MIMI GRANEY is the founder of What the Fluff?, a festival celebrating Marshmallow Fluff that draws thousands annually. Her work in neighborhood economic development takes her to communities across Massachusetts where she focuses on creative industries and food-based businesses. Her favorite way to enjoy Marshmallow Fluff is by the melting spoonful in a mug of hot chocolate.

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At the turn of the twentieth century, Boston was a booming candy town. Of all the tantalizing treats, nothing has stuck around like Marshmallow Fluff. Since that time, the small, family-run company Durkee-Mower has churned out a century of Fluff with the secretive air of Willy Wonka. From fluffernutters to fudge, little has been made of its extraordinary legacy—until now.
To author Mimi Graney, mastermind behind the offbeat What the Fluff festival, Fluff is far more than a retro ingredient in a sugary sandwich or dessert—it is a story about the merits and pitfalls of adaptation and innovation.

Graney deftly brings the factory floor to life, weaving a fascinating narrative about New England’s forgotten candy industry, changing social roles for women, the advent of commercial radio and modern advertising, and the evolution of how we buy our food today. Marshmallow Fluff has survived two world wars, corporate attacks, nutrition battles, and the rise and fall of manufacturing towns. The world has changed around it, yet Fluff remains the same, achieving the enviable status of an American icon.


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