National Peanut Board Peanut Quarterly 28

PO P E A N U T

Q U A R T E R L Y

A Publication of the National Peanut Board for America’s Peanut Farmers | Issue 28

INSIDE THIS ISSUE:

page 3

Preventing the Extinction of PB&J

page 8

Meeting the Food Allergy Challenge

page 10

Presenting Peanuts in the Digital Age

Research Highlights from the National Peanut Research Laboratory

By Marshall Lamb

page 14

Specialty Peanut Products Inspire Mainstream Sales

The National Peanut Board represents all U.S. peanut farmers and their families. Through research and marketing initiatives, the board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts.

U.S. Must Be Reliable Supplier to Expand Exports

By Vic Jordan Chairman

National Peanut Board 2013 Officers and Members Vic Jordan, Chairman John Harrell, Vice Chairman Bob White, Secretary Monty Rast, Treasurer Alabama Ed White Tom Corcoran, Alternate Florida Michael Davis Jeffery Pittman, Alternate Georgia John Harrell Andy Bell, Alternate Mississippi Donald Self Mike Steede, Alternate New Mexico Laura Robbins Wayne Baker, Alternate North Carolina Cindy Belch Dan Ward, Alternate Oklahoma Gayle White Les Crall, Alternate South Carolina Monty Rast Bud Bowers, Alternate Texas Robert White Peter Froese Jr., Alternate Virginia John Crumpler II Paul Rogers, Alternate Members-at-Large Vic Jordan Kyle Baltz, Alternate

On a recent trip to one of the world’s largest from Argentina, American peanuts were in snack food showcases in Gothenburg, Sweden, abundant supply for export markets like the Thomas Mielke of Oil World magazine told European Union. Mielke believes that the us about the impact peanuts had around the world peanut supply will not recover quickly world. As a peanut farmer from Louisiana and and will tighten by the end of the year. This chairman of the National Peanut Board, this most likely means that we will go back to National Peanut Board was my first in-person exposure to the U.S. competing for export market share. peanut industry’s export efforts.

Mielke cautioned that the supply situation I was well aware of the excellent work the for peanuts in Argentina and China could be American Peanut Council, with support from unstable. the National Peanut Board, was doing to address and expand the USA peanut market in One of the concerns we heard at the conference was that the U.S. needs to be a the European Union. And I knew over the past more reliable supplier. While there was an few years its job has been challenging due to the plentiful supply of peanuts from Argentina. ample supply of U.S. peanuts following a record 2012 crop, some years U.S. peanuts So Thomas Mielke’s praise of USA-grown are simply not available for export. This peanuts came as a welcomed surprise. conference was helpful in driving home the He commended us because, with our point to me that for export markets to remain increased supply and the decreased supply reliable and consistent, the U.S. peanut industry must also work on ways to be a reliable and consistent source for peanuts year in and year out. This will allow us to meet the goal of the National Peanut Board to increase demand and usage of USA-grown peanuts and peanut products.

SM

Meeting with Japanese peanut importers and manufacturers gave my fellow peanut farmers and me an opportunity to share the growers’ perspective on producing peanuts for the export market.

Of course, export is just one of NPB’s focus areas,º and I invite you to learn more about the progress NPB has made in other areas of marketing and promoting our crop in the rest of this issue of PQ.

Bob Parker NPB President and CEO PQ Editorial Staff & Contributors Editor: Cathy Johnson VP, Marketing & Communications: Ryan Lepicier Sherry C. Collins Bob Coyle Mark Dvorak Jewel Hazelton Lauren H. Williams

Gene Powers Lakeshia Poole Steve Saari Hilary Stiefelmeyer

CONTACT INFORMATION 3350 Riverwood Parkway, Suite 1150 Atlanta, GA 30339 tel: 678.424.5750 fax: 678.424.5751 toll-free: 866.825.7946 email: peanuts@nationalpeanutboard.org web: nationalpeanutboard.org

3350 Riverwood Parkway Suite 1150 • Atlanta, Georgia 30339 • toll-free tel: 866.825.7946 • tel: 678.424.5750 • fax: 678.424.5751 email: peanuts@nationalpeanutboard.org • web: nationalpeanutboard.org

When the daughter of Bon Appétit’s restaurant and drinks editor, Andrew Knowlton, returned from her first day of preschool with an uneaten PB&J and a note explaining that peanuts were not allowed, Knowlton was saddened. He wrote in The Foodist blog for Bon Appétit that the PB&J may be becoming extinct. He then decided his daughter would enjoy the childhood experience of the PB&J sandwich by having regular PB&J dinners at home.

Peanut allergy is a major public relations issue for our industry.

Our board believes we should take a more proactive approach to peanut allergy with consumers, not just health and foodservice professionals. Consumers are confused and misinformed about peanut allergy. Accordingly, peanuts have unfairly become the “poster child” for food allergy. Statistics show that 30 percent of American school systems ban peanuts in one or more of their schools, which could affect tens of millions of children.

Peanut allergy is an emotional issue for many people, especially parents. Using facts to counter emotion-based arguments rarely works. We must find ways to counter these emotional arguments with our own emotional arguments that are based on fact and embraced as reasonable.

