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Behind the Scenes – Pic’s HQ

September 22, 2018 By Dane McGregor 70 Comments

It quickly became evident that Pic’s Peanut Butter has grown to be a very popular household name, sought after in supermarkets and winning hearts across the country. So on a recent trip down south to sunny Nelson, I really wanted to take a visit to Pic’s HQ and learn a little more about this growing peanut butter star. Don’t forget to read right to the bottom to check out an awesome giveaway too.

From humble roots with not much more than a garage, a concrete mixer and the added frustration of current peanut butters on the market at the time, Mr Pic himself found his calling. Roasting his peanuts inside a concrete mixer saw the birth of Pic’s Peanut Butter, which was then sold and quickly snapped up at local Farmers Markets. A little later on, and after plenty of local encouragement, this budding business expanded in to an empty abattoir in Wakatu with production increasing from 40 jars a week to 1000.

Pic’s now have several locations and factories within the Stoke area, some used for offices, others for production and storage, along with their new Pic’s World currently under construction, but kicking off production shortly. With the increased work space, Pic’s can now produce 100,000 jars of peanut butter each week (with the capacity to producing up to 20,000-30,000 jars per day), to be shipped across New Zealand and roughly 44% of this is sent overseas, however this has been and will continue to grow.

Tours for small groups can also be arranged to take a better look through the Pic’s factory, learn a bit more about the business and even have the chance to grind your own fresh peanut butter.

Pic’s can go through 8 tonne of peanuts a day to create their delicious blends, made of 99.5% Australian sourced hi-oleic peanuts (from a town called Kingaroy) and 0.5% salt. The range include Crunchy and Smooth in an assortment of sizes, Almond Butter, Cashew Butter, Peanut Oil and their latest edition, Boysenberry Jelly (soon to hit shelves). The possibilities could be endless for Pic’s as they continue their breakfast domination.

Readers’ Questions

Has Pic’s considered making a choc/hazelnut butter or any other chocolate fusion spreads?
One of our big time Picsters once said to me “would you add sugar to Unicorn Dust? No, of course you wouldn’t! And that’s why you shouldn’t add anything to your PB”. It’s kind of along the same lines as to why Pic started making PB in the first place – to remove everything that people had spent years adding into it. We like to think that it’s the perfect base ingredient for adding whatever you like. Sweet or savoury.
I’m a massive fan of chocolate and as much as I would love a choc PB, I don’t think we will ever be able to convince our Chief PB maker to create one. So what we chocolate lovers do, is make it ourselves. I melt chocolate (dark ghana is my fave) with a tsp of coconut oil and then stir it into my PB – ta da, easy and so delicious!

What large sizes can I find in stores to curb my peanut butter craves, or can we order even bigger containers?
We have a kilo tub available in all supermarket stores – smooth is a bit trickier to find as not everyone stocks it. We also produce a 2.3 kilo and a 5 kilo for trade. You can pick these up from our factory shop here in Nelson or in stores such as Trents or Gilmours.

What temperature are the peanuts roasted at and for how long, to get there perfect flavour and colour?
150-160 degrees for 18-24 minutes. This varies based on the size of the peanut and the season – some are slightly drier or oilier than others. The Chief roaster measures and tests this to ensure we get the roast and flavour absolutely spot on everytime.

How many peanuts go into a jar of crunchy and smooth peanut butter?
988 halves (without nibs or skins).

What would be Pic’s favourite baking recipe using Peanut Butter? Pic is all about crunchy peanut butter on toast. But recently he’s been quite the fan of adding his boysenberry jelly as a topping. Another of his fave snacks is peanut butter on dates.


Giveaway! – Closed

If you’re a peanut butter lover, I have 2 x 1kg jars of Crunchy Peanut Butter to give away! One for a lucky reader here, as well as another on Facebook thanks to Pic’s. Don’t forget to make the most of both chances to win!

To enter:

  1. Leave a comment below with your favourite use for Peanut Butter.
  2. For a second chance to win, jump on over to Baker Gatherer on Facebook for more details.

