Justin's

Justin's

Company type	Subsidiary
Industry	Food products
Founded	2004
Founder	Justin Gold
Headquarters	Boulder, Colorado , United States
Area served	United States
Key people	Justin Gold (founder)
Products	Nut butters, peanut butter cups
Number of employees	30+ (2014)
Parent	Hormel Foods

Justin's is a U.S.-based brand focused on producing natural and organic nut butter products and peanut butter cups. The company operates out of Boulder, Colorado, offering nut butters in both jarred and convenient single-serve squeeze pack formats. Their USDA-certified organic peanut butter cups are crafted using Rainforest Alliance Certified cocoa. Justin's products are available nationwide through prominent retailers such as Whole Foods Market, Wegmans, Sprouts Farmers Market, Starbucks, and Target.

History

Established in 2004 by Justin Gold, an alumnus of Dickinson College with expertise in environmental studies, Justin's originated as a personal initiative to develop high-protein nut butters tailored for active individuals. After initial sales at the Boulder Farmers' Market, the brand secured its first significant retail partnership with Whole Foods Market. Early funding was sourced from Gold’s personal network of friends and family, enabling the launch of the brand named after him.

In 2006, Justin's introduced the first single-serve squeeze pack within the nut butter segment and broadened its offerings to include organic peanut butter cups in dark, milk, and white chocolate varieties, along with flavors such as chocolate hazelnut and maple almond butter. By 2011, Progressive Grocer acknowledged Justin's peanut butter cups as one of the standout product launches of the year.

By 2012, annual sales reached 25 million squeeze packs and 1.6 million jars, earning Justin's a place on Inc. magazine’s Inc. 5000 list for rapid revenue expansion. The workforce grew to over 30 employees by 2014, with the company maintaining triple-digit growth while offering seven nut butter flavors and three peanut butter cup options.

In 2016, Justin's enhanced consumer engagement by releasing Justin My Kitchen, a self-published cookbook featuring more than 50 recipes incorporating its products. That same year, Hormel Foods acquired Justin's for $286 million, aiming to strengthen its presence among younger, health-focused consumers within the natural foods sector.

Philanthropy

As a founding participant in the Whole Planet Foundation’s Microloan-a-Month initiative, Justin's supports global microfinance organizations by providing monthly microloans to entrepreneurs in developing regions.

The company also collaborates with Conscious Alliance to promote hunger awareness and organizes yearly volunteer missions to South Dakota’s Pine Ridge Indian Reservation to assist with hunger relief programs.

Recognition

In 2013, founder Justin Gold received the Ernst & Young Entrepreneur of the Year award in the consumer products category. That same year, Clean Eating Magazine honored Justin's with the Clean Choice Award. In 2014, the brand was highlighted in Prevention magazine’s "100 Cleanest Packaged Foods" list.

Justin's has been featured on Inc. Magazine’s Inc. 5000 ranking of fastest-growing companies and earned accolades from Gourmet Retailer Magazine as well as recognition at the Natural Products Expo in 2015.