Leon Etchepare and Kevin Amator, coming from a long line of walnut farmers, sought to create a walnut version of a popular food item. With no experience in retail product launch, they approached Mattson to develop a delicious walnut butter without bitterness, tannins, or rancidity. Mattson successfully created a “wholesome indulgence” with a memorable brand character icon and package design. After launching the line of three walnut butters at the Fancy Food Show in San Francisco in 2018, Wellnut Farms received orders from retailers like Gelson’s.