Wallace "Wally" Amos, Jr. (born July 1, 1936) is an American television personality, entrepreneur, and author from
Tallahassee, Florida. He is the founder of the
Famous Amoschocolate-chip cookie, the Cookie Kahuna, and Aunt Della's Cookies gourmet cookie brands, and he was the host of the adult reading program, Learn to Read.
Early life and education
Amos was born to Wallace & Ruby Amos.
He was born and raised in Tallahassee, Florida, until he was 12 years old.[1] When his parents divorced, he moved to
New York City with his aunt, where he enrolled at the Food Trades Vocational High School. He showed his interest in cooking at a young age. It was from his aunt Della Bryant, who would bake cookies for him, that Amos later developed his
chocolate chip cookie recipe.[1]
Shortly before graduation, Amos dropped out of high school to join the United States Air Force. He served at
Hickam Air Force Base in Honolulu, Hawaii from 1954 until 1957.[2] He earned his
high school equivalency diploma[3] before being honorably discharged from the military.
Career
Returning to New York City, Amos went to
college to become a secretary, and after graduating, took a mailroom clerk job with the
William Morris Agency.[1] Eventually, he became the agency's first
African American talent agent. He signed
Simon & Garfunkel and headed the agency's
rock 'n' roll department. Amos attracted clients by sending them chocolate chip cookies along with an invitation to visit him. He represented musicians such as
The Temptations,
Sam Cooke, and
Marvin Gaye.
In 1975, a friend suggested to Amos that he set up a store to sell his cookies, and in March of that year, the first Famous Amos cookie store opened in
Los Angeles, California.[4] He started the business with the help of a $25,000 loan from
Marvin Gaye and
Helen Reddy.[5] The company began to expand, and eventually, Famous Amos chocolate chip cookies could be found on
supermarket shelves across the
United States. He became such a known figure culturally that he appeared as himself in the Taxi episode "Latka's Cookies", in 1981. Thanks in part to the success of his cookie company, he was hired to deliver speeches. He has written 10 books,[6] many of which have a
self-help theme, including The Cookie Never Crumbles[7] and The Power in You.[8]
In 1979, Amos' long-time friend and publicist John Rosica introduced him to Literacy Volunteers of America. Amos has advocated
literacy and helped thousands of adults learn to read. In 1987, he also hosted a television series designed to teach others how to read, entitled Learn to Read, produced by
Kentucky Educational Television and
WXYZ-TV.[9]
Due to financial troubles, Amos was forced to sell the Famous Amos Company, and because the name "Famous Amos" was
trademarked by his former company, he had to use The Uncle Noname's Cookie Company as his new company's name.[12] A Famous Amos distributor at the time, Lou Avignone, heard Amos on a local radio talk show and, inspired by Amos' story of his early business success with Famous Amos and his spirit, contacted Amos with the idea for starting a new business. In 1994, the two became partners and subsequently launched Uncle Noname Gourmet Muffins. The company focused on fat-free, nutritious muffins at that time.[13] Uncle Noname became Uncle Wally's Muffin Company in 1999. The muffins are sold in more than 3,500 stores nationwide.[14]
In 2014, an article in
Fortune magazine lauded "The cookie comeback of 'Famous' Wally Amos" as Amos brought back his handmade cookies under a new name The Cookie Kahuna. These cookies were marketed in a store in Hawaii, where Amos was based. They come in the flavors original chocolate chip, chocolate chip with pecans and butterscotch with macadamia nuts.[15]
In 2019, Amos was called "the King of cookies" by NBC affiliate
KSNV-TV in Las Vegas.[16]
In 2020, Content Media Group released a documentary on the life of Wally Amos, The Great Cookie Comeback: reBaking Wally Amos. The film was directed by
Jeff MacIntyre.[17]
Personal life
On July 1, 1979, Amos married Christine (Harris) Amos, who later helped him design the early merchandise and packaging for Famous Amos cookies.[18] Wally Amos has 4 children: Michael Amos, Gregory Amos, Sarah Amos,[19] and musician
Shawn Amos.[20]
Amos had lived in
Hawaii from 1977 until 2018.[21][22][23] Amos currently resides in
Columbia, South Carolina, where he was working on Aunt Della's Cookies as of 2018.[23]
Amos, Wally; Glauberman, Stu (2006). The Power of Self-Esteem. Blue Mountain Arts Inc.
ISBN978-1598421705.
Amos, Wally; Glauberman, Stu (2008). Watermelon Magic: Seeds Of Wisdom, Slices Of Life.
Jack Canfield (foreword). Atria Books/Beyond Words.
ISBN978-1416598534.
Amos appeared in the October 6, 2016 episode of the American television show Shark Tank seeking $50,000 funding for 20% equity of his company "Cookie Kahuna". The Sharks all passed on the opportunity.[26][27]
2018
The Great Cookie Comeback: Re-Baking Wally Amos
documentary film
as himself
The Great Cookie Comeback: Re-Baking Wally Amos (Released: February, 2020), a documentary film on the life of Wally Amos, released by Content Media Group.[28][29][30]
References
^
abcPemoni, Lucy (2007-07-13).
"No longer Famous, Wally Amos still baking". msnbc.com. Retrieved 2018-12-22. Born in Tallahassee, Fla., Amos moved to New York City at age 12 because of his parents' divorce. He lived with an aunt, Della Bryant, who taught him how to make chocolate chip cookies.