Dobro jutro 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


  • 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


  • 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


  • 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


  • 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


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


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


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


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


  • 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


  • 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


  • 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! 


  • 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


  • 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


  • 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 


  • 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


  • 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! 


  • 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


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