Can a little peanut butter company from the bottom of the world really change it? Pic's Peanut Butter says yes. In this episode, Aimee McCammon, CEO of Pic's and stepdaughter of founder Bruce 'Pic' Picot, tells the story of how a semi-retired, legally blind "enthusiast" blew up his kitchen blender making peanut butter, sold it for $10 a jar at the Nelson market, built a distribution network out of his old hippie mates, and grew a global brand from a small town in New Zealand. From simple beginnings, Pic's is now the number one imported premium natural peanut butter in China, has the largest distribution in Australia, and is found in many more countries. Pic's is also a B Corp, gives to everything from guide dogs to children in need, and runs multiple environmental initiatives to do their best to do business better. So what does it take to build a brand that is good, does good and makes good money? The Pic's Playbook 🎯 One goal. Don't be the biggest, be the most loved. Everything falls out of that. 🧐 Keep it simple. Simple beats clever, but simple is not easy. ❤️ Understand what motivates. Purchase motivators and justifiers are not the same and emotion is what motivates purchase every time. The rational stuff just justifies it. It's a masterclass in building a brand people love and an honest look at the dark nights of the soul when purpose meets cash flow. Aimee kept every community and environmental initiative running through the hardest years, because a brand that drops its soul to save its margins loses both. 🌏 We also talk about... - The poem inside every Pic's label (and how to peel it off) - Why B Corp is a "plug-and-play sustainability strategy" with a scorecard - Doing good without demanding a short term sales uplift and the value of long-term brand vs short-term ROI - Surviving COVID: a new factory, broken supply chains, and running $30m turnover on Excel - Finding a mission-aligned family investor instead of private equity - "Smoochy". How what started as a gimmick became Pic's number three product - Aimee's three rules: work hard, make money, have fun We gave AI a listen and here's what it had to say: A jar of peanut butter probably shouldn’t be able to change the world, yet that’s exactly the claim behind Pic's Peanut Butter and it’s not just talk. We chat with CEO Amy McCammon about how a contrarian founder in Nelson, New Zealand tasted sugar-filled “peanut butter”, got outraged, and built a premium natural peanut butter brand on one stubborn idea: make it properly, keep it simple, and earn love the hard way. We trace the real growth story from kitchen experiments and local markets to major supermarket shelves across Australia, then out into Southeast Asia, the US and a genuinely surprising foothold in China. Amy shares what worked, what was luck, and what changed when local partners found a completely different angle for their audience. If you care about brand strategy, FMCG marketing, and international distribution, there are sharp lessons here about clarity, trust, and letting go of control when you need expertise on the ground. Then we get into the stuff most “purpose-led” case studies skip: the cost of doing good, the value of B Corp as a measurement framework, and what happens when COVID squeezes margins, supply chains break, and a new factory suddenly makes cash flow terrifying. Amy talks through the hard calls, the leadership reset, and why profit and purpose are more symbiotic than most slogans admit. If you’re building a mission-driven brand, dreaming of a startup, or just want a better model for business, press play, share it with a mate, and leave a review so more people find it. What’s one brand you’d love to see become “the most loved” for the right reasons? Goodtrepreneur is the podcast about good people with good ideas for a better world. Please 👀 follow, 👂listen, 🌟 rate and share 📢 to help spread the word and deliver on our mission to inspire and enable more people to create more world changing ideas - and succeed - more often. Learn more at goodtrepreneur.co