The present situation is a curious one, upon which posterity will probably look back with great interest. We still have almost no knowledge of the nature of these elusive food substances or of their mode of action, but we have gained empiric knowledge already of the greatest practical value for the prevention of scurvy and of other grave diseases and for the promotion of health and beauty in the population.
This statement, it will be noted, emphasizes the foundation on which rests our present use of vitamins. From time to time The Journal has commented on our lack of actual knowledge of these mysterious substances, emphasizing particularly the generally accepted fact that the taking of a well-balanced diet results in providing the individual with such vitamins as are necessary to his growth and nutrition. Last week appeared a brief report of a meeting of the Chicago Medical Society devoted to this subject, and it was gratifying to have the conservative view which The Journal has emphasized substantiated by many of those who took part in the discussion. Moreover, the British Medical Journal, in its leading editorial for February 11, reiterates that an abundant supply of vitamins exists in all fresh vegetables, and that a considerable quantity occurs in milk and meat, provided the latter substances are obtained from animals fed on fresh foods. “A normal adult,” it says, “living on an ordinary diet containing a reasonable proportion of fresh vegetables is, therefore, certain of obtaining a plentiful supply of vitamins.” Of all the mass of evidence which has accumulated relative to these substances, this fact is the point of greatest importance. It is, however, very unfortunately, the one point which those commercially inclined are unwilling to recognize.—(Editorial from The Journal A. M. A., March 11, 1922.)
The Demand for Vitamins
Thus the British Medical Journal in its current issue:
In spite of the fact that ordinary fresh foods are the simplest, cheapest and richest sources of vitamins, the public apparently demands to be supplied with vitamins in the form of medicinal products.
The public “demands” vitamins in pill form! Why? For the same reason that the public, lay or medical, demands many things today that it does not need—because the whole trend of modern advertising is toward creating demands, rather than supplying needs. Vitamin concentrates are being “demanded” by the public because shrewd and forward-looking “patent medicine” exploiters are using all the subtle arts of modern advertising to convince the public that it is in serious danger of vitamin starvation, and that the only hope lies in buying these alleged concentrates to make up a hypothetical deficiency. It seems inconceivable that a rational man would pay a tremendously high price for certain food factors which are already present in his ordinary diet. But he will; and advertising is the reason. Advertising campaigns such as these of the vitamins constitute a vicious circle; an artificial demand is created and then the manufacturer excuses his business on the ground that he is merely supplying a demand! As our British contemporary says, “ordinary fresh foods are the simplest, cheapest and richest sources of vitamins.”—(Editorial from The Journal A. M. A., March 18, 1922.)
THE WILLIAM A. WEBSTER CO. AND THE DIRECT PHARMACEUTICAL CO.
The following letter from a Detroit physician was received a few days ago.
To the Editor:—I have just received a letter from the Direct Pharmaceutical Co. of St. Louis, Mo., quoting prices on drugs which are not more than one half what the leading manufacturers are quoting on the same drugs. I have received previous literature from this company but have not done business with them. I would be unwilling to prescribe their drugs unless I were satisfied that they are what is claimed for them. I would be glad to receive any information regarding this firm that may be available.