Appleton, WI (WFN) -- This year's Super Bowl match up between the New England Patriots and the Carolina Panthers is more than a hill of beans to one bean-loving entrepreneur.

Jay Bush -- the spokesman for Bush's Baked Beans -- figures the battle between Beantown and Carolina black-eyed peas has been simmering for a while but says he's in "a good spot all the way around" because "our company makes both styles."

Bush admits his company's bean counters were very happy with sales when the Patriots were in the Super Bowl two years ago.

And he's continuing that winning tradition by taking a tip from Patriots coach Bill Belichick and "Belichicking the beans with extra molasses."

But while Bush plans to sell tons of baked beans and black-eyed peas this week, his heart is with "Beantown" because "the black-eyed peas had their day on New Year's Day so the baked beans will rule on February 1."

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