880 Speaker 1: Dr Jackson created Our Home Granula Company. People loved it. 158 00:11:29,960 --> 00:11:32,800 Speaker 1: If you want to learn more about companies that were 159 00:11:32,840 --> 00:11:37,440 Speaker 1: founded on weird sectarian or cult like ideas. Do check 160 00:11:37,480 --> 00:11:41,200 Speaker 1: out stuff they don't want you to know companies started 161 00:11:41,240 --> 00:11:44,000 Speaker 1: by gults. Uh. For now, what you need to know 162 00:11:44,600 --> 00:11:49,760 Speaker 1: is that in eighteen sixty six, someone who was a 163 00:11:49,880 --> 00:11:55,720 Speaker 1: big fan of Dr j Uh, person named Ellen White, 164 00:11:56,000 --> 00:11:59,720 Speaker 1: who would go on to help found actually be the 165 00:11:59,720 --> 00:12:04,800 Speaker 1: prior Mary, founder of the Seventh day Adventist Church, started 166 00:12:04,920 --> 00:12:11,959 Speaker 1: something in Battle Creek, Michigan called the Western Health Reform Institute. 167 00:12:13,120 --> 00:12:15,520 Speaker 1: And I swear that in my last backtrack, turns out 168 00:12:15,559 --> 00:12:19,000 Speaker 1: sanitarium and sanatorium the same thing. They are just an 169 00:12:19,000 --> 00:12:22,760 Speaker 1: antiquated term initially used to refer to a specialized medical 170 00:12:22,800 --> 00:12:26,640 Speaker 1: clinics of any kind and then mainly associated with the 171 00:12:26,679 --> 00:12:29,600 Speaker 1: negative version of that. We don't call them that anymore. 172 00:12:29,640 --> 00:12:34,120 Speaker 1: We call them psychiatric facility or yeah, anyway, just making 173 00:12:34,160 --> 00:12:36,920 Speaker 1: sure they are the same thing. But it's like referred 174 00:12:36,920 --> 00:12:40,360 Speaker 1: to variably as sanitarium and sanatorium in all of the 175 00:12:40,400 --> 00:12:42,640 Speaker 1: material that we found in and online. A lot of 176 00:12:42,679 --> 00:12:44,720 Speaker 1: people have this confusion. So I hope, I hope that 177 00:12:44,720 --> 00:12:47,679 Speaker 1: cleared up for anybody. But yes, you could consider at 178 00:12:47,720 --> 00:12:50,839 Speaker 1: the time this facility to also be one of those 179 00:12:50,920 --> 00:12:54,960 Speaker 1: you know, um this, yeah, the health the Western Health 180 00:12:55,000 --> 00:12:57,920 Speaker 1: Reform Institute in Battle Creek, Michigan. Out of this with 181 00:12:57,960 --> 00:13:03,440 Speaker 1: her husband, uh named James, wasn't particularly well received in 182 00:13:03,480 --> 00:13:05,560 Speaker 1: the early years. Not a lot of people, you know, 183 00:13:05,600 --> 00:13:10,560 Speaker 1: took to this idea. Yeah, this is something that you would, 184 00:13:10,800 --> 00:13:13,120 Speaker 1: you know, you'd sign up for and pay money for, 185 00:13:13,320 --> 00:13:16,600 Speaker 1: you know. But in eighteen sixty six, Allen decided to 186 00:13:16,640 --> 00:13:19,240 Speaker 1: take a chance on a young upstart by the name 187 00:13:19,280 --> 00:13:23,200 Speaker 1: of John Harvey Kellogg. Yes, that's the one. Um. She 188 00:13:23,320 --> 00:13:27,320 Speaker 1: hired him to help actually provide some marketing assistance to 189 00:13:27,400 --> 00:13:29,880 Speaker 1: hopefully get the word out and uh and create sort 190 00:13:29,880 --> 00:13:32,600 Speaker 1: of an image that maybe she hadn't quite hit on yet. 191 00:13:33,040 --> 00:13:38,280 Speaker 1: And this also allowed Kellogg to study at New York's 192 00:13:38,280 --> 00:13:41,959 Speaker 1: Bellevue Hospital, where he started to think about ways to 193 00:13:42,200 --> 00:13:46,200 Speaker 1: make like ready to eat cereal, not the overnight soaking 194 00:13:46,320 --> 00:13:49,640 Speaker 1: variety available to the general public. And it's funny to 195 00:13:49,760 --> 00:13:51,959 Speaker 1: just want to add like overnight oats and things like 196 00:13:52,040 --> 00:13:55,120 Speaker 1: that's actually become like a trendy thing now where you 197 00:13:55,200 --> 00:13:57,200 Speaker 1: go to a fancy like brunch places and they'll have 198 00:13:57,240 --> 00:14:00,480 Speaker 1: like overnight oats. So what is old is now? Again? 199 00:14:01,440 --> 00:14:04,640 Speaker 1: So you're saying, is all cereal is cyclical, I think so, 200 00:14:05,120 --> 00:14:10,760 Speaker 1: certainly the serial cycle. Jeez. Okay, uh, oh my gosh. 201 00:14:11,080 --> 00:14:14,400 Speaker 1: I have a list of puns for this episode, and 202 00:14:14,480 --> 00:14:18,160 Speaker 1: I have not shared them. Uh And hopefully, if we're 203 00:14:18,160 --> 00:14:21,000 Speaker 1: doing a great job, we won't have to hear any 204 00:14:21,080 --> 00:14:23,240 Speaker 1: of them, because I'm gonna be honest with you. No, 205 00:14:23,880 --> 00:14:29,440 Speaker 1: Max Fellow, ridiculous historians. These are all terrible puns. They're 206 00:14:29,480 --> 00:14:35,120 Speaker 1: like zero out of ten. Anyway, you nailed it. This guy, Kelly. 