Sol Braverman founded Newark Nut in 1929. Seventy years later his grandson Jeff, then a freshman at the University of Pennsylvania, hired a friend to build a website for the family nut shop at nutsonline.com. When the site went live, the business was overwhelmed with orders. “My dad told me, ‘Turn that damn thing off,’ ” Braverman says. Jeff, 33, worked briefly at Blackstone (BX) postgraduation, then joined the nut company in 2003. Two years later, the city of Newark bulldozed the shop to make room for a hockey arena, and the Bravermans moved the business online. A new challenge emerged—standing out in a market that has attracted local health food stores, specialty chains, and megaretailers: