99th Monkey’s exceptional nut butters are handmade in Melbourne, using all ethically sourced, minimally processed ingredients in the belief that delicious food should also be good for your health and good for your planet.
Sheridan started selling his range of natural nut butters through farmers markets before expanding into independent heath-food and fine food grocers in 2014.
You can read more about the story behind 99th Monkey in this article in Broadsheet.
The name for 99th Monkey is a reference to a sudden spontaneous and mysterious leap of consciousness achieved when an idea reaches a point of critical mass, which is known as the 100th Monkey Phenomenon.
The idea of the 100th Monkey Phenomenon has a strange and controversial history, starting with an account from Dr. Lyall Watson in his book Lifetide, which was published in 1979.
Watson’s book recounts a story about how a macaque monkey on a Japanese island in the sea in Koshima figured out a better way to eat by washing the sweet potatoes that they had dug from the ground so that they no longer had grit on them.
According to Watson, once the first monkey figured out this better way to eat, it taught another monkey its new trick, and that monkey then taught another so on.
This went on slowly and surely – one monkey passing the new knowledge to the next – until it got to the 99th monkey. When the 99th monkey taught the 100th monkey to wash potatoes, suddenly all the monkeys on all the other islands, having had no physical contact with the potato-washing monkeys, started washing potatoes themselves!
While Watson’s work has subsequently been discredited (i.e. he just made it up) we still like the idea and the way that it applies to our work.
That is why we are always coming up with products that give people a better, more natural, way to eat, because we believe that’s an idea worth embracing!