John Harvey Kellogg and in 1898 released the first batch of Sanitas Toasted Corn Flakes. A modified version with a longer shelf life was released in 1902. By that time, both "Granose Biscuits" and "Granose Flakes" were available. Will Kellogg continued to develop and market flaked cereal. When he proposed adding sugar to the flakes, John would not agree to the change. So, in 1906, Will started his own company, the Battle Creek Toasted Corn Flake Company. This marked the start of a decades-long feud between the brothers. Will's Battle Creek Toasted Corn Flake Company would eventually became the Kellogg Company, while John
Joseph Kellogg became vice-president and director. Under Kellogg's supervision, this company built the steamboats "Governor Grover" and "Beaver". Soon later Kellogg sold out his interest in the Willamette Transportation Company and its boats, and formed a new transportation company with his brother, Jason, and his two sons. Kellogg then built the steamboats "Joseph Kellogg" and "Toledo" and placed his boats on the Columbia River, on the line to Washougal, Washington and the Cowlitz River. His two sons, Captains Orrin and Charles H., were put in command of these boats. The firm was incorporated as the Joseph Kellogg Transportation Company, and it became