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Kellogg Company Company Profile

The Kellogg Company (NYSE: K; informally Kellogg's or Kellogg) is


a multinational food manufacturing company headquartered in Battle Creek, Michigan,
United States. Kellogg's produces cereal and convenience foods, including cookies,
crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and
vegetarian foods. The company's brands include Corn Flakes, Frosted Flakes, Rice
Krispies, Special K, Pringles, Pop-Tarts and Nutri-Grain.

Kellogg's products are manufactured in 18 countries and marketed in more than 180
countries.[2] Kellogg's largest factory is at Trafford Park inManchester, United Kingdom,
which is also the location of its European headquarters.[3] Kellogg's holds a Royal
Warrant from HM Queen Elizabeth IIand the Prince of Wales.

History

First Kellogg's package

Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on
February 19, 1906, by Will Keith Kellogg as an outgrowth of his work with his
brother John Harvey Kellogg at the Battle Creek Sanitarium following practices based
on theSeventh-day Adventist Christian denomination. The company produced and
marketed the hugely successful Kellogg's Toasted Corn Flakes and was renamed the
Kellogg Company in 1922.

In 1930, the Kellogg Company announced that most of its factories would shift towards
30 hour work weeks, from the usual 40. This practice remained until World War II, and
continued briefly after the war, although some departments and factories remained
locked into 90 hour work weeks until 1980.[4] From 1969 to 1977, Kellogg's acquired
various small businesses including Salad Foods, Fearn International, Mrs. Smith's
Pies, Eggo, and Pure Packed Foods;[5] however, it was later criticized for not
diversifying further like General Mills and Quaker Oats were.

Kellogg Company headquarters

After underspending its competition in marketing and product development, Kellogg's


U.S. market share hit a low 36.7% in 1983. A prominent Wall Street analyst called it "a
fine company that's past its prime" and the cereal market was being regarded as
"mature". Such comments invigorated Kellogg chairman William E. LaMothe to improve,
which primarily involved approaching the demographic of 80 million baby
boomers rather than marketing children-oriented cereals. In emphasizing cereal's
convenience and nutritional value, Kellogg helped persuade U.S. consumers age 25 to
49 to eat 26% more cereal than people that age ate five years prior. The U.S. ready-to-
eat cereal market, worth $3.7 billion at retail in 1983, totaled $5.4 billion by 1988, and
had expanded three times as fast as the average grocery category. Kellogg's also
introduced new products including Crispix, Raisin Squares, and Nutri-Grain Biscuits and
reached out internationally with Just Right aimed at Australiansand Genmai Flakes
for Japan. During this time, the company maintained success over its top
competitors: General Mills, who largely marketed children's cereals, and Post, who had
difficulty in the adult cereal market.[6]

In March 2001, Kellogg made its largest acquisition, the Keebler Company. Over the
years it has also gone on to acquire Morningstar Farms and Kashidivisions or
subsidiaries. Kellogg also owns the Bear Naked, Natural Touch, Cheez-It,
Murray, Austin, Famous Amos, Gardenburger (acquired 2007) and Plantation brands.

In 2012, Kellogg's became the world's second-largest snack food company


(after Pepsico) by acquiring the Pringles potato crisps brand from Procter & Gamble for
$2.7 billion in a cash deal.[7]

Corporate governance

Current members of Kellogg Company's board of directors include: James M. Jenness,


chairman; David Mackay; Dr. Benjamin S. Carson, Sr.; John T. Dillon; Gordon Gund;
Dorothy A. Johnson; Donald R. Knauss; Ann McLaughlin Korologos; Rogelio M.
Rebolledo; Sterling K. Speirn; Robert A. Steele and Dr. John L. Zabriskie.

On January 24, 2005, the former CEO (since April 1999) and chairman of the board of
directors (since April 2000), Carlos Gutierrez became U.S. Secretary of Commerce in
the second term of former President George W. Bush. Kellogg's board of directors
named James M. Jenness as chairman and CEO to replace Gutierrez.