We have many tools available. Our Scientific Advisory Council consists of some of the world’s foremost authorities on food allergy; our staff dietitian is nationally recognized as an expert on food allergy; we have an experienced team of marketing and communications professionals; and we retain a respected public relations firm with vast expertise in the food industry and

with Shannon Kizer, New Mexico

Shannon Kizer was given the opportunity of a lifetime to play college basketball on a scholarship, but instead of pursuing that dream, he

decided to accept another offer–farming.

“After high school, I decided to put the money I saved through working toward the purchase of a John Deere 8820 Combine,” said Kizer. “I went from Seminole, Texas, to Northern Colorado and worked as a custom harvester. After three years I saved enough to purchase my first 3,000-acre ranch. God blessed me because it happened to have very good irrigation water under it,” said Kizer.

Now Kizer owns approximately 18,000 acres of farmland, dry land and irrigated land in several states including New Mexico, Texas and Arizona where he grows Valencia peanuts, corn, wheat and hay. Kizer has been growing peanuts for 17 years. He grew up on a farm and started farming with his father at an early age. The hard work and dedication to the farm he learned at an early age has shaped who he is today.

Preventing the Extinction of PB&J

By Bob Parker President & CEO

reputation management. We can leverage this expertise to educate consumers with the same success we have had with school nutrition and health professionals and change the conversation about peanut allergy.

In the end, people don’t care how much you know until they know how much you care. NPB has a long history of demonstrating that we care, with almost $10 million invested in allergy research, education and outreach. America’s peanut farmers take pride in producing a wholesome and nutritious food and believe that not even one person should ever be harmed from the product they grow.

We are working on a program to help consumers understand the facts about peanut allergy, starting with research to determine what people know and believe. Our goal is to be a part of the solution as we all seek to better understand food allergies and how to manage them in our schools, our eating establishments and our sports venues. Fortunately, more than 98 percent of us can enjoy the delicious taste and nutritious benefits of peanuts and peanut products. We hope that one of America’s iconic foods—the classic PB&J—doesn’t become extinct! We look forward to sharing more with you as we move forward.

“I’ve been so blessed to have grown up on a farm and can see the values and work ethics my parents taught me were very important. I would love to pass that on to my children someday,” said Kizer.

Although Kizer doesn’t have a family of his own yet, he hopes to have one someday. He considers his staff of 20 as his family members. “It feels good to supply as many people as I can with a good job and Shannon Kizer owns farmsafe environment to work in,” said Kizer. land in eastern New Mexico, Texas and Arizona.

Many growers face highs and lows throughout their careers, so Kizer thinks organizations like the National Peanut Board help growers succeed.

“It’s very important to have the National Peanut Board on the front line for the farmers, helping them find new markets and fund production research,” said Kizer. “ “I believe having extensive production research is very important to help farmers keep cost and be more efficient.

We have seen less plant disease, and more mature peanuts at harvest time without all the premature waste.”

When not on his farm, Kizer enjoys spending his time outdoors, water skiing, playing Texas Hold ‘em and grilling a good steak.

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Research Highlights

from the National Peanut Research Laboratory

By Marshall Lamb, Research Leader, USDA/ARS National Peanut Research Laboratory

New directions in combating aflatoxins, creating efficiencies at harvest time, saving millions of dollars through genetic and molecular biology and increasing irrigated acres in fields thought unsuitable for irrigation— these are some of the most important research findings highlighted by Marshall Lamb in this research update.

The USDA/ARS National Peanut Research Laboratory in Dawson, Ga. has been conducting peanut research for almost 50 years. While the original mission of the Peanut Lab was to conduct research on mycotoxins (mainly aflatoxin) and post-harvest curing, handling and storage issues, the mission has expanded as needs have changed.

Today the Peanut Lab has a very diverse research program consisting of nine scientists: Dr. Bruce Horn (mycologist), Dr. Victor Sobolev (chemist), Dr. Renee Arias (plant pathologist/ molecular biologist), Dr. Chari Kandala (agricultural engineer), Dr. Christopher Butts (agricultural engineer), Dr. Phat Dang

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(biochemist/molecular biologist), Dr. Charles Chen (geneticist with Auburn University and the Peanut Lab), Dr. Ron Sorensen (agronomist), and Marshall Lamb (research leader).

Our research involves basic and applied research in four primary areas:

Prevention of Aflatoxin in Peanuts Aflatoxin contamination in all crops has been the focus of research programs around the world for decades and this problem still challenges researchers. In the U.S., it adds significant economic losses to the industry, but even worse, it directly affects human health in many countries. Recently, long-term research at the Peanut Lab has been successfully completed to give us reason to hope that one day we will eliminate this problem.

Dr. Bruce Horn’s discovery of the reproductive cycle of A. flavus (the mold that secretes aflatoxin) is a paradigm-shifting finding. For decades scientists thought that reproduction of A. flavus was asexual; however, Dr. Horn found instead it was sexual

Dr. Bruce Horn’s discovery reproduction, which explains the points using it. Anyone interested in of the reproductive cycle high levels of genetic diversity found a copy of PECMAN can call the Peain nature. This discovery will lead to nut Lab at (229) 995-4481. of A. flavus (the mold that new research directions in studying secretes aflatoxin) is a A. flavus and aflatoxin contamination.