Two individual winners will be chosen at random and notified here and on Facebook by 6th of October. Open to New Zealand residents only.

Good luck!


Winners Announced

Thanks to all those who entered by sharing their favourite uses for peanut butter in the comments. There were plenty of delicious and ingenious ideas, thank you!

Congratulations to the winners below:
Roxana Davies
via Facebook
Libby Sutherland here on the website

Could the winners please email me with their postal details and I’ll get their peanut butter sent out ASAP. Thanks again for entering.

dane@bakergatherer.com

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Filed Under: Food, Giveaway, Travel

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Reader Interactions

Comments

  1. Philippa Fox

    September 22, 2018 at 3:38 am

    Peanut butter chocolate Oreo cupcakes! 🥜🍫

    Reply
  2. Karen Mabey

    September 22, 2018 at 3:45 am

    I love peanut butter on toast & I also love it on celery 😁

    Reply
  3. Jessica Mondia

    September 22, 2018 at 3:46 am

    Peanut butter on toast is a perfection!

    Reply
  4. Rachael Allen

    September 22, 2018 at 3:47 am

    Bang Bang peanut butter sauce is yum 😊

    Reply
  5. Tara Evans

    September 22, 2018 at 3:50 am

    On celery or fresh bread mmmmm

    Reply
  6. Kathryn

    September 22, 2018 at 3:54 am

    Love it straight off the spoon but also use it for my peanut butter chocolate cups

    Reply
  7. rodney stone

    September 22, 2018 at 3:58 am

    There’s nothing as good as Peanut Butter on freshly made toast

    Reply
  8. Nalda Williams

    September 22, 2018 at 3:59 am

    Love Peanut Butter Muffins

    Reply
  9. Jodie Tilson

    September 22, 2018 at 4:03 am

    Add to my favourite homemade milkshake for next level taste sensation!!

    Reply
  10. Tracy Walsh

    September 22, 2018 at 4:04 am

    I love peanut butter and banana on toast!! 😋

    Reply
  11. Niki Brimblecombe

    September 22, 2018 at 4:11 am

    On rye bread with cheese and marmite mmmm 😋

    Reply
  12. Wendy Harris

    September 22, 2018 at 4:12 am

    Pic’s peanut butter on carrot for morning tea.

    Reply
  13. Jason

    September 22, 2018 at 4:17 am

    Love peanut butter and honey on toast. Has to be hot toast.

    Reply
  14. Abby

    September 22, 2018 at 4:36 am

    Love your peanut butter on toasted Vogel’s 🤤

    Reply
  15. Ambure Giborees

    September 22, 2018 at 5:01 am

    Best on thick toast bread:)

    Reply
  16. Pauline Baad

    September 22, 2018 at 6:05 am

    I love peanut butter on Paleo toast topped with sliced banana 🍌

    Reply
  17. Gemma

    September 22, 2018 at 7:21 am

    I adore your page and pics peanut butter. I love to eat my crunchy pb on vogels thin toast in the morning and then smooth pb by the spoon from the jar at work as needed. Pb cupcakes are amazing too!

    Reply
  18. Lucy

    September 22, 2018 at 7:46 am

    Just on toast with lots of butter 🙂

    Reply
  19. Claire

    September 22, 2018 at 7:59 am

    peanut Butter Brownie Truffle Bars
    It’s a no bake recipe that will knock your socks off ! It’s truly amazing and so easy to make .

    Reply
  20. Tui Amohanga

    September 22, 2018 at 8:54 am

    I love eating my Peanut Butter on Crumpets

    Reply
  21. Tamara

    September 22, 2018 at 9:03 am

    Peanut butter spread onto a warm french stick is heaven to me. I love the idea mentioned in the q&a above regarding choc/peanut butter, I’m going to try melting chocolate and mixing it with Pic’s for my snack later!

    Reply
  22. MichelleH

    September 22, 2018 at 10:09 am

    I love it on toast and it’s tastes great any time of the day! You can’t beat it!

