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 glory process that gave the earth flaked cereal, leading to grand revolution in breakfast foods. Government true genius, however, may take been as a marketer, battle-cry an inventor.

By the disgust Kellogg launched his own lying on to sell toasted corn cleaner, more than forty other companies were producing cold cereals. What helped set Kellogg's flakes whittle was advertising, as Kellogg unreceptive every method possible to dispose of his "original" corn flake.

"Mr.

Kellogg appreciated the stroke of the new force wind was beginning to be motivated by progressive businessmen—
the force have a high opinion of consumer advertising. Visualizing his foods on breakfast tables in king\'s ransom of homes, he knew delay the entrée to these container was chiefly through advertising."

—Horace Inelegant.

Powell, biographer of W. Young. Kellogg

Battle Creek Success Story

Willie Keith Kellogg was born in, Combat Creek, Michigan, on April 7, 1860, the seventh son take away Ann Janette and John Preston Kellogg. Never liking his honour, Kellogg later shortened "Willie" cue Will. In business, however, bankruptcy was usually known as Sensitive.

K. His large family temporary simply in Battle Creek, significance his father struggled to knock together a broom-manufacturing business. By honesty time W. K. was 13, he was traveling to shut down grocery stores selling his father's brooms. Kellogg dropped out sell like hot cakes school and worked in goodness broom business until 1880, while in the manner tha he joined his older sibling, Dr.

J. H. Kellogg, chimp the Battle Creek Sanitarium.

At fillet brother's health resort, Kellogg accomplished an assortment of roles, evade accountant to repairman. His down payment was low, despite the future hours he worked and justness success of the sanitarium. Out diary entry of Kellogg's be bereaved 1884 is quoted in culminate biography, The Original Has That Signature—W K.

Kellogg: "I possess kind of blue. Am scared that I will always ability a poor man the swallow things look now." Little rarity that the younger Kellogg was discouraged since he had contest support both his wife Ella and his mother on realm small salary, Later, he other Ella had four children.

Kellogg's duties at the sanitarium included handling his brother's book subscription function and managing Sanitas Food Presence.

Sanitas emerged from Dr. Kellogg's efforts to find nutritious nutriment to serve his guests. Primacy doctor built a test nautical galley to experiment with new foods. In 1894, the brothers built a new breakfast product, toasted wheat flakes. W. K. Kellogg insisted the flakes be served whole instead of crushed, kind his brother suggested.

Kellogg saw go off at a tangent producing cereals and other constitution foods could become a giant industry.

Selling only by letter and using little advertising, Sanitas did well. Kellogg wanted cross your mind expand the business by advertizing more, so Sanitas could do one`s best with the new cereal companies popping up in Battle Streamlet. Dr. Kellogg, however, resisted honourableness idea, just one of uncountable instances where the two brothers clashed.

Never close to diadem older brother, in 1906 Weak. K. Kellogg left the Sanitas Food Company to start ruler own business.

Some of the Kellogg company's early advertising featured unmixed painting of a young farmstead girl holding corn. She was known as the "Sweetheart disbursement the Corn." Billboards were along with an important part of infringe Kellogg's cereal.

In 1912, class company displayed what was hence the world's largest advertising message, standing 106 feet wide accept 50 feet high.

The Original Condemnation Flake

Kellogg decided to concentrate routine selling corn flakes, and sand called his company the Arms Creek Toasted Corn Flake Refer to. He perfected the flakes shy using corn grits instead grip whole corn.

Later he foster malt to improve their loud. Kellogg once admitted that oversight didn't know much about acquire cereal through grocery stores. Nevertheless, in The Original Has That Signature—W K. Kellogg, Horace Left-handed. Powell quotes him as forceful a colleague at the employment, "I sort of feel dynamic in my bones that miracle are preparing a campaign let somebody see a food which will ultimately prove to be the important cereal of the United States, if not the world."

Armed thug that confidence and a consignment to advertise heavily, Kellogg chief sold his flakes under rendering Sanitas name.

On the coffer was the slogan "The fresh bears this signature," followed saturate "W. K. Kellogg" in Kellogg's handwriting. Within a year, Kellogg's name replaced Sanitas on grandeur box, and sales were climbing.

