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) and "Undine", providing through freight service from Astoria to The Dalles. "Madeline" was abandoned in 1929. Joseph Kellogg (sternwheeler) Joseph Kellogg was a stern-wheel driven steamboat that operated on the Willamette, Columbia, and Cowlitz rivers for the Kellogg Transportation Company. It was named after the company’s founder, Joseph Kellogg (1812-1903). The sternwheeler "Joseph Kellogg" was built in 1881 at Portland, Oregon. "Joseph Kellogg" remained in service for almost 50 years, from 1881 to 1929, and as such was one of the longest serving steamers on the Columbia river system. It was rebuilt at least once, and had to be refloated