“It was a bit like the discovery of penicillin,” Stuart Macdonald, founder of Manilife, said of the accidental alchemy behind his much-imitated “deep roast” variety of peanut butter.
Back from a stay in the Cordoba region, hub of Argentina’s peanut industry, Macdonald, then an accountant, had overcooked a batch of peanuts as part of his new side hustle making peanut butter. “I’d planned to throw it away but a friend tasted it and said how good it was and it went on to be an award-winning sector phenomenon; now there’s about another fifty brands that have their own deep roast version, so we invented a whole new sub-category in the market.”
If it seems overstated he has reason to feel buoyed: that triple Great Taste
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