08/22/2026
Hidden West Texas History:
What do Fruity Pebbles have to do with the edge of the West Texas Caprock?
Whether you are a fan of Grape-Nuts, Post Toasties, or Fruity Pebbles, you might be surprised to learn that the man behind your Saturday morning breakfast bowl played a major role in West Texas history!
The Cereal Tycoon's Utopian Texas Vision
In 1906, breakfast cereal magnate Charles William (C.W.) Post decided to invest his fortune into a radical vision: building a model utopian agricultural community on the edge of the Llano Estacado.
Here is how the cereal pioneer founded Post, Texas:
Buying the Plains: In 1906, Post purchased over 200,000 acres of West Texas ranch land to construct his vision from scratch. He established the Double U Company to manage construction of the town he envisioned.
A Planned City: Founded in 1907 as Post City, it was designed with wide, tree-lined streets, trim houses, a hotel, a gin and a textile plant. Alcohol and brothels were prohibited. A school, bank, newspaper and other businesses would follow.
C.W. Post Residence: His personal residence was constructed in 1912 at 615 W. Main Street with the theme "I WANT QUALITY." Post installed solid oak doors, woodwork, redwood floors, and leather wallpaper. Unfortunately, he was unable to move into the residence before his death in 1914.
Industrial & Agricultural Hub: He built houses for settlers, sold farms and Postex Cotton Mill was established in 1912 with 250 employees. In 1916, the town unsuccessfully made a bid for the West Texas Agricultural & Mechanical College, which later became Texas Tech.
The "Rainmaking" Experiments: From 1911 to 1914, after reading that rain accompanied cannonading in war, Post hatched a plan to create rain. He thought vertical air currents would condense v***r in the atmosphere and create rain. His experiment included using dynamite to set off explosions along the caprock.
Today Post Holdings, the parent company for Post Consumer Brands, generates over $8 billion in annual net revenue and employs around 13,000 people globally. Some of the company’s notable brands include Raisin Bran, Kibbles ‘n Bits and Peter Pan Peanut Butter.
Post, Texas remains a thriving community at the edge of the Caprock.
Know the Ground You Stand On.
Sources:
Texas State Historical Association, Post, Texas by Paul M. Lucko
City of Post, www.cityofposttexas.com
@ Garza County Historical Museum
C.W. Post Photo - Bain News Service, Publisher. C.W. Post. [Between and Ca. 1915] Photograph. Retrieved from the Library of Congress, .
