Franco Leonardi casually sat down and hit record on his camera one afternoon, reflecting on peanut butter. His tone was informal, as if unsure whether his thoughts were worth sharing. After uploading the clip, he returned to his usual activities.
Shortly after, the response was overwhelming. The video garnered thousands of views, and his follower count surged by a thousand in a single day. At just 18 years old and still a technical high school student in Argentina, Leonardi had unintentionally sparked something new.
What followed didn’t come from a formal business plan, but from trial and error involving a faulty hand blender, a freezer, and multiple imperfect peanut butter batches far from his expectations.
Discovering a Hidden Issue in Commercial Peanut Butter
Being an athlete, Leonardi paid close attention to his nutrition. Peanut butter was a key component—nutritious, convenient, and energy-packed. However, a relative working in the peanut industry revealed a startling fact: some industrial peanut butters incorporate peanuts deemed unsaleable in their original form, like aged kernels or broken nuts, typically relegated to lower-quality applications.
That insight shifted his perspective on store-bought jars. “I learned that often the paste contains peanuts that aren’t suitable for sale whole: old, cracked, or substandard,” Leonardi shared in an interview with TN. “That’s when I felt I could offer something better.”
He embarked on crafting his own peanut butter at home using only premium whole peanuts. The initial batch was a failure. Using raw peanuts and adding water yielded an unpleasant product. “My first attempt was for personal use, but it ended up awful,” he recalled with a laugh.
Gradually, he realized roasting was essential to unlock the nuts’ oils and achieve a creamy texture. His tools were limited—a hand blender that overheated quickly, forcing him to alternate blending and freezing intervals. Still, he persevered.
Introducing Giapura: Pure, Additive-Free Peanut Butter
Leonardi branded his creation Giapura, short for “pure energy.” The mission was clear—produce peanut butter using nothing but clean, whole peanuts, free from added oils or fillers.
He launched sales around December, making small batches of 60 to 100 jars. Over four months, he estimates producing roughly 100 kilograms, earning close to half a million Argentine pesos, which he reinvested entirely into the venture.
His Instagram profile, @giapura.mani, is the project’s showcase. Leonardi shares not just images of the finished product, but the entire process—from roasting the nuts to mixing them—alongside glimpses of his lifestyle as a student and athlete running a startup.
“I’m aiming to build a brand that reflects a way of life, not just a product,” he told TN.
Support System and DIY Innovations
Leonardi’s family has played a vital role. His father helped acquire a professional-grade food processor and supplied raw peanuts, while his mother and brother assist behind the scenes. A close-knit group of friends, many running their own small businesses, provide encouragement.
Currently, production is manual, with output around one kilogram per hour. He is considering small-scale industrial machines capable of processing between 15 and 30 kilograms per hour to meet growing demand.
He’s also innovating by repurposing parts from an old washing machine to build a custom peanut roaster. This DIY approach, shared on social media, highlights the stark contrast between his early makeshift methods and his current more refined homemade setup.
Building a Transparent Brand with a Loyal Following
Leonardi’s open communication about his process, including setbacks and successes, has won the trust of his audience. His follower base has swelled to nearly 20,000, fueled by a few impactful videos rather than constant posting.
He aims to broaden his market across Argentina, starting with online sales and timed product drops following streetwear business models, where limited quantities become available on specific dates and sell out rapidly. This approach doubles as a way to test customer interest.
Although his venture is expanding, his main motivation remains inspiring others. “I’ve always enjoyed motivating people. My friends ask me about workouts and nutrition, and helping others grow or take risks brings me great satisfaction,” he said.
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