Bush's Beans

Dominant market leader in U.S. canned beans, holding an estimated 80%+ share of the retail canned baked bean category

Bush Brothers & Company, makers of Bush's Best beans, is a privately held food manufacturer headquartered in Knoxville, Tennessee. Founded in 1908 by A.J. Bush, the company has grown into the dominant canned bean brand in the United States, commanding a significant majority of the retail canned bean market. Its product line spans baked beans, chili beans, kidney beans, black beans, and a variety of other legume products sold in grocery stores nationwide. Bush's Beans is widely recognized for its long-running and highly effective advertising campaigns, most notably the 'Secret Family Recipe' campaign featuring Jay Bush (grandson of the founder) and his golden retriever Duke, who perpetually attempts to sell the secret recipe. This campaign, which ran for decades, became one of the most recognizable in American food advertising and helped cement the brand's identity around family heritage and humor. The company invests substantially in television, digital, and social media advertising to maintain its dominant brand awareness. As a major consumer packaged goods (CPG) advertiser, Bush's Beans is a significant buyer of media across broadcast television, streaming, and digital platforms. The brand actively engages consumers through social media, seasonal promotions, and cause marketing, making it a notable participant in the broader marketing and media ecosystem as an advertiser and brand builder.