Genetics and Molecular Dr. Sobolev’s focus on enhancing Biology paradigm-shifting finding. the natural defense mechanisms of This is our newest research enpeanuts has resulted in the discovery deavor with some of our newest and of numerous compounds that are rebrightest scientists at the helm. Dr. lated to defense against invasion by Dang has developed a highpathogens (including A. flavus). Dr. Sobolev is working to enhance throughput regeneration system for peanuts that is second-tothese defense mechanisms because the best way to stop an inva- none. He has successfully developed peanuts with high levels sion is to have the peanut plant “stronger” than the invader. of resistance to both early and late leafspot. Drs. Kira Bowen and Austin Hagan (Auburn) are now conducting the pathology Post-Harvest Management Research tests for confirmation and, when released, it will save producDrs. Butts and Kandala are working to improve efficiencies ers millions of dollars and improve the environmental footprint after harvest. The X-ray grading project has been conducted in for peanuts. Dr. Chen has several new varieties that should be all U.S. peanut-growing regions and results look promising. As released in the near future that show high yield potential, expected with a project of this size and complexity, a few smaller seeded than current varieties, and some with the high bumps in the road occur. But these bumps only lead to im- oleic property desired by the industry. These releases will exprovements and we’re cautiously optimistic that we’ve identi- pand growers’ opportunities for selecting the right cultivar for fied all of the bumps and have the X-ray project well on its way their farms. to success. Dr. Kandala has completed development of an inDr. Arias has launched a new research initiative using RNA inshell moisture meter (CRADA established with AIC Wireless) terference (RNAi) for controlling aflatoxin. RNAi is one the fastthat will be used at buying points during the drying process est-growing fields of medical science and is being used to fight which will result in significant savings in time and product. Dr. serious diseases, from cancers to macular degeneration. This is Butts’ release of PECMAN (Peanut Curing Manager) is being very powerful science and Dr. Arias has already been successful used by buying points to manage the drying process of pea- in her initial endeavors in this area and will continue to move nuts and has resulted in significant cost savings for the buying forward. If successful, this could be one of the most significant

New developments in X-ray technology are streamlining the grading process after harvest.

Samples used for genetics research at the National Peanut Research Lab. New findings will expand growers’ opportunities for selecting the right cultivar for their farms.

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Irrigated and NonIrrigated Production Technologies

Valerie Orner, technician at the National Peanut Research Laboratory assists scientists as they use genetics and molecular biology to control aflatoxin, save producers millions of dollars and improve the environmental footprint.

breakthroughs in the history of peanuts and crop science. However, we still have a long way to go.

Genetics research at the Dawson lab ties in with the industrywide Peanut Genomics Initiative, a decades-long, worldwide effort which involves mapping the peanut genome to identify the peanut’s genes and DNA that control inherited traits. This initiative is expected to cost $6 million over the next five years, and for the last five years, the U.S. peanut industry, including NPB, contributed more than $2.5 million to fund the earlier phases of this effort. For the Fiscal Year 2013, NPB invested $400,000 toward this genomics project. In the long run, all genomics research is expected to reduce production costs, improve yields and varieties and advance the overall quality of the crop.

Growers see the potential of increasing irrigated acreage as the result of research using drip irrigation.

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Dr. Sorensen has been conducting research on drip irrigation in peanut, corn and cotton rotation systems for years and is the recognized authority on drip irrigation in these systems. Adoption of his research is “exploding” as Marshall Lamb, Research Leader, National Peanut Research Laboratory growers see the potential of improving irrigation efficiency and increasing irrigated acres into fields previously thought unsuitable for irrigation. Dr. Sorensen’s research has repeatedly demonstrated a 7.9, 3.4 and 1.3-fold increase in corn, cotton and peanut yields over non-irrigated yields. Equally important, Dr. Sorensen has developed a low-cost system for drip irrigation that makes it by far the most cost-effective method to irrigate fields that are 40 acres or less.

He is always willing to talk to and help growers on drip irrigation. Irrigator Pro for Peanuts, Corn, and Cotton (developed by Marshall Lamb) models have been released and are widely used by producers and consultants. These models have proven themselves as the standard for irrigation scheduling and soon will be available via web-based and smartphone applications which would greatly improve the efficiency of using them.

These are just some of the research projects that are being conducted at the Peanut Lab and many more projects are ongoing. Please don’t hesitate to contact us for more information or stop by for a hands-on look at the research we are conducting.

Visit us online at www.ars.usda.gov/main/site_main or call (229) 995-4481.

A peanut bloom at the National Peanut Research Laboratory in Dawson, Ga.

State and University Research Projects for 2013 Supported by Board Industry-wide Genome Initiative Continues The National Peanut Board unanimously approved this year’s production research project proposals submitted by the state-certified peanut producer organizations and the University of Arkansas at the February quarterly Board meeting. Funding production research to make America’s peanut farmers more competitive is a core part of the Board’s mission.

At the meeting,

“We recognize the potential of production research, not only for farmers but for all segments of the peanut industry,” said Vic Jordan, NPB chairman.

representatives from state grower organizations made

presenta-

tions to the Board and all 49 projects were

approved.

