A thousand welcomes Peanut Butterer

Pic's over the years

The concrete mixer years, 2005 - 2007

When it all began, Pic set out to revolutionise the peanut butter market. With his concrete mixer turned peanut roaster, Pic made peanut butter that was a million times tastier than the stuff in supermarkets and without the weird stuff.

Pic roasting peanuts in his concrete mixer AKA peanut roaster

2005

Pic buys peanut butter - is disgusted - calls the company to question the added sugar?!
Pic gets to work, he buys peanuts and starts roasting them in a concrete mixer... kiwi ingenuity at its finest

2007

Pic sells his first jar of Really Good Peanut Butter at the Nelson Friday Farmer’s Market
Apple launches the first iPhone

We're not in the garage anymore, Pic, 2008 - 2010

After the people at the famous Nelson Saturday Market told Pic he can't keep making peanut butter in his garage, he set off to find somewhere to make more peanut butter than he had ever made before - 1,000 jars per week!

Pic's first factory AKA The Meatworks

2008

Got a little place in the Wakatu Estate
Pic meets developer and mentor, Bill Coman who is instrumental in all of Pic's factories going forwards
Pic leased his first forklift
Pic hires his first employee
Pic starts donating per returned jar to the Brook Sanctuary

2009

The great Roaster crash! Well worth the watch

Make some noise! 2010 - 2015

Pic's starts to get recognised all around NZ for doing some really good things, the awards are rolling in and the peanut butter keeps rolling out the door!

Time to open the doors to the peanut butter lovers!

The Great Toaster Tour

2010

Pic’s Peanut Butter wins Cuisine magazine's Artisan Food of the Year award

2011

FMCG Guru Stuart Macintosh appointed as Pic's General Manager
Moved into a new office and factory at 18 Elms Street, Stoke

2012

Pic gives first free factory tours
Pic wins the Wakatu Innovation Award for his peanut butter

2013

Pic launches refillable glass 1kg swap-a-jar system
Pic travels with the peanuts from Kingaroy to Nelson to get the full experience

2014

Pic embarks on the Great Toaster Tour
Another milestone: 1million jars have rolled through the Wakatu Estate factory
Expanded to another office and factory building at 15 Elms Street
Pic hired the Duke and Dutchess of Cambridge impersonators for a very Royal 15 Elms street opening day celebration
Pic's fill shelves at Coles in Australia
Pic's employ their first full-time Marketer - Nikki Neate

Nz's favourite peanut butter, 2015 - 2019

Making the best-loved Peanut Butter is the focus, but Pic's have their eyes on a couple more things... they're growing fast! Is it new markets abroad? More spreads?

Pic's lineup

2015

Pic’s annual staff culture review is launched
Pic's launch Almond and Cashew Butter specifically made for the non-peanut butter eaters
Pic’s first measures carbon footprint in partnership with EKOS and Catalyst
Pic’s become key cornerstone sponsor for Big Brothers Big Sisters
Pic’s Peanut Butter wins Nelson Tasman Chamber of Commerce Business Awards Supreme Award, EDA Large Business Award, and Chamber Innovation Award
Pic’s are recognised regionally and nationally as a fast-growing manufacturing business with sustained growth as part of Deloitte's Fast 50

2016

Pic’s are recognised regionally and nationally as a fast-growing manufacturing business with sustained growth as part of Deloitte's Fast 50
900 Australian Woolworths stores now stock Pic's Peanut Butter
Roasting Matilda our 15m peanut roasting oven arrives - some serious roasting is about to go down!

2017

Pic’s wins UK Great Taste Awards for Crunchy No Salt Peanut Butter, Smooth Peanut Butter, Smooth No Salt Peanut Butter, and Almond Butter.
Pic's team up with Lewis Road to make the best peanut butter ice cream
Pic’s are recognised regionally and nationally as a fast-growing manufacturing business with sustained growth as part of Deloitte's Fast 50
Pic's Peanut Butter fills Tesco shelves in the UK
Pic's hits supermarket shelves in China

2018

Pic's Peanut Butter Slugs get a facelift
Pic supports Hospice in Dancing for a Cause and puts on a show!
Pic's secure smooth peanut butter into a super-strong 1-kilo tub
Pic's welcome Boysenberry Jelly to the family
Pic’s wins a Healthy Food Guide award for our great tasting peanut butter
Pic’s launches Te Reo label, with 50 cents per jar returned donated to Kōhanga Reo
Pic’s wins the Orangutan Alliance Award for palm oil-free nut butters and Pic’s work in the local community
Pic’s begins a partnership with The Cookie Project, a social enterprise that employs Kiwis with disabilities to make cookies
Pic’s are recognised regionally and nationally as a fast-growing manufacturing business with sustained growth as part of Deloitte's Fast 50

The Pic's family are all together in one big place, 2019...

