C. W. Post

Charles William Post, commonly known as C. W. Post, (October 26, 1854 – May 9, 1914) was an American inventor, entrepreneur, and the founder of the Postum Cereal Company, which later became General Foods Corporation. He is best known for developing Postum, a coffee substitute, and for his breakfast cereals, most notably Grape-Nuts and Post Toasties.

Early Life

C. W. Post was born in Springfield, Illinois, and grew up in the midst of the American Civil War. The economic instability of the era influenced Post's views on self-reliance and innovation. After attending the public schools of Springfield, he enrolled at the Illinois Industrial University (now known as the University of Illinois Urbana-Champaign), though he did not graduate.

Career

Post's early career was marked by a series of unsuccessful ventures, including a stint as a salesman and an inventor of agricultural machinery. His health deteriorated due to stress and a poor diet, leading him to seek treatment at the Battle Creek Sanitarium in Michigan, run by John Harvey Kellogg. Inspired by Kellogg's dietary principles, Post began experimenting with food products.

In 1895, Post founded the Postum Cereal Company in Battle Creek, Michigan. His first product, Postum, was a caffeine-free coffee alternative made from wheat bran, wheat, molasses, and maltodextrin. Following the success of Postum, Post developed Grape-Nuts in 1897, a cereal considered innovative for its time due to its use of whole-grain wheat and malted barley.

Innovations and Impact

Post was a pioneer in the use of advertising and marketing to promote his products. He utilized slogans, testimonials, and aggressive sales tactics, which were revolutionary at the time and contributed significantly to his success. His approach to business laid the groundwork for modern marketing strategies.

Personal Life and Legacy

Post's personal life was marked by his philanthropy and his involvement in community development. He founded the town of Post, Texas, as a model community, investing in infrastructure and education. However, his health issues persisted, leading to his suicide in 1914.

Post's legacy is evident in the continued popularity of his cereal products and the enduring impact of his marketing innovations. The Postum Cereal Company, after several mergers and acquisitions, became part of General Foods Corporation, which was eventually merged into what is now Kraft Heinz.

Death

C. W. Post died on May 9, 1914, in Santa Barbara, California, from a self-inflicted gunshot wound. His death was attributed to his ongoing health issues and personal troubles.

See Also

• John Harvey Kellogg
• Battle Creek, Michigan
• General Foods Corporation

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