The Times-Tribune from Scranton, Pennsylvania • C1

SUPERIMPSC CYAN MAGENTA BLACK LIFESTYLES FRIDAY, MARCH 30, 2012 SCTIMESTRIBTIMESPAGES C01 I 032912 17:13 jjjjlRIBUNE n.rr a'ASJtfttWfiA'fi An empire built on nutty idea Historical Society Museum exhibit spotlights Planters Peanuts' start in Wilkes-Barre 106 years ago Rv- J-P MMa MICHAEL J. MULLEN STAFF PHOTOGRAPHER The View with a Scranton Attitude: "Let's Hear it From Both Sides" will be held tonight at 7 at Scranton Cultural Center at The Masonic Temple. Particpants include, from left, in front, Dave DiRienzo and Laurie Cadden; in back, Dan Simrell, Debbie Kolsovsky, Michael Gilmartin and Evie Rafalko McNulty. The popular hot topic discussion program includes a cash bar and refreshments available after 6 p.m. Tickets are call 344-1111 or visitwww.scrantonculturalcenter.org.

I i H.r r.1.1 I 1 MARK MORAN TIMES-SHAMROCK FILE PHOTO BY KRISTEN GAYDOS STAFF WRITER An homage to Wilkes-Barre's most famous legume is coming to the Luzerne County Historical Society Museum. "The Wonderful Story of Planters Peanuts" exhibit celebrates a company that began with an Italian immigrant selling nuts from a cart. The opening reception will be 5 to 8 p.m. today at the museum. "It's the story of Amedeo Obici, who came to this country when he was 11 years old, and he started Planters Peanuts," said Mary Ruth Burke, curator.

"There's a lot of information about his family and the early part of the business." A highlight of the exhibit is a recreation of the Planters store that stood on East Market Street in Wilkes-Barre. The store once had real peanuts hanging from strings around the interior, Ms. Burke said. "They went up the walls, and then up and across the ceiling, like a tent would be," she said. "At some point, they decided that wasn't practical, so they printed wallpaper that looked like strings of peanuts.

I was able to find some of that from a collector." Came from Italy Mr. Obici was born near Venice, Italy in 1876. He went to live with his uncle in Scranton, arriving with a tag on his coat to identify where he was going since he didn't speak English. He worked with his uncle at a produce stand while he went to night school to learn English, Ms. Burke said.

Eventually Mr. Obici moved to Wilkes-Barre to open his own stand. "But he was interested in peanuts, because they have a better shelf life than produce," Ms. Burke said. Virginia peanuts weren't exactly in demand in the early 20th century she added they were mostly used to feed animals.

Undeterred, Mr. Obici researched how to roast peanuts and keep them fresh. He picked up a cart and began selling them through the streets of Wilkes-Barre, rigging up a whistle so the steam from the roasting peanuts would blow through it and let people know he was in the area. "Even at the beginning, he was thinking about how to get noticed," Ms. Burke said.

Mr. Obici eventually partnered with fellow immigrant Mario Peruzzi to found the Planters Nut and Chocolate Co. Several family members traveled to America to help keep the business going. Photos from that period, as well as from the factory on South Main Street in Wilkes-Barre, are The former Planters Peanuts building was located on South Main Street in Wilkes-Barre. The Luzerne County Historical Society celebrates the company's history in an exhibit "The Wonderful Story of Planters Peanuts." EASTER BUNNY BREAKFAST: Saturday, 9 a.m., Allied Services, Morgan Highway, Clarks Summit, $6.

