On this episode, we’re joined by Marshall Rabil, CEO of Hubbard Peanut Company (“Hubs”), the Virginia heritage brand that commercialized blister-fried, Super Extra Large peanuts, and became one of the earliest premium mail-order/DTC success stories.

From Dot & H.J. Hubbard’s 1950s home kitchen to a modern mix of DTC, retail, and private label, Marshall shares how Hubs has maintained a craft feel as they’ve growth over the past ~75 years

With experience as a Whole Foods specialty buyer and a decade leading Hubs’ marketing and partnerships, Marshall unpacks sourcing the top 1–2% of Virginia peanuts, why terroir matters for flavor and texture, and how the team balances premium pricing, seasonality, and channel conflicts without diluting the brand.

By the way, is it me or does Marshall sound a lot like Matthew McConaughey

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Episode Highlights:

🥜 Hubs’ origin story and what “blister-fried” really means
🌱 Terroir: how region, curing, and grade shape flavor and crunch
📈 From catalog era to modern DTC
💸 Holding a premium price
🗓️ Running a heavily seasonal business
🛒 Retail lessons from Marshall’s time as a Whole Foods buyer
🏷️ Private label & co-branded: where it works (and where it conflicts)
⚖️ Margin realities across private label vs. branded vs. DTC
🎨 Visual identity & packaging that drive trial, gifting, and loyalty
👥 Building the team, lessons learned, and the future of the peanut

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Table of Contents:

00:44:03 – Hubs origin story
03:41:01 – Taking over a legacy family business
06:01:14 – The effect of terroir on peanuts
07:30:17 – Extra Large Virginia Peanuts, focusing on the top 1–2%
09:13:24 – Pioneering the blister-fried peanut at scale
11:27:07 – The early days of DTC to today
12:55:01 – Selling peanuts at a premium price point
14:44:11 – Building a heavily seasonal business
17:19:28 – The retail channel, Marshall’s experience as a Whole Foods buyer
20:37:27 – The private label and co-branded business
22:45:27 – Private label vs. branded retail vs. DTC conflicts
24:42:19 – Margin differences between private label, co-branded, branded
27:22:23 – Visual identity and packaging design
29:58:11 – The team
31:37:22 – Learning lessons
33:49:20 – The future of the peanut

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Links:

Hubs Peanuts - https://www.hubspeanuts.com
Follow Marshall on LinkedIn - https://www.linkedin.com/in/marshall-rabil-83a24a15/
Follow me on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg/

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