Nuts ’N More gets online boost with help from Shark Tank investor, marketing firm

From left, Dennis Iannotti, Peter Ferreira and Neil Cameron of Nuts 'N More. The partners are holding some of the many varieties of their high-protein product at their Pawtucket store located at 558 Mineral Spring Ave.
PBN PHOTO/ MICHAEL SALERNO / PBN PHOTO/MICHAEL SALERNO
From left, Dennis Iannotti, Peter Ferreira and Neil Cameron of Nuts 'N More. The partners are holding some of the many varieties of their high-protein product at their Pawtucket store located at 558 Mineral Spring Ave. PBN PHOTO/ MICHAEL SALERNO / PBN PHOTO/MICHAEL SALERNO

PAWTUCKET – Nuts ’N More wanted a better Web presence to attract more visitors and sales.
Enter investor Robert Herjavec and marketing firm Deluxe Corp.
Nuts ’N More, which makes high-protein peanut and almond butter, classic butters, as well as almond-infused protein powder, peanut butter powder and truffles, gained fame after winning over Herjavec on ABC’s “Shark Tank” television show in March 2013.
Now, Nuts ’N More is one of several companies featured in a new video series called “Behind the Business.” Herjavec partnered with Shoreview, Minn.-based Deluxe Corp. on the project, which helps businesses he invested in on the television show get a marketing boost.
“They needed to strengthen their Web presence and drive online visitors,” Amanda Brinkman, chief brand officer and communications officer for Deluxe, said about Nuts ’N More. “We’ve been working with them the last few months and we’re in the midst of launching a new website.”
“Marketing does not come naturally to all small businesses,” Brinkman said. “We provide resources for small business owners.”
Peter Ferreira, chief of operations for Nuts ’N More, said Deluxe was able to look at the company and assess its online presence, determining what areas in which it needed help.
As the company focused more on distribution of its products (products can be found in GNC and Vitamin Shoppe), the website, www.nuts-n-more.com, “took a hit,” Ferreira explained, noting investors such as Herjavec liked it better when more items were being sold online.

“Deluxe saw where things started to taper off, and put an action plan together for us,” Ferreira said. “The website needed a revamp … a lot of key terms weren’t really catching on at all.”
Terms such as “high-protein foods” and “high-protein almond butter,” Ferreira said.
Brinkman said Deluxe worked on improving search engine optimization by making sure those words will be prominently featured on the new website. She said they identified 35 pages on the Nuts ’N More site that would benefit from an optimization plan. Improving specific product pages was Ferreira’s goal.
Ferreira, who runs the company with partners Dennis Iannotti, chief financial officer and chief sales officer, and CEO Neil Cameron, said sales have been steadily growing – the year after Shark Tank sales reached $1 million, then in the second year, they grew to $3 million. Now, sales are approaching $6 million. Before the show, sales hovered around $100,000, he said.

In the video, Ferreira explains how the partners got the idea for the business, and how they felt they could make tastier and healthier fortified nut butters that would appeal to health and fitness buffs. He said the products are now sold worldwide.
Ferreira said the marketing help was needed and they are excited about the improved visibility the company will have online.
“Today because of the Internet you’re competing against the world, so it forces you to up your game,” Herjavec said in the video.

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