207 00:14:35,480 --> 00:14:39,440 Speaker 1: He goes back to Battle Creek and he sees that 208 00:14:39,640 --> 00:14:44,880 Speaker 1: the institute that eleanor husband James have started is really struggling. 209 00:14:45,280 --> 00:14:49,880 Speaker 1: You know, they're they're having a tough time becoming sustainable. 210 00:14:50,000 --> 00:14:53,000 Speaker 1: They don't know whether they will be able to continue 211 00:14:53,080 --> 00:14:56,800 Speaker 1: the institute in the future. So he renames it to 212 00:14:56,840 --> 00:15:00,800 Speaker 1: your excellent earlier point Noal Battle Creek Santa Arium, and 213 00:15:00,880 --> 00:15:07,720 Speaker 1: he says the following. He says, Look, you gotta eat vegetables, right, 214 00:15:08,320 --> 00:15:11,880 Speaker 1: Eating the eating the flesh of dead animals might be 215 00:15:11,920 --> 00:15:16,480 Speaker 1: bad for you. You gotta eat the way that our ancestors, 216 00:15:17,240 --> 00:15:23,240 Speaker 1: other primates, monkeys eat simple food, fruits, vegge, not too 217 00:15:23,280 --> 00:15:26,760 Speaker 1: much of it. Stop over eating. This guy, this Kella 218 00:15:26,920 --> 00:15:31,320 Speaker 1: guy would hate and all you can eat buffet and honestly, 219 00:15:31,680 --> 00:15:35,440 Speaker 1: all you can eat buffets I speak from unfortunate experience, 220 00:15:35,840 --> 00:15:38,920 Speaker 1: should come with a warning. They should be all you 221 00:15:39,240 --> 00:15:42,880 Speaker 1: should eat buffets. But that's a you know, that's a 222 00:15:43,120 --> 00:15:46,320 Speaker 1: that's a tough crossroads for anyone who sees a bunch 223 00:15:46,320 --> 00:15:50,480 Speaker 1: of crab legs uh and some potato salad uh and 224 00:15:50,520 --> 00:15:53,320 Speaker 1: a potato and some green beans whatever. You know. I 225 00:15:53,320 --> 00:15:56,040 Speaker 1: mean that all you can eat buffet model does put 226 00:15:56,040 --> 00:15:58,560 Speaker 1: a lot of impetus on the individual to exercise them 227 00:15:58,560 --> 00:16:01,400 Speaker 1: self control. Some people that are not are not as 228 00:16:01,400 --> 00:16:04,960 Speaker 1: capable as others maybe of doing that. So you know, 229 00:16:05,000 --> 00:16:06,840 Speaker 1: we do live in a country where you're not gonna 230 00:16:06,920 --> 00:16:09,480 Speaker 1: turn someone down just because maybe they look like they 231 00:16:09,480 --> 00:16:13,520 Speaker 1: shouldn't have another plate of spaghetti. Spaghetti's all right, though, 232 00:16:14,320 --> 00:16:16,080 Speaker 1: Oh my gosh, I have a horse of the race. 233 00:16:17,520 --> 00:16:20,400 Speaker 1: I like spaghetti. All you can eat spaghetti buffet, that'd 234 00:16:20,400 --> 00:16:24,640 Speaker 1: be fun. Remember fazzoles. That was kind that was like, yeah, fizzoles. 235 00:16:25,080 --> 00:16:28,960 Speaker 1: It was like a pasta buffet, built your own postible thing. Um. 236 00:16:28,960 --> 00:16:32,120 Speaker 1: But yeah, vegetarianism whole foods, right, what we would think 237 00:16:32,120 --> 00:16:34,920 Speaker 1: of today is kind of the more holistic health aproach 238 00:16:34,920 --> 00:16:36,920 Speaker 1: hasn't change the whole heck of a lot. And it 239 00:16:36,960 --> 00:16:41,440 Speaker 1: gets pretty popular with us because of things like like influencers, 240 00:16:41,480 --> 00:16:44,920 Speaker 1: the same way we see certain trend diets or whatever 241 00:16:44,960 --> 00:16:47,640 Speaker 1: you call them. Fad diets kind of hit today because 242 00:16:47,680 --> 00:16:50,000 Speaker 1: of you know, celebrities that take them on and either 243 00:16:50,040 --> 00:16:52,160 Speaker 1: they're getting paid by them or they really just truly 244 00:16:52,200 --> 00:16:54,600 Speaker 1: believe in it. But we're talking about the celebrities or 245 00:16:54,640 --> 00:16:59,880 Speaker 1: influencers of the day. Amelia Earhart before she disappeared mysteriously, 246 00:17:00,200 --> 00:17:04,119 Speaker 1: Um Thomas Edison, big deal that guy before he ripped 247 00:17:04,119 --> 00:17:08,280 Speaker 1: off or while he was ripping off. Numerous on acknowledged inventors. 248 00:17:09,400 --> 00:17:10,879 Speaker 1: That's sort of the name of the game when it 249 00:17:10,920 --> 00:17:14,119 Speaker 1: comes to inventors in those days, like rip off and 250 00:17:14,240 --> 00:17:18,240 Speaker 1: rip off. Well, and of course President Taft was I 251 00:17:18,240 --> 00:17:23,399 Speaker 1: think he was. He was relatively beloved. He famously struggled 252 00:17:23,440 --> 00:17:26,560 Speaker 1: with fitness is a diplomatic way to put it. Like 253 00:17:26,600 --> 00:17:31,080 Speaker 1: you got called the bathtub. Hey, come on, different episode, Max, 254 00:17:31,840 --> 00:17:34,520 Speaker 1: But hey, we all know I loved Halft. I I 255 00:17:34,600 --> 00:17:37,880 Speaker 1: kind of a lot. I know if you add a tattoo, 256 00:17:37,920 --> 00:17:41,520 Speaker 1: it would be him. But the in the late eighteen 257 