This family recipe is worth $300 million: by chloesorvino
Keith is taking her time flattening a mound of peanut butter, honey, cranberries and chocolate chips with a wooden rolling pin, before cutting it into 4-inch rectangles. She used to do this at race speed, when she and her siblings worked through the night to fill orders for their peanut-butter bars 14 years ago, when they were starting Perfect Snacks.
“With all of your . . . finances invested in peanuts and honey to the very last dollar, you sure as heck got to figure out how to sell this bar,” Leigh says. The siblings’ father, Bud, came up with the bars while on an extended road trip with his brood in the ’90s. He had quit his 9-to-5 marketing juicers for Jack LaLanne, the fitness guru and former TV-show host, to become a traveling salesman of supplements and omega oils and lecturer-cum-inspirational speaker about healthy living. Rather than leave his family behind, he packed the entire clan—then seven children—into a 1982 21-foot Dodge RV.
First order of business: Raise some working capital. The kids quickly sold the bed-and-breakfast, netting $100,000 after taxes. Two thirds of that went to a used candy-wrapping machine to package the bars, the rest toward organic peanuts and honey. “With all of your . . . finances invested in peanuts and honey to the very last dollar, you sure as heck got to figure out how to sell this bar,” Leigh says.
Perfect Snacks got a 30-day trial at the manager’s Berkeley Whole Foods. Bill was the in-store pitchman. With no money for a hotel, he lived in his car for a month, showering at a gym. Perfect Snacks sold $20,000 at that Whole Foods in a month, more than it had in the past six months combined—and enough for Whole Foods to expand Perfect Snacks to ten more northern California locations. “That was the match that started the wildfire,” Bill says.
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