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HomeTHE HOTTEST TOPICSGem Retail Hotlist 2019Gem Retail Hotlist: Nothing nutty about Pic’s Peanut Butter World

Gem Retail Hotlist: Nothing nutty about Pic’s Peanut Butter World

Pic’s Peanut Butter World was the winner of the ‘Hottest fit-out’ award at the Gem Retail Hotlist this year. We found out more about its fabulous fit-out.

Pic’s Peanut Butter World is a 3500 square-metre monument to a single product: peanut butter. And to Pic’s customers, that makes complete sense, right down to the four-metre jar standing out front. 

Designed by Nelson architects Jerram Tocker Barron and built by Coman Construction, Pic’s Peanut Butter World opened in February 2019. It was designed and constructed in three phases, following a loose master plan developed in 2016.

The result is a whimsical Willy Wonka style space with an industrial ambience that architect Simon Hall describes as “the factory in Charlie and the Chocolate Factory but with peanut butter”.

Not only is it a working peanut butter factory, it houses Pic’s Peanut Butter’s headquarters. It’s been purpose-built to allow Pic’s passionate customer base to enjoy a visit: a generous 500 square metre foyer features a public café run by Nelson coffee company Pomeroy’s, and a retail store where merchandise and product can be purchased. 

Pomeroy’s has created a special Pic’s coffee blend to serve at the café, 

“Pomeroy’s Coffee is excited to be opening PC Eatery in this amazing building,” says Pomeroy’s owner Hayden Thompson. “We will be showcasing produce and products from the region throughout the menu. We have also created a special Pic’s coffee blend that will be served.” 

A striking spiral staircase leads up to a mezzanine where visitors can overlook the factory. Visitors can also view Pic’s Peanut Butter being made from specially-constructed viewing platforms, meet the staff, learn more about owner Pic Picot’s journey, and experiment with making their own peanut butter.

Picot founded the business from his garage in 2007, roasting peanuts in a concrete mixer and selling the result at the weekly Nelson farmer’s market. By 2009, the product was available in supermarkets nationwide, expanding to supermarkets in Australia by 2016. 

Today Pic’s Peanut Butter is sold in China, Southeast Asia, the UK and America, and the product range has expanded to include single-serve ‘slugs’, boysenberry jelly, peanut oil, cashew butter and almond butter.

“This is place where our consumers and producers come together,” says Picot. “By building connections between us, our customers, and the jars in their cupboards I feel we connect with our customers’ friends… and their friends’ friends… until one day their friends’ friends’ friend will turn up here, feeling they’ve come home.”

This story originally appeared in NZ Retail issue 764 October/November 2019.

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