Latest / The SME Stream / Aimee McCammon: Pic's Peanut Butter CEO on the company reaching 41% market share in NZ

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Aimee McCammon: Pic's Peanut Butter CEO on the company reaching 41% market share in NZ · The SME Stream

• 0:00
  Speaker 1: Here's a good example of a New Zealand story going gangbusters. Picks,
• 0:03
  Speaker 1: as in peanut butter these days, has a forty one
• 0:05
  Speaker 1: percent share of the domestic market and they're forecasting another
• 0:08
  Speaker 1: twenty percent growth this year on top of the twenty
• 0:10
  Speaker 1: percent last year. So what's going on here? Amy mccannon
• 0:12
  Speaker 1: as the chief executive of Picks, and she's well, it's
• 0:14
  Speaker 1: Amy morning Koler.
• 0:16
  Speaker 2: Mike, good morning.
• 0:18
  Speaker 1: Now you're at a dollar I've done the research. Heyes,
• 0:20
  Speaker 1: so don't mess with me. Amy. At the supermarket, you're
• 0:23
  Speaker 1: a dollar ninety one for one hundred grams. Fixing FOG's
• 0:26
  Speaker 1: a dollar fifty seven, and PAMs is at seventy two.
• 0:29
  Speaker 1: So you prove that if it's quality, people will buy quality.
• 0:33
  Speaker 1: Is that fair?
• 0:35
  Speaker 2: Mike? You are on it this morning. You've had your
• 0:36
  Speaker 2: peanut butter on toast, because you are exactly right. We're
• 0:39
  Speaker 2: just picked to the quality game and Keywis can taste
• 0:43
  Speaker 2: it and they're happy to be eating it and paying
• 0:46
  Speaker 2: for it.
• 0:46
  Speaker 1: And what's unusual though, it's there's always a group of
• 0:49
  Speaker 1: people who will pay for quality. But a forty one
• 0:51
  Speaker 1: percent share of the market is massive, So what does
• 0:55
  Speaker 1: that tell.
• 0:56
  Speaker 2: You it's incredible because we started back in two thousand
• 1:01
  Speaker 2: and seven, two thousand and eight, and Pack is most
• 1:04
  Speaker 2: stepdad and when he started, he was literally just selling
• 1:07
  Speaker 2: at market around the country. He'd got all the old
• 1:10
  Speaker 2: hippie mates out around there selling peanut butter ten dollars
• 1:14
  Speaker 2: a jar. We were getting there and in the supermarket
• 1:17
  Speaker 2: the stuff you could get was probably four dollars a jar,
• 1:19
  Speaker 2: but it was full of sugar and a multifier. And
• 1:23
  Speaker 2: it just grew. People loved really good quality food and
• 1:27
  Speaker 2: they loved the enthusiasm that pick soeld it with. So
• 1:30
  Speaker 2: we were actually the first natural peanut butter back in
• 1:33
  Speaker 2: the New Zealand market.
• 1:34
  Speaker 1: Then is the sector growing, I mean the spread market
• 1:37
  Speaker 1: growing of people into the stuff.
• 1:40
  Speaker 2: It is growing. People are still super into healthy foods,
• 1:44
  Speaker 2: you know, people are still looking for good, healthy food
• 1:48
  Speaker 2: that you know is good to feed their families. And
• 1:51
  Speaker 2: so it does, it keeps growing and people, you know,
• 1:55
  Speaker 2: people are going to spend a little more on the
• 1:58
  Speaker 2: better stuff because it's a really tough year, right everyone
• 2:02
  Speaker 2: knows it's tough going to the supermarket. But it does
• 2:05
  Speaker 2: show that consumers will pay more for the good stuff.
• 2:08
  Speaker 1: They are affordable luxuries, aren't they. Amy, nice to talk
• 2:10
  Speaker 1: to you. Appreciate it and congratulations on all your success
• 2:12
  Speaker 1: and I hope you get your twenty cent growth this year.
• 2:14
  Speaker 1: Amy McCammon picks Peanut Butter, Chief Executive. Seems remarkable that
• 2:19
  Speaker 1: the media you're obsessed so long and so hard last
• 2:21
  Speaker 1: year about the price of butter and how nobody could
• 2:24
  Speaker 1: afford it in it while we were doing that, we're
• 2:28
  Speaker 1: out there buying picks peanut butter, seemingly at a price
• 2:32
  Speaker 1: we can't afford.
• 2:33
  Speaker 3: You don't need butter. If you put peanut butter.
• 2:36
  Speaker 1: On, is that what is that the saving?
• 2:39
  Speaker 2: Is it?
• 2:39
  Speaker 3: Yeah?
• 2:39
  Speaker 2: I reckon?
• 2:41
  Speaker 3: So you can then invest that unused better money into
• 2:45
  Speaker 3: where's forty thieves in the equation? There that the unused
• 2:48
  Speaker 3: butter money. I've got some money left over because I
• 2:53
  Speaker 3: didn't buy butter. I can afford a cup of coffee.
• 2:56
  Speaker 1: Now. For more from The Mic Asking Breakfast, listen live
• 2:59
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• 3:02
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