Business & Finance: Out of the Oven

Last week the U. S.'s biggest trademarked food company bought out the biggest-selling high-grade brand of coffee—paying for it the equivalent of 66 million dollars.

Postum Company, biggest trademarked food company, began at Battle Creek, Mich., 33 years ago when the late Charles W. Post pottered around an oven with wheat bran and molasses. By roasting them he sought a coffee substitute. He found the substitute and called it Postum Cereal.

People liked Postum cereal's morning brew, and their purchases gave Post enough money to continue pottering around the oven. Whole wheat and...

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