The majority of projects investigate the challenges of disease

Also at the meeting, Howard Valentine, executive director of The Peanut Foundation, presented updates about genomics research and the progress made toward mapping the peanut genome.

At its quarterly Board meeting last August, the Board allocated $400,000 toward the Peanut Genome Initiative, an industry-wide effort in conjunction with The Peanut Foundation. This allocation is in addition to the production research NPB funds through state peanut producer organizations and research institutions. In total, the Board intends to contribute $2 million to the Peanut Genome Initiative over a five-year period.

“Helping the industry produce better peanut varieties ultimately helps the producer reduce input costs and reduce our environmental footprint,” said Michael Davis, research committee chair and Florida delegate.

To date, National Peanut Board has funded more than $18 million in production research through state and industry organizations.

control,

pest management and drought tolerance,

although

other projects include proposals addressing a broad range of relevant concerns to the grower. The Board’s total allocation for FY-13 production research funding exceeds $1.5 million.

“We recognize the potential of production research, not only for farmers but for all segments of the peanut industry,” said Vic Jordan, NPB chairman and At-Large delegate. “Our research efforts are important to growers now and in the future. All these projects help make our crop more sustainable and efficient by reducing the cost of production and/or increasing yields.”

Each year, National Peanut Board funds vital production research, more than $18 million to date. Here a researcher presents information about irrigation methods funded by NPB.

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?

M e e t i n g

t h e

Food Allergy Challenge

Meeting the Food Allergy Challenge in Schools

by Sherry Coleman Collins, MS, RD, LD

Answering questions about food allergies is a challenge for the entire peanut industry. Questions such as, “Why do we hear so much about food allergies these days?” Or, “What are you doing to help people with peanut allergies?” have become all too common. One of the National Peanut Board’s primary goals is ensuring that nonallergic children (more than 98 percent of America’s kids) have access to nutritious peanut menu items at school, while providing food allergy management education.

Since 2001, the National Peanut Board has had a program in place to correct errors in the media and to serve as a credible source of reliable information about food allergies. Each year our program has grown as we have learned more and more about effective ways to communicate the facts about peanut allergies and to separate facts from myths. Currently our food allergy outreach takes a three-pronged approach, connecting with health influencers, foodservice professionals and the school community. Since its inception in 2000, NPB has dedicated more than $9 million to food allergy research, outreach and education. This article will focus on how NPB has communicated the facts about managing food allergies in schools recently.

Ongoing Relationship Building

Collins, MS, RD, LD is invited to present and organize expert panel presentations at the national and state level on a regular basis on the topic of food allergy management. These opportunities allow NPB to address misconceptions while supporting the many reasons that peanuts are an exceptional food to emphasize in child nutrition programs.

NPB expanded its food allergy program by participating for the first time in April’s National School Board Association (NSBA) conference in San Diego, which drew thousands of school board members, superintendents and leaders from across the country.

This audience is critical because these leaders are responsible for developing policy at the district level.

Following NSBA, NPB participated in the Culinary Institute of America’s Healthy Flavors, Healthy Kids Leadership Summit. Bringing together leaders in school nutrition from across the country, the conference featured a robust program focused on making school meals nutritious and delicious. This group of attendees represents more than one million meals served daily during the school year. NPB’s Sherry Coleman Collins was invited to present a session about managing food allergies in schools and enlisted two other experts: Marietta (Ga.) City Schools’ child nutrition director, Cindy Culver; and Austin Independent Schools’ district chef, Steven Burke. The session was atexpanded its food allergy program tended by nutrition directors, NPB by exhibiting for the first time at the School Board Association decision-makers for large con- National (NSBA) conference. (l-r) NPB’s Sherry Coleman Collins, Lauren Highfill tract feeders and the top repreWilliams and Ryan Lepicier (not sentative in school nutrition for pictured) provided nutrition and food management information to the USDA. The interactive allergy thousands of school board members and breakout was well-received superintendents from across the country.

Throughout the year, NPB reaches out to specific school districts to provide support for realistic approaches to managing food allergies. When food bans are mentioned in the media, the team contacts the district leadership directly to address concerns and to correct misinformation. We provide support for managing food allergies with safe and proven techniques and serve as technical experts to help guide them. We challenge them to consider the pros and cons of bans (or alternatives to bans), which are not recommended by the experts because they lead to a false sense of security.

Reaching School Policy Influencers at Conferences and Events In addition to one-to-one outreach to school districts, NPB strategically participates in conferences and events nationwide.

Through exhibits, the team interacts with participants from a wide variety of disciplines. As an expert, NPB’s Sherry Coleman

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At the HFHK Leadership Summit, NPB inspired participants to cook with peanut ingredients in new and delicious ways with this peanut shortbread.

and attendees asked many questions, shared best practices and learned the facts about food allergies.

Two NPB proposals were accepted for the 2013 School Nutrition Association annual conference, July 14-17 in Kansas City. The two educational sessions featured speakers who addressed the topics of the legal aspects of food allergy management, as well as how foods like peanuts can be an affordable way to make school meals nutritious and delicious. These sessions helped overcome common barriers and misconceptions while promoting peanuts and peanut butter as excellent options for the National School Lunch Program.

