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 25
peanuts boost new product surge
INSIDE THIS ISSUE:
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Energize Your World Six Flags Tour Gives Consumers a Taste of Peanuts
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Social Media Bringing People into the World of Peanuts
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School Meals: Healthy Flavors Mean Healthy Kids
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Raffaela Marie Fenn Announces Plans to Retire from National Peanut Board
The National Peanut Board represents all USA 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.
National Peanut Board 2012 Officers and Members Cindy Belch, Chairman Vic Jordan, Vice Chairman Bob White, Secretary John Harrell, 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
Letter from the Chairman Cindy Belch
Dear Fellow Peanut Farmers: We all believe that USA-grown peanuts are the highest quality in the world. But what do buyers in other countries think? I recently had the opportunity to ask peanut buyers from across the globe what country they think produces the best quality peanuts. No matter who I spoke with, the answer was always USA. I think that quality and price determine true value. While there are other origins offering National Peanut Board less expensive peanuts, peanut butter and other peanut products, I believe the USA peanut industry is committed to delivering a product that’s a true value. And buyers and consumers are becoming more aware of that. SM
With peanuts, quality means everything from flavor and texture to food safety practices. In recent years, sustainability has become a bigger part of the definition of quality. More and more buyers both in the United States and internationally are asking about the sustainability of USA-grown peanuts. I enjoy sharing that America’s peanut growers have been paying attention to sustainability long before it became a buzzword. Because USA-grown peanuts are so delicious and enjoyable to eat, we can also use their amazing nutritional benefits as a marketing tool in domestic and export markets. Whether you’re in Conway, North Carolina or Osaka, Japan; if something tastes good and you know it’s nutritious, you’re more likely to buy it and eat it. The National Peanut Board supports production research funding to help us as peanut farmers to continue to produce the highest quality peanut crop and reduce costs. Off the farm, the Board uses its marketing dollars to promote that quality and the nutritional benefits of USA-grown peanuts. We work with the American Peanut Council on the international front—making us an even better competitor in the domestic and international markets.
Members-at-Large Vic Jordan John Shackelford, Alternate
Raffaela Marie Fenn NPB President and Managing Director PQ Editorial Staff & Contributors
Cindy Belch Chairman, 2012
Editor: Lauren Highfill Williams Sherry C. Collins Bob Coyle Mark Dvorak Jewel Hazelton Cathy Johnson
Ryan Lepicier David McCanless Lakeshia Poole Steve Saari Hilary Stiefelmeyer
Photo Credits: American Peanut Council, Crisis Ministries, Mark Fenn, Samantha Perkins, Kris Schoels
CONTACT INFORMATION 2839 Paces Ferry Road, Suite 210 Atlanta, GA 30339 tel: 678.424.5750 fax: 678.424.5751 toll-free: 866.825.7946 email: peanuts@nationalpeanutboard.org web: nationalpeanutboard.org
2839 Paces Ferry Road, Suite 210 • Atlanta, Georgia 30339 • toll-free tel: 866.825.7946 • tel: 678.424.5750 • fax: 678.424.5751 email: peanuts@nationalpeanutboard.org • web: nationalpeanutboard.org
Modern China is undergoing a gargantuan metamorphosis as a major consumer and importer with a significant opportunity for USA-peanut growers. A team from the National Peanut Board and I experienced this for ourselves through a recent exploratory trip to Shanghai and surrounding areas. I came away with a new understanding and view of this vast market. China has a population of more than 1.3 billion – 20 percent of the world’s population, with an average of 10 percent market growth over the past 10 years. This growth has catapulted many individuals into a wealthy personal situation. It is estimated that 10 percent of China’s population (130 million people) control 45 percent of the private wealth. Along with this growth, China experiences almost daily food safety scandals. During our trip, Chinese media headlines cited concerns about lead-in supplements; pollution from heavy metals and chemicals, pesticide and veterinary drug residue, illegal food additives, and the list goes on. There is a great need for safe, high-quality food in China. The new middle and upper classes in China are willing to spend on luxury goods. This younger generation is highly tech-savvy, educated, and in tune with the growing pains facing their country; especially as they relate to agriculture and food safety. These consumers demand value-added finished products they can trust. American and other origin products abound in high-end Chinese supermarkets. The reputation of American farm products also continues to grow because of our renowned and stringent food safety standards. What does this all mean for US-peanut growers? The affluent classes are willing to pay a premium for imported products. Unlike Japan, where consumers want custom products, China desires the exact same product as those sold in the USA, Italy or Brazil.
