“If you don’t start somewhere, you’ll never end up anywhere,” explains Justin Gold, entrepreneur and founder of the Justin’s brand of organic nut butters and peanut butter cups. It was this mantra that helped Gold turn his passion for good-tasting organic food into his now-famous brand and a growing portfolio of successful products.

In fact, the Justin’s website proclaims that Justin’s is

“Making a Butter World!”

THE COMPANY The idea for better nut butter came from Gold’s personal experiences. “I’m an active vegetarian and I was mountain biking, running, and skiing,” he explains.

The combination meant that nut butter was a staple in his diet. “I was curious,” he adds, “why is it that peanut butter is only available in two flavors—smooth and crunchy? Why can’t you flavor a peanut butter?”

So, Justin bought a basic food processor and natural ingredients and began experimenting at home in his 1 How are passion, consciousness, and product quality part of the product management process at Justin’s?
2 How does the stage of the product life cycle influence marketing decisions at Hormel and Justin’s?
3 What roles are served by the brand managers and master brand managers of Justin’s products and brands?
4 Describe the branding strategies used by Hormel and how Justin’s products fit into the Hormel product line.
5 How are sustainability and corporate responsibility considerations likely to influence the future at Justin’s?