We caught up with the brilliant and insightful Adriana Munch a few weeks ago and have shared our conversation below.
Adriana, thanks for taking the time to share your stories with us today Let’s start with the story of your mission. What should we know?
Our Mission: To create the peanut butter YOU deserve, by supporting local farmers, and sourcing high-quality – sustainable ingredients while keeping it fun and nutritious, always for the betterment of the community.
Our Vision: To spread joy and inspire healthier communities through sustainable, high-quality peanut butter that supports local farmers and fuels performance.
Why This Mission Matters to Me:
This mission is deeply personal because it reflects everything I care about, health, community, sustainability, and living life to the fullest. I grew up in a home where peanut butter was more than just food; it was comfort, tradition, and joy. When my father chose to stop buying it due to unhealthy ingredients of the store peanut butter, and not having other options or the knowledge of natural peanut butter, it left a mark on me. I knew I wanted to create something better, something simple, wholesome, and full of flavor, without compromise. To continue with my peanut butter obsession, I was not going to give up!
Green Mountain Peanut Butter isn’t just a business, it’s the culmination of my love for nature, my dreams, my commitment to well-being, and my desire to give back. Living in Vermont, surrounded by the beauty of the Green Mountains, I realized it was the perfect place to bring my dream to life. I found inspiration from little 9-year-old Adriana to craft a product that supports outdoor lifestyles and active living, while also lifting up the community that welcomed me. After 20 years in development. Every jar is a reflection of my values: supporting local farmers, reducing unnecessary ingredients, and putting people and the planet first. All recipes were created when I was only 9 years old.
This mission matters because it allows me to build something meaningful from the ground up, not just a brand, but a movement toward better food, stronger local economies, and more joy in everyday adventures. I want people to feel good about what they eat, have fun while doing it and know that they’re part of something bigger. Whether it’s fueling a hike, a school lunch, or a quiet moment with your dog, this peanut butter is a reminder that simple things done with love and purpose can have a real impact.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Hi! I’m Adriana Munch, founder of Green Mountain Peanut Butter, also lovingly known by some as the Peanut Butter Queen. I’m an outgoing, nature-loving Vermonter with a passion for healthy living, delicious food, and building a business that makes a positive impact. My journey into the peanut butter world began with a simple childhood memory, growing up, peanut butter was a staple in our home. But when my dad decided to stop buying it due to the long list of unhealthy ingredients in store-bought jars, it sparked something in me. I was determined to create a better version, one that was not only healthier, but also packed with flavor and made from real, quality ingredients.
Over time, I started experimenting in my kitchen, crafting small batches of peanut butter that combined nutrition, creativity, and taste. Eventually, I realized I had created something special, not just a product, but a mission. That’s when Green Mountain Peanut Butter was born.
We specialize in all-natural, small-batch peanut butter in a variety of unique and indulgent flavors, including:
Classic Creamy
Classic but better Crunchy
Vermont Maple Cinnamon Peanut Butter
White Chocolate Pretzel Peanut Butter
White Chocolate Raspberry Peanut Butter
Honey Roasted Peanut Butter
Our peanut butter is made for people who care about what they eat, athletes, outdoor enthusiasts, families, food lovers, and even their dogs! It’s designed to fuel adventure, nourish the body, and bring joy to everyday moments.
What sets us apart is our unwavering commitment to quality, sustainability, and community. We use clean, high-quality ingredients, support local farmers whenever we can, and give back by donating to causes we believe in. Each jar is handcrafted with intention, and with no unnecessary additives, it’s the peanut butter you deserve.
Living in Vermont, the beautiful Green Mountains are my constant source of inspiration. Whether I’m hiking, kayaking, snowboarding, or gardening with my Bernese Mountain Dog, Koda, I believe in making the most of every season, and in creating products that support that kind of active, fulfilling lifestyle.
What I’m most proud of is building a brand that reflects my heart, values, and vision from the ground up. Green Mountain Peanut Butter isn’t just a business, it’s a way to spread joy, fuel healthy habits, and be a small but powerful force for good in the world.
To anyone new to our brand: I hope you’ll taste the love and purpose in every jar. We’re not here to just sell peanut butter, we’re here to share something meaningful, one spoonful at a time.
How did you put together the initial capital you needed to start your business?
My business journey began when I was just 9 years old, and now, at 32, I can proudly say I’ve been chasing this dream most of my life. Even back then, I started developing peanut butter recipes, knowing deep down that it would become something real one day. The maple cinnamon peanut butter, our best seller is my father favorite when I made it at 9 year old.
After moving to Vermont, I spent over a decade working hard, earning my college degree, holding down a corporate job, and saving as much money as possible. I was preparing for the day I could bring my vision to life. Then, during COVID, I was let go from my job. Instead of seeing it as a setback, I saw it as an opportunity. I had the savings, I had the time, and I had the passion. So I told myself, “It’s now or never.”
For ten years, I had been building this dream in the background, developing recipes, balancing life and work, and learning everything I could. Once I had the chance, I streamlined my processes, found a kitchen, finalized my recipes, and officially launched the business. It took about two years of full focus to bring everything together.
Before diving in, I made myself a promise: if after one year I wasn’t making money, or if I wasn’t happy, I’d walk away. But nearly five years later, I’m still here and I couldn’t be happier. This is exactly what I want to do for the rest of my life.
How’d you meet your business partner?
I met my business partner while working at my corporate job. Before I fully committed to launching my business, we had already discovered that we shared similar values and aspirations in life. I was her boss at the time and he was incredible. It actually took me two years to open up to him about my peanut butter business, it is hard for me to make friends at work and share passion as we are always in our own world. For 2 year, I had been doing everything on my own for peanut butter. But eventually, I realized I needed help. I needed more diversity in perspective and more people around me to grow this dream.
When we were both let go during the COVID pandemic, I finally told him about the business and offered him an opportunity, not just a job, but a chance to be part of something I truly believed in. From that moment on, he took the dream as his own.
We’ve been working together ever since. He shares my passion, sometimes I think even more than I do! and brings a level of intelligence, creativity, and energy that has made our business stronger. He dreams of making peanut butter with me forever, and it’s his passion and ideas that truly make this team better.
Contact Info:
- Website: https://www.greenmountainpb.com/
- Instagram: https://www.instagram.com/greenmountainpeanutbutter/?hl=en
- Facebook: https://www.facebook.com/people/greenmountainpeanutbutter/100090098632865/
- Youtube: @greenmountainpeanutbutter
