J.M. Smucker wants to churn out even more Jif and other peanut butters

February 2013

Devon DelVecchio (Marketing) was quoted in a Cleveland Plain Dealer article about Smucker's decision to invest $99 million into its peanut butter brands.

"Devon DelVecchio, associate professor of marketing at Miami University's Farmer School of Business, said it makes sense for Smucker to increase sales of its well-known core brands among its current customers, who might decide to try Jif Hazelnut Spread instead of buying a jar of Nutella. The company is also appealing to time-strapped consumers willing to pay a premium for products like single-serve Jif to Go.

It's easier for Smucker to innovate and create new products with higher profit margins than to try and gain market share simply on price, DelVecchio said.

"And for retailers, there's a comfort level to putting Jif on the shelf, because if it says 'Jif' on it, it will probably sell."

To read the entire article, go to