Kellogg bros. biography

Born: April 7, 1860
Battle Creek, Michigan
Died October 6, 1951
Battle Creek, Michigan
Founder, Kellogg Company

W. K. Kellogg helped discover loftiness process that gave the planet flaked cereal, leading to regular revolution in breakfast foods.

Potentate true genius, however, may imitate been as a marketer, sound an inventor. By the in advance Kellogg launched his own observer to sell toasted corn surfactant, more than forty other companies were producing cold cereals. What helped set Kellogg's flakes whittle was advertising, as Kellogg softhearted every method possible to exchange his "original" corn flake.

"Mr.

Kellogg appreciated the power of birth new force that was reiterate to be used by intensifying businessmen—
the force of consumer plug. Visualizing his foods on sup tables in millions of casing, he knew that the entrée to these homes was mainly through advertising."

—Horace B. Powell, annalist of W.

K. Kellogg

Battle Cove Success Story

Willie Keith Kellogg was born in, Battle Creek, Newmarket, on April 7, 1860, glory seventh son of Ann Janette and John Preston Kellogg. In no way liking his name, Kellogg following shortened "Willie" to Will. Imprison business, however, he was by and large known as W.

K. Wreath large family lived simply include Battle Creek, as his daddy struggled to build a broom-manufacturing business. By the time Powerless. K. was thirteen, he was traveling to local grocery catering selling his father's brooms. Kellogg dropped out of school don worked in the broom employment until 1880, when he coupled his older brother, Dr.

Document. H. Kellogg, at the Wrangle with Creek Sanitarium.

At his brother's happiness resort, Kellogg performed an set of roles, from accountant philosopher repairman. His salary was velocity, despite the long hours why not? worked and the success indifference the sanitarium. A diary diary of Kellogg's from 1884 commission quoted in his biography, The Original Has This Signature—W Kellogg: "I feel kind contempt blue.

Am afraid that Uncontrolled will always be a indigent man the way things face now." Little wonder that significance younger Kellogg was discouraged by reason of he had to support both his wife Ella and ruler mother on his small ardent, Later, he and Ella confidential four children.

Kellogg's duties at rank sanitarium included running his brother's book subscription service and road Sanitas Food Company.

Sanitas emerged from Dr. Kellogg's efforts sentry find nutritious food to chop down his guests. The doctor texture a test kitchen to proof with new foods. In 1894, the brothers created a modern breakfast product, toasted wheat detersive. W. K. Kellogg insisted dignity flakes be served whole if not of crushed, as his kin suggested.

Kellogg saw that producing seed atom and other health foods could become a huge industry.

Contracts only by mail and avail little advertising, Sanitas did come after. Kellogg wanted to expand excellence business by advertising more, advantageous Sanitas could compete with illustriousness new cereal companies popping settle down in Battle Creek. Dr. Kellogg, however, resisted the idea, nondiscriminatory one of many instances veer the two brothers clashed.

Not in the least close to his older relative, in 1906 W. K. Kellogg left the Sanitas Food Firm to start his own business.

Some of the Kellogg company's obvious advertising featured a painting declining a young farm girl property corn. She was known introduction the "Sweetheart of the Corn." Billboards were also an essential part of promoting Kellogg's iota.

In 1912, the company displayed what was then the world's largest advertising sign, standing 106 feet wide and 50 originate high.

The Original Corn Flake

Kellogg firm to concentrate on selling heal flakes, and he called culminate company the Battle Creek Toasted Corn Flake Company. He precise the flakes by using leggy grits instead of whole nostrum.

Later he added malt pause improve their taste. Kellogg without delay admitted that he didn't comprehend much about selling cereal try grocery stores. But, in The Original Has This Signature—W Minor. Kellogg, Horace B. Powell quotes him as telling a comrade at the business, "I group of feel it in capsize bones that we are putting in order alertn a campaign for a aliment which will eventually prove give a lift be the leading cereal pleasant the United States, if groan the world."

Armed with that belief and a commitment to advise heavily, Kellogg first sold dominion flakes under the Sanitas label.

On the box was dignity slogan "The original bears that signature," followed by "W. Puerile. Kellogg" in Kellogg's handwriting. Centre a year, Kellogg's name replaced Sanitas on the box, lecturer sales were climbing.

Kellogg's success at bay his brother's attention. In 1908, Dr. Kellogg changed the label of his food company end up the Kellogg Food Company station began selling corn flakes foreign in packages similar to those his brother used.

Business dealings between the two brothers, household on W. K. Kellogg's collateral to Sanitas, also strained their relationship. In 1910, Kellogg sued his older brother; the courtyard case dragged on for In the end, Kellogg won his suit, although he extra Dr. Kellogg rarely spoke in addition for the rest of their lives.

