Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse

Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse

A century ago, Jeff Braverman’s grandfather opened a peanut shop in Newark, New Jersey. By the early 2000s, the family business was doing $1M in sales and struggling to stay afloat. Jeff had a high-paying job in finance, but walked away from it to reinvent the business. His strategy? The internet. Something his dad and uncle knew nothing about.

What happened next is wild: an AdWords experiment that blew the doors off the budding online business; a slip on national TV where Rachael Ray accidentally renamed the company; 40,000 pounds of protest peanuts that crashed servers and landed them in the New York Times; a hilariously polarizing rap jingle; and a COVID surge that tested leadership—and humanity—every single day.

This is the blueprint for transforming a dusty, low-margin business into a profitable, $100M+ direct-to-consumer brand—while keeping it family-owned. It’s also a masterclass in earning trust, making risky bets, and scaling without losing your soul.


You’ll learn:

  • The mechanics of a paid-search playbook that 10x’d orders overnight
  • How to win over skeptical family members (and when to demand the keys to the store)
  • The exploding-deal etiquette of buying a premium domain
  • How an improvised rap-jingle can be stickier than a professional ad
  • How Nuts.com built a robust B2B business alongside DTC
  • Crisis leadership lessons from the COVID floor
  • When and how a leader should hire their replacement


Timestamps:

  • 00:07:08 — Cash registers, code words, and a Newark childhood inside the peanut shop
  • 00:13:42 — The “build a website” pitch at a Jersey diner
  • 00:29:40 — December 4, 2003: from 3 orders/day to 30
  • 00:31:19 — Dad panics –”shut it off!”– Jeff doubles down on demand and ops
  • 00:35:26 — Losing the storefront to a hockey arena—and going all-in online
  • 00:42:29 — Jericho fans send 40,000 lbs of peanuts to CBS: press, links, and leverage
  • 00:48:38 — Rachael Ray calls them “Nuts.com” by accident… and the $700k domain deal that followed
  • 01:00:51 — The notorious Nuts.com rap jingle: how an earworm took hold
  • 01:03:11 — Offices, microbreweries, and building a sticky B2B engine
  • 01:05:08 — COVID hits: 70% call-outs, factory safety, and leading from the floor
  • 01:10:18 — Handing the reins to a new CEO: leaning into strengths, not ego


This episode was produced by Sam Paulson with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Olivia Rockman. Our engineers were Patrick Murray and Jimmy Keeley.


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The Cronut and Dominique Ansel Bakery: Dominique Ansel

The Cronut and Dominique Ansel Bakery: Dominique Ansel

Dominique Ansel’s invention of the Cronut — an inspired liaison between croissant and donut — was supposed to be a one-time indulgence for Mother’s Day. But once word spread about the perfect hybrid pastry, his Manhattan bakery was overwhelmed by endless lines and Cronut scalpers. Dominique eventually learned to manage the hype and grow his business while maintaining his craft. Named the World’s Best Pastry Chef in 2017, he has found an entrepreneurial sweet spot in three brick-and-mortar locations and a mail-order business, which will overnight a Cronut to your door, sans the line, and scalpers be damned. This episode was produced by Carla Esteves with music by Ramtin Arablouei.It was edited by Neva Grant with research help from Katherine Sypher. Our audio engineer was Robert Rodriguez.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. And sign up for Guy’s free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

17 Juni 20241h 3min

Advice Line with Randy Goldberg of Bombas

Advice Line with Randy Goldberg of Bombas

Bombas co-founder and Chief Brand Officer Randy Goldberg joins Guy on the Advice Line, where they answer questions from three early-stage founders about building brands and reaching new communities.Today we meet Rivky, an Orthodox Jewish woman who's redefining modest clothing for plus-size women. Then Shyam, a rocket engineer who wants to introduce Americans to a popular South Asian tabletop game. And Änna, a boutique owner who wants to translate her hip brick-and-mortar vibes into the digital space.If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And check out Bombas's founding story from Randy’s first appearance on the show in 2022.This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

13 Juni 202449min

Dave’s Hot Chicken: Arman Oganesyan

Dave’s Hot Chicken: Arman Oganesyan

Dave’s Hot Chicken began as a tiny pop-up, selling spicy chicken tenders and fries from a tent in East Hollywood. Their homemade take on Nashville Hot Chicken was an overnight sensation in a city that had barely heard of it, and within days, co-founder Arman Oganesyan and his partners were working frantically to serve the long lines out front. Since launching seven years ago, the pop-up has grown into a chain of 200 stores, with franchises across the country, and a beloved rubber chicken mascot.This episode was produced by Sam Paulson with music by Ramtin Arablouei.It was edited by Neva Grant with research help from Katherine Sypher. Our audio engineers were Robert Rodriguez and Patrick Murray.You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com.And sign up for Guy’s free newsletter at guyraz.comSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

