Advertising Poster, "Dr. Price's Food, Nature's Food for Man, the Only Wheat Flake Celery Food," circa 1910

Celery, the vegetable eaten around the world, attracted the attention of health food entrepreneurs like Dr. Vincent C. Price (1832-1914). He purchased Tryabita Celery Food Company in Battle Creek, Michigan, in 1902 and operated it as Price Cereal Food Company. He also produced and marketed Dr. Price's Wheat Flake Celery Food as essential for the health of vegetarians and the infirm.