2 minute read
Planting Seeds for a Successful Future
from PQ 50
BY RYAN LEPICIER President & CEO
It’s hard to believe it’s been nearly a year since I started this journey as president and CEO of the National Peanut Board (NPB). I am filled with a profound sense of pride and gratitude. It’s an honor to lead an organization that is deeply rooted in its legacy yet continuously planting seeds toward a brighter future.
When I first joined NPB more than 16 years ago, little did I know the incredible impact this journey would have on my life. My passion for peanuts and storytelling has been the driving force behind my dedication to both NPB and America’s peanut farmers.
Looking ahead, I am excited about the future of NPB. Our marketing strategy will continue to evolve, ensuring that peanuts remain relevant and appealing to consumers, particularly Gen Z and millennials. By embracing bold and cutting-edge promotions, leveraging social media platforms, and partnering with influencers, we will solidify our position as the most popular nut among these demographics, helping us reach our 8.0 pounds per capita consumption goal. Additionally, our focus on sustainability stewardship will guide us in creating campaigns that resonate with socially conscious consumers.
On the food allergy front, we will continue to fund research and drive progress towards a peanut allergyfree future. Collaborating with leading researchers, medical professionals, and advocacy groups, we aim to expand our understanding of peanut allergies. By fostering a culture of innovation and collaboration, we are confident that we can overcome the challenges posed by peanut allergies.
But perhaps what I am most grateful for is the opportunity to work alongside our nation’s peanut farmers. Their dedication to growing delicious, nutritious, and sustainable peanuts is truly inspiring. Peanut farmers across the country are hardworking and innovative, and their commitment to excellence fuels our mission and drives us forward. Together, we can accomplish great things, and I am committed to leading NPB toward continued success.
