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Having been involved personally, I feel that Kellogg Co. did make
rather exceptional efforts in regard to Kenmei. They worked closely
with me as a representative of Phyllis Brogden (Greater Philadelphia)
and other celiac support group chairpersons (who had requested that I
represent them to Kellogg) and the Kellogg's people kept me pretty well
informed. I had ready access at the Vice-Presidential level. My
telephone calls were never turned away. In regard to marketing efforts,
I recall full-page, four-color adds in major magazines and advertising
supplements.  And they put Kenmei on practically every supermarket
shelf in the country.  I think that costs some money.  After all,
Kellogg is not a non-profit organization. If you happen to own shares
(I don't--I haven't any connection whatsoever with the company), or
your mutual fund does, you probably hope the company makes some
profits. In my opinion, there is a limit to what can be expected of a
company competing on the open market with regard to responsiveness to
special problems like celiac disease.  In the ordinary course of
things, they wouldn't think twice about killing a product that wasn't
doing well.  In the case of Kenmei, I would say they did at least think
twice.

Don Kasarda