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
Charles Kellogg (naturalist) Electric Company was experimenting with the matter." Charles Kellogg (naturalist) Charles Kellogg (October 2, 1868 – September 5, 1949) was an American vaudeville performer who imitated bird songs, and later a campaigner for the protection of the redwood forests of California. He was born on a ranch in Susanville, California and grew up in the 1870s observing the animals and birds of the forests and learning outdoor skills. He constructed a mobile home, called the "Travel Log", out of a redwood tree and drove it around the country to raise awareness of the plight of the California forests. Its maximum