The idea for The Peanut Butter Store was born at the kitchen table. Founder Michiel, an organic farmer and passionate peanut butter lover, felt that the peanut butter market lacked variety. Why was peanut butter still seen as a basic sandwich spread, hidden away in the cupboard? And why weren’t there different flavours? That had to change! So, we opened the world’s very first peanut butter store on Czaar Peterstraat in Amsterdam—and the response was overwhelming. Shortly after, we launched our webshop as well.

The success of our first store only fueled our enthusiasm. We introduced new flavours, expanded our range, and welcomed visitors from far and wide who wanted to taste our artisanal peanut butter. The first bakeries and delicatessen shops joined us as well. 2017 was also the year we moved into our first production space at the Veemarkt in Amsterdam East—a garage unit with an office above it. We purchased our first machines, making the production process more efficient. In addition, we launched our first pop-up store outside Amsterdam at the Markthal in Rotterdam. It was a huge success, once again putting us in the national spotlight. To top it all off, we organised the very first National Peanut Butter Day, kicking off an annual tradition on 24 January!

We kicked off the year with a bang by smashing the world record for peanut butter eating—Michiel devoured over 750ml of peanut butter in just one minute! Our peanut butter empire kept growing, with new stores popping up in Haarlem and Amsterdam. The Amsterdam location even featured a peanut butter bar, where fans could mix up their very own personalised jar. But we didn’t stop there! We launched our first-ever peanut butter cookbook, packed with 40 irresistible recipes. And to top it off, we teamed up with renowned chef Robert Kranenborg to create a peanut sauce with an incredible 88% peanuts. And as if that wasn’t enough, we ended this whirlwind of a year with yet another big move—to our brand-new (and current) production space in Aalsmeer!

We kicked off the year with the opening of our very first store in Belgium. But after just a few promising weeks, we had to close its doors due to the COVID-19 pandemic. This new reality brought plenty of challenges—but we found creative solutions! We shifted our focus to online sales and introduced a subscription service for our peanut butter fans. Many of our stores had to close, and it was far from an easy year… but our peanut butter lovers kept us going. Despite everything, 2020 was also the year we made a huge step towards sustainability. We equipped our production space with 108 solar panels and went completely gas-free, making our peanut butter kitchen energy-neutral—a big leap towards creating the greenest product possible!

The highlight of 2021? Giving away 10 years of free peanut butter! Through a big campaign, we had the chance to make one lucky peanut butter fan very happy. But that wasn’t the only revolutionary thing we did. We produced the first-ever peanut butter made from Dutch-grown peanuts! Something that had never been done before—and wasn’t easy—but we made it happen. Another important piece of the puzzle towards an even more sustainable peanut butter!

We kicked off the year by expanding our peanut butter workshop on a large scale. From now on, people in 20 cities across the Netherlands could learn how to make the tastiest peanut butter themselves! We also developed a peanut butter protein bar and launched a brand-new, sustainable merchandise line. And to top it all off, we set a new record—reaching an incredible 22 store locations!

We continued our mission to make the peanut butter world better and more delicious! This year, we made our way to hotel breakfast buffets with our very own peanut butter dispenser—helping to create a single-use plastic-free breakfast experience. We also launched a brand-new flavour, Lemon Crunch, in collaboration with Olympic swimmer Kira Toussaint! And to spread the peanut butter love even further, we kicked off our German webshop, making it easier than ever for peanut butter fans across Germany to enjoy our creations.

This was the year we finally expanded beyond peanut butter and introduced our very own nut spreads! Each jar features a unique mix of different nuts (including peanuts, of course), packed with health benefits and perfect as a nutritious sandwich spread. Most importantly? They’re all insanely delicious! We also brewed our very first peanut beer—because why not? And to wrap up the year, we went all in on Green Friday instead of Black Friday, giving away more than 400 Christmas trees to spread some extra holiday cheer!

We kicked off the year with a bang, searching for the biggest peanut butter fan in the Netherlands—and we found them: Marijn from Zeeland! But that wasn’t all. We also took a huge step internationally by launching our very first overseas company: The Peanut Butter Store Ltd in England.

To be continued… 🚀🥜