Pic's Peanut Butter

Pic's Peanut Butter is a New Zealand food brand established in Nelson in 2007 by Pic Picot. The business began on a small scale in a residential garage, where peanuts were roasted in a modified stainless-steel concrete mixer and then processed and packed for sale. Its early route to market included farmers' markets, after which the brand expanded into national supermarket distribution and subsequently into overseas markets. The company focuses primarily on peanut butter and related nut-based spreads. Its range includes smooth, crunchy, smoochy and no-added-salt varieties, serving household consumers as well as food-service customers. The brand's proposition is built around a locally founded New Zealand identity and a concentrated focus on peanut butter rather than a broad portfolio of unrelated grocery products. Pic's has also used limited and co-branded products to extend the category, including a peanut-and-chocolate spread created with Whittaker's in 2020. International development has included entry into China in 2015, followed by distribution through Chinese supermarkets two years later. These steps broadened the brand beyond its domestic supermarket base while retaining New Zealand provenance as part of its identity. Pic's has also incorporated te reo Māori into its packaging and marketing. In 2018 it introduced the label name “Pata Pīnati Kakukaku” during Māori Language Week. The label was reissued in 2025 in connection with the 50th anniversary of Te Wiki o te Reo Māori, with the product planned for nationwide supermarket availability during September and year-round online availability. Pic Picot received appointment as a Member of the New Zealand Order of Merit in the 2018 New Year Honours for services to business. In 2025, Melbourne-based food distributor Scalzo Food Industries acquired a 51.3% majority interest in Pic's Peanut Butter in a multimillion-dollar transaction. Picot retained a reported 42.4% stake and continued to be involved as a brand ambassador, while the remaining reported interest was held by Aimee McCammon, the company's chief executive and Picot's stepdaughter. As reported for 2025, Pic's held approximately 41% of New Zealand's peanut-butter market, making it the country's largest brand in the category. Reported annual sales were approximately NZ$40 million in the same period. The company remains an active New Zealand food manufacturer with domestic retail distribution, food-service activity and international sales.

Pic's Peanut Butter was founded in Nelson in 2007 by Pic Picot. The company started in a residential garage rather than a conventional industrial plant. Its early production process involved roasting peanuts in a modified stainless-steel concrete mixer, followed by processing and packaging the finished spread. The modest beginnings became part of the brand's origin story as the business moved from farmers' markets into formal retail distribution. The company subsequently secured national supermarket distribution in New Zealand and expanded its offering beyond a single basic peanut butter format. The reported range came to include smooth, crunchy, smoochy and no-added-salt varieties, with sales directed both to household shoppers and food-service customers. Pic's later pursued international growth, entering China in 2015 and reaching Chinese supermarkets two years afterward. The business therefore developed from a local-market food venture into a brand with overseas retail exposure while remaining centered on peanut butter and nut-based spreads. Pic's has periodically used partnerships and packaging initiatives to broaden its cultural and commercial relevance. In 2018, it introduced the Māori-language label “Pata Pīnati Kakukaku” during Māori Language Week. The label was brought back in 2025 for the 50th anniversary of Te Wiki o te Reo Māori. The company presented the initiative as support for the everyday use of te reo Māori through consumer goods, with the relabeled product available through New Zealand supermarkets during September 2025 and through the company's website on a year-round basis. In 2020, Pic's also worked with Whittaker's on a co-branded peanut-and-chocolate spread, linking two established New Zealand food brands in a category extension. Pic Picot's role in the company's history was recognized nationally when he was appointed a Member of the New Zealand Order of Merit in the 2018 New Year Honours for services to business. Picot later remained associated with the brand after a change in ownership. In 2025, Scalzo Food Industries, a Melbourne-based food distributor, acquired a reported 51.3% majority stake in a multimillion-dollar transaction. Picot retained a reported 42.4% share and continued as a brand ambassador, while the remaining reported shares were held by chief executive Aimee McCammon, identified as Picot's stepdaughter. By 2025, Pic's was reported to hold 41% of New Zealand's peanut-butter market, making it the country's leading brand in that category. Reported annual sales for the same period were NZ$40 million. The company remains active, with a domestic New Zealand base, international distribution and a product portfolio concentrated on peanut butter and nut-based spreads.

• 2025

  Scalzo Food Industries becomes majority owner

  [1]Pic's Peanut Butteren.wikipedia.org

  Scalzo Food Industries acquired a reported 51.3% stake in Pic's Peanut Butter, while Pic Picot retained a reported 42.4% interest.

