300 THE BOOK OF WHEAT 



for use and give a pleasant variety in food. It is claimed, 

 however, that "at the usual prices the nutrients in ready-to- 

 eat cereals are considerably dearer than those furnished by 

 bread and crackers. " Where strict economy is not essential, 

 the special convenience and variety is often considered to be 

 worth the additional cost. 



During the first few years of the twentieth century, the 

 most active competition prevailed between the numerous com- 

 panies manufacturing ready-to-serve breakfast foods. Events 

 in this business happened with kaleidoscopic rapidity. During 

 the years of 1902 and 1903 there was an overproduction of 

 cereal foods which caused a protracted glut in the market. 

 Many of the younger companies were unable to continue in the 

 business, and failed. The survivors are now doing a satisfac- 

 tory business, and the making of cereal foods has settled down 

 to a staple milling industry. 



The Natural Food Company, the present manufacturer of 

 shredded wheat, has a conservatory overlooking Niagara Falls. 

 It is one of the finest food factories in the world. Power is fur- 

 nished by electricity from the Falls, and the total cost of the 

 building and equipment was $2,000,000. The united structure 

 covers an area of 55,653 square feet. It has 5.5 acres of floor 

 space, and a frontage of 900 feet on the upper Niagara Rapids. 

 Educational features have been established, and there is an audi- 

 torium, seating over 1000, for entertainments, lectures, and 

 conventions. Its food has been a great commercial success, and 

 is one of the best selling products on the American market to- 

 day. Some of its products are also exported. 



Grape Nuts is an unpatented food. The manufacturing com- 

 pany relies on its trade marks for protection. By vigorous 

 advertising it has created an extensive demand for its goods 

 in the United States and in some foreign countries. 



"From 100,000 to 125,000 one-pound packages are put up 

 daily, representing a daily consumption of 1,500,000 of por- 

 tions. In the manufacture of Postum Food Coffee and Grape 

 Nuts, about 2,200 bushels of wheat are consumed daily. These 

 two products are mostly used by the English speaking race, but 

 are being gradually introduced in all the commercial centers of 

 the world. Stocks of both products are carried in all the prom- 

 inent cities of the United States, Canada and England. Some 

 625 male and female employes find employment throughout dif- 



