Paul Burton’s retirement plan appears to be spread out in peanut butter.

It all began a few years ago when he asked himself a question — how is peanut butter made?

Burton explained that he’s prone to asking himself this question about any variety of things in life. That moment of thought ruminated eventually prompting batches of peanut butter made at home, which then spread to full-scale production of Northwoods, an artisanal peanut butter.

“I’m a persistent fiddler,” he said recently from the kitchen of his Whitefish home. “I’m motivated by how something works. I’ve seen peanut butter made in stores with grinding machines and I wanted to know more. I also wanted to craft a better peanut butter.”

Burton was a corporate lawyer, has several times created companies and currently works as a consultant traveling the country. He’s not so many years off from retirement, but knew that he couldn’t just sit at home once he’s finished with his day job.

“Peanut butter was my hobby and now my target is taking what is a side hustle to being a full-time activity,” he said. “I knew that when I retired I needed a pursuit. I love driving around and doing in store demos saying, ‘Hey try this, it’s really good.’”

Northwoods peanut butter has also been at the Whitefish Farmers Market this summer.

Burton, after doing research, realized he had the possibility of targeting a niche market in the wider peanut butter industry. According to market and consumer website Statista, almost 300 million Americans consumed peanut butter in 2019 out of a population of about 329 million. Burton quickly targeted creating artisanal peanut butter seeking inspiration from movements that have made artisanal coffee or craft beer popular, also knowing he wanted to create a better peanut butter.

“Peanut butter is an enormous industry — it’s a staple,” he said. “Most people buy peanut butter so there’s an existing market, but I didn’t want to compete against Jif of Skippy.”

Northwoods comes in both smooth and chunky versions and is available in three flavors, original, espresso and maple cinnamon. He has two more flavors in the works, as well as ideas for others.

The original peanut butter has been crafted to have a distinct taste with top quality peanuts having an accent of vanilla. The espresso has a rich and savory flavor with a hint of coffee. The maple cinnamon has a strong cinnamon flavor finishing with a mild maple flavor.

Northwoods peanut butter begins with Valencia peanuts, which have a sweet flavor used for all-natural peanut butter and according to the National Peanut Board account of less than one percent of U.S. peanut production. Keeping with the goal of making a better peanut butter, Burton created a natural peanut butter that does not require refrigeration or to be stirred prior to eating.

“I knew the first step to crafting better peanut butter was using better peanuts,” he said. “But also how could I make it better in flavor by looking at the depth of roast of the peanuts and the texture of the grind. Our original has its own flavor, it’s not just peanuts ground up in a jar. I wanted people to replace what they’re buying with ours because they think it’s better.”

Northwoods is available on local store shelves. For more information, visit www.northwoodspb.com.