TECHNICAL UNIVERSITY OF COTOPAXI

ACADEMIC FACULTY AGRICULTURAL SCIENCES

AND NATURAL RESOURCES
AGROINDUSTRIAL ENGINEERING
ENGLISH

NAME: TAPIA JASMIN

LEVEL: B1 L
TEACHER: LIC.WILMER COLLAGUAZO
THEME: BIOGRAPHY

Kellogg, Will Keith (1860-1951).

Naturist and American businessman born in Battle Creek (Michigan) on April 7, 1860
and died in the same city on October 6, 1951, famous for naming a popular brand of cereal
and for founding a vegetarian movement.

Born in a modest family, in 1874 he left school to help with his father, a broom maker, in
the street vending. In 1878 happened to be employed in the Sanatorium of Battle Creek
directed by his brother John Harvey Kellogg, a distinguished doctor specialized in
feeding.

During the 1890s both brothers developed a novel method of preparing grains which, in
addition to containing high nutritional value, was tastier than the naturally presented
grain; The result was the popular cornflakes or wheat flakes. Initially designed as diet
food for John's patients, they soon began to promote it as a breakfast for a large section
of the population, thanks to its flavor and attractive presentation, in the form of wavy and
roasted flakes. The success gained led the Kellogg to create the Sanitas Food Company
in 1900 and to sell the product by mail. In 1906 Will bought the part of the business of
his brother and created its own company, the Battle Creek Toasted Corn Flake Company,
that later was transformed into the WK Kellogg Company, with which began to be made
known at the national level and to produce in big scale. In 1907 the factory suffered a fire;
However, the biggest difficulty he had to face was the rapid emergence of competitors
who imitated his cereal, yet managed to get consumers to identify the product with his
name. After the cornflakes, it diversified the offer to other types of cold breakfasts, fact
that increased the popularity of the firm, besides contributing to a change in the nutritional
habits of the North Americans that later moved to Western Europe.
Kellogg was also an innovator in commercial techniques and advertising, where he
established an ideological association between his cereals and a way of perceiving the
"American way of life," a formula later perfected by other well-known brands.

After its death, the Kellogg Company, whose head office is still located in Battle Creek,
has consolidated the expansion initiated in the 1920 with other types of products (desserts,
soups, etc.) and the absorption of various companies in its sector.