Jess Jiang

It's one of the bushiest tales we've ever told. About a month ago, freelance reporter Nick Nevis and I took a trip to Peanuts Freedom Farm in upstate New York. We were there to visit Mark Longo and see the tiny empire that his Celebrity Squirrels fame helped build, the house that Peanut built.

It's one of the bushiest tales we've ever told. About a month ago, freelance reporter Nick Nevis and I took a trip to Peanuts Freedom Farm in upstate New York. We were there to visit Mark Longo and see the tiny empire that his Celebrity Squirrels fame helped build, the house that Peanut built.

Wow. Hello. The inner sanctum.

Wow. Hello. The inner sanctum.

Wow. Hello. The inner sanctum.

The room is filled with peanut memorabilia sent in by fans around the world. The walls and ceilings are covered in newspaper clippings and drawings. And under glass, the pièce de résistance, a tiny squirrel-sized, like, one-ounce cowboy hat.

The room is filled with peanut memorabilia sent in by fans around the world. The walls and ceilings are covered in newspaper clippings and drawings. And under glass, the pièce de résistance, a tiny squirrel-sized, like, one-ounce cowboy hat.

The room is filled with peanut memorabilia sent in by fans around the world. The walls and ceilings are covered in newspaper clippings and drawings. And under glass, the pièce de résistance, a tiny squirrel-sized, like, one-ounce cowboy hat.

Now, the story of how this one squirrel rose from an anonymous street rodent to a world-famous animal influencer begins seven years ago, on a sunny spring day in midtown Manhattan.

Now, the story of how this one squirrel rose from an anonymous street rodent to a world-famous animal influencer begins seven years ago, on a sunny spring day in midtown Manhattan.

Now, the story of how this one squirrel rose from an anonymous street rodent to a world-famous animal influencer begins seven years ago, on a sunny spring day in midtown Manhattan.

Mark is a lifelong animal lover, doesn't want the squirrel to die, so he brings it home and starts trying to figure out how to nurse it back to health. The little guy seems to love peanuts at first, so that is what Mark names him. But pretty soon, Peanut reveals himself to be a pretty picky eater.

Mark is a lifelong animal lover, doesn't want the squirrel to die, so he brings it home and starts trying to figure out how to nurse it back to health. The little guy seems to love peanuts at first, so that is what Mark names him. But pretty soon, Peanut reveals himself to be a pretty picky eater.

Mark is a lifelong animal lover, doesn't want the squirrel to die, so he brings it home and starts trying to figure out how to nurse it back to health. The little guy seems to love peanuts at first, so that is what Mark names him. But pretty soon, Peanut reveals himself to be a pretty picky eater.

Mark decides to start an Instagram account for Peanut. He starts posting videos of Peanut wearing little costumes, like that cowboy hat or a miniature ranger's jersey.

Mark decides to start an Instagram account for Peanut. He starts posting videos of Peanut wearing little costumes, like that cowboy hat or a miniature ranger's jersey.

Mark decides to start an Instagram account for Peanut. He starts posting videos of Peanut wearing little costumes, like that cowboy hat or a miniature ranger's jersey.

When did you first get the sense you might have a viral social media star on your hands? It kind of just happened.

When did you first get the sense you might have a viral social media star on your hands? It kind of just happened.

When did you first get the sense you might have a viral social media star on your hands? It kind of just happened.