Breakfast cereal he launched the Cornflakes brand, which overnight captured a national market. Soon there were forty rival manufacturers in the Battle Creek area. His brother William K. Kellogg (1860–1951) worked for him for many years until, in 1906, he broke away, bought the rights to Cornflakes, and set up the Kellogg Toasted Corn Flake Company. William Kellogg discarded the health food concept, opting for heavy advertising and commercial taste appeal. Later, his signature on every package became the company trademark. The second major innovator in the cereal industry was Charles W. Post, a salesman who was admitted to Kellogg's sanitarium as
Mark Kellogg (reporter) 31, 1831, in Brighton, Ontario, Canada, Kellogg was the third of ten children. Kellogg's family moved a number of times in his youth before they eventually settled in La Crosse, Wisconsin. While there Kellogg learned to operate a telegraph and went to work for both the Northwestern Telegraph Company and the Atlantic and Pacific Telegraph Company. He married Martha J. Robinson in 1861 and they had two daughters. During the years of the American Civil War, Kellogg became the assistant editor for the "La Crosse Democrat" newspaper. He also unsuccessfully ran for the office of city clerk in 1867 and