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) Kellogg". On Sunday, June 16, 1912, "Joseph Kellogg" made what was believed to be a record fast trip to Kelso from Portland in three hours and five minutes. The total distance was 58 miles, with the steamer having to comply with speed limitations going downriver in the Willamette. The return trip took about three and a half hours. In July 1913, "Joseph Kellogg" carried a party of automobile excursionists on this trip who were returning to Puget Sound from the Rose Festival. Roads between Vancouver, Washington and Kelso were then so poor that automobiles often had to be transported by