BY EVA AMESSé

In print | Published September 25, 2008

Do you pronounce it “care-mel” or “car-mel?” According to Peter Liebenson ’11, “I try to mix it up, but I usually go with “car-a-mel” because there is an ‘a’ there and I think the French came up with the word.” This question seemed especially relevant for Liebenson, who has been running his own caramel-making company, appropriately titled Pete’s Caramels, since the summer of 2006.

Liebenson’s enterprise began when he wanted to find a fun alternative to a summer job. “I bought a candy recipe book and started making candies. My lemon drops were half-liquid, half-solid and chocolates would melt in the mail. The caramels were the definitive favorite so I decided to start selling them,” Liebenson said. The young entrepreneur took a course in web design at the School of Visual Arts in New York City and started marketing his product on CandyAddict.com, a website devoted to candy. CandyAddict.com gave Pete’s Caramels a great review and an “Awesomely Addictive Candy Award.” Shortly after, Liebenson and his homemade caramels were mentioned in an article in “The New York Times” about young entrepreneurs. On January 25, 2007, the day the article was published, 57 caramel orders were placed. Just a few months later Peter appeared on “The Early Show,” attracting even more sweet-toothed customers. Although Liebenson’s first customers included his cousin from California and a former babysitter, his products are now being shipped to The Netherlands, Italy and Canada. Liebenson has served almost 200 customers since his business’s inception.

So what’s the appeal? Peter describes his candies as “fresh, soft and scrumptious” and as the website claims, “They’re Caramelicious!” He feels that his caramels are unique because they are homemade and don’t sit on storage shelves for months. Oh, and being a teenager running a business himself is definitely part of his shtick. Liebenson’s “anti-corporate vibe” and commitment to using all natural ingredients (cream, sugar, corn syrup, butter and a pinch of salt) add to the appeal of his sweet products.

Pete’s caramels most often come in two flavors, original and chocolate/vanilla, but he is open to experimenting with customer’s suggestions. Some success stories include his raspberry, chocolate raspberry and maple sugar flavored caramels. Liebenson can individually wrap pieces of caramel or ship an entire slab of caramel for those who use his product for making their own baked goods. Through the website customers can order a sample—one piece of caramel for $1.99—though Liebenson will refund the cost if the customer offers him a testimonial.

As a Psychology and Film and Media Studies student, bocce enthusiast and Spike Magazine contributor, Liebenson’s plate is full of much more than just caramels. The busy student’s kitchen skills are not limited to confections. His hallmates may catch a glimpse of him cooking up some polenta with Parmesan cheese or curried watermelon. “Whenever my family decides to cook I suggest making curried watermelon, a recipe I found online, but they don’t find it appealing. I made it for my hallmates last year and it was surprisingly good,” Liebenson said. Liebenson’s quirky sense of taste extends to his wardrobe — he only wears shirts from threadless.com. “I love the business model of letting your community vote to tell you what designs it wants and I appreciate the fact that art can’t be pretentious when it’s screen printed onto the front of a t-shirt,” Liebenson said.
Some students wonder if Liebenson is going to drop out of Swat to become the next Willy Wonka. However, “It’s more of a hobby than an enterprise,” Liebenson said.

Interested in purchasing some of Pete’s caramels? Check out Liebenson’s website at www.petescaramels.com or email him directly at petescaramels@gmail.com.

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