00:17:41,560 --> 00:17:47,919 Speaker 1: seventies or early eighteen eighties, Kellogg starts making his own 258 00:17:48,680 --> 00:17:55,440 Speaker 1: version of Ellen White's formula, which again is descended from 259 00:17:55,520 --> 00:18:01,399 Speaker 1: Dr Jackson, right, and and he said, yeah, if you're nasty. Uh. 260 00:18:01,480 --> 00:18:06,359 Speaker 1: And he says, we'll put this wheat flour together with oatmeal, 261 00:18:06,800 --> 00:18:09,760 Speaker 1: and we'll put it together with corn meal, and we'll 262 00:18:09,760 --> 00:18:16,040 Speaker 1: make a um, a very carb heavy paste or agglomeration 263 00:18:16,119 --> 00:18:20,520 Speaker 1: of that sound so so delightful car heavy paste. That 264 00:18:20,640 --> 00:18:25,240 Speaker 1: sounds amazing. Welcome to Syriel. Have you encountered a carbohydrate 265 00:18:25,240 --> 00:18:32,359 Speaker 1: deficit in your life? Consider the following granula? Uh? Well, 266 00:18:32,480 --> 00:18:38,400 Speaker 1: Jackson Dr j sues Kellogg because he says, Kellogg, you're 267 00:18:38,440 --> 00:18:41,120 Speaker 1: taking my shine. You're taking this idea that I had, 268 00:18:41,200 --> 00:18:43,119 Speaker 1: and you're making it look like it was your own. 269 00:18:43,520 --> 00:18:47,639 Speaker 1: And so Kellogg pops back and says, hey, no, beef, 270 00:18:47,720 --> 00:18:51,240 Speaker 1: let's not get beefed up. I'm a vegetarian. I'm gonna 271 00:18:51,280 --> 00:18:57,520 Speaker 1: rename this grund Nola instead of grand new Lah. Very 272 00:18:57,720 --> 00:19:01,159 Speaker 1: vinilized it is. But I have to say, can we 273 00:19:01,200 --> 00:19:04,879 Speaker 1: all agree that granola sounds way more appealing than granula. 274 00:19:05,400 --> 00:19:08,480 Speaker 1: It's got a much better mouth field to Yeah, you're 275 00:19:08,560 --> 00:19:12,840 Speaker 1: waiting for that one, you know, Ola? Just it sounds 276 00:19:12,880 --> 00:19:17,000 Speaker 1: fun like Crayola, you know, or like osh, gosh, but gosh, 277 00:19:17,080 --> 00:19:19,359 Speaker 1: not the same thing, but if it has the smack 278 00:19:19,480 --> 00:19:23,760 Speaker 1: of branding to it, whereas granula sounds really clinical and 279 00:19:23,800 --> 00:19:26,919 Speaker 1: like you said, like some sort of weird you know, supplement, 280 00:19:27,000 --> 00:19:29,760 Speaker 1: or or it sounds like the building blocks of a 281 00:19:29,840 --> 00:19:35,960 Speaker 1: space faring civilization and a Wojanowski film. Well, this is 282 00:19:36,000 --> 00:19:40,480 Speaker 1: the thing as well. We're we're also very clearly basing 283 00:19:40,760 --> 00:19:45,640 Speaker 1: our emotional reactions on the times in which we are alive. Uh, 284 00:19:46,000 --> 00:19:52,640 Speaker 1: Granola had one huge advantage. It wasn't beat me here. 285 00:19:53,200 --> 00:19:57,240 Speaker 1: It wasn't faking hard tack. You guys know about hard tack. 286 00:19:58,160 --> 00:20:01,000 Speaker 1: Hard tack is terrible and it's Yeah, hart tach is 287 00:20:01,040 --> 00:20:03,119 Speaker 1: sort of a category, right, I mean, isn't it just 288 00:20:03,160 --> 00:20:09,320 Speaker 1: sort of like gruel? Basically no specific Yeah, harttach is 289 00:20:09,640 --> 00:20:17,320 Speaker 1: a um okay, let's be honest. Heart tack is technically 290 00:20:17,560 --> 00:20:21,560 Speaker 1: like a biscuit or a cracker. But it it doesn't 291 00:20:21,560 --> 00:20:29,520 Speaker 1: go bad. It's just so concentrated and so derived of water, 292 00:20:29,840 --> 00:20:35,439 Speaker 1: so dehydrated that you can injure your mouth and jaw 293 00:20:35,960 --> 00:20:40,439 Speaker 1: attempting to eat it without dipping it in something or 294 00:20:40,520 --> 00:20:45,320 Speaker 1: somehow diluting it. That's why granola or whatever had to 295 00:20:45,320 --> 00:20:50,600 Speaker 1: be soaked in milk overnight. Granola is a commercial success 296 00:20:50,640 --> 00:20:54,359 Speaker 1: because Kellogg figured out some cool stuff. So he gets 297 00:20:54,359 --> 00:21:00,080 Speaker 1: with his brother William Kellogg, and he creates really what 298 00:21:00,160 --> 00:21:06,280 Speaker 1: we would call the origins of breakfast cereal today, and 299 00:21:06,520 --> 00:21:11,199 Speaker 1: people love it. People love it so much so that 300 00:21:11,359 --> 00:21:14,840 Speaker 1: of course other people enter the fray. What did you 301 00:21:14,880 --> 00:21:19,520 Speaker 1: say earlier, knowl it was eighteen eighties, six by eight. 