The method of modern industrial puffed rice production is attributed to American inventor Alexander P. Anderson, who stumbled across puffing while trying to ascertain the water content of a single granule of starch, introduced the first puffing machine at the World's Fair in Saint Louis, Missouri, in 1904. His eight "guns" that puffed grains for Fair goers were dubbed "The Eighth Wonder of the World" by an advertising billboard poster. Once the puffing principle, technique and technology had been discovered by Anderson, the competition to puff ready-to-eat American breakfast cereal took over the economy of Battle Creek, Michigan, with Kellogg's and Quaker Oats being two memorable and still active names to endure through the early puffing frenzy.