Building a Pre-Internet DTC Brand | Marshall Rabil, Hubbard Peanut Company

On this episode, we’re joined by Marshall Rabil, CEO of Hubbard Peanut Company (“Hubs”), the Virginia heritage brand that commercialized blister-fried, Super Extra Large peanuts, and became one of the earliest premium mail-order/DTC success stories. From Dot & H.J. Hubbard’s 1950s home kitchen to a modern mix of DTC, retail, and private label, Marshall shares how Hubs has maintained a craft feel as they’ve growth over the past ~75 yearsWith experience as a Whole Foods specialty buyer and a decade leading Hubs’ marketing and partnerships, Marshall unpacks sourcing the top 1–2% of Virginia peanuts, why terroir matters for flavor and texture, and how the team balances premium pricing, seasonality, and channel conflicts without diluting the brand.By the way, is it me or does Marshall sound a lot like Matthew McConaughey—---------------Episode Highlights:🥜 Hubs’ origin story and what “blister-fried” really means🌱 Terroir: how region, curing, and grade shape flavor and crunch📈 From catalog era to modern DTC💸 Holding a premium price🗓️ Running a heavily seasonal business🛒 Retail lessons from Marshall’s time as a Whole Foods buyer🏷️ Private label & co-branded: where it works (and where it conflicts)⚖️ Margin realities across private label vs. branded vs. DTC🎨 Visual identity & packaging that drive trial, gifting, and loyalty👥 Building the team, lessons learned, and the future of the peanut—---------------Table of Contents:00:44:03 – Hubs origin story03:41:01 – Taking over a legacy family business06:01:14 – The effect of terroir on peanuts07:30:17 – Extra Large Virginia Peanuts, focusing on the top 1–2%09:13:24 – Pioneering the blister-fried peanut at scale11:27:07 – The early days of DTC to today12:55:01 – Selling peanuts at a premium price point14:44:11 – Building a heavily seasonal business17:19:28 – The retail channel, Marshall’s experience as a Whole Foods buyer20:37:27 – The private label and co-branded business22:45:27 – Private label vs. branded retail vs. DTC conflicts24:42:19 – Margin differences between private label, co-branded, branded27:22:23 – Visual identity and packaging design29:58:11 – The team31:37:22 – Learning lessons33:49:20 – The future of the peanut—---------------Links:Hubs Peanuts - https://www.hubspeanuts.comFollow Marshall on LinkedIn - https://www.linkedin.com/in/marshall-rabil-83a24a15/ Follow me on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg/ For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.