The Short, Happy Life of Sorrells Pickard
The Short, Happy Life of Sorrells Pickard
This chapter examines the rise of the Sorrells Pickard brand of peanut butter. Sorrells Pickard, whose real name was Jimmy Bazzell, was a charismatic and accomplished country-and-western musician whose credits include playing guitar with Ringo Starr on Beaucoups of Blues and writing three of that album's songs. He had also acted. A native of Jacksonville, Florida, Pickard came from a family that not only featured a lot of peanut farmers but had its own peanut butter recipe. Pickard became the public face of Herb Dow's Sorrells Pickard Company. One of the signature characteristics of Sorrells Pickard Gourmet Peanut Butter was its creamy smoothness. Sorrells Pickard would expand in various markets, aided by a well-executed marketing and advertising campaign.
Keywords: peanut butter, Sorrells Pickard, Jimmy Bazzell, Herb Dow, Sorrells Pickard Company, Sorrells Pickard Gourmet Peanut Butter, marketing, advertising
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