Pic's Peanut Butter

Pic’s Peanut Butter is a premium peanut butter brand from New Zealand, distinguished by its use of high-quality Hi-Oleic peanuts. These peanuts are carefully roasted to achieve a rich, aromatic depth before being ground without the addition of sugar, palm oil, or preservatives. The result is a truly natural flavor that is both wholesome and beneficial to health.

 

What Are Hi-Oleic Peanuts?

Hi-Oleic peanuts are specially developed to contain higher levels of monounsaturated fatty acids, particularly oleic acid, compared to conventional peanut varieties. Oleic acid is known for its health benefits, including helping to reduce LDL (bad) cholesterol and supporting overall lipid balance in the body. In addition, Hi-Oleic peanuts are highly resistant to oxidation, allowing them to last approximately 10–15 times longer than regular peanuts and significantly reducing the risk of rancidity.

 

The Founder and the Turning Point

Pic’s Peanut Butter was founded by Pic Picot, a New Zealander who had loved the taste of peanut butter since childhood. The turning point came when he purchased a jar of peanut butter from a supermarket and realized the flavor had changed from what he remembered. Upon carefully examining the label, he discovered that sugar had been added to reduce production costs and enhance sweetness.

For Pic, true peanut butter should not taste sweet. His dissatisfaction with industrial food standards inspired him to start making peanut butter himself.

 

From Farmers’ Market to Growing Demand

After sharing his homemade peanut butter with friends and receiving enthusiastic feedback, Pic began selling it at the Nelson Farmers’ Market in late 2007. To his surprise, his peanut butter sold out quickly. Customers were impressed by the rich aroma of freshly roasted peanuts and the distinct texture, unlike anything commonly found on supermarket shelves.

 

A Garage Startup with a Clear Philosophy

Pic started his small business in his garage in Nelson, using simple yet effective tools. He repurposed a stainless-steel cement mixer as a peanut roaster and used a small tabletop grinder. At a time when many peanut butter brands added sugar, palm oil, or other additives to extend shelf life and reduce costs, Pic chose a different path. He remained committed to purity of ingredients and honesty in flavor.

His guiding philosophy was simple: “Peanut butter should be made mostly from peanuts.” His recipe contains more than 99% peanuts, with only a small amount of salt added.

 

First Supermarket Placement and Rapid Growth

In 2008, his small venture began to grow rapidly. He successfully placed his first 48 jars on the shelves of a local supermarket. Following the launch, the popularity of Pic’s Peanut Butter continued to rise as consumers clearly recognized the difference in both taste and quality. The peanut butter offered a rich, robust texture, a fragrant aroma of freshly roasted peanuts, and none of the excessive sweetness typical of mass-produced brands.

 

Production Philosophy: Simplicity and Transparency

Pic’s production philosophy remains rooted in simplicity and transparency, guided by the principle of “adding only what is necessary.” There is no palm oil, no added sugar, and no preservatives. The peanut roasting process is carefully controlled to maintain consistent aroma, color, and flavor in every batch.

Within just one year, Pic’s Peanut Butter was available in more than 50 stores across New Zealand. This growth was largely driven by word-of-mouth recommendations from consumers seeking simple, unprocessed foods that preserve authentic natural flavor.

 

Responsible Sourcing and Hi-Oleic Peanuts from Australia

Although New Zealand is not a major peanut-producing country, Pic places great importance on sourcing. The company selects high-quality peanuts from regions renowned for peanut cultivation, such as Australia, and occasionally from other countries with recognized production standards.

Pic primarily uses Hi-Oleic peanuts sourced from Kingaroy, Queensland, Australia—a variety known for its exceptional health benefits. These peanuts contain up to 80% monounsaturated fats, a level comparable to olive oil. This composition helps reduce bad cholesterol, offers excellent oxidative stability, resists rancidity, and delivers a firmer, crunchier texture than conventional peanut varieties.

Ingredient sourcing is guided by strict standards of quality, safety, and sustainability. The company builds long-term relationships with growers and considers environmental impact throughout the supply chain.

 

Sustainable Packaging and Environmental Commitment

In terms of packaging, Pic’s Peanut Butter primarily uses glass jars, which are recyclable and help reduce unnecessary plastic use. This choice reflects the brand’s commitment to responsible consumption and environmentally conscious business practices.

 

Pic’s Peanut Butter World – A Modern Production and Visitor Center

As demand grew rapidly, the original factory could no longer keep up with production. In 2019, Pic opened Pic’s Peanut Butter World in Nelson—one of New Zealand’s most modern production and educational facilities.

This site is not only capable of producing more than 25,000 jars per day but also serves as a visitor attraction. Guests can observe the entire process, from roasting and grinding to bottling. There is even a hands-on area where children can try making their own peanut butter. This openness reflects the brand’s transparency—there are no secrets hidden in its ingredients.

 

International Recognition and Great Taste Award

Pic’s Peanut Butter has earned recognition not only among general consumers but also from international food institutions. In 2016, the brand received a 1-Star Great Taste Award in the United Kingdom, often referred to as the “Oscars of the food world.”

The award is determined through a rigorous blind tasting process conducted by more than 500 expert judges, ensuring impartial and stringent evaluation of product quality, flavor, and standards.

 

Brand Identity and Global Market Leadership

Another key factor behind the success of Pic’s Peanut Butter is its approachable and genuine brand identity. Pic Picot frequently appears in promotional materials with his signature hat and warm smile, embodying simplicity and authenticity. This image reflects a family-grown business built on dedication and sincerity, rather than a large corporation driven solely by marketing strategies.

Today, Pic’s Peanut Butter is exported to numerous countries worldwide, including Australia, the United Kingdom, the United States, China, Hong Kong, Singapore, Malaysia, and Thailand. In New Zealand, the brand holds a 41% market share (as of 2025), making Pic’s Peanut Butter the number one peanut butter brand in its home country.