(Head in the sand or in this case underwater….)

Whilst it’s impossible for me to say if Ephraim Stockton Wells was aware of either Gertrude Taylor or Ella Holdridge, I cannot imagine him unaware of the unintended consequences of his patent product. Accidental deaths, suicides, and murders abounded for years in “all civilized nations of the earth” where Rough on Rats was sold. The comic below, which he included in one of his ads, proves at least by 1901, Ephraim knew of one common misuse of Rough on Rats. 

At best, including this comic strip was in poor taste. At worst, it shows his contempt for the multitudes of people who’d used his product for this purpose.

More likely, and this is conjecture on my part, he was thumbing his nose at all the physicians, lawyers, and scientists who’d criticized him and Rough on Rats for DECADES. Not only did they take exception to the lack of information about Rough on Rats’ composition on the label. (Remember it was a patent product: Meaning the name, not the formula, was trademarked. Hence, it did need to include this info.) These professionals also laid a portion of the blame for the product’s misuse at his door.

And I don’t think they are wrong.

Very few ads, which Ephraim Stockton Wells proudly boasted he wrote and illustrated himself, mention Rough on Rats in the same breath as poison. In fact, the only ones I found that clearly state Rough on Rats is a poison was after 1901 when state governments started catching up with what their residents had already figured out: Rough on Rats killed people just as well as rodents. And started requiring Ephraim’s most popular product (and those like it) be “plainly labeled as poison.” 

Which he did. 

However, Rough on Roches, Ants & Bedbugs — and — Rough on Moth, Fly & Flea are clearly marketed as non-poisonous. The only problem is, up until now, Rough on Rats claimed to kill these same pests. While I suppose it is possible Ephraim changed his formula to something akin to Diatomaceous Earth (a non-toxic substance that can deal with these bugs), which started being mined in Germany around 1863, I’m not totally sold on the idea he swapped formulas as, as far as I can tell, Ephraim still didn’t disclose the ingredients for either of these insecticides. Though, in fairness, I’ve not found them linked to any human deaths.

Above and beyond Ephraim’s failure to disclose arsenic as Rough on Rats’ primary ingredient, I think what critics really took exception to was his recommended mechanisms for delivering Rough on Rats to rodents and other pests.

One of the main difficulties facing any rodenticide is poison shyness.

Poison shyness is where rats and mice learn to associate the smell, taste, or similar types of food with becoming sick after eating it. (Hence, why they nibble at food before wholesale scarfing ensues.) Once said aversion is triggered, it can take weeks or months for rodents to forget why they won’t snack on whatever made them sick. This explains why premade poisonous pellets, cakes, and blocks rapidly lose their effectiveness. 

Ephraim skirted this thorny problem by asking his customers to mix their own bait. For indoor mouse issues, he suggested blending Rough on Rats with bacon grease, lard, or butter, then spreading it on a piece of bread or meat. Upon completing this step, he instructed his customers to place the adulterated food wherever they’d seen them scurrying around in the past.

As strategies go, it’s sound.  

By giving your vermin morsels they’ve already taste-tested, you avoid triggering their evolutionary adaptation. Unfortunately, despite the bit of coal dust added in for coloring to help make Rough on Rats’ addition to food & drink more obvious, in the middle of the night, bleary eyes accompanied by a growling stomach only see the triangles of buttered bread left on a kitchen counter as a tempting snack — not as bait. (BTW: This really happened and the midnight-snacker didn’t make it.) 

Then, there’s the secondary poisoning risk presented by Ephraim’s directions for dispatching sparrows, squirrels, chipmunks, skunks, gophers, and moles. He asked customers to combine the thinly disguised powdered arsenic with cornmeal or boiled potatoes and then spread the amalgamation about the yard, field, or undergrowth. This method, of course, led to numerous pet and livestock deaths.

Moreover, prior to Rough on Rats’ 1901 schism from insects, Ephraim’s instructions on how to administer the Rough on Rats to eradicate infestations of flies, fleas, ticks, lice, gnats, water bugs, ants, cockroaches, beetles, potato bugs, and bedbugs virtually ensured accidental exposure (and sometimes death) to pets, children, and adults. Because no matter how carefully one crams arsenic-laded grease into the seams of a bed frame, floorboards, or baseboards — you either get the stuff on your fingers during the application process, while you sleep, or walk across the floor. (To deal with bedbugs, fleas, and beetles.) Never mind dusting shelves in pantries, cupboards, or inside kitchen drawers with a mixture of confectioners sugar and Rough on Rats. (To dispatch cockroaches and beetles.) 

These widely published methods of assassinating pests, in a roundabout way, also gave the idea of how to dispatch other humans. Because if rats didn’t taste the poison, how could humans?

So, while you could argue Ephraim’s doesn’t bear all the blame for the deaths linked to Rough on Rats….his conscience isn’t exactly clear either.

Though whether or not Ephraim felt this burden is unknown, as according to people more learned than I, he didn’t leave any writing (open to public perusal at least) on the subject upon his death in 1913. Nor did his sons, who’d taken over the day-to-day operations of Ephraim’s empire around 1903. 

Happily, Rough on Rats eventually faded from store shelves and popularity as other rodenticides and pesticides surged in popularity. (DDT, Thallium, and Warfarin, for example — all of which caused their own chaos.) In 1955, Ephraim’s family sold the brand Rough on Rats to Brown Manufacturing Co. in Le Roy, New York. They, in turn, went out of business sometime in the sixties.

Ending Rough on Rats reign.

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