Free breakfast isn’t the only thing served up at the National Cereal Festival in downtown Battle Creek. Join us for a sweet day of fun on June 10.

Why cereal?

This is the town where the Kellogg brothers found a way to make the first meal of the day fast, easy and vegetarian. In 1894, they accidentally discovered how to turn grain into flakes.

This is where C.W. Post started a business in a barn that became a worldwide corporation. He first termed the phrase “Road to Wellville,” and that road started here.

At one time there were more than 100 cereal companies in Battle Creek. Even now, while only the first two remain, there are days when downtown smells like cooking cereal.

Cereal began as a health food, but Post and Kellogg made it fun, too. And we celebrate that every year in June.

World’s Longest Breakfast Table

The Battle Creek festival first made it into the Guinness Book of World Records in 1979, shortly after it became a regular event.

It was called the World’s Longest Breakfast Table because tables were set up end-to-end, creating one long table that stretched through downtown.

This tasty tradition is still the best part of the festival. While the long table no longer runs along Michigan Avenue, you can find space at different tables set up for the festival.

Volunteers pour bowls of cereal from Kellogg’s and Post. In case you didn’t grow up in Battle Creek, that includes: Fruity Pebbles, Frosted Flakes, Rice Krispies, Golden Crisp and more. Prairie Farms Dairy, another local business, provides the milk.

Activities for kids

Just like how Christmas isn’t complete without Santa, the Cereal Festival has appearances by Sugar Bear and Tony the Tiger.

The face of Frosted Flakes is an iconic figure in cereal history and always a kid favorite. Getting your picture with Tony is a festival necessity.

There’s more free stuff for kids to do: bounce houses, games and face painting. At 9:45 a.m., there’s going to be a big dance performance. Watch out for the miniature train that will be chugging along the streets, offering rides.

Get your swag

Buy official Cereal Festival shirts and bowls from the Calhoun County Visitors Bureau! The Battle Creek Welcome Center will be open on Saturday.

We also have other cute housewares, such as Michigan-themed coffee mugs and candles that smell like downtown when fruity cereal is being made at the factory.

Attached is the Cereal History Exhibit, which explains the origins of the cereal industry and has a big collection of cereal box prizes from throughout the years.

Look for the building with the blue roof and cereal mascots painted in the windows.