![]() It was published in Needlecraft Magazine from 1921 to 1923. Despite ongoing protests, Rastus remains the personification of Cream of Wheat cereal today.Īdvertisement is from the collections of the New York Public Library. The proceeds from this campaign built 2218 Lake of the Isles Parkway, a grand mansion for Emery Mapes on the city’s most elite lake. In this 1921 advertisement, Rastus was depicted as barely literate. Grains, such as white rice, Cream of Wheat, or grits, should be well-cooked. Use white flour for baking and making sauces. The image of the former slave–“Rastus” –was central to the success of this product, which made company founder Emery Mapes millions of dollars. Crackers, zwieback, melba, and matzoh (no cracked wheat or whole grains) Cereals without whole grains, added fiber, seeds, raisins, or other dried fruit. The artfully-depicted scenes on the packages curried nostalgia for a simple and wholesome era of American life, when racial and ethnic hierarchies were unquestioned. Cream of wheat (benefits of cream of wheat) is also low in phosphorus the same cup cooked in water has just under 32 mg of phosphorus (the same amount of potassium as well). Using four-color printing the company cultivated desire for what was an inexpensive commodity. Original 2 Minute Original Banana Walnut Cocoa Nut with Real Almonds Maple Brown Sugar Original 2 Minute Find Your Flavor From stove-top simmered to out-of-the-microwave in minutes, our flavors will satisfy any craving, mood or schedule. Cream of Wheat used innovative advertising and branding to create value for consumers. It pioneered a strategy that would prove central to the city’s economy by the 1920s, as Buffalo superseded Minneapolis as the nation’s milling capital. The Cream of Wheat company moved to the Mill City to ensure advantageous shipping rates and a dependable supply of the middlings necessary for its cereal. It’s delicious, sweet, buttery, and just what you need to get your morning started and the perfect breakfast before heading out on a cold winter morning. I think we can all remember our parents making this for us at some point during our childhood. But the product was an enormous success, despite the desperate economic conditions of the country in 1893. Cream Of Wheat is a classic American breakfast. The image was offensive like Aunt Jemima and Uncle Ben, this figure solidified white stereotypes of happy black servants. Short on capital, miller Emery Mapes designed the packages for the “breakfast porridge” himself, emblazoning the cartons with an image of a jolly African-American chef he called “Rastus” after the cheerful simpletons depicted by Joel Chandler Harris in his Uncle Remus books. ![]() Over the next 100 years, he was welcomed into households across the country.įour years earlier– a group of North Dakota millers devised a way to turn wheat middlings–a byproduct of wheat milling–into a lavishly packaged “breakfast cereal” they called Cream of Wheat. “Rastus” was the symbol of the Cream of Wheat company, which relocated to Minneapolis in 1897 from North Dakota. ![]() At a moment when Minneapolis had a very small African American community, the city became home to “Rastus,” an iconic caricature of a black man.
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