Saturday, June 20, 2009

short quotes: crunchy

Wherein I've always liked it



WSJ, No Grapes, No Nuts, No Market Share: A Venerable Cereal Faces Crunchtime:
  • On the factory's fourth floor, all day every day, objects with the proportions of hewn firewood and the heft of cinder blocks hurtle along a conveyor, dive into a steel chute, disappear down a black hole -- and emit what sounds like a startled scream.

  • The founder of Postum Cereals not only cooked up Grape Nuts in Battle Creek, Mich., around 1898, but also concocted some of the earliest mass advertising to peddle it. A 1910 ad said Grape Nuts had "phosphate of potash" for building "brain and nerves." It didn't. Another said the Panama Canal couldn't have been dug without Grape Nuts because it "keeps almost indefinitely in any climate." Other ads claimed it prevented malaria and appendicitis. It doesn't.

    By 1914, when Mr. Post apparently killed himself -- shortly after an appendicitis attack -- Grape Nuts had cut its curative claims to one: constipation.

  • "The rhythmic crunching that reverberates around your skull could be ambient sound meditation. To have the patience to get through a bowl, you have to practice mindfulness." Ms. Dale adds: "I have a special place in my heart for this cereal."

  • "It's a cereal that doesn't require much from me," he says. "I guess it isn't a real relationship."

  • ...adds an element -- zinc -- that enables Dana Johnson, in Arvada, Colo., to make home-brewed Grape Nuts beer. ("Light and drinkable," he says.)

  • In a nearby control room, Julius Larriva, who has overseen this process for 33 years, said: "Bake and destroy, bake and destroy."

  • Arturo Palmerin paused on the boxing line, where he has worked for 18 years. "Whatever," he said. "A lot of things." Then he said, "I have no idea."

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