Our Story
From kitchen table to peanut butter empire
Opening of the world's first peanut butter store
2016
The idea for De Pindakaaswinkel originated at the kitchen table. Founder Michiel, an organic farmer and fervent peanut butter lover, missed variation in the existing range. Why was peanut butter still seen as a simple sandwich spread, tucked away in the cupboard? And why are there no different flavours? That had to change! That is why we opened the first peanut butter shop in the world in the Czaar Peterstraat in Amsterdam and the reactions were overwhelming. Shortly afterwards we also started our webshop.
Our first factory
2017
The success of the first store increased our enthusiasm. New flavours were introduced and the range expanded. People came from far and wide to taste our artisanal peanut butter. The first bakeries and delicatessens joined us. Furthermore, 2017 was the year that we moved into our first production location at the Veemarkt in Amsterdam East. A garage unit with an office above it. The first machines were purchased and the production process became increasingly efficient. In addition, we opened our first new pop-up store outside of Amsterdam in the De Markthal in Rotterdam. It was a great success with which we once again made national news. Finally, we organised the first National Peanut Butter Day. The start of the annual tradition on 24 January!
Expansion of shops
2018
This was the year that we significantly expanded the number of peanut butter stores. Among others, Maastricht, Utrecht, Eindhoven, Schiphol and Den Bosch were added as sales locations. In order to keep all these stores stocked with peanut butter, a move of our production facility was necessary at the beginning of the year. A much larger building in the west of Amsterdam with high racks and our first forklift. In addition, we are further expanding our production capacity with new machines in our production line. And in the summer of this year we organized a Peanut Butter Bath for two peanut bosses in love…
Social impact
2019
We started the year well by breaking the world record for eating peanut butter. Michiel ate over 750ml of peanut butter in 1 minute! We also opened more stores in Haarlem and Amsterdam, among other places. The latter of which was a real peanut butter bar where all peanut bosses could make their own jar. We also made our first own peanut butter book with 40 homemade recipes with peanut butter and, together with well-known chef Robert Kranenborg, we developed a peanut sauce with no less than 88% peanut. We ended this busy year with yet another move to our new (and current) factory in Aalsmeer.
A year of challenges and perseverance
2020
We started the year with the opening of our first store in Belgium. Unfortunately, it had to close again after a few promising weeks due to the Corona pandemic. This new situation brought many challenges, but we found creative solutions! We focused more on online sales and introduced a subscription service for our peanut butter fans. Many of our stores had to close and it was unfortunately not an easy year... but the peanut bosses pulled us through. In 2020, we had our factory equipped with no less than 108 solar panels and we became completely gas-free, making us an energy-neutral factory. This was a big step towards a product that is as green as possible!
Gas-free and energy-neutral
2021
The highlight of 2021 was giving away 10 years of free peanut butter! Through a grand campaign we were able to make a peanut boss very happy. In addition, we also did something else revolutionary. We produced the first peanut butter from Dutch soil! Never seen before and also very difficult, but a start was made and we put another beautiful puzzle piece for an even more sustainable peanut butter.
Growth and innovation
2022
This year we started giving our peanut butter workshop on a large scale. From now on it was possible to learn how to make the tastiest peanut butter in 20 cities in the Netherlands. In addition, we developed a peanut butter protein bar and designed a whole new sustainable merchandise line. In addition, we set our 'number of stores' record with no less than 22 stores!
The tastiest peanut butter at the buffet
2023
We continued to work towards a better and tastier peanut butter world! Since this year, we have also been present at many hotel breakfast buffets with our peanut butter dispenser. This is how we work towards a 'single use plastic' free breakfast. In addition, we launched a flavor (Lemon Crunch) together with Olympic swimmer Kira Toussaint! This year, we also started our German webshop, so that even more peanut bosses can enjoy our peanut butter.
Product development
2024
This was the year that we finally introduced nut pastes in addition to our own peanut butter. All varieties with different nuts and (of course) peanuts. Each jar with a different health benefit and perfect as a healthy sandwich spread. And most importantly: All super tasty! We also made our first peanut beer! Finally, this year we participated extensively in 'Green Friday' instead of Black Friday and gave away more than 400 Christmas trees!
Big, bigger, biggest
2025
We started the new year with a bang with our search for the biggest peanut boss in the Netherlands. It brought us to Marijn in Zeeland! Furthermore, we founded our first international company: The Peanut Butter Store Ltd in England.
To be continued…