Crazy Richard's Peanut Butter

What Crazy Richard's Peanut Butter does

Crazy Richard's Peanut Butter Company is a privately held, family-owned natural nut butter producer headquartered in Dublin/Plain City, Ohio, with manufacturing operations in Georgia near peanut-growing regions. The company manufactures and markets a focused portfolio of clean-label peanut butter, almond butter, and peanut powder products, differentiated primarily by single-ingredient formulations (100% peanuts or almonds) with no added sugars, salts, hydrogenated oils, or artificial additives. Its products carry third-party certifications including Glyphosate Residue Free, Non-GMO, Kosher, and B-Corp, and are made from US-sourced peanuts and California almonds. The portfolio spans Creamy and Crunchy Peanut Butter, Natural No-Stir Peanut Butter (with RSPO-certified palm oil), Almond Butter and Cinnamon Almond Butter, Pure Peanut Powder in multiple sizes, Protein Bars, and Wholly Rollies.

The business operates a dual-channel distribution model combining national retail grocery distribution with direct-to-consumer e-commerce. Retail channels include Kroger, Walmart, Giant Eagle, Stop & Shop, ShopRite, Whole Foods, and Trader Joe's, with strongest consumer penetration in the Midwest and East Coast (notably Columbus and Philadelphia). E-commerce runs through the company's own website (crazyrichards.com) and Amazon, where MIXT Solutions serves as the sole authorized seller. Pricing is unit-based across jar, single-serve packet, and bulk formats (e.g., ~$3-4 per 16oz peanut butter jar, ~$12 per 11oz almond butter jar, ~$20 per 2lb peanut powder bag).

The company is led by second-generation owners Kimmi Wernli (President/CEO) and Chris Wernli (CEO), who assumed control around 2015-2016 after consolidating the legacy Krema Peanut Butter brand (founded 1898) into the Crazy Richard's brand. Customer segments span health-conscious families, specialty-diet consumers (Keto, Whole30, Paleo), fitness/sports nutrition users, and food banks/community organizations served through the Healthy Kids Happy Future Project. Marketing emphasizes earned media coverage, ambassador programs with foodies and dietitians, and organic social channels rather than paid digital acquisition at scale.

Name

Crazy Richard's Peanut Butter

Legal name

Crazy Richard's Peanut Butter Company

Website

https://crazyrichards.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Crazy Richard's Peanut Butter Company is a family-owned, Ohio-based natural nut butter manufacturer that produces 100% peanut and almond butters with no additives, distributing nationally through Kroger, Walmart, Whole Foods, and Amazon for health-conscious families, specialty dieters, and fitness consumers.

Ownership category

akta.pro rank

Product category

Natural Peanut Butter and Nut Butter Manufacturing

NAICS

Roasted Nuts and Peanut Butter Manufacturing (311911)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Chocolate, Sweet Spreads & Syrups Manufacturing (AFAKADAK)

Keywords

• Natural peanut butter
• Almond butter products
• Peanut powder
• Single-ingredient nut butter
• Clean-label food manufacturing

Headquarters

HQ city

Dublin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Product Sales - Retail: Primary revenue stream from selling nut butters (peanut butter, almond butter) and peanut powder through retail grocery stores and natural food chains. Products sold in jars, single-serve packets, and bulk sizes (2lb peanut powder bags).
2. Product Sales - E-commerce: Direct online sales through company's website and Amazon marketplace via authorized seller MIXT Solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels10 records

Core offering

Crazy Richard's manufactures and sells single-ingredient natural peanut butter, almond butter, and peanut powder products, formulated with 100% peanuts or 100% California almonds and no added sugars, salts, or hydrogenated oils. Products are sold in jars, single-serve packs, and bulk bags through national grocery chains, natural food retailers, Amazon, and the company's own e-commerce store.

