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) head of navigation, from Kelso, near the mouth of the river. Instead, "Joseph Kellogg" would run on the Cowlitz, but only to Ostrander, Washington, about four miles upriver from Kelso. In May 1911, "Joseph Kellogg" was taken off the Cowlitz River route to have a new boiler and sternwheel shaft installed at the Supple yard in Portland. In place of Joseph Kellogg the "Sarah Dixon" would be operated on the Cowlitz river run under charter from the Shaver Transportation Company. Kellogg Transportation Co. was reported to be considering building a new shallow-draft steamer with the machinery removed from the "Joseph