NUT BUTTERS TO-GO: Justin Gold, the founder of JUSTIN'S is quoted on the nut butter company’s 'About Us' page as saying, ”The most important thing is to just start. You will never end up anywhere if you don’t start somewhere.” The rest of the quote explains, “If I hadn’t started making jars, it wouldn’t have given me the opportunity to get to where I am today.”
What began as a quest to feed his vegetarian-self with better tasting food turned into an entrepreneurial adventure and huge success story. The budding nut butter manufacturer whipped up various flavors in the kitchen he shared with roommates, and stored the assortment of tasty experiments in its cabinets. Soon he started labeling them, “Justin’s- DO NOT EAT!”. Apparently, the delicious spreads were being stolen by hungry friends.
The company story is familiar, but one many of us are afraid to write for ourselves, regardless of the “product” we plan to sell to ourselves or others. Gold starting slowly, working during the day at a job and making butters at night. He sold jars at farmer’s markets then to small stores, then a larger chain (Whole Foods) who awarded the company a grant to expand and grow.
The purpose of featuring Justin’s products in an Earned Runs post has to do with a “eureka” moment experience by Justin as a health-conscious athlete in 2006. He realized no one had ever packages a “clean protein” in an on-the-go squeeze pack, like the sugar/caffeine-filled gels on sale at sport specialty stores. To Gold, a cyclist, the squeeze pack “provided a portion-controlled and convenient source of protein”.
I discovered Justin’s Honey Almond butter when I stayed at a runner friend’s home while she and her family vacationed. I returned late in the day to Mary’s big-city apartment hungry and too tired to go out and grocery shop. I did what Justin’s roommates did, and stole her nut butter. Of course, I replaced the by-then empty jar, but I was hooked. Then I discovered the squeeze packs.
There are several reasons I spend the extra money on this pricey product. It tastes great. The honey in it is just enough sweetness to satisfy a craving for a treat, and I don’t seem to need to eat as much as when I eat regular peanut butter. And, it comes in a squeeze pack for travel.
This butter is made from a “tree nut”, and has different nutrient mix, thus is a way to increase dietary variety. Both tree nuts (true nuts) and in-the-ground grown peanuts (legumes) are considered by nutritionists to be of equal benefit to cardiovascular health. The Honey and Maple Almond Butters have a slightly lower protein content than classic almond or peanut butter (about 6 grams versus 7-8 grams per 2T serving).
One of the main goals in my personal Fall 2017 House Cup Challenge is to increase protein intake in order to build muscle and replace fat. Justin’s is a nutty aid to reaching it.
The other reason JUSTIN'S is featured in GEAR LOVE is his quote, mentioned above. It’s what Earned Runs believes.
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EARNED RUNS is edited and authored by me, runner and founder. In 1978 I began participating in 10K road races before 5Ks were common. I've been a dietitian, practiced and taught clinical pathology, and been involved with research that utilized pathology. I am fascinated with understanding the origins of disease as well as health and longevity.
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