# Nuts.com: Jeff Braverman. From Corner Store to Snacktime Powerhouse

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-10-27
- Length: 1h 12m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse

## Summary

Jeff Braverman, chairman of Nuts.com, explains how he transformed his family’s struggling $1M brick-and-mortar nut store into a $100M+ direct-to-consumer e-commerce brand by leveraging Google AdWords and aggressive digital marketing. He details the strategic decision to purchase the premium domain nuts.com for $700,000, the viral success of a fan-led protest sending 40,000 pounds of peanuts to CBS, and the operational challenges of scaling production during the COVID-19 pandemic. Braverman also discusses the company’s pivot to a robust B2B business, sourcing complexities involving climate-affected crops like cocoa, and his eventual transition from CEO to chairman to focus on strategy and M&A.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=0) Introduction: Jeff Braverman and the Newark Nut Company Legacy
- [3:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=213) Early Days: From Corner Store to Online Experiment
- [25:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=1539) The Google AdWords Pivot and Operational Scaling
- [38:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=2325) The Jericho Peanut Protest and Viral Marketing
- [45:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=2723) Buying the nuts.com Domain and Brand Evolution
- [52:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=3162) Sourcing Challenges: Climate, Tariffs, and Cocoa Prices
- [1:00:48](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=3648) COVID-19 Crisis: Factory Safety and Leadership
- [1:05:34](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-27-nuts-com-jeff-braverman-from-corner-store-to-snacktime-powerhouse#t=3934) Stepping Down as CEO and Future Strategy

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- Nuts.com (company)
- Newark Nut Company (company)
- Google AdWords (tool)
- CBS (company)
- Jericho (product)
- Rachael Ray (other)
- SiriusXM (company)
- Cooperman's (company)
- Blackstone (company)
- U.S. Bank (company)

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## Citing this page

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