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) water to Kelso. On Friday, September 26, 1913, the water level in the Cowlitz River had fallen to at Kelso. "Joseph Kellogg", which drew of water could not reach Kelso and had to tie up at Rainier, Oregon. The steamer was reported to be considering using the tide to reach Kelso in the following week. In March 1919, "Joseph Kellogg" was operated under charter to the People’s Navigation Company, running from Portland to The Dalles, while the P.T. Company’s other steamer, the sternwheeler "Tahoma" was under repair in Portland. On April 1, 1920, the Kellogg Transportation Company sold "Joseph Kellogg"