Pic’s Peanut Butter

Owner Bruce ‘Pic’ Picot bought a jar of peanut butter in 2007, took it home, made some toast and took a big bite. Disgusted with the amount of sugar he found, he bought a few kilos of peanuts and made his own. Today, his creation Pic’s Peanut Butter is the country’s best-selling peanut butter.

What is your company background, how did you start the business?

“I started making my own peanut butter when I got frustrated by not being able to find any at the supermarket without added sugar and other nasties. People seemed to like my homemade peanut butter, so I started selling it at the Nelson Market. That was in 2007. Since then people who’ve loved our peanut butter have spread the word, and we’re now New Zealand’s best-selling peanut butter.”

What are the current product range and variants and how do these products stand out in the market?

“We sell peanut butter with or without a small amount of salt, either crunchy or smooth and in a variety of sizes. Last year we also launched smooth peanut butter in a Slug, which is fantastic for eating on the move and has been really popular. We also now sell almond butter, cashew butter and peanut oil which are all great for cooking and, in the case of the nut butter, scooping straight out of the jar and eating while the kids are otherwise occupied.

All our products are gluten-free and have a five star Health Star rating. We use the best peanuts in the world, which just happen to come from Kingaroy in Queensland.”

Has there been any recent company news?

“We recently opened a second factory in Nelson to handle increased demand for our products. This was really neat because it meant we could employ more local people, and it doubled our production capacity. We’re about to launch peanut butter in a series of commemorative drinking glasses.”

What are the plans for the business moving forward, is there any expansion on the horizon?

“We are constantly increasing our capacity, and our intention is to become a world-recognised premium peanut butter brand.”

Where are your products currently available to buy, and are you looking at or wanting to expand your availability? If so, where would you like to see the product situated?

“Our products are available in supermarkets around New Zealand and Australia. We also have outlets in Hong Kong, China, Malaysia, Thailand, Japan, Singapore, the UK and the US, and we ship to mail order customers all over the world.”Pic Nov 14 (1)

Picture by Tim Cuff - 5 July 2015 - Cycle trip from Mapua to Richmond on the Great Taste Trail: tour of Pic's Peanut Butter factory, Stoke, Nelson, New Zealand

Picture by Tim Cuff – 5 July 2015 – Cycle trip from Mapua to Richmond on the Great Taste Trail: tour of Pic’s Peanut Butter factory, Stoke, Nelson, New Zealand