302 00:21:20,560 --> 00:21:24,320 Speaker 1: I think there's a new challenger on the board. Yeah, 303 00:21:24,359 --> 00:21:25,840 Speaker 1: because I mean, at the end of the day, we're 304 00:21:25,880 --> 00:21:30,640 Speaker 1: talking about sort of reconstituted grain material. So that's why 305 00:21:30,680 --> 00:21:32,919 Speaker 1: the lawsuit was only about the name, the branding. You 306 00:21:32,960 --> 00:21:37,080 Speaker 1: can't really copyright trademark the idea of, you know, putting 307 00:21:37,119 --> 00:21:40,960 Speaker 1: wet stuff into dry stuff and making it somewhat edible. So, 308 00:21:41,200 --> 00:21:44,360 Speaker 1: you know, the the c W Post came along who 309 00:21:44,440 --> 00:21:47,879 Speaker 1: was actually a former patient at the Battle Creek Sanitarium 310 00:21:48,000 --> 00:21:50,960 Speaker 1: UM and was impressed with Kellogg's methods, you know, and 311 00:21:51,040 --> 00:21:53,920 Speaker 1: his experiments with grain. So he he kind of did 312 00:21:53,960 --> 00:21:57,640 Speaker 1: what Kellogg did with uh with with the previous inventor 313 00:21:57,800 --> 00:22:00,200 Speaker 1: or the granula, and kind of started his own thing. 314 00:22:00,240 --> 00:22:03,719 Speaker 1: His own company. His creation was called Post Them, and 315 00:22:03,760 --> 00:22:09,399 Speaker 1: it was like a beverage. Spell it out, everybody, post 316 00:22:09,440 --> 00:22:12,639 Speaker 1: them p O S t U M. That sounds like 317 00:22:12,680 --> 00:22:16,719 Speaker 1: a medical excretion. Yeah, all of these. Yeah, I mean, 318 00:22:16,760 --> 00:22:19,520 Speaker 1: Granola is really the one that stuck stuck around. Obviously 319 00:22:19,600 --> 00:22:23,800 Speaker 1: post Them was a play on his last name. And 320 00:22:23,880 --> 00:22:26,000 Speaker 1: then ultimately they dropped the um because I don't know 321 00:22:26,040 --> 00:22:29,080 Speaker 1: anything about this product and created the Post Serial company, 322 00:22:29,119 --> 00:22:32,320 Speaker 1: which is also huge and easy to confuse. Which cartoon 323 00:22:32,520 --> 00:22:35,560 Speaker 1: mascots go with, which you know brand. I wouldn't be 324 00:22:35,600 --> 00:22:37,480 Speaker 1: surprised if the same parent company owns both of them 325 00:22:37,520 --> 00:22:40,239 Speaker 1: at this point, but it's hard to say. But um, 326 00:22:40,359 --> 00:22:43,520 Speaker 1: this guy Tony Sherman Um, who was a general manager 327 00:22:43,560 --> 00:22:46,600 Speaker 1: of Post Foods, said he described it as a serial 328 00:22:46,640 --> 00:22:50,320 Speaker 1: beverage intended to replace coffee in the morning, which I 329 00:22:50,359 --> 00:22:54,280 Speaker 1: don't understand because people drink coffee because of the caffeine. 330 00:22:54,880 --> 00:22:58,879 Speaker 1: So this was a caffeine free coffee substitute, which, again, 331 00:22:59,119 --> 00:23:01,600 Speaker 1: speaking of useless things, you know, like nipples on a 332 00:23:01,600 --> 00:23:05,280 Speaker 1: breastplate or whatever. As the Game of Thrones folks would say, um, 333 00:23:05,480 --> 00:23:08,880 Speaker 1: caffeine free coffee is I don't understand. Yeah, I don't 334 00:23:08,920 --> 00:23:12,919 Speaker 1: get it, but you know, all the best to these folks, 335 00:23:13,200 --> 00:23:17,359 Speaker 1: he says, don't let your kids share your coffee. What 336 00:23:17,480 --> 00:23:20,160 Speaker 1: you should do is give them this stuff. We call 337 00:23:20,240 --> 00:23:24,960 Speaker 1: it post them. It's a child friendly beverage essentially. And 338 00:23:25,920 --> 00:23:32,160 Speaker 1: around the same year the brothers Kellogg start experimenting with 339 00:23:32,320 --> 00:23:38,040 Speaker 1: flakes of great You can see examples of this in 340 00:23:38,800 --> 00:23:44,040 Speaker 1: packages of things like Granos Flakes g R A N 341 00:23:44,200 --> 00:23:47,760 Speaker 1: O S E. Granos Flakes, which would be one of 342 00:23:47,800 --> 00:23:53,399 Speaker 1: the first on the shelf breakfast cereals. And all it 343 00:23:53,560 --> 00:23:57,560 Speaker 1: said was enriched the blood, which sounds very much like 344 00:23:57,600 --> 00:24:01,520 Speaker 1: a vampire made that and wants to drink the blooded children. 345 00:24:02,040 --> 00:24:06,440 Speaker 1: You could get the vibe from the Kellogg's primary motivation, 346 00:24:06,960 --> 00:24:10,840 Speaker 1: which is the world should eat less meat and eat 347 00:24:10,920 --> 00:24:14,879 Speaker 1: more grains, and technically that is true. Check out the 348 00:24:14,920 --> 00:24:19,480 Speaker 1: Omnivores Dilemma by Michael Pollen. This message is a very 349 00:24:19,520 --> 00:24:24,280 Speaker 1: big deal in the early days of cereal because the 350 00:24:24,520 --> 00:24:31,080 Speaker 1: cereal brands are trying to convince people to walk away 351 00:24:31,200 --> 00:24:36,080 Speaker 1: from the typical agrarian breakfast, which is you know, eggs, 352 00:24:36,600 --> 00:24:40,560 Speaker 1: meat of some sort a lot of bread. They're saying, hey, 353 00:24:40,720 --> 00:24:46,359 Speaker 1: you know, stay nutritious. But also this is you know, 354 00:24:46,520 --> 00:24:57,080 Speaker 1: very Steve brule for your health and whether they realize 355 00:24:57,119 --> 00:24:59,560 Speaker 1: that or not. This was another one of those kind 356 00:24:59,560 --> 00:25:01,760 Speaker 1: of like food of the future, you know, like the 357 00:25:01,760 --> 00:25:04,320 Speaker 1: microwave and what was the other one we did recently, 358 00:25:04,400 --> 00:25:08,439 Speaker 1: like uh, you know oven pre pre frozen meals that 359 00:25:08,480 --> 00:25:10,760 Speaker 1: you could put in. It was seen as this like convenient, 360 00:25:10,840 --> 00:25:13,840 Speaker 1: one stop shop to get all those same nutrients. So 361 00:25:14,200 --> 00:25:16,840 Speaker 1: it was kind of marketed in that way to a degree. 