348-1398. COMMONWEALTH HOSPICE ANNUAL EASTER BUNNY BREAKFAST: Saturday, 9:30 a.m. to noon, McGowan Conference Center, Regional Hospital of Scranton, $10 adultsfree to children 12 and younger, reservations recommended. 348-7372. EASTER EGG HUNT AND BRUNCH WITH THE EASTER BUNNY: Saturday; brunch 10 to 11 a.m.

or 11:15 a.m. to 12:30 p.m.; egg hunt, 11 a.m.; Miseric-orida University, to children under 5, reservations required. 674-6768. Visit www. cougarconnect.

misericordia.edu. SECOND EASTER EGGSTRAVA-GANZA: Saturday, 11:30 a.m., Harmon Field, $2, benefits Matthew's Mission. 961-0818. EGGSTRAVAGANZA 2012: Sunday, 11 a.m., Peckville Assembly of God, 3364 Scranton Carbon-dale Highway, Blakely, free, age 3 through fifth grade. 4894961.

13TH ANNUAL O'MALLEY FREE EASTER PARTY: Sunday, 1 to 3 p.m., Keyser Valley Community Center, Keyser Avenue and Jackson Street, for children in preschool to fifth grade, register by today. 346-1828. GREATER SCRANTON JAYCEES ANNUAL EASTER EGG SCRAMBLE: Sunday, noon, Nay Aug Park. Free. presidentscrantonjaycees.

org or www.scrantonjaycees.org. ANDY GAVIN'S EATERY PUB, 1392 N. Washington today, Krysten and Eric from Tribes; Saturday, 1 Hot Mess. BAZIL, 1101 Northern Clarks Summit: Wednesdays, Marko Marcinko Jazz Quartet. BELLISSIMO PIZZERIA AND RIS-TORANTE, 223 Northern Clarks Summit: today, Pat McG-lynn from Blinded Passenger; Saturday, Soul Shine.

BLU WASABI, Route 6, Dickson City: Monday, Nowhere Slow; Tuesday, Solo-Tu. BOMBAY CAFE, 80 S. Main Archbald: today, Cranky Bitch The Sandy Clams; Saturday, DJ Dennis Sosa. COOPER'S SEAFOOD HOUSE, 701 N. Washington today, Lipstyk.

COOPER'S WATERFRONT: 304 Kennedy Pittston: Saturday, Lipstyk. FORMOSA RESTAURANT, 727 S. State Clarks Summit: Thursdays, jazz music with Kenny McGraw and Ron Leas. HONEYCHILDS', 109 E. Drinker Dunmore: today, "The Wingman" James Holeva Live Comedy Show.

HUB LOUNGE, Clarion Hotel: Wednesdays, Open Mic Night; Fridays and Saturdays, Wise Crackers Comedy Show. IRISH WOLF PUB, Linden Street: Saturday, Paul Martin for WFTE. JJ BRIDJES, 925 Northern Clarks Summit: today, Crystal Skies; Saturday, The Quiet Men. YOUR WEEKEND GUIDE TO ENTERTAINMENT EVENTS MANHATTAN DRIVEBEST WESTERN PLUS, Dunmore: today, Raingirl; Saturdays, The Girlz. MCGRATH'S, Dalton: today, Invisible Swordsmen; Saturday, Slow Children at Play.

MENDICINO'S PIZZA AND LOUNGE, Routes 502 and 435, Covington today, Common Threads; Saturday, Fuzzy Park MERT'S, 302 Penn today, No Apology; Saturday, Picture Perfect. NEWPENNY, 1827 N. Main today, Acoustic Saturday, Two Minute Warning. POOR RICHARD'S PUB, 125 Beech Saturdays, DJ Honey Do. RUMRUNNERZ BAR AND GRILLE, 600 E.

Drinker Dunmore: today, The Fallen. RUTH'S CHRIS STEAK HOUSE, Mohegan Sun Casino, Wilkes-Barre: Fridays and Saturdays, Jim Waltich Jazz Trio. SAMBUCA GRILL, 234 Penn Wednesdays, Fridays and Saturdays, Paul Ardito. SKYTOP LODGE, Skytop: Saturdays, Doug Smith Orchestra. STATIC NIGHT CLUB, 1-81, Scott Exit 199: Fridays and Saturdays, DJ Latin Night Club.

