By Brenda Rees for The Eastsider
Originally published Nov. 1, 2024
As a child in the late ’70s, Jackie Rosales and her sister Deborah would accompany their dad, Al Rosen, on his drives around Los Angeles to meet clients. Rosen was a nut man; he established the Superior Nut Company in 1964 and supplied nuts to restaurants, stores and more.
“We visited a lot of bakeries, and they gave us cookies that came right out of the oven,” recalls Rosales.
Today, she handles the day-to-day operations of the El Sereno distributor, celebrating its 60th anniversary, that works with San Antonio Winery, Coffee Bean & Tea Leaf, Fosselman’s Ice Cream, Canter’s Deli and many other clients.
I meet Rosales at the facility off Valley Boulevard; a long exterior mural depicts Kobe Bryant and popular singers.
I enter one of the largest roasting facilities in Los Angeles. Rosales tells me that all Superior nuts are California-grown except for macadamias (Australia) and cashews (Brazil). Spice blends are created in-store for nuts and dried fruit; trail mix versions are original exclusive creations.
Rosales took over the business in 2006 after her father passed away. Deborah, and their mom Laura remain involved. Rosales’ daughter Emily will take over when the time comes.
The nut empire started with a scent
One of 18 employees at Superior Nut Co. scoops and bags colorful candied nuts. Many have been working at the El Sereno facility for decades. Photo by Brenda Rees for The Eastsider. 
Of all the spice blends Superior Nut Co. offers, none is more popular than the chili limón. Photo by Brenda Rees for The Eastsider. 
The shop’s Fiesta Pistachio collection features nuts spiced with tequila, habanero, jalapeno, chili limon, and lime. Photo by Brenda Rees for The Eastsider.
Rosales explains how her dad, born in the Bronx, loved the smell of roasted nuts from street vending carts. He moved to Los Angeles at a time when there were only a handful of small nut distributors.
“He reached out to bread makers, bakeries, restaurants and hotels, offering them a less expensive way to get their nuts,” she says. Soon, the business started offering spices, oils and a menu of items for bakers. Free local delivery sweetened the deal.
Today, mementos of the past are scattered at the facility—a vintage scale and roaster sits by the front door. In the office is a photo of Rosen with his parents dressed up for dinner.
Superior is eyeing its future. Rosales hopes the newly remodeled retail store will be a regular destination for locals. She wants to match the large mural outside by creating images of Fernando Valenzuela, Clayton Kershaw, Magic Johnson, and more inside.
Rosales recalls the days driving around with her father. “I still see my dad’s customers every week,” she says. “There’s nothing like a personal connection. That’s what he taught me.”
I was raised in El Sereno. I til this day can’t forget the amazing smell of nuts. I’m 55 years old now and I can still remember my father and your father just talking like best friends do. Love your company and your father is never forgotten.