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Will Keith Kellogg Biography

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Will Keith Kellogg was born on April 7, 1860 in Michigan. Will grew up as a Seven-day Adventist which means that he preaches about the imminent return of Christ to Earth and he considers Sunday as the Sabbath day. Will dropped out of school at the age of fourteen and went to work for his fathers owned broom manufacturing company. Once Will got in to college he started working for his older brother John’s Sanitarium. The Sanitarium was a lifestyle that relied on fresh air, a vegetarian diet, and plenty of exercise. Over time the Sanitarium started to get fame so John hired Will as business manager. John had many ideas about foods and diets and he believed that the key to longevity was a diet rich in nut proteins (E.W.B., 2008). In 1877 Will and John came up with a …show more content…
Many tensions between the two brothers began to reach a crisis point. In 1900, John went out of town for quite awhile, seeing this as an opportunity, Will had a new factory built. When John returned he was furious and immediately demanded Will to repay the amount that was spent. But the cereal business became excessively profitable, “A ten-ounce box sold for 15 cents, which meant the Kelloggs were turning a 12-cent bushel of grain into $6 worth of cereal (Lukas, n/a). Because Kellogg’s cereal is similar or differentiated, the market concentration is high and the entry into the industry is difficult, which makes it a market structure of oligopoly. As the company grew older, Michigan had become the cereal manufacturing capital of America, with many competitors. John finally agreed to finance a new company if he got two-thirds share of its stock. Kellogg was now able to advertise and promote in his own way and one of the first things that he did was add his autograph to the box, with the tangline, “Beware of Imitations None Genuine Without This Signature, W.K. Kellogg (E.W.B.,

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