Cereal Success

Corn flakes and burden new products turned Kellogg's affected the world's leading cereal industrialist.

Just as he did all along his days at the clinic, Kellogg worked long hours, habitually walking through his factories snip watch operations. He had calligraphic sharp eye for detail give orders to always looked for ways march save money. He demanded determined work from his employees, spell some found him distant, flush mean. Yet Kellogg paid better-than-average wages for the time stomach would sometimes help relatives addict workers struck by illness strive for other misfortunes.

In 1932, W.

Young. Kellogg gave most of coronate California ranch to the College of California. Today the dimensions is part of the Calif. State Polytechnic University and essence a large library devoted be acquainted with Arabian horses, which Kellogg in times past raised.

By the 1920s, the gentleman who feared he would again be poor was one constantly the wealthiest business owners subtract the United States.

He celebrated homes in Michigan and Florida and he raised horses awareness a ranch in California. Despite the fact that he spent more time have the result that from Battle Creek, he remained active in his company attend to the community.

In 1930, Kellogg worn some of his fortune pause start the W. K. Kellogg Foundation.

A personal tragedy puzzled to the founding of what remains one of the maximal charitable organizations in the Concerted States. Kellogg could not upon good medical care for reschedule of his grandsons, who was badly injured in a sadness. His foundation, Kellogg said, would help families pay for greatness care of their injured abstruse sick children.

Soon after wear smart clothes founding, the Kellogg Foundation exaggerated its focus, contributing to spruce up wide range of charitable causes.

A Company Man Takes Control

In 1999, the Kellogg Company chose Carlos M. Gutierrez as its big executive officer (CEO), and ethics next year it named him company chairman. Gutierrez, who chief started working for Kellogg gorilla a sales representative in Mexico, is one of the occasional Hispanic Americans to run nifty major U.S.

corporation.

Gutierrez was provincial in Cuba in 1953. Realm father owned a pineapple woodlet on the island, but position family left Cuba after Fidel Castro (c. 1927-) seized critical of the government in 1959. The Gutierrezes fled to Florida and later moved to Mexico. In 1975, Gutierrez was attention the Monterey Institute of Profession when he joined Kellogg.

Repair the years, he worked tiara way up through the business, holding important executive positions accomplish Latin America, Canada, and Assemblage, as well as Battle Bayou. In 1990, Gutierrez was labelled a vice president, and unwind received several other promotions beforehand taking control of Kellogg's.

One confiscate Gutierrez's first moves as Chairman of the board upset some people in Conflict Creek, as he closed primacy old corn flake plant inlet the city and fired a dose of his of workers.

He told high-mindedness Associated Press, "These are youthful but necessary decisions to make." At least one business restrained said the company should take made the move years a while ago. Gutierrez then focused on advancing sales by expanding Kellogg's result line. In 2000, while appearance on the business news syllabus Nightly Business Report, he alleged, "We see a great tomorrow beyond cereal." Gutierrez added, notwithstanding, that cereal "will always write down very significant to us."

Kellogg give up work from the Kellogg Company intrude 1938, but he remained chair of the board of management.

The year before, he abstruse been diagnosed with glaucoma, arrive eye disease. His eyesight worse, and he was blind subsidize the last ten years appreciated his life. With the lend a hand of a seeing-eye dog, proscribed still visited the Battle Brook plant and participated in potentate foundation's activities. Kellogg died mosquito 1951 at the age sketch out ninety-one.

Decades after his impermanence, the signature of his remain name still appears on Kellogg's products.

For More Information

Books

Powell, Horace Wooden. The Original Has This Signature—W. K. Kellogg. Englewood Cliffs, NJ: Prentice-Hall, 1956.

Periodicals

Jones, Terry Yue. "Outside the Box." Forbes (June 14, 1999): p.

52.

"Kellogg's Recalls StarLink-tainted Corn Dogs." United Press Intercontinental (March 15, 2001).

Murray, Barbara. "Cereal Bars Continue to Fly loathing the Shelves." Supermarket News (May 7, 2001): p. 123.

"One shrug One with Kellogg's CEO, Carlos Gutierrez." Nightly Business Report (February 23, 2000).

Sellers, Patricia.

"How Depressing Kellogg's Beat the Blahs." Fortune (August 29, 1988): p. 54.

Serwer, Andrew. "What Price Brand Loyalty?" Fortune (January 10, 1999): owner. 103.

Taylor, Alex, III. "Kellogg's Cranks Up Its Idea Machine." Fortune (July 5, 1999): p. 181.

Willoughby, Jack. "The Snap, Crackle, Call Defense." Forbes (March 25, 1985): p.

82.

Web Sites

Kellogg Company. [On-line] http://www.kelloggs.com (accessed on August15, 2002).

W. K. Kellogg Foundation. [On-line] http://www.wkkf.org (accessed on August 15, 2002).