Once Again Nut Butter Spreads Integrity

By Lorrie Baumann

Once Again Nut Butter has produced its line of nut and seed butters and honeys since 1976, when the company was founded by husband and wife Jeremy Thaler and Connie Potter after a friend suggested that they use the barrel roaster in which they’d been making granola to roast nuts for peanut butter. From there, a local museum in Nunda, New York, asked them to make an old-fashioned peanut butter that included the peanut skins. Thayler liked the result so much that he figured he could sell it.

That thought came naturally to the couple because they’d already been serial entrepreneurs, which is why they named their new peanut butter company “Once Again,” according to Gael Orr, who is the Marketing, Communications and Public Relations Manager for what’s now an employee-owned enterprise. “Once again, they were in business,” she said.

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Over the years, the company’s original old-fashioned peanut butter line has expended to include a total of about 30 products in about 80 SKUs comprising salted, unsalted, roasted, unroasted, stabilized and stir-style peanut butters as well as Almond, Hazelnut and Cashew Butters and Organic Seed Butter. The company acquired Dawes Hill Honey in 1992. Milk chocolate products were launched in 2018.

Each of the products bears the image of Rocky Raccoon on its label. Rocky Raccoon was born as the company’s mascot after a family of kit raccoons was found on the company’s property in its early days. The company’s employees cared for the raccoons until they were old enough to be released into the wild, and Rocky, named after a Beatles song, remains as a legacy of that time. The products are also gluten free, and all of the nut butters are certified by the Non-GMO Project.

This year, Once Again Nut Butter launched white chocolate spreads at Natural Products Expo West. Like the company’s Milk Chocolate Hazelnut and Milk Chocolate Almond spreads, the White Chocolate Hazelnut and White Chocolate Almond spreads will be offered in 12-ounce glass jars retailing for $9.95. All of the products are distributed nationally. “We can’t help it if you put it in your ice cream,” Orr said. “It is so delicious that you can’t stop eating it.”