a health message that recommends vegetarianism and expects adherence to the kosher laws in Leviticus 11. Obedience to these laws means abstinence from pork, shellfish, and other animals proscribed as "unclean". The church discourages its members from consuming alcoholic beverages, tobacco or illegal drugs (compare Christianity and alcohol). In addition, some Adventists avoid coffee, tea, cola, and other beverages containing caffeine. The pioneers of the Adventist Church had much to do with the common acceptance of breakfast cereals into the Western diet, and the "modern commercial concept of cereal food" originated among Adventists. John Harvey Kellogg was one of the early founders of Adventist health work. His development of breakfast cereals as a health food led to the founding of Kellogg's by his brother William. In both Australia and New Zealand, the church-owned Sanitarium Health and Wellbeing Company is a leading manufacturer of health and vegetarian-related products, most prominently Weet-Bix. Research funded by the U.S. National Institutes of Health has shown that the average Adventist in California lives 4 to 10 years longer than the average Californian. The research, as cited by the cover story of the November 2005 issue of National Geographic, asserts that Adventists live longer because they do not smoke or drink alcohol, have a day of rest every week, and maintain a healthy, low-fat vegetarian diet that is rich in nuts and beans. The cohesiveness of Adventists' social networks has also been put forward as an explanation for their extended lifespan. Since Dan Buettner's 2005 National Geographic story about Adventist longevity, his book, The Blue Zones: Lessons for Living Longer From the People Who've Lived the Longest, named Loma Linda, California a "blue zone" because of the large concentration of Seventh-day Adventists. He cites the Adventist emphasis on health, diet, and Sabbath-keeping as primary factors for Adventist longevity. An estimated 35% of Adventists practice vegetarianism or veganism, according to a 2002 worldwide survey of local church leaders. North American Adventist health study recruitments from 2001 to 2007 found a similar prevalence of vegetarianism/veganism. A small majority of Adventists, 54%, were conventional meat-eaters. Of the remaining 46% it was found that 28% were Ovo/Lacto-vegetarians, 10% were Pesco-vegetarians and 8% were vegans. It is common for Adventists who choose to eat meat to follow highly vegetarian diets; 6% of the "meat-eaters" group restricted their intake of meat/fish to no more than once per week. Hinduism Though there is