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
Elijah Kellogg House original Greek Revival woodwork and finishes throughout. Elijah Kellogg, a native of Portland, attended Bowdoin College, and was called to the ministry by the Congregationalists of the nearby town of Harpswell, who were in the process of building a new church (now known as the Elijah Kellogg Church in his honor). Kellogg was officially the pastor there from 1845 until his death in 1901, although he spent many years at other postings. Kellogg acquired a national reputation for a series of children's adventure books, based on his life growing up in Maine. Elijah Kellogg House The Elijah Kellogg House is