Planters in Australia
COMPANY OVERVIEW
The Planters Company was founded in 1906 In Pennsylvania by Amedeo Obici, an Italian immigrant along with his pal/business partner Mario Peruzzi. Peruzzi developed a method of blanching whole peanuts, getting rid of the non-desirables, the hulls and skins. With a little success under the Planters’ name, in 1913 the first mass production processing plant was built. Amedeo believed that in order to have continued success prices, growth and brand name were very important. With many successful years on the books, Obici decided to take his small company and start growing in large numbers. In 1908 the company was incorporated as Planters Nut and Chocolate Company.
After years of running Planters, the company started to engage in acquisitions and mergers. In 1960 an acquisition by Standard Brands took place an acquired Planters Nut and Chocolate Company, but that was the beginning of the mergers and takeovers. Standard Brands merged with Nabisco Brands in 1981. This merger now made Nabisco the proud owners of the Planters brand. Now, as of 2000, Planters is owned by Kraft Foods, which acquired Nabisco Brands in 2000. Through all the mergers and takeovers, Planters has continued to be a successful and growing business to date.
So where does Mr. Peanut fit in this story? Mr. Peanut was born in 1916. A sketch of a peanut was submitted to a Planters brand contest during in 1916. The Mr. Peanut sketch won the contest and later a top hat, cane and monocle was added to Mr. Peanut to complete his elegant look. Over the years, Mr. Peanut has had little change other than graphic updates. Now with the technology that is upon us, Mr. Peanut is more than just a graphic detail that represents the brand, he is starring in his own video clips and commercials, helping Planters become a worldwide statement in the community.
Resources and Capabilities
Intangible
Currently Planters operates in two countries. Those countries include the United States and
The Planters Company was founded in 1906 In Pennsylvania by Amedeo Obici, an Italian immigrant along with his pal/business partner Mario Peruzzi. Peruzzi developed a method of blanching whole peanuts, getting rid of the non-desirables, the hulls and skins. With a little success under the Planters’ name, in 1913 the first mass production processing plant was built. Amedeo believed that in order to have continued success prices, growth and brand name were very important. With many successful years on the books, Obici decided to take his small company and start growing in large numbers. In 1908 the company was incorporated as Planters Nut and Chocolate Company.
After years of running Planters, the company started to engage in acquisitions and mergers. In 1960 an acquisition by Standard Brands took place an acquired Planters Nut and Chocolate Company, but that was the beginning of the mergers and takeovers. Standard Brands merged with Nabisco Brands in 1981. This merger now made Nabisco the proud owners of the Planters brand. Now, as of 2000, Planters is owned by Kraft Foods, which acquired Nabisco Brands in 2000. Through all the mergers and takeovers, Planters has continued to be a successful and growing business to date.
So where does Mr. Peanut fit in this story? Mr. Peanut was born in 1916. A sketch of a peanut was submitted to a Planters brand contest during in 1916. The Mr. Peanut sketch won the contest and later a top hat, cane and monocle was added to Mr. Peanut to complete his elegant look. Over the years, Mr. Peanut has had little change other than graphic updates. Now with the technology that is upon us, Mr. Peanut is more than just a graphic detail that represents the brand, he is starring in his own video clips and commercials, helping Planters become a worldwide statement in the community.
Resources and Capabilities
Intangible
Currently Planters operates in two countries. Those countries include the United States and