• 2020

  Whittaker's co-branded spread released

  [1]Pic's Peanut Butteren.wikipedia.org

  Pic's and Whittaker's collaborated on a peanut-and-chocolate spread.

• 2018

  Māori-language label introduced

  [1]Pic's Peanut Butteren.wikipedia.org

  Pic's introduced the Pata Pīnati Kakukaku label during Māori Language Week.

• 2018

  Pic Picot appointed to the New Zealand Order of Merit

  [1]Pic's Peanut Butteren.wikipedia.org

  Pic Picot was appointed a Member of the New Zealand Order of Merit for services to business.

• 2017

  Distribution through Chinese supermarkets

  [1]Pic's Peanut Butteren.wikipedia.org

  The brand expanded its Chinese presence into Chinese supermarket distribution.

• 2015

  Expansion into China

  [1]Pic's Peanut Butteren.wikipedia.org

  Pic's products entered the Chinese market as part of the company's international expansion.

• 2007

  Company founded in Nelson

  [1]Pic's Peanut Butteren.wikipedia.org

  Pic Picot established Pic's Peanut Butter in Nelson, beginning production in a residential garage.

A focused New Zealand peanut-butter and nut-spread brand combining local manufacturing heritage, supermarket accessibility, food-service distribution and selected international expansion.

• Peanut butter

  Smooth Peanut Butter

  A smooth-textured peanut butter forming part of Pic's core retail range. It represents the brand's mainstream spread offering and is sold through retail channels in New Zealand and selected international markets.

• Peanut butter

  Crunchy Peanut Butter

  A peanut butter variety containing a crunchy texture, included among Pic's principal consumer formats. It is positioned as an alternative to the brand's smooth spread for household and food-service use.

• Peanut butter

  Smoochy Peanut Butter

  A named Pic's peanut butter variation within the brand's core range. The product extends the portfolio beyond the standard smooth and crunchy formats.

• Peanut butter

  No-Added-Salt Peanut Butter

  A peanut butter variety formulated without added salt. It gives the brand a product option for consumers seeking a simpler or lower-salt spread format.

• Co-branded nut spread · 2020

  Peanut and Chocolate Spread

  A co-branded spread developed with Whittaker's and released in 2020. The product combined Pic's peanut-butter expertise with Whittaker's chocolate identity.

• Māori-language peanut butter label · 2018

  Pata Pīnati Kakukaku

  A Māori-language label used for Pic's peanut butter. First introduced during Māori Language Week in 2018, it was reissued in 2025 for the 50th anniversary of Te Wiki o te Reo Māori.

• 202550th anniversary Te Wiki o te Reo Māori relaunch

  New Zealand

  Pic's reissued the Pata Pīnati Kakukaku label to coincide with the 50th anniversary of Te Wiki o te Reo Māori. The relabeled product was scheduled for nationwide supermarket availability during September and year-round online sales.

  Outcome. The company described the relaunch as support for everyday use of te reo Māori through consumer products.

  Source
• 2020Whittaker's co-branded spread partnership

  New Zealand

  Pic's partnered with Whittaker's to create a peanut-and-chocolate spread, combining the two New Zealand brands in a collaborative product launch.

  Source
• 2018Pata Pīnati Kakukaku Māori Language Week label

  New Zealand

  Pic's introduced a Māori-language peanut butter label during Māori Language Week, using the product as a vehicle for greater visibility of te reo Māori in everyday consumer settings.

  Outcome. The label was later revived in 2025, indicating that the initiative remained part of the brand's cultural positioning.

  Source

• 2025

  Accept majority investment from Scalzo Food IndustriesM&A

  Background

  Pic's Peanut Butter entered a multimillion-dollar transaction with Melbourne-based food distributor Scalzo Food Industries.

  Action taken

  Scalzo acquired a reported 51.3% stake. Pic Picot retained a reported 42.4% share and continued as brand ambassador, while the remaining reported interest was held by Aimee McCammon.

  Aftermath

  The transaction gave Scalzo majority ownership while preserving Picot's continuing association with the brand.

  Equity ownership. Scalzo Food Industries 51.3%; Pic Picot 42.4%; remaining shares held by Aimee McCammon (2025)

  Source

• 2020

  Launch co-branded peanut-and-chocolate spreadProduct launch

  Background

  Pic's sought to extend its nut-spread range through a partnership with Whittaker's.

  Action taken

  The companies released a co-branded peanut-and-chocolate spread.

  Source

1. 1Pic's Peanut Butteren.wikipedia.org