362 00:25:17,000 --> 00:25:21,120 Speaker 1: Um Post actually beat Kellogg to the market. Oh, we're 363 00:25:21,119 --> 00:25:25,920 Speaker 1: gonna talk about it. Our favorite, our favorite cereal. Yeah, 364 00:25:26,280 --> 00:25:30,000 Speaker 1: grape nuts, which contains much like an egg cream, neither 365 00:25:30,119 --> 00:25:33,880 Speaker 1: grape nor nuts. Uh, egg cream contains neither egg nor cream. 366 00:25:34,320 --> 00:25:37,240 Speaker 1: And it's like it's like rabbit food, like like little 367 00:25:37,280 --> 00:25:40,200 Speaker 1: pellets that you'd buy in a giant sack, you know, 368 00:25:40,359 --> 00:25:42,879 Speaker 1: from a pet store. It'll keep you sober though, That 369 00:25:43,119 --> 00:25:47,159 Speaker 1: was their pitch and regular apparently, Yeah, you can just 370 00:25:47,400 --> 00:25:50,240 Speaker 1: poop all the time and never drink boost. Yeah, you 371 00:25:50,280 --> 00:25:52,360 Speaker 1: start to poop just like dark matter, you know at 372 00:25:52,400 --> 00:25:56,000 Speaker 1: this point, just like the density. It's like, yeah, anyway, 373 00:25:56,160 --> 00:25:58,920 Speaker 1: there's a reason we don't eat like like rabbits, you know, 374 00:25:59,119 --> 00:26:02,200 Speaker 1: or or apes. I'm not I'm not saying this isn't 375 00:26:02,359 --> 00:26:04,720 Speaker 1: fine for some people. Maybe a steady diet of grape 376 00:26:04,800 --> 00:26:07,399 Speaker 1: nut and cream of wheat, you know, is great for 377 00:26:07,480 --> 00:26:12,000 Speaker 1: some people. But you don't eat grape nuts. Like you're 378 00:26:12,040 --> 00:26:14,560 Speaker 1: not eating grapes. You're not eating nuts. You're also not 379 00:26:14,680 --> 00:26:17,920 Speaker 1: pooping grapes, nor are you pooping nuts. This whole thing 380 00:26:18,240 --> 00:26:21,800 Speaker 1: stem to Stern. It's a gript It's like a grift 381 00:26:21,840 --> 00:26:24,240 Speaker 1: that's still around to this day. And those, uh, those 382 00:26:24,680 --> 00:26:27,719 Speaker 1: the grocery store aisles that you were talking about, Ben granted, 383 00:26:28,119 --> 00:26:31,640 Speaker 1: very small box and like, isn't your dad really into 384 00:26:31,680 --> 00:26:35,320 Speaker 1: grape nuts? Max, My daddy's grape nuts every single morning 385 00:26:35,880 --> 00:26:38,240 Speaker 1: when like the pandemic was first start happen, it was 386 00:26:38,240 --> 00:26:40,880 Speaker 1: really hard to get stuff. They were out of grape nuts, 387 00:26:40,920 --> 00:26:43,439 Speaker 1: and it was like he was like considering paying sixty 388 00:26:43,520 --> 00:26:45,800 Speaker 1: dollars for a box of grape nuts off of the Amazon. 389 00:26:46,119 --> 00:26:48,280 Speaker 1: That's because it's like him and like fifty other old 390 00:26:48,320 --> 00:26:55,399 Speaker 1: men that they're the only ones that eat it. Start. Also, Max, 391 00:26:55,720 --> 00:26:59,119 Speaker 1: you should give you should give this quote from Karen 392 00:26:59,680 --> 00:27:06,479 Speaker 1: get doll here, Karen Gendal, who was manager of grape nuts. Yes, yes, 393 00:27:06,560 --> 00:27:11,480 Speaker 1: they said grape nuts with people eating advertising, which, yeah, 394 00:27:12,240 --> 00:27:17,000 Speaker 1: and they ate it up. They ate it up bacon, 395 00:27:17,240 --> 00:27:19,520 Speaker 1: I mean it is. It is a very similar story 396 00:27:19,560 --> 00:27:22,200 Speaker 1: where you're taking something kind of unappealing on its surface 397 00:27:22,560 --> 00:27:24,880 Speaker 1: and selling it. I'm glad. I like baking way better 398 00:27:24,920 --> 00:27:27,760 Speaker 1: than grape nuts. It's it's it's a much tastier grift, 399 00:27:28,119 --> 00:27:31,280 Speaker 1: but a griff just the same. I like the idea. 400 00:27:31,400 --> 00:27:37,280 Speaker 1: Let's reopen ridiculous history cinema and let's let's just play 401 00:27:37,320 --> 00:27:41,720 Speaker 1: around with the idea of a title called a tasty grift. 402 00:27:42,560 --> 00:27:47,280 Speaker 1: That's pretty cool. Uh okay. So back into back into 403 00:27:47,520 --> 00:27:54,760 Speaker 1: the time of cereals Ascendants nineteen o six. The Kellogg bros. 404 00:27:55,080 --> 00:27:59,760 Speaker 1: Will Kellogg specifically, they took the rights from things like 405 00:28:00,080 --> 00:28:04,800 Speaker 1: corn flake and the Kellogg Dame. Will took it from 406 00:28:04,880 --> 00:28:11,040 Speaker 1: his brother, and they beefed up about ingredients, primarily because 407 00:28:12,880 --> 00:28:17,520 Speaker 1: Will said, we need to add sugar to this original recipe. 