“He Made His First Jar of Peanut Butter in His Garage”
This chapter charts the history of the Skippy brand of peanut butter. Skippy was launched in 1933, five years after Peter Pan, amid the Great Depression. Skippy peanut butter was the brainchild of Joseph Rosefield (birth name Rosenfield), a native of Louisville, Kentucky. The Rosefield Packing Company would be the most successful business to come out of Alameda, California. Before the company turned its attention exclusively to the manufacture of peanut butter, it was one of the largest pickle makers in the state of California. By the 1920s the Rosefield Packing Company was making its first brand of peanut butter called Luncheon. Rosefield then developed a more successful concept and patented it: stabilizing peanut butter via the process of hydrogenation. Skippy peanut butter expanded rapidly. When Skippy turned profitable in 1940, it began to advertise. Skippy would eventually become America's best-selling peanut butter for more than thirty years.
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