with Sammy Perkins, Georgia
Sammy Perkins and his wife, Terri, and two grown children, Lafe and Samantha, are a fourth-generation farming family living in the southwest corner of Georgia near Whigham. Sammy owns and leases Perkins Farm, which grows peanuts, cotton, corn, pecans and includes pasture for 350 head of cattle. Sammy graduated from the University of Georgia with a Bachelor of Science degree in Agronomy in 1982. After college, he started farming with his father and brother. He bought land when he could, formed a partnership with his father and built his acreage into what it is today. What does Sammy like most about farming? “The stress,” he laughed. “I enjoy it. I like seeing the progress technology has made over the past thirty years and the challenges of making my operation grow.” Sammy has grown peanuts every year since he started farming. “We’ve increased our acreage over the years and it varies from year to year based on price and rotation.” Yields in 2011 on his dry land peanut acreages were between 3800 and 4400 pounds per acre, which were “good yields and with grades in
Through our meetings with university bioscience and food technology leaders, CEOs of multinational corporations, the Agricultural Trade Office and others; as well as our retail visits and consumer panel discussions, we came away with a clear picture of China as a viable market for specialty, gourmet and ingredient peanut products. Additionally, Chairman of the Cal-Wine Trading many expressed a desire for direct Co. Christopher Beros (r) with NPB’s Bob Coyle (l) and Marie Fenn (center) contracting with farmers. Please take discussed pairing California wines the time to read more about our for- with peanut products at SIAL China. ay into China and Asia on pages 17 and 18 of this issue. This past year when the crop was short, exports went by the wayside. Displeasure over this development was emphatically communicated to us several times while at the SIAL show. Let me give you some food for thought. Maybe it’s time for US peanut farmers to stop thinking of exports as a place to send any overflow production, and focus on USA-grown peanuts as a global product – for here and abroad. Thank you for the opportunity to work for you.
Raffaela Marie Fenn NPB President and Managing Director
the mid to upper 70s, were considered excellent,” according to a 2011 issue of The Growers Solution. For the 2012 season, Sammy planted about 200 acres of peanuts. Ten years ago, Perkins Farms was recognized by the Natural Resources Conservation Service for outstanding efforts in soil conservation, improvements of waterways, strip tilling. Sammy is involved with the Georgia Peanut Commission, among other organizations. “I benefit most from organizations like the National Peanut Board because of their support of research,” says Sammy. “Research dollars are how farmers got to where we are today. It’s one of the reasons Americans have such a high-quality, safe and affordable food supply.” The Perkins farming tradition is likely to continue. His son Lafe graduated in May from the University of Georgia with a master’s degree in Agriculture Economics. “He has helped on the farm since he was young, too, and has learned a lot of the same things I did growing up,” said Sammy. “I hope he’ll take over the farm someday.”
Sammy Perkins (right) and his son Lafe work together growing peanuts, cotton, corn and other crops on their farm near Whigham, GA.
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peanuts inspire surge in new products Walk down the grocery aisle and you can find dozens of new peanut and peanut butter flavors added to your favorite brands. As several billion-dollar food companies report, that’s because consumer demand continues to motivate companies to release products with new peanut additions.
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New Products Emerge
reentrance to the peanut butter market last year, Kraft has announced that new flavored peanut butters are coming this summer.
