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
Kellogg, Idaho up-and-coming resort town. The Silver Mountain Resort is a ski resort which includes Kellogg Peak at and Wardner Peak () and is accessed by taking the world's longest single-cabin gondola from the city of Kellogg to the lodge at on Kellogg Mountain. In May 1972, the Sunshine Mine of Kellogg was the site of one of the worst U.S. mining accidents, resulting in the deaths of 91 miners; as a result, every miner in the U.S. now carries a "self-rescuer" (a breathing apparatus made with hopcalite and much simpler than a SCBA), which gives the miner a chance to avoid