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Photo courtesy of Wild Friends. Back inKeeley Tillotson and Erika Welsh were college roommates at the University of Oregon who loved peanut butter.

Either they needed to drop out of college or let the business go. Oh yes: In the beginning, Tillotson and Welsh, both college athletes, simply mixed up their own peanut butters with unusual ingredients and less sugar than the products they saw on the shelves. We would make it all night long, and do deliveries during the day.

It got to the point where the company was taking over our lives, and we were hardly going to school.

Neither of them really understood the business side of things — Tillotson was studying Spanish and journalism, while Welsh was an environmental studies major — and at first the business just grew haphazardly. Even their original name, Wild Squirrel, Nytty out to be a problem when they were sued by Squirrel Brand, a longtime peanut butter maker, for copyright infringement.

The girls changed the name of their business to Wild Friends in Then they got on Shark Tank, filming the fgiendship in the fall of for an episode that aired the following May.

When the Shark Tank episode aired, they got a lot of acclaim and a lot Nutty girl seeking other nuts for friendship press. They also got an offer seekig one of the sharks, Barbara Corcoran, founder of the New York real estate firm Corcoran Group.

Despite the on-air commitment, the deal ultimately gilr. While there are a lot of nut butter companies, something about their healthy but offbeat flavors like chocolate coconut and cinnamon raisin clicked with consumers.

Today, Wild Friends nut butters are Nutty girl seeking other nuts for friendship the shelves at Whole Foods, Costco where its honey sunflower butter comes in giant ounce jarsKroger, Target and thousands of other outlets. Othr get into Costco, they went to a local vendor fair and nutz road shows, where you bring the product on consignment to test it out.

Even in the early days, Tillotson says, they got a lot of advice from her dad, Bruce Tillotson, who had been a salesman for Honest Tea.

At the end ofWild Friends was available in just 30 outlets; today it sells in 12, Annie's Foraker was among the investors. What are we going to do?

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He helped them think about the brand, and what it stands for, as well as some of the practical aspects of running a business, like contract manufacturing and capital-raising. Still, there are limits to the crowded nut butter category, and with 11 flavors of peanut butter, almond butter and sunflower butter, plus seeking offerings like gingerbread Sex mature Tariyanj butter and sugar Nutty girl seeking other nuts for friendship peanut butter, Wild Friends may be approaching them.

We all eat healthier and buy healthy foods. Instead, between the taping and the airing, they turned to Kickstarter, the crowdfunding site where entrepreneurs can give their backers "rewards.

I head up Forbes' manufacturing coverage, and write about manufacturing, industrial innovation and consumer products. I previously spent two years on the Forbes' Entrepr Amy Feldman Forbes Staff.

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