The thing that struck me the most when I first started seeing things about the NUTS for Jericho campaign (alternatively known as NUTS to CBS) was that the business involved in sending the nuts was a family-owned outfit out of New Jersey, not some big conglmerate. And, even more striking, the owner wasn’t a fan of our beloved “Jericho.”
So I e-mailed a few questions today to NutsOnline CEO Jeffrey Braverman to learn more about him and how he came to be thrust in the middle of a campaign to save a show that he hadn’t even watched.
Remote Access: First off, I understand you had never watched Jericho before the campaign began? Is that correct? Have you managed to see any episodes since?
Jeffrey Braverman: Correct. I have watched 4.8 episodes so far. .8 because I havenÃ¢â‚¬â„¢t finished the 5th one yet.
RA: So how did your involvement in NUTS for Jericho begin?
JB: Orders were trickling in, then building up more, and email correspondence really picked up. I was very responsive, and posted something about Jericho on our normal blog. Then, more orders were started coming in and it seemed like there was a need to put together a collective campaign to pool resources (based on various email and phone conversations). We then immediately jumped into the campaign headfirst and built our nutsonline.com/Jericho page.
RA: Have you ever done anything like this before? I.e., pooled orders and connected customers together?
RA: If not, what made the Jericho fans special?
JB: Never been approached with something even remotely similar to this!
RA: How many pounds have been ordered so far?
JB: over 32,000 pounds
RA: What’s the reaction been when you guys have hand-delivered shipments at CBS’ New York hq?
JB: Relatively non-existent reaction- we just deal with the facility people there. They are pleasant, except if you have cameras!
RA: So now that you’ve actually seen Jericho, what do you think? You plan to watch its second season? (How’s that for optimism?)
JB: I really like Jericho and want to quickly watch the remaining episodes. It might be a little too early to pick a favorite character, but I like Dale. I would love to finish this season and then watch the 2nd season!!! Optimism indeed!
RA: Tell me a little bit about your company. I understand yours is a family outfit? Your website says since
1927(note from Amy: oops! 1929!), but I’m guessing it wasn’t Nuts Online back then.
JB: Since 1929. My grandfather started this. Historically retail, then some wholesale, and in 1999 we started nutsonline.com. My dad, uncle, and my cousin work with me. We were on the same street in Newark, NJ for 75 years until our facility was bulldozed in 2005 to make way for the DevilsÃ¢â‚¬â„¢ Arena (NHL Hockey). We will have concessions in the arena though.
The obligatory Jericho links:
Ã¢â‚¬Â¢ The Save Jericho on CBS petition
Ã¢â‚¬Â¢ Jericho Rally Point (a forum to discuss the show and efforts to save it)
Ã¢â‚¬Â¢ A YouTube clip of a NutsOnline delivery
Ã¢â‚¬Â¢ The Save Jericho Now MySpace page.
Ã¢â‚¬Â¢ The Jericho Lives website
Ã¢â‚¬Â¢ CBS’s own Jericho Message Boards
Ã¢â‚¬Â¢ You can also buy “Save Jericho” T-shirts, with the proceeds going to charity to help rebuild Greensburg, Kansas, which was hit by major tornadoes the same week of Jericho’s finale (Jericho, for those who don’t know, is a fictional town in Kansas).
UPDATE: Here’s another link to another online petition.
Photo of Nuts Online CEO Jeffrey Braverman holding a bag of 25 pounds of peanuts and standing in front of a whole heckuva lot more. Courtesy of Nuts Online.