1921 



AMERICAN Bi:i', JOURNAL 



357 



display copy. I didn't care to drop 

 out of that magazine entirely, so I 

 took a 21-line display ad. with them 

 for a few months, but I didn't get 

 one-tenth of the results I had from 

 the 1-inch classified advertisement. 



"So I wrote the editor, telling him 

 my experience and discontinuing my 

 use of their publication unless it 

 should be decided to reinstate the 

 classified advertising columns again; 

 told him I'd rather pay double the old 

 rate for the classified ad. He writes 

 me that he's going to take the matter 

 up with the Board of Directors, using 

 my experience as an illustration of 

 the greater value to the advertiser 

 of the classified ad." 



"How does the expense of this 

 form of advertising mount up?" 



"Take it the year through, 1 spend 

 an average of between $225 and $275 

 a month for advertising. Right now, 

 for the reasons I told you of, my ad- 

 vertising is only $175 per month, but 

 I shall begin advertising as u ual in 

 the farm papers again in August or 

 September." 



"Do you make any concessions to 

 dealers in the matter of price or ter- 

 ritory?" 



"Well, to a certain extent, yes. I 

 give no definite territory to any 

 dealer, but I do make a difference of 

 3 or 4 cents a pound in the price to 

 them, because they soon buy in large 

 quantities and do more or less word- 

 of-mouth advertising for my prod- 

 ucts. Of course, if an ind.vidual re- 

 siding in his vicinity wants to buy di- 

 rect from me, he can do so, and 

 equally, of course, dealers are ex- 

 pected to be fair to one another in 

 not encroaching one upon the terri- 

 tory usually served by the other." 



By this method, with an annual ad- 

 vertising outlay of only $3,000, Mr. 

 Facey every year disposes of honey 

 worth at a very moderate price esti- 

 mate at least $100,000. Of course, 

 some years its value is considerably 

 more; some years it may run a few 

 thousand less. 



HONEY AS SANITARY FOOD 



By Paul Carton 



Dr. Carton, a noted French physi- 

 cian, in his "Treatise of Naturist 

 Medicine, Alimentation and Hy- 

 giene," a work of 924 pages, Paris, 

 1920, has this to say concerning su- 

 gars versus honeys : 



"Preserves, syrups, fruit comfits, 

 candies, sweet entremets, desserts, 

 sweetened drinks and dishes are prod- 

 ucts in which one consumes, without 

 knowing it, important quantities of 

 beet sugar and oftener of commer- 

 cial glucose (the worst of chemical 

 sugars). The lovers of these sweets 

 and dainties had best give thought to 

 the grave risks they are taking in 

 consuming large doses of all these 

 substances; it will be wise for them 

 slowly to lessen the quantity con- 

 sumed and to eat them irregularly 

 and only, as an instance, to make up 

 for the want of fruits. 



"However, an exception should bo 

 made in favor of honey or grape pre- 

 sei'ves (the juice of grapes reduced 

 by heating, mixed with cut up fruits.) 

 The preserves made with honey are 



sweet and do not have the tartness of 

 industrial sugars. In small amounts 

 they are better tolerated by diseased 

 stomachs and by children than either 

 sugar preserves or honey taken sep- 

 arately, because the addition of 

 fruits attenuates or absorbs all traces 

 of formic acid in honey. They are 

 made by using a little more honey 

 than fruit, in weight, and cooking the 

 mixture a little longer than with 

 sugar. They are less economical, 

 but the increased expense will be com- 

 pensated by a lessening of doctor and 

 druggist bills. 



"Honey. It is a diastatic and liv- 

 ing concentrated sugar which, for 

 healthy people, does not present the 

 inconveniences of chemical sugars. 



"Honey was known in the earliest 

 antiquity. As early as the 6th Cen- 

 tury, before our era, man sought to 

 procure in great abundance this con- 

 centrated sweet, which supplied him 

 with pleasant food at all seasons, and 

 it was at that time that the first at- 

 tempts at beekeeping were recorded. 

 Later still, honey was much sought 

 for; the Promised Land was the coun- 

 try of milk and honey. Honey was 

 among the offerings made to the gods. 



