It has learned to make careful distinctions between the Irish,who consume 17 pounds of cereal per person per year (the highest rate in the world ), and the French,Italians,and Greeks,whose small breakfasts tend not to include cereal.Indeed,a recent article discussing Kellogg's attempt to market cereals in Europe was titled 'Europe is deaf to Snap! Crackle! Pop! The story did note that some European moms were purchasing cereal for their children,and that cultural changes on the Continent might make bigger breakfasts essential.