General Mills® and Kraft Foods® plan to add nearly a dozen new peanut products to several of their brands before the year’s end. General Mills® premiered Multi-Grain Cheerios Peanut Butter in January. "We made Multi Grain Cheerios Peanut Butter for people who are watching their weight and love peanut butter,” said Elizabeth Costello, brand public relations director for General Mills, Inc. “Recent research on dieters and their favorite flavors told us peanut butter was at the top of their list." Costello continues, "We’ve already received an excellent response from retailers and consumers alike. They love the great peanut butter taste.” General Mills® Nature Valley brand capitalized on the popularity of peanut butter with their new line of protein bars launched during the first quarter of 2012. Peanut Butter Dark Chocolate is one of two available flavors. Ben & Jerry’s entered the frozen Greek yogurt category with a new peanut butter banana flavor, among others. Many of Ben & Jerry’s new flavors are developed in accordance with the company’s regular flavor-making procedures, including customer suggestions. “The public’s desire was clear,” said Eric Fredette of Ben & Jerry’s research and development division in an article in Time U.S.“The biggest trend was peanut butter. They wanted peanut butter with banana…peanut butter with marshmallow…all kinds of peanut butter.” Echoing this sentiment, Kraft Foods® unveiled several peanut butter products this year under the brands of Snackwell’s Ritz and the newly launched MilkBites, including unique pairings with pretzels, chocolate and even milk. And, on the heels of their
Peanut Butter Continues Domination These and dozens of other peanut product introductions follow on the heels of rising peanut butter sales. Retail volume sales of peanut butter continue to climb. According to The IRI Household Panel Chart, retail volume sales of peanut butter grew 11.4 percent from the third to the fourth quarter of 2011. And there was a 10.9 percent increase from the fourth quarter of 2010 to the fourth quarter of 2011. Peanut butter continues to dominate the nut spread market with a whopping 95 percent of total sales going to peanut butter. “Companies respond to what consumers want—whether it’s a trend toward snacking, plant-based diets or convenient and nutritious foods that taste great,” said Marie Fenn, NPB president and managing director. “For every need, peanuts and peanut products are the perfect fit and we work diligently to share this message with decision makers at these large food companies. Independent consumer research, sales data and reputable trend watchers support the appeal and potential of products with peanuts.”
10.9 percent increase over 4th QTR year prior 250,000,000
Peanut Butter
200,000,000 150,000,000 100,000,000
Peanut Butter
50,000,000 1Q09 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11
0
Information Resources, Inc. Household Panel
Peanut butter volume sales grew more than 11 percent from Q3 to Q4 of 2011 CATEGORY: SPECIALTY NUT BUTTER
CATEGORY: PEANUT BUTTER
140,000,000
120,000,000 100,000,000
80,000,000
The brisk sales of General Mills’ new cereal show that consumers can’t resist new peanut butter products.
Ben and Jerry’s ice cream capitalized on the Greek yogurt trend and chose peanut butter as one of its premiere flavors.
95%
60,000,000
40,000,000 20,000,000
0 13 Week Ending 13 Week Ending 13 Week Ending 13 Week Ending 13 Week Ending 13 Week Ending 13 Week Ending 13 Week Ending Jun 28, 2009 Sep 27, 2009 Dec 27, 2009 Mar 28, 2010 Jun 27, 2010 Sep 26, 2010 Dec 26, 2010 Mar 29, 2009
Volume Sales
Information Resources, Inc. (IRI) Scan Data Kraft Foods® introduced new peanut flavors to popular brands.
Peanut butter owns 95 percent of the nut spread market.
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Energize Your World Six Flags Tour Gives Consumers a Taste of Peanuts Consumer Sampling is Important Marketing Tool
The grand prize fuel-efficient Ford Focus was onsite with Buddy McNutty and generated a lot of enthusiasm from park goers.
NPB Mississippi delegate Don Self and his wife Lisa engaged consumers by talking about the nutritional benefits of peanuts and the sustainability of peanut farming at Six Flags Los Angeles.
While the dream of winning a brand-new, fuel-efficient Ford® Focus has been an incredible incentive for many contestants in the National Peanut Board’s Energize Your World sweepstakes, the peanuts and peanut butter products and promotional items have drawn crowds. Samples of in-shell peanuts from Hampton Farms, peanut butter squeeze packs from Peanut Butter & Co. and snack peanuts from Planters were all crowd pleasers at the kick-off event at New York City’s Grand Central Terminal. That high demand for samples has continued as the NPB team, Board members, alternates and their families visited Six Flags parks in Atlanta, Dallas and Los Angeles. These events provide wonderful opportunities to share more about how peanuts are grown sustainably. The three Six Flags locations and New York Grand Central Terminal attract an estimated 870,000 of attendees each day.