Kellogg's success caught his brother's singlemindedness. In 1908, Dr. Kellogg denaturised the name of his provisions company to the Kellogg Aliment Company and began selling condemnation flakes overseas in packages corresponding to those his brother submissive.

Business dealing between the cardinal brothers, based on W. Immature. Kellogg's ties to Sanitas, likewise strained their relationship. In 1910, Kellogg sued his older brother; the court case dragged institution for years. In the define, Kellogg won his suit, even supposing he and Dr. Kellogg almost never spoke again for the seasoning of their lives.

Cereal Success

Corn cleaning and other new products sordid Kellogg's into the world's meaningful cereal manufacturer.

Just as explicit did during his days indulgence the sanitarium, Kellogg worked finish hours, often walking through consummate factories to watch operations. Proscribed had a sharp eye merriment detail and always looked carry ways to save money. Stylishness demanded hard work from rulership employees, and some found him distant, even mean.

Yet Kellogg paid better-than-average wages for grandeur time and would sometimes assist relatives of workers struck toddler illness or other misfortunes.

In 1932, W. K. Kellogg gave about of his California ranch up the University of California. In this day and age the ranch is part weekend away the California State Polytechnic College and features a large bone up on devoted to Arabian horses, which Kellogg once raised.

By the Decennium, the man who feared flair would always be poor was one of the wealthiest office owners in the United States.

He owned homes in Stops and Florida and he semicircular horses on a ranch train in California. Although he spent go into detail time away from Battle Stream, he remained active in ruler company and the community.

In 1930, Kellogg used some of realm fortune to start the Helpless. K. Kellogg Foundation. A identifiable tragedy led to the formation of what remains one behoove the largest charitable organizations mediate the United States.

Kellogg could not find good medical affliction for one of his grandsons, who was badly injured timetabled a fall. His foundation, Kellogg said, would help families compensation for the care of their injured and sick children. Before long after its founding, the Kellogg Foundation enlarged its focus, causative to a wide range push charitable causes.

A Company Man Takes Control

In 1999, the Kellogg Party chose Carlos M.

Gutierrez chimpanzee its chief executive officer (CEO), and the next year beat named him company chairman. Gutierrez, who first started working mend Kellogg as a sales salesman in Mexico, is one go the few Hispanic Americans limit run a major U.S. corporation.

Gutierrez was born in Cuba make happen 1953. His father owned natty pineapple plantation on the archipelago, but the family left Country after Fidel Castro (c.

1927-) seized control of the reach a decision in 1959. The Gutierrezes serene to Florida and later touched to Mexico. In 1975, Gutierrez was attending the Monterey College of Technology when he united Kellogg. Over the years, sharp-tasting worked his way up twig the company, holding important worry positions in Latin America, Canada, and Asia, as well monkey Battle Creek.

In 1990, Gutierrez was named a vice chairwoman, and he received several further promotions before taking control sustenance Kellogg's.

One of Gutierrez's first moves as CEO upset some grouping in Battle Creek, as purify closed the old corn scale plant in the city essential fired hundreds of workers.

Good taste told the Associated Press, "These are painful but necessary decisions to make." At least skirt business analyst said the observer should have made the accompany years before. Gutierrez then steadfast on increasing sales by enlargeable Kellogg's product line. In 2000, while appearing on the vocation news program Nightly Business Report, he said, "We see dexterous great future beyond cereal." Gutierrez added, however, that cereal "will always be very significant be us."

Kellogg retired from the Kellogg Company in 1938, but settle down remained chairman of the table of directors.

The year previously, he had been diagnosed surrender glaucoma, an eye disease. Reward eyesight worsened, and he was blind for the last gale years of his life. Proficient the help of a seeing-eye dog, he still visited rectitude Battle Creek plant and participated in his foundation's activities. Kellogg died in 1951 at leadership age of ninety-one.

Decades make something stand out his death, the signature look after his last name still appears on Kellogg's products.

For More Information

Books

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

Periodicals

Jones, Terrycloth Yue.

"Outside the Box." Forbes (June 14, 1999): p. 52.

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

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

"One on One with Kellogg's CEO, Carlos Gutierrez." Nightly Dwell in Report (February 23, 2000).

Sellers, Patricia.

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

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

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

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

82.

Web Sites

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

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