408 00:28:17,960 --> 00:28:21,920 Speaker 1: This is where they start exploiting children and parents. The 409 00:28:22,119 --> 00:28:28,600 Speaker 1: first boxes of Kellogg's corn flakes were just flakes, and 410 00:28:28,760 --> 00:28:33,840 Speaker 1: then they started focusing on sugar and they started saying 411 00:28:33,880 --> 00:28:39,400 Speaker 1: they're delicious, they're distinctive in flavor. Children, go tell your 412 00:28:39,560 --> 00:28:43,720 Speaker 1: parents that other parents will call you poor if you 413 00:28:43,880 --> 00:28:47,600 Speaker 1: don't buy me sugar in the morning in flake form. 414 00:28:47,960 --> 00:28:51,120 Speaker 1: And they didn't talk about health benefits and they didn't 415 00:28:51,120 --> 00:28:54,480 Speaker 1: have to because at this point people were brainwashed. So 416 00:28:54,680 --> 00:28:58,800 Speaker 1: is this Kellogg getting greedy and totally abandoning is you know, 417 00:28:59,120 --> 00:29:02,800 Speaker 1: holistic life style approach or is this like at this point, 418 00:29:03,040 --> 00:29:05,320 Speaker 1: is the company passed out of his hands or something, 419 00:29:05,440 --> 00:29:08,360 Speaker 1: because it seems a very counter to all of his 420 00:29:08,600 --> 00:29:12,840 Speaker 1: you know, healthy, feel good, tery kind of attitude. John 421 00:29:13,000 --> 00:29:17,840 Speaker 1: Harvey Kellogg is the healthy, feel good, very kind of guy. 422 00:29:17,920 --> 00:29:21,920 Speaker 1: In the conversation, his brother, Will Kellogg is the guy 423 00:29:22,160 --> 00:29:25,520 Speaker 1: runs this stuff. I would just think that that would 424 00:29:25,560 --> 00:29:28,840 Speaker 1: cause some strife between the brothers. Maybe it's like you're 425 00:29:28,880 --> 00:29:32,600 Speaker 1: taking my my vision and you bastardized it. Now you're 426 00:29:32,640 --> 00:29:35,239 Speaker 1: trying to kill children with it. But also, do they 427 00:29:35,360 --> 00:29:37,680 Speaker 1: know as much about sugar then and how bad it 428 00:29:37,840 --> 00:29:39,440 Speaker 1: was for you that we know today? I don't think so. 429 00:29:39,560 --> 00:29:42,200 Speaker 1: It was more of a luxury, Yeah, not at that point. 430 00:29:42,320 --> 00:29:45,400 Speaker 1: They just knew it was a way to sell boxes. Yeah, 431 00:29:46,160 --> 00:29:49,440 Speaker 1: you guilt the parents. You guilt the parents through the 432 00:29:49,560 --> 00:29:55,600 Speaker 1: children you sell the stuff Kellogg. Will Kellogg also put 433 00:29:55,680 --> 00:30:00,520 Speaker 1: a lot of effort into making sure the people were 434 00:30:00,600 --> 00:30:04,960 Speaker 1: buying genuine Kellogg's right, because there were a lot of 435 00:30:05,040 --> 00:30:07,880 Speaker 1: other people coming in the mix. You know, there's like 436 00:30:08,640 --> 00:30:14,360 Speaker 1: the Max and Alex Williams totally legit breakfast flakes or 437 00:30:14,560 --> 00:30:17,360 Speaker 1: something like that. What I like, Yeah, what I like 438 00:30:17,480 --> 00:30:20,320 Speaker 1: about that name is how short and witty it is. Uh. 439 00:30:21,160 --> 00:30:27,160 Speaker 1: There's also there's also this idea that people are buying 440 00:30:27,360 --> 00:30:32,400 Speaker 1: based on celebrity. As we see in a great work 441 00:30:32,600 --> 00:30:38,800 Speaker 1: by Jaya Zacina on Serious Heats dot com, American consumers 442 00:30:38,920 --> 00:30:44,280 Speaker 1: were buying cereal because they were intrigued. They wanted to 443 00:30:44,360 --> 00:30:51,000 Speaker 1: be part of the Kellogg story. So Kellogg is trying 444 00:30:51,120 --> 00:30:56,120 Speaker 1: to trying to say, look, we have to redefine what 445 00:30:56,400 --> 00:31:03,360 Speaker 1: constitutes and American breakfast something hardy eggs, some sort of 446 00:31:03,440 --> 00:31:08,640 Speaker 1: protein from an animal, uh, some sort of carbohydrate, etcetera. 447 00:31:09,360 --> 00:31:15,840 Speaker 1: How do we make milk and our proprietary grains look 448 00:31:15,960 --> 00:31:20,000 Speaker 1: like they are on the level or superior to that. Uh. 449 00:31:20,240 --> 00:31:22,360 Speaker 1: We can get stuff on the shelves, but how do 450 00:31:22,440 --> 00:31:25,280 Speaker 1: we make people feel like they need it? Oh? Man, 451 00:31:25,360 --> 00:31:28,800 Speaker 1: I just gotta insert a little interesting bit of trivia. Uh. 452 00:31:29,240 --> 00:31:34,320 Speaker 1: William Keith Kellogg's signature is the Kellogg logo sort of 453 00:31:34,440 --> 00:31:37,680 Speaker 1: like Walt Disney Company is Walt Disney signature And I 454 00:31:37,760 --> 00:31:40,520 Speaker 1: just thought that was some clever, you know, typography. But 455 00:31:40,560 --> 00:31:43,360 Speaker 1: if you look, you can see a signature and the 456 00:31:43,760 --> 00:31:48,440 Speaker 1: Kellogg School of Management in Evanston, Illinois, because it was 457 00:31:48,680 --> 00:31:51,640 Speaker 1: was founded or at least um with through a ten 458 00:31:51,720 --> 00:31:53,520 Speaker 1: million dollar gift that he made. I think it was 459 00:31:53,640 --> 00:31:55,360 Speaker 1: named after him. It was called something else for them. 460 00:31:55,400 --> 00:31:59,680 Speaker 1: That is still a very prestigious business school to this day. Yeah, 461 00:32:00,160 --> 00:32:03,160 Speaker 1: and that's back when ten million dollars really counted for something. 