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) set in. This was at Stanley’s Landing three miles upriver from Hood River. The small steam tug "Maja" was also trapped with "Joseph Kellogg" and "Capital City". In April 1907 "Joseph Kellogg" was operating under charter to the north bank railroad to help construct a rail line along the north bank of the Columbia river. On June 16, 1907, the Commonwealth Coal Company chartered "Joseph Kellogg" for a free trip for businessmen from Portland to take them to inspect the company’s mining properties near the Cowlitz river. There were additional chartered excursions to the mines that summer, with the last