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Planters is an American snack food company, a division of Kraft Foods, best known for its processed nuts and for the Mr. Peanut icon that symbolizes them. According to the Planters web site, Mr. Peanut was created by grade schooler Antonio Gentile for a 1916 contest to design the company’s brand icon. His design was perfected by a commercial artist and has changed over the years. Planters was founded by Italian immigrant Amedeo Obici in Wilkes-Barre, Pennsylvania. He started his career as a bellhop and fruitstand vendor in Scranton, Pennsylvania. Later, Obici moved to Wilkes-Barre, Pennsylvania and opened his own fruit stand and invested in a peanut roaster. Here he linked his life’s fortune with the peanut. In a few years, Obici turned peddler, using a horse and wagon, and called himself “The Peanut Specialist”. In 1906, Obici went into partnership with Mario Peruzzi. He had developed his own method of blanching whole roasted peanuts, doing away with the troublesome hulls and skins; and so with six employees two large roasters, and crude machinery, Planters was founded. Amedeo Obici realized that prices and first profits were not nearly so important as repeat business. He proved his operation based on quality and brand name were important for continued success. Two years later, the firm was incorporated as Planters Nut and Chocolate Company. It was acquired by Standard Brands in 1960. Standard Brands merged with Nabisco Brands in 1981. Nabisco became part of Kraft Foods in 2000. Advertising taglines have included: While used under license from Kraft Canada, Planters in Canada is actually made by JVF Canada. Some Planters items, such as the cookies under the 100 Calorie packs line from Nabisco, do not use the Planters name, but are under Kraft Peanut Butter in Canada. Corn Nuts, though, are owned by Kraft Canada.