    Reply
  23. Megan Wilton

    September 22, 2018 at 10:31 am

    I go through so much peanut butter using it in my smoothies and also in peanut butter choc chunk cookies!

    Reply
  24. Rachelle

    September 22, 2018 at 11:59 am

    I love crunchy PB on crumpets yummm 😋 and on toast with sliced Avocados, Pb spreads better without butter!

    Reply
  25. Natalie

    September 22, 2018 at 3:58 pm

    Straight out of the jar! If I’m feeling fancy I’ll use celery instead of a spoon 😀

    Reply
  26. Carole

    September 22, 2018 at 7:18 pm

    Love it on soft new bread or toast and in baking

    Reply
  27. Sarah

    September 22, 2018 at 9:20 pm

    I love peanut butter on top of porriage!

    Reply
  28. Yoka Kogelman

    September 23, 2018 at 9:27 am

    I love peanut butter on toast with banana.

    Reply
  29. Ingrid Baas

    September 23, 2018 at 10:29 am

    Straight from the jar!

    Reply
  30. Lynda nguyen

    September 23, 2018 at 6:31 pm

    I make a mean peanut butter mousse!!

    Reply
  31. felicity smith

    September 23, 2018 at 9:46 pm

    love it on hot toast

    Reply
  32. Aimee Gibson

    September 25, 2018 at 5:06 am

    Mmm peanut butter and apple

    Reply
  33. Li Kee

    September 25, 2018 at 9:55 am

    Love peanut butter on toast. Otherwise, just straight out of the jar!

    Reply
  34. Heidi

    September 25, 2018 at 11:10 pm

    Love to use in cooking satays, kids just love As is on toast.

    Reply
  35. Katelyn

    September 26, 2018 at 8:19 am

    Crunchy peanut butter on toast <3

    Reply
  36. Morgan

    September 26, 2018 at 8:30 am

    Love to have peanut butter on toast but also with a stick of celery!

    Reply
  37. Nartarsha

    September 26, 2018 at 6:50 pm

    In our house Pics is used in a very wide variety of ways bug the most popular is on celery and cucumber slices. Delicious!

    Reply
  38. Emma van Niekerk

    September 27, 2018 at 4:32 am

    On French Toast! I slather Pics Peanut Butter on two slices of bread, dunk the bread in a bowl of whisked eggs and let them soak for a couple minutes…. then slap them into a preheated frying pan until cooked. Best. creation. ever.

    Reply
  39. Cherie Jackson

    September 27, 2018 at 5:06 am

    I like it on toast 🙂

    Reply
  40. Nikki

    September 27, 2018 at 6:38 am

    Love it swirled through my dark chocolate brownie 😍

    Reply
  41. Brittany

    September 29, 2018 at 7:14 am

    peanut butter cups with 72% dark Ghana! 😍😍😍

    Reply
  42. Eddy Gies

    September 29, 2018 at 7:24 am

    LOVE PIC’S straight from the container or SUPER THICK on super toast bread!! Hmmm can’t beat the taste of Pic’s!! it rocks for peanut butter world!!

    Reply
  43. Jenny Zindel

    September 29, 2018 at 8:03 am

    I love making 3 ingredient peanut butter cookies!

    Reply
  44. Joanne Maitland

    September 29, 2018 at 8:05 am

    I love a mashed banana on top of a thick layer of Pic’s Peanut Butter on toast – Perfect!

    Reply
  45. Deborah Wood

    September 29, 2018 at 8:24 am

    I like making Satay Sauce at home with a good quality crunchy Peanut Butter, such as Pics ! It is also rather nice in Bliss Balls, with shredded coconut, dried banana, and maple syrup x

    Reply
  46. Trent F

    September 29, 2018 at 9:00 am

    Peanut butter cookies!

