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
Joseph Kellogg (sternwheeler) cabin. The engines for "Joseph Kellogg" came from the older steamer "Dayton". "Dayton" had been built at Canemah, Oregon in 1868. The boiler was wood-fired, at least as initially constructed. "Joseph Kellogg" was placed on a route running from Portland to the Cowlitz River. "Joseph Kellogg" was intended to replace the dismantled sternwheeler "Dayton" on the route from Portland to Monticello,W.T. (now a part of Kelso, Washington). "Joseph Kellogg" was reported to have made its first trip to Monticello on October 27, 1881. According to a contemporaneous source, every member of the boat’s company was a member of the Kellogg