Pan-American Exposition was an opportunity for food and manufacturers
and distributors to promote and advertise their goods. Exhibitors distributed
literature in the form of tradecards, and provided
free samples of their products. In addition, products were judged and
medals awarded. Those companies fortunate enough
to be awarded medals at the Pan-American Exposition took full advantage
of the honor as can be seen in the Mellins advertisement at right. Click
the image to see contemporary advertisments of some of the more prominant
food exhibitors at the Exposition.
Most food company exhibits were housed in the Manufactures
and Liberal Arts Building although the Agriculture
and Dairy Buildings held numerous exhibits of
food and agricultural products. The buildings commissioned by individual
states and countries also provided for space to exhibit the foods and
agricultural products specific to their respective regions. For instance,
the Chile Building displayed foods native to Chile while the Mexico Building
exhibited not only the foodstuffs of that country but also the agricultural
technologies used to produce and harvest those products.
companies commissioned their own buildings for exhibits. One of
the more impressive of these was the Lowney's
Chocolate Exhibit Building. The Pan-American Official
Catalogue and Guide describes this building:
on the north side of the Canal Bridge which approaches the Horticulture
building from the east and Midway side. The building is three stories
in height, the first floor being devoted exclusively to the sale
of Lowney's cocoa, chocolate and chocolate bon-bons. On the second
floor is located the exhibit of Lowney products, ladies waiting
room and office. The upper floor is a beautiful roof garden, which
is well worth a visit for the fine view obtainable."
medal winner at the Pan-American Exposition was The
Natural Food Company of Niagara Falls, N.Y., makers of Shredded
Wheat. The 1901 Buffalo Times article below, describes the company's
Natural Food Company of Niagara Falls:
Home of Shredded Wheat
Food Company Exhibit
theatrical exhibit of animals living in natural settings
leads to the main exhibit of Niagara Falls' Natural Food Company
exhibit. This initial display is known as the 'theatorium.'
In the theatorium
a squirrel appears, its teeth showing, its fur all soft and glossy,
a beautiful creature. In the theatorium is a man who almost makes
animals talk. It is explained that the squirrel proves precisely
what the exhibitors claim and demonstrates the efficacy of the principle
underlying their process for the manufacture of food products.
is not alone in the theatorium. There are woodchucks, porcupines,
raccoons, weasels, minx, prairie dogs, wolverines, wild cats, English
hare, jaguar, Rocky Mountain lion, wild bear, tiger and many more.
Herman Grieb, the taxidermist, also prepared the grizzly bear, deer
and horses. The display is not limited to beasts. . . Each beast
and bird is shown in all the grace and charm and beauty of its natural
life, free to roam and wander, relying solely on Nature for food
to maintain life and supply the material out of which the symmetry
and perfect form are molded and developed. . .
The Natural Food Company
food does it, states the voice for the beasts and birds. There is
no separating or taking from or adding to in their diet as they
find it in the fields and forests, laid before them by the hand
of Nature. Obviously, therefore, the voice points out, man should
profit by this lesson to be found in he beasts of the fields and
the fowl of the air. The animals that live under the ground, the
animals that live on the ground and the birds that live above the
ground all prove that naturally organized foods make possible natural
conditions. It certainly is a unique and engrossing entertainment.
Crowds gather before the theatorium and enjoy the novelties and
beauties of the display. It all is very realistic and effective
in the theatorium and the audience gathers early in the day, while
the performance is continuous until the close of the exposition
in the evening.
From the theatorium
it is only a step to the exhibit of the products made by the Natural
Food Company, the shredded wheat biscuit, the wondrous utilization
of the pure, whole grain of wheat for food purposes, with nothing
added and nothing subtracted. They are neatly, attractively arranged,
and also placed so that visitors do not have to stumble over obstacles
to reach them or inspect them. Their freedom from adulteration or
alteration of composition during the process of manufacture is explained
clearly and precisely.
the demonstrators with their electric cooking service, as well as
their old-fashioned stove ways of cooking. They take the food products
and make them into almost every conceivable article of food from
soup to ice cream. They show them in salads, vegetables, dressings,
jellies, puddings, every form of food known. They explain as they
go, and that explains the fact of the continued attendance of women,
mothers and housewives in the audiences and crowds of sightseers
and visitors around the exhibit."
"proof" of the "healthful benefits" of Shredded Wheat:
the Help of Shredded Wheat, Law Student M. J. Cronin Walks to Buffalo's
Exposition from Nebraska2
. . "After I had accustomed myself to my diet, I scarcely ever
suffered from hunger. Four Shredded Wheat biscuits, four eggs and
a pint of milk at each of my daily meals, completely routed my craving
of appetite. Toward the latter end of my walk I have been on the
road for eight hours without eating, and then gone to the hotel
and the same meal has satisfied my hunger. As I was out longer I
also found that my thirst did not bother me nearly so much as at
first, and frequently I have walked ten miles without taking a drink
of any liquid."
some funny experiences along the route getting served when I went
in for my meals. In some places they did not have Shredded Wheat
and in others they didn't have eggs. When either was lacking I merely
took the other. But as I came East I found no trouble in getting
service. I met a peculiar vegetarian over in Ohio and I laughed
good and hard when he told me of an experiment which he was undertaking.
He is endeavoring to hybridize milkweed and egg plants to produce
a plant that will grow custard. I spent several days of my time
visiting in some of the cities through which I passed, as Omaha,
Chicago and Sandusky. At this latter place I had to stop from the
exactions of circumstances. I was walking along a trestle across
the bay and saw a train coming toward me. I immediately stepped
over onto the other track and then from behind me I heard the rumble
of another train. It was rather sudden, but there was nothing for
me to do but jump, so I dropped into the bay and swam ashore. Then
I had to proceed to a secluded spot and dry out my clothes -- a
task that required seven hours, as the day was rather damp."
three dogs while I was on my trip and none of them was able to follow
me more than 100 miles, which struck me as rather peculiar. I understand,
however, that a man can always outwalk animals and these dogs could
not stand the cinders on the railroad tracks very long before their
feet became sore. The trip has been worth all the effort that it
has taken and although I have not been out to the Exposition yet,
I am sure that I will have a great time there during the next two
or three days. I am going from here to Niagara Falls to view the
wonders there and also, incidentally, the new plant of the Natural
Food Company, which manufactures Shredded Wheat. I've become interested
in that commodity now and I wish to see how it is made."
to leave the latter part of this week for Lincoln to resume my studies
at the University of Nebraska. I'm going back by train though, because
I have walked all I care to for a while, although I am going to
continue the same diet right along as a steady thing."
will walk from Buffalo to Niagara Falls some afternoon, after he
has visited the Exposition and will take the train home from there.
Tradecards & Samples
with exhibits at the Pan-American Exposition took the opportunity to distribute
literature and free samples of their goods. Most of this literature took
the form of tradecards, which were relatively small and easy for visitors
to carry or simply place in a bag. While most of these advertisements were
about the size of a postcard, some were larger and more elaborately designed,
often taking the form of a pamphlet or small booklet. Below are a few of
the tradecards distributed at the Buffalo Exposition. Many of the names
are still recognized today. [Click on the images below
to view larger versions.]
1. The text is reproduced from the (Buffalo) Times,
20 October 1901. The images did not appear in the original article and
are from other sources.
2. Excerpted from "Remarkable Test of Endurance."
The full text of this account of is available at: http://www.buffalohistoryworks.com/panamex/assassination/remarkbl.htm,
featured on a Buffalo History
Works web site.
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