Michigan Businesses - Velvet Peanut Butter Returns Home

Velvet peanut butter is back! Anyone who was around in Michigan pre-1985 will recognize the Velvet label with three freckled-face boys under the logo—Fresh, Pure and Delicious. Peanut butter lovers and those nostalgic for Michigan products will be happy to know that new owners have revived the brand and brought Velvet back to Michigan.

The company was founded by Paul Zuckerman in his garage in 1937. It eventually became large enough to open a plant in Livonia in 1963. The brand sold in Michigan, Ohio and Indiana before going out of business in 1985. Zuckerman's son Norbie was the famous freckled-face kid on the label.

New owners, Eric and Kim Bruce, are Michigan natives who were living in Georgia when they decided to bring back a hometown favorite. They wanted to move back to Michigan to be closer to family and hoped that their new venture would take off well enough to move the company's headquarters back to their home state. Bolstered by the great taste and nostalgia (retro label and all), Velvet's return has taken off in a big way and the Bruce's dreams are coming true.

Why am I so excited? Velvet has a great creamy taste that you can tell is different from the other brands. I plan on buying it whenever I want peanut butter. I'm always excited when entrepreneurs take a chance on Michigan, especially in the current economic climate we find ourselves in.

According to an interview in 2009 (video linked in sources below), the new owners say the brand will be manufactured in Georgia where the peanuts are, but the business headquarters are back in Michigan. They hope to be a major employer in the state and bring back total manufacturing of the product to Michigan with the exception of growing the peanuts.

As of this writing, the peanut butter is available at Kroger, Spartan, Hiller's, Meijer and many more. Visit the company website to see an updated list of locations. Be sure to check out one of these stores near you to get your Velvet peanut butter and support Michigan products whenever you can.

Fresh, Pure, and Delicious! Which kid are you?

To read more articles on my home state, see my MichiganLover profile.

Sources consulted:

• Velvet Peanut Butter website linked above.
• WHMI interview with Eric Bruce (Youtube link).
• Youssef, Jennifer. Metro Detroiters go nuts for nostalgia as hometown favorite returns. The Detroit News, March 19, 2009.