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THEY'RE GRRRRREAT!
The Kellogg’s Company, headquartered in Battle
Creek Michigan, is the world’s largest producer of cereals with annual sales
over nine billion. Their cereal line is flagshipped by their venerable Corn
Flakes, but also includes such famous brands as Rice Krispies, Frosted
Flakes, and Special K among others. Additional food lines include Keebler,
Pop Tarts, Eggo, and Nutri-Grain.
Kellogg’s revolutionized breakfast in the
USA. The Kellogg brothers were part of the first health movement in America
that warned about the dangers of fatty, protein rich foods. Instead, they
advocated a diet based primarily on vegetables, grains and fiber. Their
devotion to this dietary regime gave rise to the Kellogg’s company and the
large consumption of cereals that exists today.
Dr. John Harvey Kellogg (1852-1943) was a
Seventh-day Adventist and vegetarian. He recommended a plain diet for
medical and moral reasons. His belief, reinforced by the prevailing
religious thinking, was that a diet high in fat and protein, white bread,
coffee and tea, as well as the use of tobacco, could not produce a person
chaste in thought.
Dr. Kellogg was appointed the superintendent
of a sanitarium in Battle Creek, Michigan. He believed the average invalid
was suffering from bad intestinal flora and needed less protein and more
roughage in his diet. He placed the patients on a strict and bland diet
based on numerous vegetable and nut products that he developed, the most
famous being a flaked wheat cereal called Granose. Granose’s popularity was
limited partially because it, like many of his vegetable creations, was
insipid and tasteless. Constant experimenting with various recipes led to
the invention in 1902 of a cereal based on flakes of corn and flavored with
barley malt. The infamous Corn Flakes were born.
Will Keith Kellogg (1860-1951), better known
as W.K. Kellogg, was the younger brother of Dr. John Harvey Kellogg and a
clerk in the Battle Creek sanitarium. He never had a formal education and
worked as a stock boy and a traveling broom salesman before being employed
by his older brother. He assisted his brother in the search for new cereal
products to support the vegetarian diet they both endorsed. Different
sources credit one or the other brother as the inventor of Granose and Corn
Flakes, but it was most likely a joint effort. W. K. Kellogg however, is the
most famous since it is he who began the Kellogg’s company in 1906. He
relentlessly set forth to package, advertise, market, and sell their cereal
products.
In 1924 W.K. expanded the business to
Australia. Through the Great Depression, while many firms were shrinking, he
increased his advertising and continued to expand the business. In 1938 he
began selling his products in England. Today, Kellogg’s products are
manufactured in 19 countries and sold to more than 160 countries around the
globe.
In addition to being a sound businessman W.K.
Kellogg is also famous for his philanthropic endeavors. In 1925 he
established the Kellogg Fellowship Corporation which played a role in the
building of an agricultural school, a bird sanctuary, and a reforesting
project. In 1930 he created the W.K. Kellogg Child Welfare Foundation. The
Foundation donated large sums of money to many youth based causes such as a
school for handicapped children, a high school, a civic auditorium, and a
youth recreation center. The Foundation continues to this day and supports a
large variety of social causes.
Per capita consumption of breakfast cereals
has steadily increased over the years, while consumption of all other grain
products, with the exception of pasta have shown a decline. There has been
some controversy about the actual nutritional value of cereals. Cereals can
be a good source of protein without the added saturated fat that accompanies
animal based proteins. Whole wheat cereals certainly provide fiber, which is
thought to help prevent colon cancer. Non whole wheat cereals though, are
stripped of the wheat bran’s outer layer and principal nutritional value.
However, almost all cereals are infused with a variety of vitamins and
minerals. This at least makes up for the vitamin loss in non whole wheat
cereals but not the roughage.
Many breakfast cereals have been criticized
for their high sugar content. Sugar was added to cereals early in the
industry’s history for a very obvious reason: taste. Humans are inherently
drawn to the taste of sweetness. One can only speculate how many millions in
sales this simple additive created, mostly through the eager taste buds of
children.
However, Kellogg’s and the other major cereal
companies all produce varieties based on whole wheat, supplemented by
vitamins and minerals, with little or no added sugar. The cereal can be
nutritiously sweetened by adding fresh fruit. When combined with low fat
milk, you produce a breakfast high in nutrients and fiber and low in fat and
cholesterol.
Interestingly, recent decades have seen a
renewed interest in diets low in fat and animal products and high in
vegetables and fiber. There is mounting clinical evidence to demonstrate the
benefits of such a diet. In part, America owes the origins of these ideas to
the Kellogg brothers.
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