Every January, as the vacation events finish and the decorations are saved away, hundreds of thousands of People resolve to reduce weight, eat more healthy, and train extra vigorously. If that is your plan for 2021, you aren’t alone. In response to one ballot, practically half of all People resolve to embrace a more healthy life-style within the new 12 months. Nonetheless, few of them will ponder together with a big bowl of Kellogg’s Corn Flakes of their wellness routine. But, as a nutritious grain-based various to a breakfast of bacon and eggs, the event of Corn Flakes was the dream of John Harvey Kellogg and his intrepid brother Will and an integral a part of an early Twentieth-century wellness motion referred to as “biologic residing.”
John Harvey Kellogg, the older, extra scientifically minded of the 2 brothers, was a person forward of his time. John’s prescriptions for a wholesome life-style can be as welcome on right this moment’s health-oriented web sites as they have been on the Battle Creek Sanitarium, the medical heart he constructed to advertise his imaginative and prescient. Often known as Dr. Kellogg, John urged his devoted followers to cease consuming sugar, caffeine, tobacco, alcohol, and meat. He seen weight problems as a well being hazard and inspired his sufferers to get enough sleep, cut back stress and domesticate a worry-free perspective. He even invented an ergonomic chair lengthy earlier than the time period ergonomics grew to become commonplace. General, Dr. Kellogg sought to stop illness by combining a weight-reduction plan of grains and greens with vigorous train or bodily exercise, a strict routine that few People embrace right this moment regardless of its help from trendy well being fans.
Although the brothers bickered like schoolboys their whole lives, they started their careers collaborating on a well being and health resort of their hometown of Battle Creek, Michigan. Their father, John Preston Kellogg, was a religious follower of Seventh Day Adventism, a denomination that promoted wholesome residing. In 1876, he supplied monetary backing of the Adventist Western Well being Reform Institute in Battle Creek, on the situation that the Adventist Elders identify his son John medical director. 4 years later, Dr. Kellogg employed his brother Will to be his assistant. After hearth destroyed the unique “San” because it was known as by its patrons, the brothers construct a bigger hospital, wellness heart and nursing college. In addition they printed Good Well being journal, which featured self-help articles regularly penned by Dr Kellogg himself.
The “San” efficiently marketed its well being philosophy to rich and influential figures. Politicians—together with presidents Taft, Coolidge and Hoover—visited the San. So did celebrities Johnny Weissmuller and Eddie Cantor. Enterprise titans—Harvey Firestone, J.C. Penny and Henry Ford—grew to become frequent summer time guests. Sadly, as Dr. Kellogg’s strategies started to be embraced by the wealthy and highly effective, making him well-known, his penchant for bullying his youthful sibling additionally grew. Twelve years after the brothers perfected their formulation for Corn Flakes, Will may take the abuse now not. He supplied to buy his brother’s curiosity within the firm. Extra involved in science than enterprise, Dr. Kellogg shortly agreed to promote his curiosity. Later, regretting this resolution, John Kellogg sued his brother for patent infringement. Following a ten-year authorized battle, Will was declared the rightful proprietor.
Will Kellogg’s skills as a businessman equaled John’s scientific expertise. In response to medical historian Howard Markel (writer of The Kelloggs: The Battling Brothers of Battle Creek), Will grew to become “a significant participant in a completely new trade centered on the transformation of meals from their pure state into cooked, formed, chemically manipulated, mass-manufactured merchandise” by doggedly pursuing the most recent effectivity strategies and enterprise methods. His timing was impeccable. Kellogg’s Corn Flakes benefited from America’s fast urbanization, industrialization, and the supply of secure pasteurized milk, the cereal’s very important companion. But the corporate owed its success to Will’s advertising and marketing experience. Will maximized new mass advertising and marketing strategies, together with radio adverts flavored with catchy jingles and prizes stashed within the cereal packing containers. He calculated the prize’s value and the quantity of cereal that the prize would substitute, discovering that the price of the prize was lower than the price of the displaced cereal. This ingenious advertising and marketing enchantment to youngsters elevated his earnings
Immediately, the cereal trade is attacked for its emphasis on sugar. Some critics argue that the trade has contributed to the weight problems epidemic in youngsters. Nonetheless, the brothers stayed true to their deal with a handy wholesome cereal whereas they lived. Along with Corn Flakes, the corporate developed All Bran and Rice Krispies in the identical vein. It was solely after Will’s dying in 1951 that Kelloggs started including massive quantities of sugar to its cereals.
Dr. John Harvey Kellogg’s legacy suffers for one more motive. He was at all times receptive to the most recent scientific fad. Enthralled by a imaginative and prescient of “race betterment,” Dr. Kellogg joined different early twentieth century progressives in an enthusiasm for the eugenics. Even after World Struggle II, when revelations of Nazi eugenic experiments discredited the motion, Dr. Kellogg continued to advertise.
The Kelloggs’ sibling rivalry, as described in Markel’s ebook and fictionalized by T.C. Boyle in The Street to Wellville, is tragic. It took each brothers’ experience – John Harvey’s scientific curiosity and creativity and Will’s organizational and enterprise acumen – to create the Kelloggs’ financial empire. But their collaboration became a bitter rivalry that remained unresolved till their deaths as nonagenarians. Regardless of their contributions to bodily well being, they left behind them a cautionary instance of toxic household psychology.