The rolling heartland of Orrville, Ohio, is home to a $13 billion international business comprised of spreads, snacks, coffee, and pet food.

For 127 years, the J.M. Smucker Company (SJM) has operated a business built on family values and stewarded by descendants of Jerome Monroe Smucker. A long line of Smuckers have managed to turn the business into a publicly traded company and amass a family of products that reach freezers, pantries, and cabinets around the world.

“Continuing to evolve the brands while still being true to their authentic heritage is really important,” J.M. Smucker CEO Mark Smucker told Yahoo Finance (video above).

Contemporary marketing and consumer-oriented product messaging have taken center stage as Smucker positions cross-generational brands like Jif, Folgers, and the namesake Smucker’s products.

“One interesting shift that took place is as we went about modernizing these brands, we had some very restrictive rules,” Smucker said. “We were very conservative in terms of the types of brand taglines or slogans that we would use. Taking off those shackles was something that I think we struggled with as a family, but ultimately it was my decision and the decision of this team, and again, pushing these brands and connecting them to culture is really what catalyzed the growth over the last several years.”

Coffee and Uncrustables pay dividends

To the delight of executives and investors, Smuckers has struck peanut butter and jelly gold with its ever-popular Uncrustables frozen sandwiches.

The business formerly known as Incredible Uncrustables was purchased by Smucker in 1998, and 25 years later, the frozen handheld snack represents nearly $1 billion in sales.

“After 20-plus years, it's the first time that we've advertised because it's been all word of mouth and we were just trying to keep up with demand,” Smucker told Yahoo Finance.

“The other brand that is going gangbusters is Café Bustelo,” Smucker said. “So Café Bustelo is true to its roots as an authentic Latino coffee, and all of the advertising is always bilingual. It's the fastest-growing coffee brand in the coffee category right now.”

While frozen handhelds and beverages prove to be well-oiled machines, the 2023 acquisition of Hostess brands is anticipated to activate a new growth engine for the business.

"We had been studying Hostess for a couple of years and just really were impressed with the growth that they had achieved and wanted to understand why the consumer continued to look for indulgent treats and there continued to be a long runway," Smucker said.