Shredded Wheat

            This piece is brought to us by same anonymous writer who showed promise back in the 1980’s, copyrighting the phrase “Damn Straight”, and penning the libretto for the musical “The Glazier From Altoona”, which, in its time, received OBIE buzz. Soon he had reached cult fame, with a one-man show in Soho, and an oft-publicized romance with Karen Valentine. But then there was a downward spiral, where he took a job in Public Relations for the entomology department at the USDA and wrote children’s books with plots emphasizing kindness and foot-hygiene. Then, in 1992, he accepted the inevitable post of Poet-In-Residence in a Chelsea Flophouse.

            But now, this author, this designer, is back, leading us on an idyllic and joyous romp through shredded wheat. In this three-dimensional work, comprising six panels, the anonymous author explores themes of toasted grain, taking us from the front to the back, to the sides and top, and even to the bottom of the box, with its esoteric bar code, copyright, and declaration of recycled paperboard content.

            ‘Anonymous’ refers to himself as a graphic artist. For him, the words used in his works are only exposition. “Shredded Wheat” includes a surreal representation of the product on the front, and the gimbal-eyed pop-character “Shreddy” on a side panel, beckoning the reader to enjoy the “Vita-good” with an enthusiastic expression previously limited to proponents of crystal meth or quilting. But it is the words on the box, in a plethora of font and serif, which makes this a great work, not the graphics previously mentioned, or the milky-chinned family tableau found on the back.

            The introductory phrase “Delight and Honestly”, at first glance derivative, and with questionable grammatical structure which departs from traditional advertising context, is, however, appropriate for a certain type of audience- those sitting, munching, and reading whatever they lay their eyes on. Or is it limited to that? Cannot these also be universals which bring morning enlightenment to an executive of a technology monolith in the northwest as well as to one who mans the fry station at a Mickey D’s in Peoria? Could this work stand by itself, not only on the breakfast table, but in a gallery?

            I say yes. Other critics, however, have dismissed the work just through the front panel alone, with its squares of cereal enlarged to show texture. But that is a crucial feature of the genre. By definition, “Shredded Wheat” is a work of semi-fiction. The size discrepancy is clearly noted, through disclaimer. The director’s choice is the only one that can be made. To represent shredded wheat in its actual size would be to deny the medium itself. In short, such adherence to ‘truth’ would be less bold than foolhardy, and wouldn’t show texture.

            I predict that the internet will be overwhelmed by those searching for color matches to the one primary on this work for their own use in kitchen décor. (A brownish mauve.) That is not a mistake from this artist who may have set a new standard in sunrise aesthetic. But it is the meat of the grain- the narrative -that tells the tale here. The work flows from front to back, inviting one to peer at the sides for more surprises. ‘Anonymous’ exhibits a calm control throughout this work. Echoes of self-referral are found throughout, which seem to come from an all-knowing protagonist, and not some flak in a factory in Minneapolis. This work is effortless and purposeful. When reading, one is a consumer- and the toasty grain itself. The use of nutritional facts and a list of ingredients found on the side panel is no distraction. They are more than just something required, they are an epiphany in prose:

            “…zinc oxide, tripotassium phosphate, and BHT to preserve freshness.”

            I offer that few can read this litany and not be moved.

            This a complete work, which can take the reader through the morning and beyond. “Shredded Wheat” is the Great American Cereal Box. ‘Anonymous’ has, in a rare recent interview, made clear his intent to continue the series with a work on puffed rice, and I await another triumph. With this work alone, he has truly arrived.