23/07/2025
Sharp eyed peanut butter lovers have been spying the black dog icon on our jars and labels for years. The dog icon is in homage to Pic's trusty guide dog, Fido.
Pic and Fido have been a pair for over ten years. Pic has macular degeneration and his eyesight has been deteriorating for many years. When he started making peanut butter back in 2007 he was already legally blind, and a few years later as his eyesight became more challenging he thought a guide dog might be good idea.
Blessings come in many forms and Fido was one of them. A regular fixture in our office, delighting Nelsonians on the city streets and welcomed by the Air NZ crew all over the country, Fido was not only Pic's eyes but felt like everyone’s emotional support dog. The other blessing he brought was the confidence for Pic to accept his a disability and make it his superpower. As a guy full of good ideas, and having run several interesting businesses (like a sailing school, giftware company and laundromat), Pic was used to making everything happen himself.
As the peanut butter grew into an empire Pic had to learn to hand things over to other people. Not something that comes easily to any entrepreneur but his eyesight made it a mandatory. And when Fido arrived it really helped give Pic the permission to get other people to do the 'boring' business stuff, while he kept on being enthusiastic about great peanut butter and meeting kiwis who feel the same.
So here's to Fido, who made peanut butter and built a kiwi business empire. And was Pic's great mate.
RIP Fido, 2011-2024