Financial Astrology of Kellogg Company

FINANCIAL ASTROLOGY

First Trade Date for Kellogg Company

Company Name	First Trade Date (yyyy-mm-dd)
Kellogg Company	1959-05-12

Company Name	Symbol
Kellogg Company	K
History and Business of Company (this information may include date of incorporation)
The Company. Kellogg Company, incorporated in Delaware in 1922, and its subsidiaries are engaged in the manufacture and marketing of ready-to-eat cereal and convenience foods. The address of the principal business office of Kellogg Company is One Kellogg Square, P.O. Box 3599, Battle Creek, Michigan Creek 49016-3599. Unless otherwise specified or indicated by the context, the term "Company" as used in this report means Kellogg Company, its divisions and subsidiaries. Information about the Keebler Foods Company acquisition in 2001 is incorporated by reference herein from Note 2 to the Consolidated Financial Statements on pages 37 and 38 of the Company's Annual Report. Financial Information About Segments. The information called for by this Item is incorporated herein by reference from Note 14 to the Consolidated Financial Statements on pages 49 and 50 of the Company's Annual Report. Principal Products. The principal products of the Company are ready-to-eat cereals and convenience foods, such as cookies, crackers, toaster pastries, cereal bars, frozen waffles and meat alternatives. These products were, as of December 27, 2003, manufactured by the Company in 17 countries and marketed in more than 180 countries. The Company's cereal products are generally marketed under the Kellogg's name and are sold principally to the grocery trade through direct sales forces for resale to consumers. The Company uses broker and distribution arrangements for certain products. It also generally uses these, or similar arrangements, in less-developed market areas or in those market areas outside of its focus. The Company also markets cookies, crackers, and other convenience foods, under brands such as Kellogg's, Keebler, Cheez-It, Murray, Austin and Famous Amos, to supermarkets in the United States through a direct store door (DSD) delivery system, although other distribution methods are also used.

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