"Gathered by the bees in the corol- 

 la of blossoms, honey as we harvest it 

 "represents the product of floral nec- 

 taries, elaborated by the digestive se- 

 cretions of the bee's honey sac and 

 aftei-wards concentrated in the wax 

 ceils by evaporation obtained through 

 the ventilation accomplished by this 

 interesting insect. 



"The final product contain.^ 70 to 

 75 per cent of glucose and levulose; 

 to 10 per cent of saccharose, 1 to 

 1.50 per cent of dextrin and gums, 

 0.05 to 0.15 per cent of formic acid, 

 about 0.80 per cent of nitrogenous 

 substances, 0.10 to 0.80 per cent of 

 mineral salts and 20 per cent of 

 water. It also contains soluole fer- 

 ments from the nectaries and from 

 the digestive secretions of the bees. 



M. V. Facey, the honey man with hca.inviartt rs 

 in a small town in Minnca^ota. He built U|> a 

 big mail business of $100,000 in selling 

 honey. 



which saccharify the starches and 

 dextrine and change saccharose into 

 glucose or levulose. These soluble 

 ferments united with other ferments 

 cause honey to become richer and 

 richer in glucose as it grows in age. 

 "Honey, with its sugars still united 

 with mineral salts, with acting dias- 

 tase, with vital floral energies, is thus 

 a living food and a physiological 

 stimulant, the use of which should be 

 much more expanded, for it is many 

 times more dynamogenic and nourish- 

 ing than chemical sugar. So, it should 

 again be given the important place 

 which it held in alimentation, before 

 the discoveiy of chemical sugars. To 

 sweeten moderately teas or entre- 

 mets, cakes and culinary prep^irations, 

 honey represents the best substitute 

 for sugar. 



"However, after showing the su- 

 periority of honey over sugar, it is 

 important to mention that, although 

 it is a valuable concentrated food for 

 healthy people, it requires cautious 

 use for sick people. For persons 

 positively- dispeptic or arthritic, it 

 does not prove itself the ideal, easily 

 assimilated food, the 'cure all' that 

 people believe it to be. Its laxative 

 qualities are even unexistant in most 

 cases. It would be a mistake to pre- 

 scribe it to people of debilitated di- 

 gestion and to praise it without dis- 

 cernment. There are restrictions 

 which it is of universal interest not 

 to conceal. For individuals with frail 

 digestive organs, with whom all ener- 

 getic concentrations are injurious, it 

 may cause the following troubles: fer- 

 mentation and burning at the stom- 

 ach, lowering of appetite, heaviness, 

 constipation, epigastric pains, con- 

 gestive flushes of the face, itching and 

 skin eruptions, insomnia, etc. 



"Although it is an excellent food 

 for normal people, honey is undoubt- 

 edly too strong for many sick people. 

 The slightly ill, who cannot give up 

 sweets, should prefer honey to sugar, 

 taking it diluted or in preserves, or, 

 better still, in gingerbread, prepared 

 with real honey. In the latter case, 

 the adjunct of rye flour renders it 

 more readily assimilable and we have 

 seen a number or dyspeptics who 

 could not use honey in the nat- 

 ural state, digest it well in the shape 

 of small doses of gingerbread (about 

 an ounce) taken each day, during 

 years when fruits are scarce, lacking 

 in sugar or too acid. 



"Let us add that honey eaten with 

 bread is digested more easily than 

 when taken alone, and that, for frail 

 people, mild white honey, purchased 

 directly from the beekeeper, in or- 

 der to avoid possibility of adultera- 

 tion, is much to be preferred. 



"It is useful to learn that honey 

 may be moi-e or less successfully di- 

 gested in different years, by the same 

 patient. When the season has been 

 rainy, with but little sunshine, and 

 alimentary values are low, honey 

 gives less irritation to the fatigued 

 viscera. It may then be given in 

 small doses to people who ill-digested 

 it in hot seasons, especially as, at 

 such times, its use is valuable to make 

 up for the natural low value in sugar 