At all conferences and events, the NPB team provides information about peanut nutrition and addresses questions about food allergy management. The team connects with hundreds of stakeholders to correct misconceptions about food allergies and promote peanuts for school meals. Nearly every attendee gave NPB positive feedback. In particular, post-event evaluations from the NSBA meeting indicated that many attendees learned “peanut allergy solutions” as a primary take-away from their time in the exhibit hall.

Follow-up from these events allows ongoing connection with hundreds of individual decision-makers to reiterate food allergy facts, provide resources and promote the many benefits of peanuts and peanut butter in school meals. NPB is actively working to grow in influence as a credible source of reliable information to ensure that peanuts continue to be part of school meals.

Correcting Allergy Misinformation in the Media When stories about food allergies appear in the media, sometimes there are inaccuracies. Consumers view the media as a trusted source of information, so it’s important that National Peanut Board point journalists toward evidence-based research and knowledge about food allergies.

As part of its reputation management program, NPB responds with correct information with the goal of building strong relationships with peanut advocates on allergy issues.

Below are three examples NPB has recently implemented to counter misinformation with facts with journalists and writers: Correcting Allergy Myths. In a piece in New Hampshire’s Seacoast Online, a local library director recounted his experiences with allergies. He stated that he did not eat peanut butter because he was told that his “body has run out of a finite amount of a particular enzyme needed to process nuts.” In response, NPB shared with the editor and readers that enzymes are not involved in food allergies, but can be linked to intolerances. Food allergies occur as the result of an immune response to proteins in foods. The letter to the editor was published with accurate information.

Providing Facts to a School District Considering a Ban. NorthJersey.com reported a story about Bloomingdale School District in Bloomingdale, N.J. considering a ban after a neighboring town implemented a nut-ban policy. The request had come from a school board trustee who read a news article about the ban in a different school district.

In response, NPB shared facts about anaphylaxis and why a food ban is not a best practice for food allergy management. NPB has reached out to others in this same geographic area to help counter the spread of misinformation.

Offering Thanks to a Peanut Fan. Not only does NPB connect with the media when inaccurate allergy information is shared, but it also connects with those offering solutions. Bon Appétit writer Andrew Knowlton wrote about (see page 3 ) how his family tackles the no-nut policy at his daughter’s school with PB&J nights. While it’s unfortunate his child cannot enjoy peanut butter and jelly sandwiches for lunch, NPB thanked him for finding a creative way to ensure that his family continues to enjoy the tradition and shared this idea via social media as well.

At the invitation of the Culinary Institute of America, NPB’s Sherry Coleman Collins, MS, RD, (right) was invited to present a session at the Healthy Flavors, Healthy Kids Leadership Summit about managing food allergies in schools. She enlisted two other experts; Cindy Culver (left), child nutrition director for Marietta (Ga.) City Schools and Steven Burke (center), chef for Austin Independent School District.

Today’s media is 24/7 and news travels fast, which makes it critical to reach out to key reporters and publications as soon as possible when offering corrections. NPB is expanding its proactive outreach to media as part of future allergy programs and continues to promote positive messages about peanuts across all types of media.

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101010101010101010101010101 010101010101010101010101010 Presenting Peanuts 101010101010101010101010101 in the Digital Age 010101010101010101010101010 101010101010101010101010101 A huge shift is happening in the way we all conduct business, how we get and share information and send and receive messages. The process of communicating the National Peanut Board’s mission—to create demand for USA-grown peanuts by marketing and promoting the crop—has changed over the decades and continues to change each year. The National Peanut Board is keeping pace with these changes by continually evaluating and evolving our communications strategy to promote peanuts and peanut products in ways that most resonate with consumers.

Today’s world has moved to an era of 1.11 billion Facebook users, 500 million Twitter users, 48.7 million Pinterest users and 68 million bloggers.

The change has happened online.

Word of mouth has always been important whether you are a seller or a consumer.

Asking about the best brand of peanut butter might have been discussed in the grocery aisle before, but now the same conversations are happening digitally. It’s common today for hundreds to participate in a discussion about a product via Twitter or Facebook or make a purchase decision by visiting multiple websites. What does this mean for organizations like the National Peanut Board?

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Today’s world has moved to an era of 1.11 billion Facebook users, 500 million Twitter users, 48.7 million Pinterest users and 68 million bloggers.1 Recognizing the opportunity behind these staggering statistics, NPB recently updated the National Peanut Board’s website at www.nationalpeanutboard. org. One of the goals was to make the website more dynamic by integrating the site’s social platforms, including Facebook, Twitter and Pinterest.

“We set out to create a user-friendly consumer site that would be both contemporary in its presentation of the nutritional benefits of peanuts and peanut products, and anchored in the emotional and sustainable world of peanut farm families,” said Ryan Lepicier, vice president of marketing and communications for the National Peanut Board.

Here’s what you’ll find if you visit us at www.nationalpeanutboard.org Recipes front and center.

Statistics about visitors to our site show people hit our recipe section first. What better way to increase demand for peanuts than to inspire cooks everywhere to use peanuts in delicious recipes at all times of the day? We made it convenient for users to find the recipe they’re looking for with catchy topics such as “quick and easy,” “gluten free” or “kid friendly,” and more—12 categories in all.