On October 23, 2006, Kellogg's announced that president and chief operating officer
David Mackay would become the chief executive officer, effective December 31, 2006.
Jenness will continue to serve as chairman of the Board of Directors.[8]

In June 2007, Kellogg announced that by the end of 2008 it would stop advertising to
children under twelve those cereals and snacks that do not meet specific nutrient
guidelines.[9]

January 2, 2011, John A. Bryant succeeded David McKay (retired effective January 1,
2011) as CEO.

Kellogs in India
KELLOGG COMPANY WAS FOUNDED ON
A COMMITMENT TO NUTRITION.

Kellogg Company, with its global headquarters in Battle Creek, Michigan, USA, is the
world's leading cereal company, and a major producer of convenience foods. It markets
more than 1,500 products in over 180 countries all over the world. Founded in 1906,
with a commitment to nutrition, Kellogg Company has always been focusing on its
products and processes. Today, with more than 100 ready-to-eat cereals around the
world, consumers count on Kellogg for providing great-tasting, convenient and healthy
food choices that meet their nutrition needs.

Kellogg entered India in 1995 and during these 16 years, the company has become
synonymous with great tasting & nourishing breakfast cereals. With a range of brands
appealing to kids, adults and of course, the entire family, Kellogg's is becoming a
common feature on breakfast tables across Indian homes today.

In India, Kellogg is known for its flagship brand Kellogg's® Corn Flakes along with its
range of exciting flavours, Kellogg's® CHOCOS®, Kellogg's® Special K®, Kellogg's® All-
Bran®, Kellogg's® Extra Muesli, Kellogg's® Honey Loops, Kellogg's® Oats - Heart to
HeartTM and Kellogg's® Oat Bites. With its exciting ranges of brands, Kellogg India has
offerings for all members of the family as well as for specific requirements like weight
management, digestive regularity and heart health.

HO WE ARE
Kellogg Company is one of the leading organizations in the food category, especially
when it comes to breakfast cereals. Across the world, it is also well known for its
presence in other categories like snacks and cookies. The founder of the company,
W.K. Kellogg, had a strong commitment to nutrition, health and quality. His vision
continues to drive Kellogg Company to improve its products and processes, with the
goal of providing delicious, nutritious products that meet the most rigorous quality
standards.

Our Vision

To enrich and delight the world through our foods and brands that matter.

Our Purpose

Nourishing families so they can flourish and thrive.

KELLOG'S COMPANY'S VALUES, K VALUES™,

SHAPE OUR CULTURE AND GUIDE THE WAY WE RUN OUR BUSINESS.

Integrity
At Kellogg Company, we act with integrity and show respect.
Demonstrate a commitment to integrity and ethics

Show respect for and value all individuals for their diverse backgrounds, experience,
styles, approaches and ideas

Speak positively and supportively about team members when apart

Listen to others for understanding

Assume positive intent

PassionWe are passionate about our business, our brands and our food.Show pride in
our brands and heritage
Promote a positive, energizing, optimistic and fun environment

Serve our customers and delight our consumers through the quality of our products and
services

Promote and implement creative and innovative ideas and solutions

Aggressively promote and protect our reputation.

Humility
We have the humility and hunger to learn.
Display openness and curiosity to learn from anyone, anywhere

Solicit and provide honest feedback without regard to position

Personally commit to continuous improvement and are willing to change

Admit our mistakes and learn from

Simplicity
We strive for simplicity.
Stop processes, procedures and activities that slow us down or do not add value

Work across organizational boundaries/levels and break down internal barriers

Deal with people and issues


directly and avoid hidden agendas

Prize results over form


Accountability
We are all accountable.
Accept personal accountability for our own actions and results

Focus on finding solutions and achieving results, rather than making excuses or placing
blame

Actively engage in discussions and support decisions once they are made

Involve others in decisions and plans that affect them

Keep promises and commitments made to others

Personally commit to the success and well-being of teammates

We love success.
Achieve results and celebrate when we do

Help people to be their best by providing coaching and feedback

Work with others as a team to accomplish results and win

Have a "can-do" attitude and drive to get the job done

Make people feel valued and appreciated