Pacific Standard Foods company. The company was founded by Germanus Wilhelm Firnstahl in 1921 after he moved to Seattle from Wisconsin and bought a peanut roaster. Firnstahl based the apple-cheeked character seen on the jars on his son, Lowell, after taking photos of all his children and selecting the best photograph as model (allegedly because Lowell was the only child with all his teeth at the time). During the 1950s the brand accounted for nearly a third of all peanut butter sold in the Seattle area. The company was sold in 1979 for $3 million to the Bristol Bay Native Corp. A large sign on the factory building made the "Sunny Jim building" on Airport Way South a familiar landmark to motorists passing on nearby Interstate 5 which Firnstahl had purchased during the Great Depression. In 1997, there was a fire at this plant (by then owned by the city of Seattle) which destroyed the sign and a portion of the building. On September 20, 2010, a massive fire finished off the Sunny Jim plant as well as a vacant building on the factory site. The main advertisement for Sunny Jim was "Sunny Jim has underground peanuts with a flavor that's outta sight". General usage From shortly after the time of its use in advertising, the term gained general currency for cheerful man, and was particularly applied as a nickname to individuals named James, such as UK Prime Minister James Callaghan. Often with the spelling 'Sonny Jim' it was used as familiar term of address in Britain, Australia and New Zealand. Nicknames James Rolph (1869–1934), American politician. Sunny Jim Fitzsimmons (1874–1966) was a famous thoroughbred horse trainer James Mackay (1880–1953), Australian cricketer James Young of Celtic FC (1882–1922) Jim Bottomley (1900–1959), American baseball player. James Callaghan, Prime Minister of the United Kingdom from 1976 to 1979 General Alexander A. Vandegrift, 18th Commandant of the Marine Corps, a nickname given to him by his mentor Smedley J. Butler Other uses At the La Jolla Cove beach in San Diego, California, there is a sea cave called "Sunny Jim Cave". When the cave is viewed from a certain angle, the opening of the cave bears a striking similarity to the cartoon character. The cave is accessible by swimming from the cove, but also is accessible from a nearby store that charges a nominal fee to walk down some in-store steps leading to