Mobile-device friendly.

Mobile Internet device use is on the rise. Nearly 40 percent of us now access the Internet on a mobile device.2 The new site is “mobile optimized,” meaning it was uniquely developed to accommodate the smaller size of a mobile device. Images and content automatically adjust to the hand-held device when a mobile user visits the site.

1 0 1 0 1

“Like what you see? Go ahead, share with friends.”

This message is part of our enhanced social media package located on every page. We made it easy for people to engage with the content. People can leave a comment and then share what they find by emailing the page to others or posting on the popular social networks Facebook, Twitter and Pinterest.

Visual appeal.

Digital trend-watchers point toward beauty in visual components as the mark of a high-performing website. We developed a color system that signals “clean, sustainable and vibrant.” We made the site naturalistic and offer users content in a simple helpful format. Our goal is to engage users to stay on the site and navigate to other areas.

Simple and easy to navigate.

We simplified and prioritized our messages to give first placement to our most important consumer messages. The site features five main categories: Our Story (who we are, what we do, etc.); Nutrition; Recipes; The Facts (fun facts, classroom resources, how peanuts grow, etc.); and What’s New (links to the blog which is updated almost daily and features peanut “sightings,” recipes, current issues and much more).

Most recent nutritional information and research.

Our Nutrition and Health Professionals sections now include recent research and expert opinion. New pages include disease and lifestyle-specific topics such as heart health, diabetes, food allergies, plant-based eating, and pregnancy and child nutrition.

The nutritional benefits of including peanuts and peanut butter in a healthy eating plan is highlighted throughout.

A credible resource for all.

The Farmers section gives useful information for peanut growers, including a calendar of events, NPB communications, production research projects, and marketing and promotions program details. Our Story section introduces the members of the National Peanut Board, tells the Board’s history, explains sustainability and gives other useful information about the peanut industry. The popular Facts section explores fun facts, the history of peanuts and peanut butter, how and where peanuts grow and gives classroom resources.

The new National Peanut Board website seeks to offer simple, helpful content for consumers and other stakeholders. Our objective is to have people say, “Wow, this site is packed with good stuff. It’s easy to navigate and a great resource.”

Sources: (1) http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/ (2) http://marketingland.com/report-nearly-40-percent-of-internet-time-now-on-mobile-devices-34639

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How Do America’s Peanut Farmers Use Social Media?

When a grower wants some advice on the best time to plant or needs to ask a question about disease control, no longer does he or she have to drive down to the local extension and talk to the agent. Now he can “tweet” a question via Twitter and quickly get dozens of responses.

Increasingly, a big part of peanut production is about interacting with other farmers, agriculture experts and the world at large via social media. People need to keep up with the newest issues and trends, and social media is becoming a vital way for growers to stay informed and connected.

“It’s hard to say exactly how many producers are using social media, but we do know it’s a high and growing percentage,” said Owen Taylor, senior editor with AgFax Media LLC in a recent article about national agricultural news (AgFax.com).

The benefits are many for the farmer who uses social media (such as Twitter, Facebook, YouTube), mobile devices or other forms of electronic communication throughout the day. So how do some National Peanut Board members and alternates use social media?

Most farmers report they use smartphones, tablets or mobile devices all day, every day. “ I get market updates, weather changes, look up information on part orders and use the smartphone to remind me of things I need to do,” said Vic Jordan, chairman and Louisiana farmer. Ed White, Alabama delegate agreed and added, “Either my son or I use our smartphone

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for weather, market and new product reports, checking invoices of daily deliveries and checking prices on products, emailing, or reading the latest news.”

Getting immediate answers.

“I frequently use my smartphone to take a picture of an equipment problem so I can show it to the dealer when I go in for parts or assistance,” said Les Crall, Oklahoma alternate. Arkansas farmer and AtLarge alternate Kyle Baltz extends this usage by “taking a photo of a weed or tractor part and sending it to someone for identification.”

Easy contact with employees.

Besides checking commodity prices, weather and calling ahead to instantly order a machine part, Michael Davis, Florida delegate, likes to be able to text employees who are working in other parts of the fields. “It saves time and I can troubleshoot quickly. No one has to wait for me to stop what I’m doing, get in the truck and drive to see how things are going.”

Answer “how to” questions.

Crall said, “On YouTube, there is often a video showing us how to use an item or giving instructions on how to do something. We recently purchased a plasma cutter and we looked for videos on how to properly use it.”

24/7 Energy Cookbook Excites Peanut-Loving Fans ingston, RD from Lean Green Bean (www.theleangreenbean. com). Livingston contributes the Peanut Butter Chickpea Snack Bites recipe on page 20.

“It was a pleasure to be part of this collaboration. I have a strong passion for peanut butter and loved the opportunity to spread that passion and my recipes with a wider audience,” said Nick Strand of Peanut Butter Boy (www.peanutbutterboy.com).

Strand contributes the Peanut Butter Chili recipe on page 25.