462 00:32:04,000 --> 00:32:09,440 Speaker 1: Uh So, a lot of the package ideas or designs, 463 00:32:09,480 --> 00:32:12,200 Speaker 1: and I'm so glad you talked about the the logo 464 00:32:12,560 --> 00:32:17,240 Speaker 1: and the signature. Here. A lot of these designs the 465 00:32:17,400 --> 00:32:20,600 Speaker 1: things you would see when you're walking in your grocery store. 466 00:32:21,080 --> 00:32:24,880 Speaker 1: They focused on how awesome it was to have a 467 00:32:25,120 --> 00:32:29,320 Speaker 1: bowl of cereal. You don't need all this other junk 468 00:32:29,720 --> 00:32:33,360 Speaker 1: in the morning. All you gotta do busy this bowl 469 00:32:34,080 --> 00:32:37,880 Speaker 1: as part of a ballast breakfast which comes later. Anyway, 470 00:32:37,960 --> 00:32:43,120 Speaker 1: fast forward nineteen twenty two, there's a thing called Washburns 471 00:32:43,280 --> 00:32:46,320 Speaker 1: whole wheat flakes. Let me do that again with a 472 00:32:46,400 --> 00:32:51,240 Speaker 1: different voice. West bends heavy wheat flakes because it sounds 473 00:32:51,360 --> 00:32:56,320 Speaker 1: so Monty Burns, doesn't it Like that sounds boring? Cereals 474 00:32:56,600 --> 00:33:01,960 Speaker 1: it is, fetch me the washbunds flicks. Yeah. And also 475 00:33:02,080 --> 00:33:04,680 Speaker 1: with the word washing, there just that I immediately think 476 00:33:04,760 --> 00:33:08,120 Speaker 1: of like dishwasher detergent, you know, are like the kind 477 00:33:08,200 --> 00:33:10,560 Speaker 1: of soap flakes you use back in like the fifties 478 00:33:10,640 --> 00:33:13,800 Speaker 1: or whatever to to wash your clothes in. Um. Yeah, man, 479 00:33:13,920 --> 00:33:17,920 Speaker 1: it's just you know, wash Burns, holyweat flakes. Uh did 480 00:33:18,120 --> 00:33:22,200 Speaker 1: pretty well? Right? Yeah? Yeah, you may recognize it today 481 00:33:22,360 --> 00:33:26,440 Speaker 1: as tweeties, all right. They we're just both say waites 482 00:33:27,320 --> 00:33:29,640 Speaker 1: got eat your wheaties or eat your better each whatever. 483 00:33:29,720 --> 00:33:33,400 Speaker 1: Any number of sports icon figures have been associated with 484 00:33:33,520 --> 00:33:35,760 Speaker 1: that brand with I don't know, I mean, do you 485 00:33:35,840 --> 00:33:38,240 Speaker 1: think that they look at like the stats before they 486 00:33:38,320 --> 00:33:40,640 Speaker 1: agree to sign on. No, they just know Michael Jordan 487 00:33:40,760 --> 00:33:42,480 Speaker 1: did it and they're like, cool, We're we're going to 488 00:33:42,560 --> 00:33:45,400 Speaker 1: be associated with this brand because it's all about kind 489 00:33:45,440 --> 00:33:48,320 Speaker 1: of legacy brand associations. And if you want to be 490 00:33:48,480 --> 00:33:51,120 Speaker 1: like Mike, then you also promote the same cereal that 491 00:33:51,240 --> 00:33:53,280 Speaker 1: Mike did. But you know, I mean, the fact of 492 00:33:53,320 --> 00:33:55,360 Speaker 1: the matter is whether you agree with this notion of 493 00:33:55,440 --> 00:33:59,640 Speaker 1: eating cereal for breakfast being better or worse than um, 494 00:34:00,040 --> 00:34:02,640 Speaker 1: you know, eggs and bacon or whatever it might be, potatoes. 495 00:34:03,360 --> 00:34:07,160 Speaker 1: It is still just a giant carbload, you know, um 496 00:34:07,880 --> 00:34:10,879 Speaker 1: that does have vitamins and minerals and things I guess 497 00:34:10,960 --> 00:34:14,440 Speaker 1: inserted into them. I'm so glad you said that because 498 00:34:15,760 --> 00:34:20,279 Speaker 1: Washburn's howe flakes were or wheaties were marketed as a 499 00:34:20,480 --> 00:34:23,839 Speaker 1: perfect food. So Michael and ready to eat. And then 500 00:34:24,280 --> 00:34:27,920 Speaker 1: Post who was like the pepsi in this conversation, Uh, 501 00:34:28,080 --> 00:34:32,719 Speaker 1: Post Toasties called themselves of four star breakfast treat Get 502 00:34:32,800 --> 00:34:39,560 Speaker 1: this sknoll combining flavor, nourishment, vitamins, and economy in a 503 00:34:39,760 --> 00:34:43,439 Speaker 1: single box. Who sweet sweet economy. Oh if I could 504 00:34:43,480 --> 00:34:48,640 Speaker 1: but taste it? Well, now you can. Um. And again 505 00:34:48,880 --> 00:34:51,680 Speaker 1: we know at this point these are all pretty saney, right, 506 00:34:51,840 --> 00:34:54,320 