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) on "Joseph Kellogg", went missing and was believed to have drowned. Smith was last seen on deck as he chopped wood. When Smith was noticed to be missing for some time by other crew members, a search was instituted, but he could not be located. Smith had worked on various steamers on the Willamette and Columbia rivers for many years. In January 1893, "Joseph Kellogg" hit a snag near Caples, Washington, and had to be beached to escape sinking, leaving the boat in what was reported to be a badly damaged condition. On Friday October 12, 1894, "Joseph Kellogg" sank