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 much easier to traverse the portage between the portions of the Willamette River above and below Willamette Falls. Kellogg was also connected with Capt. George A. Pease in the first navigation of the Tualatin River with the steamboat "Onward", and they also constructed the canal between that river and Sucker Lake, making it possible to bring freight from the Tualatin River to Oswego and thence to the Willamette river. Kellogg also laid out the town of Oswego. In 1870 the People's Transportation Company sold out to Ben Holladay, and soon afterward the Willamette Transportation Company was formed, of which Kellogg