Iconic Michigan Favorite Velvet Peanut Butter Is Back
Velvet Peanut Butter is an iconic brand we grew up enjoying here in Michigan. Their motto is still on the label, “Fresh, Pure, Delicious.”
What’s The Local Twist To The Story?
The founder of Atwater Brewing has purchased a piece of Michigan history.
Mark Rieth purchased the Velvet Peanut Butter brand, an iconic Michigan name that has been around for decades. According to a press release, He will return operations and production to Detroit.
Velvet Peanut Butter was founded in 1937, when a Detroit truck driver and its original owner, Paul Zuckerman, bought some used peanut butter equipment on a whim. He first sold it out of his car, eventually growing his operations and sending peanut butter to soldiers overseas during World War II.
Mark Rieth, a Detroit native, remembers enjoying the peanut butter brand when he was a kid.
“It was my ‘go to’ after-school snack the whole time I was growing up. When I learned of the opportunity to acquire the company, it just felt like something I had to do,” Rieth said in the release. “There are lots of people like me who remember and loved that distinctive Velvet taste.”
He said he’s confident the company can bring Velvet back to the level of popularity it was in its heyday, with some “aggressive marketing and prominent space on grocers’ shelves.”
According to its website, Velvet is available online and in several grocery stores and markets, including Meijer. Meijer’s website shows it’s in stock on several West Michigan shelves.
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It’s fresh, pure, and delicious, a brand some Detroiters might recognize. From Detroit Public Television’s documentary
Screamin Scott’s Memories Of The Classic Peanut Butter
I will always remember our little gang of kids in Warren, Michigan. We would ride our bikes up to the original Tringali’s bakery. Each kid would buy a fresh French loaf of bread and race back to my childhood home to make the largest Velvet Peanut Butter & Jelly sandwich! We would use up almost a whole jar in the making. Mom was not too happy. When you are a kid, you do kid things.
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