2019 was a huge year for Pic's Peanut Butter Makers, after being spread out across four locations in Stoke, they finally came together in one really big building, Peanut Butter World. Bespoke built for peanut butter making, peanut butter tours, peanut butter lovers, and of course, the Peanut Butter Makers.

Peanut Butter World - opening day

2019

Peanut Butter World opens its doors to the public, giving free tours to 37,000 peanut butter lovers in the first year alone
Pic’s are recognised regionally and nationally as a fast-growing manufacturing business with sustained growth as part of Deloitte's Fast 50
Pic wins Nelson Tasman Chamber of Commerce Business Person of the Year award
Healthy Thriving Workplaces workshops begin in partnership with Hemisphere Health
Pic's Peanut Butter World wins gold Qualmark award for sustainability in tourism
Pic’s measures water and waste usage and creates a reduction plan
Nelson wins sunshine crown 6 years running with the most sunshine hours

2020

The Pic's team grows to more than 50 people!
Pic's donates a full day taking from the shop and online to the Rural Fire Brigades Association in Queensland in support of the bush fires (biggest sales day in Peanut Butter World history!)
Pic's launch honey in rata and clover!
Pic's Peanut Butter World gets a MYO (make your own) Peanut Butter Bike
Pic launches charitable trust ‘The Food Factory’ – a purpose-built launchpad for budding food businesses
Pic’s gains zero carbon and climate positive status
Pic’s join Business for Climate Action alongside Chia Sisters
$150k and 8,500 jars of Peanut Butter donated to local charities and community projects
Pic's are finalists in the New Zealand Food Awards Dream Team category

2021

Pic’s successfully reduce water by 17.5% and waste by 34% per jar by March 2021 compared with the year prior. Read more about Really Good things in our Really Good Report here.
Pic's launch Peanut & Chocolate Butter - together with Whittaker's
Whittaker’s launches a limited edition PB&J Sandwich Chocolate – half Pic’s Smooth Peanut Butter & half Pic’s Boysenberry Jelly in Whittaker’s Creamy Milk Chocolate
Pic's collaborated with MPI (Ministry for Primary Industries) with peanut trials in Northland
Pic's Peanut & Chocolate Butter wins Silver at the Outstanding NZ Food Producer Awards
Pic writes a book about his life - Adventures in Sailing, Business, and Love - own it?!
Pic goes on tour with his book, a poet, Fido, and a whole bunch of peanut butter
The Really Good Big Brothers Big Sisters label launched! 50c per jar sold was donated to the organisation, to a final total of $50,000
The team attend the Auckland Food Show accompanied by Big Brothers Big Sisters to talk Peanut Butter and charity
Pic's Peanut & Chocolate Butter is a FINALIST in the NZ Food Awards 2021
Pic's Peanut Butter WINS the Long Term Marketing Excellence Award at the NZ Marketing Awards 2021
Pic's NZ Homegrown Peanut Butter Trademe auction closed with a final bid of $3,150! With all of it going directly to Big Brothers Big Sisters, Pic decided to top it up to $4,000
We revamped the wee Almond Butter and launched the magnificent and kinda fancy Double Crunch Almond Butter!
Cashew Butter was removed from the really good lineup after we did a voluntary audit of the supply chain
We sadly said our farewells to Boysenberry Jelly
We launched the Best Peanut Butter in the Galaxy limited ed. label - they glow in the dark!

2022

Pic’s Big Mix in collaboration with Vogel’s joins Pic’s really good line-up. Smooth peanut butter mixed with the same seeds that Vogel’s swear by. Even got the approval of their master bakers.
New World’s Kaikoura bakery wins a nationwide competition to create the best Hot Cross Bun. This gooey caramel bun made with Pic’s Smooth Peanut Butter was sold throughout the country in the lead-up to Easter - and we can confirm, that it was delish!
Pic Picot WINS the Trailblazer award Naturally Good Expo Trailblazer Awards
Pic's become B-Corp certified
Pic's and Friends launch their very first Really Good Recipe Book! With Penguin. You can find it in all good book stores and on our shop

2023

Aimee McCammon, long-time board member and advertising executive (and Pic's step-daughter!) is appointed CEO.