NPB Georgia alternate Andy Bell and his wife Judy joined NPB staff at Six Flags in Atlanta to meet consumers and talk about peanut farming.
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Park visitors were excited about the samples from Peanut Butter & Co., Planters and Hampton Farms that they received as they filled out their entry forms.
NPB Georgia Alternate Andy Bell and his wife Judy from Climax, Ga., joined the team at the Atlanta park. “It was so important for us to be at Six Flags because on a given day the park draws 18,000 people,” said Andy Bell. “The car drew a lot of attention, giving us the opportunity to reach a lot of people and expose them to new peanut products.” In May, NPB Oklahoma Board member Gayle White and her daughter Jessica of Frederick, Okla. connected with consumers at the Dallas Six Flags and Los Angeles locations. “When you have a great product, one of the best ways to spread the good news is to allow the public to experience it,” said Gayle White. “Sharing peanuts and peanut butter with large crowds at venues such as Six Flags are a cost-effective way to reach a large number of consumers from all walks of life.” The promotion continued throughout Memorial Day weekend with NPB Texas Board member Bob White and his wife Pat from Clarendon, Texas “We need to have an informed consumer,” said Bob White. “Educating them on where that peanut came from and the grower behind the peanut is important.” The tour culminated at the Six Flags in the Los Angeles area with NPB Mississippi Board member Don Self and his wife Lisa of Hamilton, Miss. “I have found that the average person doesn't realize the entirety of nutritional benefits that peanuts and peanut butter supply,” said Don Self. “By providing samples at consumer events, coupled with this important information, we benefit every segment of our industry.” More than 1.3 million people registered for the chance to win the grand prize vehicle at Six Flags theme parks, Grand Central Terminal or at www.PeanutsEnergize.com. The grand prize winner will be announced in July.
NPB Texas delegate Bob White and his wife Pat encouraged attendees to enter the sweepstakes and learn more about the nutritional benefits of peanuts.
NPB Oklahoma delegate Gayle White and her daughter Jessica enjoyed helping visitors experience the great taste of various peanut products at Six Flags Los Angeles.
Award-winning celebrity chef, James Beard-nominated author, and NPB friend Suvir Saran entertained and educated fans and food editors at Cook’s Warehouse in Atlanta as he talked about his love of peanuts and Indian cuisine.
Students at Emory University loved meeting celebrity chef Suvir Saran and enjoyed the adventure of sampling authentic Indian cuisine which featured peanuts.
Atlanta Students and Media Wowed by
Peanut Creations The dining hall buzzed with excited voices as James Beard Awardnominated Chef Suvir Saran visited Emory University, sharing his trademark wit and culinary prowess with the crowd of students. During his two-day trip to Atlanta in April, Saran talked about his love of peanuts and peanut ingredients and his award-nominated cookbook, “Masala Farm.”. At Emory University, hundreds of students tasted Saran’s authentic Indian cuisine. Students sampled unique gourmet dishes including Shrimp & Sweet Corn Curry, Local Vegetables in a Curry Sauce with Peanuts and Tomato-Onion Peanut Chutney with Grilled Naan Bread. Students also played peanut trivia and won peanut prizes and copies of “Masala Farm.” This event allowed Saran to introduce students to gourmet Indian cuisine and talk about the virtues of peanuts.
The next evening, Saran hosted members of the media and devoted fans at Cook’s Warehouse in Atlanta. While preparing dishes from his cookbook, Saran entertained and educated attendees with stories about growing up in India, the importance of farming and his love of peanuts. Saran also talked about how his involvement with the National Peanut Board gave him a stronger appreciation for farming and a better understanding of the nutritional benefits of peanuts. Saran often says that peanuts are the “ecumenical nut” and he sees himself as an ambassador for peanuts. Worlds away from his homeland, Saran’s travels bring the universal use and appeal of peanuts to everyone he visits.
