The newly-opened Pic’s Peanut Butter World in the Nelson suburb of Stoke is a grand hall filled with everything an utter peanut butter nutter could wish for. Home to the largest peanut butter jar in the world, it’s a place where peanut butter isn’t just a sandwich filling, but the subject of rapturous enthusiasm.
The 3500 square metre building is a working peanut butter factory, and also houses Pic’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 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.
“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.”
“Pic has an infectious enthusiasm for architecture and all things different and playful,” says Jerram Tocker Barron Architects’ Simon Hall. “Working with Pic to create his dream factory has been a fantastic process and it’s an exciting building for Nelson Tasman. Pic's Peanut Butter World is designed to capture the imagination and celebrate all things whimsical. It can be likened to the factory in ‘Charlie and the Chocolate Factory’, but with peanut butter.”