New Zealand’s pied piper of peanut butter opens new Nelson tourist attraction

So you create your own peanut butter business, it goes gangbusters - global even - and then tourists start banging on the door to see where it all began.

It's the dream outcome for the Nelson bloke known universally as Pic - real name Bruce Picot - who's opening a flashy new facility on Saturday to cater for up to 100 peanut butter nutters a day.

Pic's Peanut Butter World is now a Nelson tourist draw card as well as a factory.

The new multi-million dollar premises is future-proofed to accommodate the growth he expects to happen.

With a giant double-glass door with the band's signature star blazened across it and a larger than life toaster in the foreground, it’s a certified tourist attraction.

He has abandoned his original vision to keep his business "small and beautiful”.

“I see no need to constrain it, it’s such an exciting thing to be doing at 66,” he told TVNZ1's Seven Sharp. 

He was 55 years old when he formed the enterprise, starting off by roasting peanuts at home.

He will be rolling out the red carpet on Saturday night for his newest visitors.

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Pic’s Peanut Butter World is also a working factory for the Kiwi company. Source: Seven Sharp