If you’re thinking about growing your business through exports or expanding into new markets, the Global X summit in Auckland on 3 September is the place to be. Organised by the EMA, this half-day event brings together exporters, trade agencies, and government bodies to help New Zealand businesses take practical steps toward international growth.
The keynote speaker is Pic Picot, founder of Pic’s Peanut Butter — one of New Zealand’s most iconic export success stories. From roasting peanuts in his Nelson garage, to building a globally recognised brand, Pic’s journey is packed with lessons for businesses at every stage of their export journey.
Here are some of Pic’s most valuable insights:
- Start before you’re ready
Pic’s first export market was Australia. Despite warnings about red tape, he found that once they got started, “it all fell into place”. Tip: Don’t let bureaucracy hold you back—momentum brings clarity.
- Work with people you trust
Across markets like China, Southeast Asia, and the US, Pic credits success to strong relationships. “The key to any business partnership is people you like.” Tip: Trust and enjoyment in working together are more important than rigid strategy.
- Choose markets with purpose
Pic cautions against choosing export destinations just because they’re appealing travel spots. Tip: Focus on markets with real opportunity and strategic fit.
- Be flexible and adaptable
In the US, Pic’s initial distribution model was too costly. He pivoted to a simpler setup with a Texas-based importer. Tip: If one approach doesn’t work, try another – adaptability is key.
- Leverage support networks
Pic’s team worked with New Zealand Trade and Enterprise (NZTE) to access Southeast Asian markets through trade shows. Tip: Use government resources and events to build visibility and connections.
- Don’t panic over tariffs
Despite tariff changes in the US, Pic’s business is remaining resilient. Tip: Stay informed, but don’t overreact to trade policy shifts.
- Know when to walk away
Pic invested heavily in the UK market, gained traction with Tesco, but had to reduce export numbers during Covid due to supply issues. Tip: Sometimes, despite your best efforts, a market may not be viable. Know when to let go.
- Diversify your supply chain
With Australian peanut production declining, Pic’s shifted to sourcing from Brazil and partnered with Scalzo to manage supply chains. Tip: Build resilience by diversifying suppliers and strengthening logistics.
- Focus on customer connection
Pic believes in building emotional connections with customers. “Supermarkets are just trucks – you’re getting it to a customer.” Tip: Prioritise relationships with end users over flashy marketing.
- Fund growth sustainably
Pic’s early growth was self-funded thanks to strong margins. Later, banks supported expansion. Tip: Build a profitable base first, then use financing to scale.
- Stay involved and authentic
Even as he sells down his ownership, Pic remains the brand’s ambassador, attending food shows and meeting customers. Tip: Your story and presence matter – be visible and genuine.
Join Pic at Global X!
Pic’s keynote at Global X will be a highlight, offering fresh, practical advice delivered with humour and honesty. Whether you’re a seasoned exporter or just starting out, this is your chance to learn from one of New Zealand’s most inspiring business leaders.