“There is nothing more than the love I have for peanut butter and I was honored to be included in such a fun project with other fabulous bloggers and, of course, the gang over at the National Peanut Board. This book has so many creative recipes you can make with my beloved peanut butter besides the traditional PB and J sandwich,” said Jennifer Drummond of Peanut But“I asked my readers to ter and Peppers (www.peashare how they enjoy nutbutterandpeppers.com).

Drummond contributes the peanuts and wow…

Peanut Butter and Banana Frothey got super creative. zen Yogurt recipe on page 41.

The National Peanut Board One blog reader created online edition of the 24/7 a poem about her Energy Cookbook has been love of peanuts.” viewed by nearly 3,600 readers since its launch in April.

Kate Scarlata, RD The recipe resource guide is (www.katescarlata.com) available to the industry, and NPB will distribute the publication at consumer, grower and trade events.

To view the online version of the cookbook, visit http://issuu.com/nationalpeanutboard/docs/npb_cookbook.

To request a hard copy, please email peanuts@nationalpeanutboard.org.

Peanut butter and jelly is such a classic combination and is a universal crowd-pleaser. These swirled blondies take my love of PB & J and elevate it to new levels. Peanut butter is baked into the batter and swirled on top

along with jelly to create marbled, dense and rich blondies that are ready in no time. You can mix the batter by hand without need for a mixer, and it comes together in minutes. The recipe also makes a modest 8-by-8-inch pan so you won’t be forced to consume a huge batch of PB & J, although there are worse things.

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With the spring launch of the National Peanut Board’s 24/7 Energy Cookbook, the well-known, peanut-loving food and lifestyle bloggers who contributed to the publication hosted peanut-themed giveaways on their blogs for their readers with incredible results. Here is what they had to say: “Working with the National Peanut Board with their peanut cookbook giveaway was so much fun! My blog readers were all over the special peanut cookbook and the other fabulous giveaways! I asked my readers to share how they enjoy peanuts and wow…they got super creative. One blog reader created a poem about her love of peanuts. As a dietitian and self-proclaimed lover of peanuts, I loved chatting up the nutritional benefits of my beloved nut! Thanks for letting me be involved in this great project and giveaway,” said Kate Scarlata, RD (www.katescarlata.com). Scarlata contributes the Peanut Butter Chocolate Chip Granola Bar recipe on page 9.

“My readers were thrilled to have a chance to win this cookbook. To enter, I asked them to share their favorite way to enjoy peanuts and got some great ideas from their responses. Many were excited for a chance to win the cookbook and find even more ways to enjoy peanuts,” said Lindsay Liv-

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Specialty Peanut Products

Inspire Mainstream Sales Specialty foods often start as Through one-on-one niche products sold only at natural meetings with buyers, market food stores, gain popularity and educational sessions, showthen expand to supermarkets nacase opportunities and nettionwide. During this process, speworking at the exhibits, NPB cialty brands may widen their distriand partner companies genbution, or larger manufacturers are erated hundreds of qualified inspired by the successes of smaller leads that have resulted in brands to create new products. sales with outlets including T.J. For example, five years ago flaMaxx, Amazon.com, QVC, vored peanut butter was considWhole Foods, Dean and Deered a specialty product. Now, more luca, specialty shops and unilarge food manufacturers are proversities as well as exports of ducing flavored varieties. Planters® peanut ingredients to China. line of Energy Mix peanut butters in “The Fancy Food Shows are flavors such as cinnamon raisin and some of my most productive At the NPB booth, hundreds of buyers sampled and learned more about peanut banana nut has been successful in events of the year,” said Bevproducts. (l-r) Steven Lynch (Montebello Kitchens), Margaret Ann Parker (NPB), Vic Jordan (NPB), Bob Parker (NPB), Stephanie Pope (Hope and Harmony Farms), the United States, and its sister erly Sulek of Hampton Farms, Bob Coyle (NPB), Beverly Sulek (Hampton Farms) and Jeffrey Pope (Hope and brand Kraft® recently released simi- Harmony Farms) who had an on-site peanut lar flavors in Canada. This summer Jif® introduced Jif Whips in a choc- butter grinder. “This is where qualified and interested buyers are, and I olate and peanut butter flavor, and Skippy® added peanut butter often make connections to sell more than 30 units, plus more after the with dark chocolate to its line. Even small–to mid-sized manufactur- event. We offer these grinders with our peanut package program to ers that offer flavored peanut butters have experienced exponential help sell even more USA-grown peanuts.” growth.

At the summer NASFT show, NPB partnered with Peanut Butter & Examples like these along with the growing number of consumers Co. for a special buyer and media event, which included representawho buy specialty foods have created an $86 billion market. Inde- tives from Cooking Channel and well-renowned nutrition researcher pendent shops, national retailers and manufacturers see the value of and advocate Marion Nestle and others. being ahead of the curve.

“Working on business development opportunities with NASFT and To showcase innovative peanut products and ingredients for the other organizations, NPB looks to help bring new peanut products to specialty foods market, several companies partnered with the Na- market, showcase the range of benefits of peanuts and peanut prodtional Peanut Board to exhibit at the National Association of the Spe- ucts and increase influencers’ perceptions of peanuts,” said Ryan cialty Food Trade shows in January and July.