Product overview

Crazy Richard's Peanut Butter Company offers a focused portfolio of natural nut butters and peanut-based products. The core offerings consist of Creamy and Crunchy Peanut Butter (100% peanuts, no additives), Natural No Stir Peanut Butter (with RSPO-certified palm oil), Almond Butter and Cinnamon Almond Butter (100% California almonds), and Pure Peanut Powder in multiple sizes. Additional products include Protein Bars and Wholly Rollies. All products emphasize clean ingredients with no added sugars, salts, or hydrogenated oils, sourced from American farmers.

Differentiator

Problem solved

Functional benefit

Products and services

• Creamy Peanut Butter

Quantifiable outcome

• 3 million jars sold annually as of 2017
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• National Peanut BoardcoreStrategic or Co-development Partner · 18 May 2026Industry-wide partnership through the 'It's Not Nuts. It's Peanuts.' campaign. Crazy Richard's joins all sectors of the peanut industry (farmers, shellers, candy makers, peanut butter companies) to celebrate and promote USA peanuts. Includes advertising on Chicago 'L' trains, Times Square in New York, and YouTube.
• Golden Peanut and Tree NutminorStrategic or Co-development Partner · 5 April 2018Featured in Golden Peanut and Tree Nut's video series 'Real People. Real Nuts. Real Women.' showcasing the Crazy Richard's family and company story.
• MIXT SolutionscoreChannel Partner/ Reseller/ DistributorMIXT Solutions is the only authorized Amazon seller for Crazy Richard's products. Handles all Amazon marketplace sales and customer service for Amazon purchases.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Jif (J.M. Smucker): Jif is the largest US peanut butter brand, owned by The J.M. Smucker Company. Recently launched a Natural line extension that directly targets Crazy Richard's clean-label positioning, making it the most important incumbent competitor for peanut-butter share of stomach.
• Skippy (Hormel Foods): Skippy, owned by Hormel, is the #2 mass-market peanut butter brand and competes with Crazy Richard's for shelf space and family-snacking occasions at retailers like Walmart and Kroger where Crazy Richard's is also sold.

Direct peers

• Santa Cruz Organic (Hain Celestial): Santa Cruz Organic is a leading natural/organic nut butter brand owned by The Hain Celestial Group. It competes head-to-head with Crazy Richard's in natural foods retail (Whole Foods, natural grocers) on similar clean-ingredient positioning.
• MaraNatha (Hain Celestial): MaraNatha is another Hain Celestial nut butter brand specializing in natural almond and peanut butters. It competes directly with Crazy Richard's across grocery and natural channels.
• Justin's (Hormel Foods): Justin's is a premium natural nut butter and peanut-butter-cup brand owned by Hormel. It overlaps directly with Crazy Richard's in premium nut butters, single-serve packs, and natural foods grocery.
• Peanut Butter & Co. Peanut Butter & Co. is a New York-based specialty peanut butter brand selling flavored and unflavored nut butters across grocery and DTC. Comparable to Crazy Richard's on clean-ingredient, brand-led marketing, and online/DTC distribution.
• Big Spoon Roasters: Big Spoon Roasters is a craft small-batch nut butter maker focused on single-ingredient and limited-ingredient nut butters. Closely comparable positioning to Crazy Richard's in the premium natural segment.
• Spread the Love (Eden Foods / I.M. Healthy / Once Again): Once Again and Eden nut butters are established natural peanut butter brands sold through natural and mainstream grocery. They compete with Crazy Richard's on clean-ingredient peanut butter at retailers like Whole Foods and Sprouts.

Emerging players

• Fix & Fogg: Fix & Fogg is a craft natural peanut butter brand out of New Zealand with US distribution. Comparable to Crazy Richard's in single-ingredient clean-label peanut butter, and serves as a reference point for international craft PB expansion.
• Pip & Nut: Pip & Nut is a UK-based premium nut butter brand with clean ingredient positioning. It is comparable to Crazy Richard's in single-ingredient, branded nut butters sold via grocery and DTC though primarily UK-distributed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crazyrichardspb
• Facebookfacebook.com/crazyrichardspb
• LinkedInlinkedin.com/company/crazy-richard%27s-peanut-butter
• Instagraminstagram.com/crazyrichardspb
• Pinterestpinterest.com/CrazyRichardsPB

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crazy Richard's Peanut Butter