Cereal company grew to be largest in U.S.

The young boy sits at his breakfast table eating his Egg-O-See cereal, looking at the family pets on the floor, saying "Dere ain't go'n'er be no leavin's".
The illustrated post card from the 1907 Jamestown Exposition is one of numerous advertising items for Egg-O-See cereal, which was made in Quincy.
Dr. John Harvey Kellogg of Battle Creek, Mich., created the flake breakfast cereal in 1894. This started a proliferation of cereal companies, and more than 40 companies were operating in Battle Creek in 1902.
Many of these companies had short lives with 18 companies officially being dissolved in 1905 and 1906. But during this same period, a Quincy company became the largest cereal company in the country.
The Quincy company had its origin in Battle Creek. John Linihan, proprietor of a Battle Creek drugstore and a city alderman, developed a wheat flake cereal sprayed with apple jelly. This became the product of the Battle Creek Cereal Food Co, which was incorporated in 1901. But the name of the company was quickly changed to Cero-Vito and then to the Cero-Fruto Co.
Linihan shortly sold his interest in Cero-Fruto and incorporated the Battle Creek Breakfast Food Co. Limited on Feb. 18, 1902.
In April of that year F.E. Kelsey, an officer of the new company, was in Quincy to assess the capability of the former Taylor Milling Co. plant owned by Proctor Taylor.
Not only was the plant acquired, but Quincy businessmen ended up owning over half of the company. The plant was located at 111-139 South Front.
While Linihan was appointed treasurer and general manager, the other officers and directors were from Quincy: John W. (Jack) Cassidy, president; Loring P. Wheeler, vice president; Proctor Taylor, secretary; and Richard F. Newcomb, director.
Although Egg-O-See is sometimes seen as the name of the company, it was actually the name of the cereal. The Battle Creek Breakfast Food Co.'s first product was put on sale March 17, 1903, St. Patrick's Day. This was appropriate because Egg-O-See was in a distinctive green box. The packaging continued to be similar during the years with the phrases "Absolute Purity," "Made from Choicest Wheat" and "Crisp and Delicious."
While the origin of the name Egg-O-See is unclear, The Quincy Daily Herald had the following colorful explanation in 1910: "Many have asked how the name of Egg-O-See originated and came to be adopted as the name of the greatest breakfast food upon the market. The generally adopted explanation is that a traveling man sitting down to the breakfast table at a northern hotel asked the waitress, who happened to be a Swede with a strong dialect if he could get a dish of breakfast food. The waitress replied that she would go and see but to the guest her words sounded like Egg-O-See. After that the traveling man, when wanting cereals, called for Egg-O-See and shortly after the name adorned thousands upon thousands of packages of breakfast food."
The Egg-O-See cereal, the original and most popular cereal of the company, was a wheat flake. But in late 1906 the company branched out into a corn flake. This was marketed under the name of E-C Corn Flakes Toasted. Other products included Washington Crisps, Fruited Wheat and Fruited Oats.
The company became the major producer of breakfast cereal. The magnitude of the operation was impressive. In July 1905, the company shipped 1.8 million packages of Egg-O-See. The daily capacity at that time was eight carloads (86,400 packages), equivalent to 96,000 pounds of wheat being processed each day. At its December 1906 annual meeting, the company reported that it was producing more Egg-O-See than the output of any other cereal in the world. In May 1906, Egg-O-See placed what was claimed to be "the largest package order ever given in the history of the world." The order was for 100 million cartons of the familiar green packages of Egg-O-See cereal, taking 100 boxcars to fill the order.
The company also had an impact on the postal operations of Quincy. In 1907, the mailings from the company constituted about one-seventh of the total receipts of the Quincy post office, a surprising strong impact given the size of the city and the volume of local manufacturing industries.
Egg-O-See had significant acquisitions over the years, including the purchase of the assets of the Cero-Fruito Co., where manager J.W. Linihan started his career. When the mammoth plant of the Hygienic Food Co. of Buffalo, N.Y., was acquired in 1905, the company claimed that the combined output of the two plants was greater than any other four cereal concerns in the country.