Lepicier, NPB Vice President of Marketing and Communications. “All “The specialty food trade sometimes isn’t appreciated for the im- of these factors contribute to our ultimate goal to increase sales of portant role it plays in moving USA-grown peanuts into the market- USA-grown peanuts.” place,” said NPB President and CEO Bob Parker. “The NASFT shows are a great opportunity for the National Peanut Board to connect with specialty food manufacturers and the foodservice industry to talk about the culinary versatility and nutritional benefits of peanuts as well as to help them source peanuts. Specialty products companies who use USA-grown peanuts also have a chance to showcase their products to re- At the Summer Fancy Food Show, Allen NPB highlighted innovative peanut products and ingredients for the specialty foods market at the 2013 Summer Fancy Food Show, which brings together gourmet food tailers, large and small, and to Conger from Protein Plus sampled peanut flour cookies made with peanut buyers and sellers both domestically and around the world. potential distributors.” flour at the NPB booth.

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Grower Summit:

Collaboration a Key to Success State peanut producer organizations and the National Peanut Board share many of the same goals, opportunities and challenges.

So it makes sense to meet face-to-face on a regular basis to offer new ideas and for both groups to draw upon a wealth of knowledge from farmers who may have different experiences from their own.

At the National Peanut Board meeting in April, NPB delegates and representatives of the Texas Peanut Producers Board (TPPB) met for a Grower Summit in San Antonio. The purpose is to promote open dialogue about the challenges and opportunities peanut farmers face.

The summit continued the Board’s practice of visiting a peanut-producing state once a year during a regularly scheduled board meeting.

In 2012, the Board met with the Alabama Peanut Producers Association in Clear Point, Ala. “These meetings are extremely instructive and helpful for board members,” said Vic Jordan, chairman of the National Peanut Board and a peanut farmer from Rayville, La. “Issues Texas farmers face are different from those in other parts of the country, but we share many of the same challenges.

We really appreciate the opportunity to get the perspective of Texas peanut farmers.”

To gain a unique perspective about growing peanuts in Texas, both boards toured Wilmeth National Peanut Board Virginia delegate Farms near Dilley, Texas. Texas John Crumpler (left)shares information with Texas Peanut Producers Board Peanut Producers Board memChairman Larry Womack. ber Grayson Wilmeth grows peanuts and other row crops.

Texas Peanut Producers Board member Grayson Wilmeth hosted the National Peanut Board and other Texas peanut farmers on an information-sharing tour of his farm near Pearsall, Texas. Wilmeth grows peanuts, corn (pictured here), green beans, wheat and cotton.

As farmers drove through acreage and walked some fields, Wilmeth pointed out aspects of soil composition, disease challenges and irrigation needs. Ideas and solutions were discussed.

Laura Robbins, National Peanut Board’s New Mexico delegate and chairman of the grower and industry communications committee said, “One of our goals as a board is to make ourselves as transparent as possible to all of America’s peanut farmers. By meeting with different state grower groups, it demonstrates that we want to work collaboratively with and value the input of all growers to advance the cause of America’s peanut farmers.”

After the tour, both Boards met to discuss industry issues. ”One of the most interesting discussions centered on genomics research,” said Larry Womack, chairman of the Texas Peanut Producers Board.

“Every growing region focuses on research specific to their region, but the genomics project is one area of research that will benefit us all.”

In 2014, the Board plans to hold one of its quarterly meetings with another state peanut producer organization in a peanut-producing state. By collaborating, growers expect to open up opportunities they might not have had otherwise.

American Peanut Council Attends Global Child Nutrition Forum

By Stephanie Grunenfelder, American Peanut Council

The Global Child Nutrition Foundation (GCNF) was established in 2006 as the international arm of the School Nutrition Association.

GCNF’s vision is “a world in which hunger is not a barrier to children learning.” To bring its vision to life, GCNF has worked with more than 85 countries to help build sustainable school feeding programs.

In May, GCNF hosted the 15th annual Global Child Nutrition Forum, which brought together roughly 300 people from 41 countries, 21 of whom were ministers from the agriculture and education sectors. The conference’s theme, “School Feeding as a National Investment: How to Achieve It,” advanced the goals of building successful national school feeding programs to ensure that children everywhere have the best possible learning environment and a chance to succeed.

This year the forum was held in Salvador, Brazil, and was co-hosted by the World Food Programme. The American Peanut Council participated in the Forum’s Marketplace, which offered exhibit space for organizations interested in networking with attendees.

Peanuts and peanut butter are shelf stable, nutritious and relatively inexpensive and are excellent food choice solutions for coun-

tries trying to figure out how to manage school feeding programs with small budgets.

Many countries serve school children cornbased porridge, and by adding peanut butter could increase (l-r) Peter Craig, director of finance for Edesia Global Nutrition Solutions; Gene White, president of Global Child the vitamin and Nutrition Foundation and Stephanie Grunenfelder of the APC shared about the benefits of including peanut butter mineral intake in school feeding programs at the Global Child Nutrition as well as the fat Forum in Brazil. and calories desperately needed by this vulnerable population.

As part of the conference, attendees participated in a field trip to a rural school in Brazil to see a school feeding program in action.

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Peanuts have more energy-boosting protein than any nut.