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 initial command of Capt. John C. Ainsworth, "Lot Whitcomb" ran between Milwaukie and Astoria for several years, after which they sold it in San Francisco. Later Kellogg withdrew from the firm, forming a partnership with Bradbury and Eddy, who together built the Standard Flour Mills, which for years were the most extensive in the state of Oregon. In 1863 Kellogg built the sternwheeler "Senator", which he sold to the People's Transportation Company. Kellogg became an owner of the People's Transportation Company in 1864. In 1867, Kellogg superintended the building of a basin above Willamette Falls, in 1867, which made it