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SOCIAL MEDIA Bringing People into the World of Peanuts
The number of consumers who use social media continues to rise. Current statistics show “65 percent of adult Internet users now say they use a social networking site like Facebook or Twitter; up from 61 percent a year ago. This marks the first time in Pew Internet surveys that 50 percent of all adults use social networking sites” ("Digital buzz blog," 2012). There’s no denying that with three Facebook pages, two Twitter handles, a blog, a Pinterest page, YouTube Channel, and Flickr account, the National Peanut Board views social media as a pivotal strategy for connecting with consumers daily. Facebook allows users to connect with each other and share their interests through personal and brand profiles with photos, videos and more. As of April 2012, Facebook had more than 900 million active users on the website. The population of this social network is larger than the smallest country in the world. NPB’s three Facebook brand profiles: National Peanut Board, Peanut Butter Fanatic, and Official Peanut Fanatic allow us to connect with different audiences. Our National Peanut Board brand page reaches more than 900 consumers and people in the agricultural industry. On this page, we share news from NPB and the agricultural industry. Our Peanut Butter Fanatic page reaches more than 2,700 peanut butter lovers across the country. Through this page, we promote our Peanut Butter for Breakfast campaign (PB4Breakfast) and share our favorite peanut butter recipes with fans. We engage more than 500 peanut-loving consumers on our Official Peanut Fanatic Facebook page and provide fun facts about peanuts and recipes. Twitter is another social platform to connect with consumers, bloggers and industry professionals. Twitter allows users to send text-
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based messages or tweets in 140 characters or less. Twitter has over 140 million active users who send more than 340 million messages a day. It has gained popularity in the past few years as a platform to share breaking news and updates. NPB has two Twitter handles: @PeanutFarmers is consumerfocused and @PeanutRD focuses on peanuts and nutrition and is run by NPB’s Sherry Coleman Collins, senior marketing and communicationzs manager and registered dietician. Although Facebook and Twitter are our two most popular social media outlets, NPB commands a strong presence through the NPB blog, YouTube, Flickr, and a newly-launched Pinterest page, as well. We share event photos on Flickr and showcase our TV advertising on our YouTube channel. Our NPB blog also allows us to keep consumers updated about new peanut products, current events, and to connect with other brands. The National Peanut Board remains current in the digital arena by embracing new technologies that connect us with our target markets. We recently joined the newest rising star on the Web, Pinterest, a content-sharing service that allows members to "pin" images, videos and other objects to a virtual inspiration board. We joined to continue sharing our love of peanuts and peanut butter with consumers around the country, generating more demand for USA-grown peanuts and peanut products.
Digital buzz blog. (2012, January). Retrieved from http://www.digitalbuzzblog.com/social-media-statistics-stats-2012-infographic.
@PeanutRD Connects with Major Brands through Social Media In addition to connecting with consumers on our regular social media outlets, NPB Senior Marketing and Communications Manager and registered dietician Sherry Coleman Collins virtually meets influential people in the nutrition industry virtually on @PeanutRD. Through Twitter, Collins connected with a registered dietitian for Ingles Supermarket who invited her to participate in a chat session on Ingles’ Facebook page, which boasts more than 16,000 “likes”. Ingles customers learned about the benefits of peanuts and peanut butter and the event was such a success that Collins was invited to be a guest on the Ingles Information Aisle radio show. This relationship has led to additional opportunities to discuss how peanuts and peanut products can be featured, promoted and expanded in Ingles Supermarkets. Twitter is also a powerful tool for connecting with media. Collins was invited through Twitter to be a guest on Radio Disney’s Kid’s Concerns show, where she discussed child nutrition and facts about food allergies. ”In the digital age, people are turning more and more to the Internet and media for health and nutrition information. NPB’s presence is well worth the effort in being able to connect with and influence hundreds of thousands of people with just the click of a mouse,” said Collins.
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The Role of Social Media in
PB for Breakfast donate $5 to a non-profit for each vote for a peanut butter breakfast recipe has resonated with bloggers and their fans. Taylor created a crepe recipe and shared information about the Peanut Butter for Breakfast program on her blog. She also makes it no secret that she is a peanut butter fanatic, making her a perfect fit. Her post garnered over 350 comments and increased “likes” on NPB’s Facebook fan page, Peanut Butter Fanatic. Social media support from bloggers and peanut butter lovers like Taylor helped NPB present the first Peanut Butter for Breakfast donation in June during the USA Peanut Congress. Charleston, S.C.based Crisis Ministries was the recipient of the $5,000 gift. NPB will continue to work with the powerful tool of social media to create buzz and excitement for all things peanuts and peanut butter. Blogger Lisa Taylor highlighted these Peanut Butter Crepes in a post about the benefits of PB for breakfast. She received more than 350 comments from readers interested in winning a PB prize pack from NPB.
