Kellogg, Wicks Dot Com, DOT discussed on American Innovations
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John Keller is such an interesting figure because he's he's kind of wild hybrid of some ideas that actually were very ahead of their time that feel very contemporary and and it have you know whether it's actual scientifically visionary visionary things or just modern things sound very kind of new age in a twenty first century new age and then there are these ideas like female genital mutilation and Eugenics and all these things that are important to us today and that are pretty much clearly kind of beyond the Pale. That's one of the things that makes him such a fascinating figure. It seems to me and and what did you. Mak- that having spent so much time kind of living through his life well he's a problematic figure a lot of his ideas he you know he read several languages and he read the medical literature quite extensively. He was also a very good surgeon. He did over ten thousand procedures in his career so he followed just about everything but he would shoehorn born new ideas and new science to fit his worldview that had already been developed largely through his Christian faith in the seventh day adventist church but he had a lot of ideas that we would find uncomfortable at the very least he didn't really do genital mutilation per se but what he was against as were many many many doctors whether they were seventh day adventists are not against the solitary vice of masturbation and and so there were things that he would prescribe that sound very horrible binding the genitals of pudding carbolic acid on the a finger tips or even you know doing and then there was actually rarely they were mutilating. I guess if you they were not they were not good eyedrops right he would put sutures through the penis and things like that terrible idea and they're in his textbooks but and the U. Janet thing is very complicated because he was was like have to tell you if you study a white anglo-saxon Protestant men and their wives in late nineteenth early twentieth century Tree America. You'RE GONNA find a lot of genesis you don't have to lift a particularly among progressively history of honored singer. Teddy Roosevelt Yeah Yeah Yeah this was this pseudoscience captured their inherent racism things that they were taught that the Nordic races were superior earlier to the other reasons. They were taught this in school lot of America. You know we don't think about this but this was common. Teaching Presidents talked about the senator's scientists university presidents and so on so it was very common. He took it to another extreme now. His eugenics is very interesting form as he called it you thanks and it was almost like Lamar archaism where if you adopted good behaviors exercise good eating and so on you could intern pass that on to your property. The hardcourt eugenicist thought he was silly when he said that the other thing that is maybe some lighter in its implications but the striking about chunk. Lx Life is that here you have someone who is working on so many different levels some of them actually quite quite laudable some of them you know pretty malevolent with all these ambitious goals of transforming people in their lives and their health and society but his ultimate it will cut of largest in fact actually is what we have for breakfast yeah that ends up being the way that he truly changes the world. What what can you just like. What was the American breakfast invest before the Kellogg brothers got got into this world so young the poor mothers of the country would have to think about you have a wood burning stove and it's the middle of winter. You've got to start that going and then if you're making a grain like mosh or early forms of oatmeal your cooking that for forty five to sixty minutes let's or you're making eggs. If you're wealthy or near a farm and bacon potatoes were very common breakfast as well but they would all be sort of simmered numbered upper sauteed or whatever the chef term is in the grease from last night's meal so it's a lot of heavy fried fatty meals and if there's meat involved particularly perform refrigerators it tended to be heavily salted or cured these were very heavy salty time consuming meals and after nineteen o five nine zero six would you could have a box of cereal. Gosh even dad could make breakfast and it also coincided with another national trend the development of clean a homogenize pasteurized milk that was being sold in refrigerated counters that was being transported in refrigerated trucks and that instead of the old system of getting a cup of milk from the grocer that was taken out of dirty. Can it was now a hygienic way to serve milk and you can't really have a bowl cornflakes without at least a half a cup of milk by the way that that that breakthrough the safe milk yeah transformation. That's one of the Great Health Revolutions of the twentieth century. I mean that really it really isn't it. It really is I rail out a lot about that. At the book and the old fashioned way was that it would come on a horse and buggy in milk cans and grocers grocers would buy a can and they would dole it out into another receptacle that the housewife took into the grocer was brought home. There was no refrigerator so if it was cold hold you could leave it out on the fire escape or the window but it went bad very quickly and even in transport it could be carrying all kinds of bacteria area. There was also the problem that a lot of milk was adulterated by unethical grocers farmers or in between people and it could be watered down and that would be the best of all worlds or it could be adulterated with white chalky substances and really made into a UN nutritious mess ends ends really important for infant feeding because a lot of infants were dying of diarrhea because they were getting tainted milk yeah. It's another reason another thing we need to say to our kids like yeah. You know back in the day the milk would kill you. Yeah yeah should appreciate your having a bowl of cereal talking to die and right three days. The the motto wouldn't have got milk it would be you can have it exactly so as he's kind of products start to get developed. These kind of ready ready to eat breakfast. Cereals Kellogg's kind of together start collaborating on John is initially or really for most of his life resistant to the idea of making a ton of right right well. Where does that come from. Well you know he created. He is best remembered for his role in clerk lakes but he created a lot of health foods. He was responsible for getting soya milk and almond milk and other nut. MEESE milks manufacturers a lot of foods that he created but he created them all for his flock for his patients but back then if a doctor advertised his wears if he took out ads or in some way commercialized voiced his work there was held to pay with his local medical society all the way up to the American Medical Association and he was even though Oh he did some things that were on the fringes or that was not what Orthodox medical doctors practice he very much wanted to be part of you know the elite cadre of American physicians and if he had done something like come out with John Harvey kelloggs cornflakes he would there will be charges which is brought up against them so in addition to the the food innovation particularly will one of his key roles was in the kind of marketing and advertising side of that's where a lot of the kind of new ideas also were developed yeah. Can you give us a little bit of a sense of this specific techniques that will pioneered in terms of marketing to to specifically typically mothers and two kids right that was his demographic mothers and kids so there was wonderful pictures of mothers serving nutritious meals to their children in in these ads they also had little coupons so that you could get free samples of the cereal and for children he invented the toy in the box and the first one was a coloring book called the Kellogg's Funny Jungle Land Coloring Book and there was a double advantage to this the kids loved it of course and it also took up more more room in the box in the cornflakes and was much cheaper to make than a cornflakes so everybody wants but the toy in the box was a huge innovation. I can't I don't know of a single kid or adult who hasn't smiled when you say there's that toy in the box in your box of cereal and so he was brilliant then he invested millions wins and millions and millions of dollars every year to this very day even the creation of their own set of cartoon characters you know. Tony The tiger and snap crackle Oh pop and so on so they didn't have to pay people like the Disney Studio to borrow theirs they were really really right on on top of that the throughout Wales career.