STATION SQUARE PIANO BAR RESTAURANT, 400 Lackawanna Olyphant: today, Chris Gratz; Saturday, Bill Donna Arnold. TOMAINO'S, Archbald: today, Jon-ny Dee Band; Saturday, Bad Ash. WELLINGTON'S, Clarks Summit: today, Mark Sutorka; Saturday, Jigsaw Johnny. THE FARM HANDS: today, 7 p.m., Mount Bethel Baptist Church, 1341 Layton Road, Justus, free. Visit www.farm-handsquartet.com.

LISTEN LOCAL SERIES: with Red Blue Green and AAYU, today and April doors open 7 p.m., show 8 p.m., Scranton Cultural Center at The Masonic Temple, 420 N. Washington $10. 344-1111 or 800-745-3000. JOE NARDONE'S MALT SHOP MEMORIES: today, 7:30 p.m., FM. Kirby Center for the Performing Arts, Wilkes-Barre.

826-1100. VENTRELLO, SPARACINO SMITH JAZZTET: Saturday, 2 to 5 p.m., Mahady Gallery, Marywood University. NEPA GUITAR TRIO: with Jay Ste-veskey, Charles Truitt and Robert Lozada, Saturday, 8 p.m., Marian Chapel, Marywood University, 756-3347. SHOSTAKOVICH CHAMBER MUSIC FESTIVAL: Saturday, 8 p.m.; Sunday, 3 p.m.; Wyoming Seminary Great Hall, 228 Wyoming Kingston, free. 270-2192.

Please see TGIF, Page C3 How it began 1888: Amedeo Obici immigrates to America from Italy. 1906: Obici and partner Mario Peruzzi start Planters Peanuts Co. in Wilkes-Barre. 1908: The business is incorporated as Planters Nut and Chocolate Co. 1916: Eleven-year-old Antonio Gentile creates the iconic sketch of Mr.

Peanut. 1918: Planters becomes the first salted nut ever advertised with an ad in the Saturday Evening Post. 1930: Planters stores begin opening in cities across the country. 1961: Standard Brands Inc. acquires the Planter Nuts and Chocolate Co.

1961-1965: Mr. Peanut is a star attraction at the World's Fair. 1981: Standard Brands Inc. merges with Nabisco. 1999: Planters becomes official snack of NASCAR.

2000: Nabisco is integrated into Kraft Foods. 2010: Robert Downey Jr. becomes the voice of Mr. Peanut. 2011: Planters launches peanut butter in U.S.

Sources: Luzerne County Historical Society, www.planters.com tale, Ms. Burke said. After he died, the company was sold to Standard Brands for $20 million. The exhibit also features plenty of Mr. Peanut memorabilia, including a costume and an iron statue from the Wilkes-Barre factory The company's dapper peanut man quickly became one of America's best known advertising mascots.

"He was just everywhere, and he really has become an icon," Ms. Burke said. Mr. Peanut is born Antonio Gentile designed the anthropomorphic peanut in 1916, winning $5 in a nationwide contest. A professional illustrator enhanced the youngster's drawing, adding the monocle, top hat and walking stick.

Mr Obici, a forward-thinking salesman, also developed premiums, by which people could save packages to get Mr Peanut memorabilia, like a coloring book, watch or cup. One of Ms. Burke's favorites is a glow-in-the-dark Mr. Peanut light pull for a ceiling light fixture. "They thought of every little detail," Ms.

Burke said. "(Mr. Obici) really was an entrepreneur and a marketing genius." Contact the writer: kgaydoscitizensvoice.com AMEDEO OBICI If you 90 What: Reception for "Wonderful Story of Planters Peanuts" exhibit When: Today, 5-8 p.m. Where: Luzerne County Historical Society Museum, 69 S. Franklin Wilkes-Barre Details: Admission $20 $15 for historical society members.

Call 823-6244, ext. 3, to RSVP For a gallery of pictures from "Wonderful Story of Planters Peanuts" visit thetimes-tribune part of the historical society exhibit. The factory was torn down in 2006. Mr. Obici's story is the epitome of a rags-to-riches.