How Libby's Came to Dominate the Canned Pumpkin Market - Adweek

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For Thanksgiving 2021, we got to the bottom of why Ocean Spray labels its cranberry sauce upside-down.

In 2022, we're looking at another popular canned good this time of year: Libby's 100% Pure Pumpkin.

The nearly 200-year-old brand calls itself the No. 1 canned pumpkin in the U.S., and claims to sell "enough cans to produce 90 million pumpkin pies" on average each year.

But who is Libby? And how did this canned pumpkin become the go-to for home bakers each November?

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The Johnny Appleseed of pumpkins

The Libby's brand originated circa 1835 when a veteran of the War of 1812 named Elijah Dickinson moved to Illinois with what would become known as the Dickinson pumpkin seed.

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