    Reply
  47. Libby

    September 29, 2018 at 8:04 pm

    Omg so many ways but love peanut butter cups or just eating it straight from the jar

    Reply
  48. AJ

    September 29, 2018 at 9:19 pm

    Peanut butter on hot toast, why mess with perfection

    Reply
  49. Rebekah Taylor

    September 30, 2018 at 2:17 am

    PB with banana and dates on wholegrain toast yummy

    Reply
  50. debbie

    September 30, 2018 at 2:17 am

    Ants on a log or really celery peantu butter with sultanas on top crunchy nnutty and yummy 🙂

    Reply
  51. Amy krissansen

    September 30, 2018 at 2:28 am

    I love it on toast and sometimes i use it as a dip for apple slices

    Reply
  52. Leanne Le sueur

    September 30, 2018 at 2:32 am

    I love Peanut Butter so so much!!! My favourite way is from the jar haha but I use it so many ways. In my healthy paleo treats with no refined sugar 😍😍😍

    Reply
  53. Hannah

    September 30, 2018 at 2:38 am

    Triple choc chip cookies with peanut butter. YUM

    Reply
  54. rodney stone

    September 30, 2018 at 2:41 am

    I enjoy it on toast and i also add it to my savoury scone recipe

    Reply
  55. Angela

    September 30, 2018 at 2:54 am

    I like it straight from the jar, I’ve got no time for toasting bread. When a pics peanut butter craving hits… it HITS

    Reply
  56. N

    September 30, 2018 at 3:30 am

    With a spoon straight from jar and crunchy pics and I make it fancy by using long handled tea spoon . it also tastes pretty great from the jar but using the new Griffen’s gingernut fingers as the spoon drooling

    Reply
  57. Nikki Bessette Pask

    September 30, 2018 at 3:38 am

    I Love it with apple or crackers for that mid morning snack. A jar is always in my bottom drawer and I am pretty aware of “others” at work who enjoy that jar too in my absence (like the General Manager!) Love to share, it’s good for us and fills the nutty need of energy when the energy starts getting low.

    Reply
  58. Lesley Burns

    September 30, 2018 at 4:44 am

    Peanut butter is awesome with apple slices and make a great afternoon snack.Perfect to give me an energy.My son from EU missed it so much that I sent him some recently and he packs it in his bags when he visits

    Reply
  59. Suzannah Newton

    September 30, 2018 at 4:45 am

    I love to make spicy satay sauce to eat with homemade roti breads or free range chicken skewers.

    Reply
  60. nicole coyne

    September 30, 2018 at 4:48 am

    peanut butter on everything! I love it so much top 2 are on sour cream rice thins or in a smoothie with spinich, banana, protein powder and a pinch of salt drool

    Reply
  61. Craig Kilpatrick

    September 30, 2018 at 5:02 am

    My Wifey and I Love it on Toast and also making Peanut sauces on some of our Chicken dishes

    Reply
  62. Caitlin Robertson

    September 30, 2018 at 5:46 am

    I use Pic’s to dip my chocolate into!

    Reply
  63. Andrew

    September 30, 2018 at 7:11 am

    Incredible doing new Zealand well

    Reply
  64. Karin Klenner

    September 30, 2018 at 7:20 am

    I grab 2 squares of 90% lindy a put a big blob pics pb in the middle – so good! I also eat it with cornthins on the daily…. Or just spoon it straight from the jar…

    Reply
  65. David

    September 30, 2018 at 8:13 am

    PB Choc Chip Biscuits. So nutty crunchy with a pb chocolaty taste.

    Reply
  66. Avril Mcintyre

    September 30, 2018 at 8:52 am

    On toast with strawberry jam

    Reply
  67. Cherie

    September 30, 2018 at 9:51 am

    Love it on hot buttered vogels toast every morning

    Reply
  68. Vicki Olsen

    October 1, 2018 at 4:55 am

    Nice with a salad sandwich

    Reply
  69. Ange Dacombe

    October 5, 2018 at 3:58 am

    On toast yum yum !

    Reply
  70. Kelly

    December 23, 2018 at 8:05 am

    Just made a trifle and put the pics jelly between the sponge cakes, SO GOOD. I would love to see a kiwified version of trifle on here 😉 the recipes are awesome I’m making ambrosia and pavlova cheesecakes for my 2 Christmases!

    Reply

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