10 minute read
Milestones over the Years
from PQ 50
Over the years, the National Peanut Board (NPB) has worked to drive impact, through our dedication to funding research for peanut allergy prevention, funding production research and creating consumer promotions that increase per capita consumption. We’re proud of what we’ve accomplished and what we will achieve in the future. Below are some of our most important milestones to date.
2001: The National Peanut Tour & First Production Research Grants Issued
In addition to the Board’s first promotional activity, which was the introduction of a 32-foot traveling peanut festival truck, this year saw the first round of production research project funding. Of the 70+ projects funded the first year, seven of them focused on the tomato-spotted wilt virus (TSWV). NPB’s later investment in the peanut industry’s genomics initiative would further support the research that would lead to a TSWV-resistant seed that will be available next growing season.
2002: Launch of Buddy McNutty & First Key Allergy Research Grants Issued
This year marked the birth of NPB mascot Buddy McNutty. That year, Buddy did everything, including launching the Peanut Tour in Tampa, Florida, attending the NYC Walk America event with Joe Namath, helping out with our Radio Disney partnership by attending our PB&Jam concert series, and cheering on the Atlanta Braves at home games.
At the same time, Dr. Gideon Lack at King’s College in London noticed a discrepancy between peanut allergy in Israel and the United Kingdom. Dr. Lack learned that Israeli children were often fed a peanut-based teething snack within their first year of life, contrary to guidance from the U.S. and U.K. at the time. In 2002, NPB provided some of the very first funding to examine the role of early infant feeding to prevent peanut allergies.
2003: First National Ad Campaign
In 2003, NPB created its first ad campaign, which centered around the platform, “a friendly reminder from the National Peanut Board.” The campaign was meant to remind people that peanuts, peanut butter and peanut candy are fun. The Board created versions of these ads for everything from billboards to shopping carts to magazines. The campaign generated more than 2 billion consumer impressions annually, helping America’s peanut farmers win in the marketplace.
2004: First Referendum
The referendum passed by an 81.7% margin — higher than the initial vote to form the national peanut check-off five years prior. To date, the results of the referendum have gone up with each vote, with the 2024 referendum showing that 93.23% of voting farmers said yes to continuing NPB’s program.
2005: Partnership with Culinary Institute of America
Before 2005, NPB had co-sponsored Culinary Institute of America’s (CIA) World’s of Flavor with the Peanut Institute, but that year NPB also sponsored a new event for our culinary initiative: CIA’s Worlds of Healthy Flavors. More than 30 of America’s most influential corporate chefs and other food service leaders, together with top nutrition scientists, world cuisine experts and key consumer trade media attended.
2006: NPB Starts Funding Genomics Project
At the January 2006 Board meeting, Howard Valentine from the Peanut Foundation presented a compelling case to map the DNA, components and their function, of the peanut. This genomic research would prove crucial in understanding the peanut’s composition and functionality, opening the door to improvements in peanut breeding. NPB committed to funding the research that would ultimately lead to two groundbreaking peanut genome projects over the next decade. These efforts revolutionized peanut genetics, leading to more resilient crops and greater yields.
2007: Brand Tracking Study and New Strategic Plan
As part of its ongoing efforts to understand consumer perceptions, NPB conducted a brand tracking study with the Bantam Group. The study showed that consumers were increasingly recognizing the health benefits and flavor of peanuts and peanut butter. In response to these insights, NPB created a new five-year strategic plan, outlining the Board’s direction as it navigated new challenges, such as droughts and diseases impacting peanut crops. This strategic plan was a critical tool in ensuring that NPB remained agile and responsive to industry changes.
2008: AAP Updates Their Recommendation
Due to Dr. Lack’s Israel UK study and other research refuting the recommendation, the American Academy of Pediatrics changed their 2000 guidance on avoidance, stating that the introduction of allergenic foods “should not be delayed” as a means to prevent food allergies. This update fueled Dr. Lack and NPB to continue to pursue research that would lead to recommendations to proactively introduce peanut to help prevent peanut allergies.
2009: “Energy for the Good Life” Campaign
NPB launched the “Peanuts: Energy for the Good Life” campaign, highlighting peanuts as a source of sustained energy for an active lifestyle. The campaign was launched at New York City’s Grand Central Terminal, where activities ranged from media events with celebrity chefs to a peanutthemed “field” created inside the terminal. Just weeks before the event, however, a peanut salmonella outbreak caused widespread public concern. In response, NPB not only held the planned events but also ran a full-page ad in USA Today to educate consumers about the safety of peanut products and reassure them that peanuts remained a healthy, nutritious snack.
2010: 10th Anniversary and PRSA Silver Anvil Award
In 2010, NPB celebrated its 10th anniversary with a special luncheon and media event in Washington, D.C. That year the Board also received the prestigious PRSA Silver Anvil Award for its communication efforts during the peanut salmonella crisis of 2009. The award recognized NPB’s effective response, which included a Resumption of Consumption Tour that visited cities like Atlanta, Houston and Los Angeles to rebuild consumer trust and promote the health benefits of peanuts.
