In 1964, a dip in the sugar futures market prompted Sam Born, owner of the Just Born confectionery company, to place the largest sugar order in the history of the Chicago Merchantile exchange. Despite a moderate bull market later that year, the price of sugar did not increase appreciably. With a bumper crop forcasted in Brazil for the following spring, Sam decided to lock in his investment by running the factory 24/7 for the entirety of 1965. A broader marketing campaign targeting the breakfast cereal market failed to produce results, and the excess stock of marshmallow Peeps was warehoused. In 2017, the last of the Peeps produced in 1965 was shipped to wholesalers, and the production line was restarted after being idle for 52 years.