Black History Month: Wally Amos
Monday, February 1st, 2021February is Black History Month, an annual observance of the achievements and culture of Black Americans. This month, Behind the Headlines will feature Black pioneers in a variety of areas.
No matter where you eat a bag of Famous Amos chocolate chip cookies, you are home. Well, it might not be your home. But in a way, it is the home of a woman named Aunt Della. She is the woman who inspired the American businessman and cookie entrepreneur Wally Amos to found the Famous Amos cookie company in the 1970’s. Amos worked as a talent agent before founding the company. After selling Famous Amos, he went on to found other cookie companies, write books, and eventually return as the spokesperson for his original brand.
Wallace Amos, Jr., was born on July 1, 1936, in Tallahassee, Florida. It was after his parents separated that he moved to New York City to live with his Aunt Della. She often baked chocolate chip and pecan cookies. Amos studied the culinary (cooking) arts for two years at the Food and Maritime Trades Vocational High School in New York City. He served four years in the United States Air Force. In 1957, Amos returned to New York. He worked at the department store Saks Fifth Avenue before getting a job in the mail room at the William Morris Agency, a talent agency.
Amos worked his way up at the William Morris Agency. In 1962, he became the company’s first Black talent agent. Amos signed the singing duo Simon and Garfunkel. He eventually became the head of the agency’s rock music department. There, he worked with such famous Black singers as Sam Cooke, Marvin Gaye, and Diana Ross.
In 1967, Amos moved to Los Angeles, California, to open his own management company. Without much business, he began baking chocolate chip cookies. He set out to open a cookie store using a version of his Aunt Della’s recipe. Amos got a loan from Gaye and the singer Helen Reddy. He staged a large advertising campaign and grand opening gala to launch his cookie business. In 1975, he opened the first Famous Amos cookie store in Los Angeles. Soon after, he opened two more stores on the West Coast and one in the Bloomingdale’s department store in New York City.
In 1985, Amos began selling off parts of Famous Amos. In 1988, an investment group purchased the company and repositioned the cookie as a lower-priced snack food. In 1991, Amos launched the Wally Amos Presents Chip & Cookie company. He was sued by the owners of Famous Amos for infringing on the brand and forbidden to use his own likeness to sell food products. In 1998, the Keebler Company purchased Famous Amos. Amos returned to the brand as a spokesperson.
In 1993, Amos and the distributor Lou Avignone launched the Uncle Noname Cookie Company. In 1999, it became Uncle Wally’s Muffin Company. In 2005, Amos started Chip & Cookie. In 2016, another Amos business, the Hawaii-based Cookie Kahuna, was featured on the television investment show “Shark Tank.”
Amos wrote many books, including the memoir The Famous Amos Story: The Face That Launched a Thousand Chips (1983, with Leroy Robinson). His other works include two inspirational books written with Stu Glauberman, Watermelon Magic: Seeds of Wisdom, Slices of Life (1996) and Watermelon Credo: The Book (2010).
Wally Amos was far from the first Black inventor to be obsessed with food. George Washington Carver (1864?-1943) won international fame for his agricultural research. He was especially noted for his work with peanuts. Carver made more than 300 products from peanuts, including a milk substitute, face powder, printer’s ink, and soap. He also created more than 75 products from pecans and more than 100 products from sweet potatoes, including flour, shoe polish, and candy.