10 Juni 20241h 6min

Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey (April 2024)

Advice Line with Fawn Weaver of Uncle Nearest Premium Whiskey (April 2024)

In case you missed it, we’re rerunning our Advice Line launch episode from a few weeks ago. Uncle Nearest Premium Whiskey founder Fawn Weaver joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs about telling their brand story. In this episode, we’ll meet Kevin, the owner of a coffee trailer and roastery who grew up on a coffee farm in Honduras. Then Elisabeth, whose jewelry company aims to make a difference in the developing world. And finally, Joanne, a home baker looking to turn her love of pecan pie into a full-time business. If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And check out the origin story of Uncle Nearest Premium Whiskey, told by Fawn on the show in 2021.This episode was produced by Chris Maccini with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Neal Rauch.You can follow HIBT on X & Instagram, and sign up for Guy’s free newsletter at guyraz.com. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

6 Juni 202437min

ECKO UNLTD and COMPLEX: Marc Ecko

ECKO UNLTD and COMPLEX: Marc Ecko

Growing up in the ‘80s in New Jersey, Marc Ecko loved hip hop, graffiti art, and painting t-shirts for friends. His passion soon bloomed into a full-on business: ECKO UNLTD, a streetwear brand known for its iconic rhino logo. By the 1990’s, the brand had become a cultural force, but not without its share of bad deals, daunting debt, and a close brush with bankruptcy. Eager to keep innovating, Marc launched COMPLEX, a media company hyper-focused on “convergence” culture: hip hop, fashion, sports and pop culture. Within a decade, COMPLEX had weathered the financial crisis, and emerged profitable. After being bought–and sold–by Buzzfeed, it was purchased by a video shopping company for over $100 million, and ECKO UNLTD just celebrated its 30th anniversary. This episode was researched and produced by Katherine Sypher with music composed by Ramtin Arablouei. It was edited by Neva Grant. Our audio engineers were Gilly Moon and Kwesi Lee.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

3 Juni 20241h 24min

Advice Line with Maureen Kelly of Tarte Cosmetics

Advice Line with Maureen Kelly of Tarte Cosmetics

Tarte cosmetics founder and CEO Maureen Kelly joins Guy on the Advice Line, where they answer questions from three early-stage founders about their marketing strategies.Today we meet Kristina, who’s designed sweat-wicking underwear that's both functional and stylish. Then Ashley, who recently launched a line of chemical-free hair care products. And Marcelle, the owner of an international career coaching service.If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And check out Tarte’s founding story from Maureen’s first appearance on the show in 2023.This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Robert Rodriguez.You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

30 Maj 202447min

Concept2 Rowing Machines: Dick and Peter Dreissigacker

Concept2 Rowing Machines: Dick and Peter Dreissigacker

Brothers Dick and Peter Dreissigacker used their experience as Olympic-level rowers to build a rowing machine that captured the sensation of being on the water. Initially made of bicycle parts in a Vermont barn, the machines had a limited market at first: mostly rowing clubs and schools that competed in the sport. But in the 2000’s, business began to take off when Greg Glassman, the founder of Crossfit, began putting the machines into his gyms. Today Concept2 sells rowing machines to thousands of gyms and teams around the world, plus rowers, stationary bikes and skiing machines for people who train at home.This episode was produced by J.C. Howard, with music by Ramtin ArabloueiEdited by Neva Grant, with research help from Katherine Sypher.You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

27 Maj 20241h

Advice Line with Tom Rinks of Sun Bum

Advice Line with Tom Rinks of Sun Bum

Sun Bum co-founder Tom Rinks joins Guy on the Advice Line, where they answer questions from three early-stage founders about refining their brand identities. Today we meet Wendy, a former comedian whose sugar scrub takes the sticky-icky off your hands. Then Allyson, who went from producing reality television to trucker hats designed for women’s heads. And Zephyrus, an opera performer with a new way for kids to hear their favorite bedtime stories.If you’d like to be featured on a future Advice Line episode, leave us a one minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to hibt@id.wondery.com or call 1-800-433-1298.And be sure to listen to Sun Bum’s founding story as told by Tom on the show in 2023.This episode was produced by Casey Herman with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineer was Cena Loffredo.You can follow HIBT on X & Instagram and sign up for Guy's free newsletter at guyraz.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

23 Maj 202443min

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