Benjamin Spider
A Love Letter to the Era of Roasted Peanuts
Once upon a time, the melodious notes of a young Italian immigrant named Emedio Obici wafted through the air of Wilkes-Barre, Pennsylvania. His melody was not of words and tunes but rather, the tantalizing aroma of roasted peanuts. His love for these crunchy delights led him to a simple peanut roaster and a humble fruit stand. It was there that he began to woo his audience with his specialty: golden, freshly roasted peanuts.
From Humble Beginnings to an Unforgettable Legacy
In the early 1900s, Obici joined hands with Mario Peruzzi, and together they penned a symphony that would echo across centuries. With just two roasters and six employees, they birthed the Planters Peanut business, unaware of the grandeur that their little peanut shop would achieve. Fast forward to 1918, and their humble venture had blossomed into the world’s largest nut company. This was the time when Planters Peanut first coloured the pages of the Saturday Evening Post, introducing the world to the first-ever advertised roasted nut.
Mr. Peanut: A Timeless Icon
In 1916, a sketch by a grade school student brought life to the charming Mr. Peanut, an icon that became synonymous with the brand. Adorned with a top hat, monocle, and cane, this sophisticated mascot was a sight to behold, offering a warm welcome to those who came seeking the delightful crunch of Planters’ peanuts.
The Golden Era of Planters Peanut Shops
As the 1930s dawned, hundreds of Planters Peanut Shops sprang up across the land. From the humble beginnings of a fruit stand, it had now become a familiar sight, with the large Mr. Peanut signs becoming famous roadside attractions. The shops were a wonderland, filled with toys, figurines, candy, and of course, bags of freshly roasted peanuts. The aroma of roasting nuts was a song of nostalgia, a melody that invited people in and created a space of warmth and delight.
A Tradition Continues, Against All Odds
Despite the corporate shifts in the 1960s, with Standard Brands acquiring Planters and shifting focus to supermarket sales, a dozen stores still operate independently, carrying forward the legacy of Obici and Peruzzi. If you ever find yourself in Akron, Ohio, Lansing, Michigan, or Memphis, Tennessee, step into one of these shops. Let the aroma envelop you, and immerse yourself in the simpler times of the past.
Why? Because sometimes, a handful of roasted peanuts can take you on a journey through time, reminding us of the power of humble beginnings, passion, and an Italian immigrant’s love for peanuts. We invite you to watch the journey below, and if it resonates with you, don’t forget to share the love.
Share with your friends because sharing is caring.