While the manufacturing plants remained at their locations, the corporate offices moved to Chicago in January 1907, back to Quincy in 1909, back to Chicago in 1911, and finally back to Quincy in May 1915. In spite of its size, the company was not that profitable. In September 1908, after three years of rapid but unprofitable expansion, Egg-O-See was placed in the hands of a group of creditors. The court appointed John Linihan, who was general manager, as the receiver of the Egg-O-See Co. A year later the company was on a more solid footing, and the court gave it active control. In early 1910 large Eastern investors acquired financial interests in the company and the name was changed to United Cereal Mills Inc.
During the second decade of its existence, the company continued to go downhill with changes of management and other business upheavals. In September 1921 the company closed, and the United Cereal Mills property in Quincy was sold for $50,000, a fraction of the money put into it even in its later years.
Similar to today's cereal offerings, marketing was a big business for Egg-O-See. Advertisements for the cereal can be found in numerous newspapers and magazines published during the company's existence. In addition, many advertising items can still be found today with the name of the cereal.
Jack Hilbing is a retired U.S. Air Force officer. With a doctorate from Stanford University, he has worked with computers in military, industry and academia. He has collected the postal history of Quincy and Adams County for 40 years.
Sources
"A New Record Established: One Hundred Million Packages for Egg-O-See," The Quincy Daily Herald, May 9, 1906, 2.
"Breakfast Food Mill Purchased at Buffalo: The Egg-O-See Company Acquires Another $200,000 Plant and Now Has the Two Largest Cereal Mills in the World for Operations." The Quincy Daily Herald, April 4, 1905, 8.
"Cereal Mills Sale Rumored; Denial Made: Chicago Interests in Control, Get Concern from Collier," The Quincy Daily Journal, May 17, 1921, 3.
"Company Changed: United Cereal Mills Succeeds the Egg-O-See," The Quincy Daily Herald, March 3, 1910, 5.
"Food Company Receiver" The New York Times, Oct. 27, 1908.
Landrum, Carl and Shirley, "Egg-O-See Breakfast Food Company," Landrum's Quincy, Volume 1, Quincy, Ill.: Justice Publications, 142-144. This originally appeared in The Quincy Herald-Whig, Sept. 28, 1969.
"New Name to be Adopted: Egg-O-See Company said to be Considering Change to Jobbers' Manufacturing Company," The Quincy Daily Herald, January 8, 1910, 9.
"Now Beats the World: The Annual Meeting of the Egg-O-See Company was Held Today," The Quincy Daily Herald, Dece. 15, 1906, 9.
"Quincy's Cereal Mill Bought out Big Rival: The Egg-O-See Company of This City Acquires the $125,000 Plant of the Cero-Fruito Company at Battle Creek and Will Operate It," The Quincy Daily Herald, Feb. 3, 1905, 7.
"Round the Town," The Quincy Daily Journal, May 20, 1921, 6.
"Round the Town," The Quincy Daily Journal, Sept. 9, 1921, 6.
Stoltz, Garth "Duff," "Breakfast: A Taste of Cereal," Adventist Heritage, Volume 15, Number 2 (Fall, 1992), 9.
Stoltz, Garth "Duff," "101 Cereal Manufacturing Companies in Battle Creek Michigan," Adventist Heritage, Volume 15, Number 2 (Fall, 1992), 11.
"The Cereal Boom in Battle Creek," Accessed: Feb. 1, 2016,
http://www.heritagebattlecreek.org/index.php?option=com_content&view=article&id=120&Item...
"The Receiver is Dismissed: Judge Akers Removed J.E. Linihan as Receiver of Egg-O-See Co.," The Quincy Daily Whig, Feb. 7, 1909, p. 5
"Timeline: Battle Creek", Memories From Hamblin: The Making and Unmaking of Battle Creek's African American Community, Accessed: Feb. 2, 2016,
http://www.memoriesfromhamblin.org/bctimeline.html
"Will Make Corn Flake: Egg-O-See Mills Branch Out in New Line," The Quincy Daily Herald, Dec. 11, 1906, p. 2.