Speaker 1: the types of cereals that are hitting the market and 507 00:34:54,400 --> 00:34:56,759 Speaker 1: that are doing well. So we really start to get 508 00:34:56,800 --> 00:35:01,480 Speaker 1: into this diversification of syria ails and this marketing towards 509 00:35:01,640 --> 00:35:07,279 Speaker 1: kids with the advent of mascots, these cartoon mascots that 510 00:35:07,520 --> 00:35:11,200 Speaker 1: some of which have changed very fascinatingly over time, like, uh, 511 00:35:11,520 --> 00:35:14,120 Speaker 1: the what is it? I think it's um lucky charms 512 00:35:14,440 --> 00:35:16,719 Speaker 1: didn't used to be wrapped by a leprecn. It used 513 00:35:16,760 --> 00:35:19,520 Speaker 1: to be a wizard. And you know, certain of these 514 00:35:19,600 --> 00:35:22,360 Speaker 1: mascots have been around forever, have had like various changes 515 00:35:23,080 --> 00:35:25,000 Speaker 1: over the years. So that's an interesting thing to track 516 00:35:25,080 --> 00:35:26,279 Speaker 1: if you ever want to go down a bit of 517 00:35:26,280 --> 00:35:30,520 Speaker 1: an internet rabbit hole. That's right, folks, this is a 518 00:35:30,800 --> 00:35:37,000 Speaker 1: two part episode because thanks to Noel and Max, we 519 00:35:37,280 --> 00:35:41,680 Speaker 1: are going to need two episodes to talk about this cereal. 520 00:35:42,320 --> 00:35:44,520 Speaker 1: We've spent a lot of time off air. I don't 521 00:35:44,560 --> 00:35:46,640 Speaker 1: know how much is gonna make it into the editor 522 00:35:46,920 --> 00:35:50,400 Speaker 1: talking about breakfast cereal. So we're gonna call this a 523 00:35:50,480 --> 00:35:53,680 Speaker 1: two parter. We're gonna pause for now, but I gotta 524 00:35:53,840 --> 00:35:58,120 Speaker 1: say thank you to anyone who is eating cereal as 525 00:35:58,200 --> 00:36:00,800 Speaker 1: you hear this. And before we impart one, nol, I 526 00:36:00,920 --> 00:36:05,479 Speaker 1: have to ask you cereal with milk, cereal without milk? Where? 527 00:36:06,000 --> 00:36:08,160 Speaker 1: Oh yeah, I'll tell you, here's a here's a life 528 00:36:08,200 --> 00:36:13,719 Speaker 1: hack for you. Cereal with chocolate milk. We'll talk more 529 00:36:13,760 --> 00:36:18,880 Speaker 1: about that. Our other serial preferences, cereal mascots, the proliferation 530 00:36:19,080 --> 00:36:22,720 Speaker 1: of health issues with children, and all of the various 531 00:36:23,080 --> 00:36:27,840 Speaker 1: pitfalls of marketing without proper science and research. In the 532 00:36:27,960 --> 00:36:32,440 Speaker 1: second part of our serial, Cereal, that's the second one. 533 00:36:33,520 --> 00:36:37,279 Speaker 1: We're literally sereal podcasters right now, folks, thank you for 534 00:36:37,360 --> 00:36:40,040 Speaker 1: joining us on the journey. Thanks as always to our 535 00:36:40,120 --> 00:36:43,880 Speaker 1: super producer research associate, Mr Max Williams, thanks to his 536 00:36:44,000 --> 00:36:47,760 Speaker 1: brother Alex Williams, composed this banging track, thanks to Christopher 537 00:36:47,800 --> 00:36:52,920 Speaker 1: Hasciotis Eve's Jeff Coche. And by the way, before now, 538 00:36:53,040 --> 00:36:56,640 Speaker 1: we usually roast the hell out of our pal Jonathan Strickland, 539 00:36:56,800 --> 00:36:59,040 Speaker 1: a k a. The Quister, but there was a big 540 00:36:59,160 --> 00:37:03,000 Speaker 1: storm came through the fair metropolis of Atlanta. He was 541 00:37:03,120 --> 00:37:06,160 Speaker 1: unable to make it today because he's working on some 542 00:37:06,320 --> 00:37:09,840 Speaker 1: stuff with his house. And as we always, you know, 543 00:37:09,960 --> 00:37:12,959 Speaker 1: we give the guy a hard time, rightly so, because 544 00:37:13,000 --> 00:37:15,759 Speaker 1: he's a real jerk to us on air, but we 545 00:37:16,000 --> 00:37:18,160 Speaker 1: do have his back and we do wish well. So 546 00:37:18,360 --> 00:37:21,279 Speaker 1: thank you to you, Jonathan. If you hear this, yeah, 547 00:37:21,440 --> 00:37:23,640 Speaker 1: thank you to you, Jonathan. Thank you to you some 548 00:37:23,800 --> 00:37:27,200 Speaker 1: producer Max for putting together such an amazing bundle of 549 00:37:27,320 --> 00:37:30,400 Speaker 1: research on this topic. So much there's an embarrassment of 550 00:37:30,480 --> 00:37:31,880 Speaker 1: riches that we did have to make it at two 551 00:37:31,960 --> 00:37:35,280 Speaker 1: parter and of course thanks to you, Ben Captain. Crunch 552 00:37:35,440 --> 00:37:40,239 Speaker 1: also ties into phone freaking packing. Yeah, and it cuts 553 00:37:40,239 --> 00:37:42,440 Speaker 1: the roof of your mouth, dude. We'll see you next time, Cooks. 554 00:37:49,360 --> 00:37:51,400 Speaker 1: For more podcasts for my heart Radio, visit the I 555 00:37:51,480 --> 00:37:54,360 Speaker 1: heart Radio app, Apple podcast, or wherever you listen to 556 00:37:54,440 --> 00:37:55,320 Speaker 1: your favorite shows.