About
Peanut butter we believe in.
Made in small batches using locally grown peanuts from Chiba, Japan, we pay meticulous attention to every part of the process. Available in three signature flavors, each jar features dark-roasted, hand-picked peanuts ground to the perfect consistency—with just a hint of grain that adds a deeply satisfying texture. With no additives and only simple, honest ingredients, every luxurious spoonful promises a rich, nutty, flavor, and wholesome goodness that speaks for itself.
Our Story
It all started back in 2012, when we were just a few skaters in our 20s who had come across a bag of peanuts gifted to us by local farmers—peanuts that didn’t quite make the market cut. Inspired by this chance encounter, we looked up peanut butter recipes and borrowed a mortar, pestle, frying pan, and portable stove from our moms. It was just some spontaneous fun—but when we tasted the result, we were blown away.
That moment sparked a simple, yet bold idea:
What if we poured everything into giving this humble, overlooked ingredient its moment?
Could we turn these oddly shaped, yet deeply flavorful peanuts into the best peanut butter possible?
So, we dove in—refining every step until we landed on the perfect flavor, consistency, and aroma to bring out the full magic of these peanuts. And just like that, HAPPY NUTS DAY was born. Life can feel nutty—or at times, monotonous. We might not be able to change the world with peanut butter, but maybe we can make someone’s day a little brighter with a spoonful of goodness.
We want everyone to taste what we consider to be the best peanut butter out there, and that passion is what continues to drive our work today. That’s the spirit behind everything we do: so that every day can be a HAPPY NUTS DAY.
Why It's So Delicious
Our peanut butters are incredibly simple. The Classic HAPPY NUTS DAY Peanut Butter contains only peanuts, beet sugar, and salt. We created this minimalist recipe to let the rich flavor of our peanuts take center stage—perfectly capturing the spirit of Japanese craftsmanship, where it meets an American classic.
1. Quality Japanese Peanuts
We primarily use the Nakate Yutaka variety, with 100% of our peanuts grown locally in Chiba Prefecture, Japan. We favor Nakate Yutaka for its refined sweetness, rich flavor, and naturally high oil content, which allows us to achieve the perfect consistency without added oils.
2. Hand-Picked Harvest
To ensure each peanut is at its peak, they are harvested by hand. After picking, we slow-dry them for a month to enhance their natural sweetness.
3. Hand-Sorting
One key step in our process is peanut sorting—the careful hand-selection of only the finest peanuts. This meticulous, yet essential step ensures our flavors remain rich and pure. At HAPPY NUTS DAY, we dedicate the most time and care to this process.
4. Enjoying the Process
From our original skateboarding friends to every member of our growing team, we make a point of enjoying what we do. Every time we taste-test a batch, we can’t help but smile at just how good it is. That positive energy is part of what makes our peanut butter so special.
Our Commitment to Safety
We want you to feel confident sharing our peanut butter with family, friends, and little ones. That’s why at HAPPY NUTS DAY we only use carefully selected, simple ingredients, and remain committed to creating additive-free peanut butters that are both nourishing and delicious.
1. Sourcing from People We Trust
To source reliable ingredients, we make sure to meet our suppliers in person whenever possible. Knowing the people behind our raw materials reminds us to handle each ingredient with the utmost care.
2. Transparency & Cleanliness
We welcome anyone to visit our factory and observe how our peanut butter is made. Transparency is important to us. We also follow strict hygiene protocols—including thorough cleaning and sanitization—to ensure every jar meets our high standards.
3. Prioritizing Safety
For your safety and peace of mind, we regularly submit our products for inspection by independent testing agencies. We also set our shelf life conservatively, based on those test results, to guarantee freshness and quality.
Social & Environmental Initiatives
1. Choosing Sustainable Energy Sources
We’ve transitioned our factory to run on renewable energy and switched our company vehicles to electric. We’re committed to taking mindful action, step by step—wherever and whenever we can.
2. Showcasing Local Treasures
Our mission is to celebrate and evolve the value of our local resources—like our peanuts, which have been cultivated for generations—and to enjoy the journey together, as a community. Beyond local ingredients, we’re also repurposing vacant houses and old schools, creatively reviving spaces and making the most of what’s already around us.
3. Inclusivity and Collaboration
We entrust our shipping operations to a facility in Chiba City that supports individuals with disabilities. Their thoughtful approach to work aligns beautifully with our belief in growing through joy and purpose. Together, we’ve built a fulfilling, happy partnership.
4. Dog-Friendly
When we thought about who else we wanted to bring happiness to, dogs immediately came to mind. That’s how our dog biscuits (available in Japan) were born. For every bag we sell, we donate another to a dog in need.