2011: Skinny on Nuts
The 2010 Dietary Guidelines for Americans (DGAs) emphasized the importance of plant-based diets rich in fruits, vegetables, whole grains, and nuts. In response, NPB launched its “Skinny on Nuts” campaign, aimed at helping consumers understand how to integrate plant-based foods into their diets. A key element of the campaign was the creation of a dedicated website, which featured nutrition information, recipes and tips for eating gluten-free and managing food allergies.
2012: Energize Your World
The “Energize Your World” campaign invited consumers to experience the energy-boosting power of peanuts. The campaign included a sweepstakes with a 2012 Ford Focus as the grand prize. NPB Board members promoted the campaign at Grand Central Terminal in New York City and Six Flags Theme Parks in Georgia, Texas and Southern California, handing out peanut product samples and highlighting the benefits of peanuts as a sustainable energy source. The campaign generated over 1.3 million entries.
2013: Allergy 2.0
NPB reimagined its approach to preventing peanut allergies with the creation of the Food Allergy Education Advisory Council. This new body expanded upon the work of NPB’s original Scientific Advisory Council and focused on educating consumers, parents and schools about the importance of early introduction. NPB also ramped up its efforts in K-12 schools, particularly following the release of new CDC guidelines that discouraged peanut bans in schools.
2014: 24/7 Energy Campaign
The “24/7 Energy” campaign aimed to inspire people to incorporate peanuts into their daily routines for energy and nutrition. The campaign featured partnerships with food bloggers who developed energy-boosting recipes using peanuts. NPB also ran the “Energy to Burn Sweepstakes,” offering a grand prize vacation to Florida. The campaign attracted over 550,000 entries, and over 1,400 winners received instant prizes.
2015: LEAP Study Published
The groundbreaking LEAP Study (Learning Early About Peanut Allergy) provided crucial evidence that introducing peanut-containing foods to infants between 4-6 months of age could reduce the risk of developing peanut allergies by up to 86%. This study led to new guidelines, influencing pediatricians and parents to introduce peanuts early as a preventive measure against allergies.
2016: NPB Goes All-In on Digital
NPB expanded its relationship with public relations agency Golin to include advertising and marketing. This expanded scope of work introduced digital and social media strategies, including the launch of the “Peanut Vendor,” NPB’s consumerfacing digital personality.
2017: #ShellOut Campaign
The #ShellOut campaign encouraged peanut lovers to share their passion for peanuts in exchange for peanuts — literally. NPB partnered with former football player Charles “Peanut” Tillman to amplify the campaign’s reach. The campaign reached over 21 million people and drove a 5.2x increase in purchase intent among participants.
2018: Early Introduction Becomes the Standard of Care
NPB worked to establish early introduction as the standard of care. Collaborating with influential online parents and celebrities like actor Justin Baldoni, NPB helped spread the message about introducing peanuts to children at a young age. Through a heartfelt video series, Baldoni shared his personal experience with introducing peanut products to his son, helping to normalize the practice among parents.
2019: Size 4 to 6 Months Campaign
To capitalize on the new guidelines released by the National Institutes of Allergies and Infectious Disease (NIAID) and the progress we made with our campaign featuring Justin Baldoni, NPB launched our Size 4 to 6 Months campaign. Size 4 to 6 months was a limited-time, custom-designed clothing line specifically made for babies to wear during the most critical time for introducing peanut.
2020: DGAs Include Early Introduction Recommendation
The new DGAs included a strong recommendation for introducing potentially allergenic foods, including peanuts, between 4 and 6 months of age. This landmark inclusion reinforced the importance of early peanut introduction and validated years of research and advocacy by NPB.
2021: Grow It Yourself Campaign
NPB introduced the “Grow It Yourself” (GIY) campaign, aiming to engage millennial and Gen Z consumers by offering them a handson way to experience growing peanuts. Our lead activation was partnering with PlantKween to create shareable greetings people could send out that included a peanut for them to grow.
2022: Retail Promotion Launch
NPB launched a new retail promotion program aimed at boosting peanut butter sales during the summer months. Working with 19 retailers operating over 6,200 stores, NPB increased awareness and purchase intent for peanut butter through various strategies, including in-store advertising, digital campaigns and partnerships with registered dietitians.
2023: First School Nutrition Summit
NPB hosted its first School Nutrition Summit in 2023, bringing together 30 school nutrition leaders to explore trends like plant-based eating and global flavors. During the summit, attendees learned strategies and success stories for managing peanut allergies in schools, including highlighting resources on our website and the Peanut Power Toolkit.
2024: Little Peanut
NPB introduced “Little Peanut,” a fun, plushie designed to help educate parents about early peanut introduction. The plushie, which features a QR code linking to educational resources, made learning about peanuts engaging and accessible for young families.
As NPB enters its 25th year we are more committed than ever to our mission: improving the economic condition of U.S. peanut farmers and their families through compelling promotions and groundbreaking research.
This is a brief summary of NPB’s journey. For a more detailed story, click here to read the full article.