According to a study by The Hartman Group, nearly half of online adults say they learn about food via social networking.1 About 40 percent of online adults say they learn about food through websites, apps or blogs. How does the National Peanut Board ensure that its message highlighting the value, flavor, versatility and nutrition of peanuts and peanut butter connects with consumers online? With its Peanut Butter for Breakfast campaign, social media is a core component alongside traditional media. In February, NPB hosted parenting bloggers at a special brunch featuring Chef LaLa. The experience was also leveraged online as moms and dads shared peanut facts and pictures of recipes with connections on Twitter, generating more than 350,000 impressions. “Social media is what email or cell phones were years ago,” said Jennifer Vides, a notable blogger and NPB brunch attendee. “People who use social media are influencers, activists and more. These people are sharing, connecting, bonding, – using the Internet – with people from places near and far.” “[Bloggers] get to expand on our creativity, and our readers get to share in that experience via text and photos, plus learn a lot about a new product before deciding to purchase it,” said Lisa Taylor of the blog Parsley, Sage, Desserts and Line Drives. “In turn, the brand gets a boost if the readers want to try the recipe created, and need to purchase the product to make it.” NPB strategically connects with bloggers who have a passion for nutrition, food and most importantly, peanuts and peanut butter. Over the past quarter, bloggers have created peanut butter breakfast recipes, hosted contests and encouraged their readers to visit www.PB4Breakfast.com. The fact that America’s peanut farmers will
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1
http://www.researchandmarkets.com/reportinfo.asp?report_id=2075753&t=e
On behalf of America’s peanut farmers, NPB presented Charleston, S.C.based Crisis Ministries with a $5,000 donation during the USA Peanut Congress in June. Pictured from left to right are NPB’s Bob Coyle; Deena Harrell, spouse of Georgia delegate John Harrell; CEO of Crisis Ministries Stacey Denaux; and NPB President and Managing Director Marie Fenn. The presentation was covered by thedigitel.com, WCIV-TV-ABC News 4 and Charleston Regional Business Journal.
For NPB Guest Blogger Kris Schoels,
Farm Life Prepared Her Well Now that you have left the farm, how do you incorporate peanuts and peanut butter into your everyday life? Peanuts and peanut butter are my favorite two things in the world. I have peanut butter every single morning in my oatmeal, a handful of peanuts to fuel up after workouts, and peanut flour in my Greek yogurt in the afternoon. My days circle around developing recipes typically involving peanut butter.
What’s your favorite peanut recipe?
Schoels cherishes her childhood memories of peanut season and tending the family garden.
My family's peanut pie. You can bake it in a normal pie shell but I changed the recipe so it makes bite-sized pies. It’s super cute to serve at parties or for a little dessert after dinner- in case you are like me and tend to eat the whole pie. Raised on a farm in Virginia, Kris Schoels is now a successful blogger in New York City.
Kris Schoels has come a long way since her childhood days on her dad’s Wakefield, Virginia farm. Her family runs a third-generation farm, growing peanuts and blueberries. With a degree in Fashion Marketing from Virginia Tech, Schoels started working in the corporate world, then took her love of food and started her own blog Young, Married, Chic. Schoels is often called the ultimate peanut butter lover by readers. Her blog has garnered appearances on national news networks and TV stations and she will soon release a cookbook, “A Taste of Virginia Tech.” NPB talked to Kris about how growing up on the peanut farm influences her career today.
What was life like growing up on a peanut farm? How has that experience shaped your life? Farm life taught me to appreciate all that I have. I learned from a very early age that if you work hard for things, you will be so much more gratified with the results. I learned this from watching my parents on the farm, from my dad harvesting crops to my mom outside in the garden getting vegetables to cook for our dinner. My memories of peanut season are the smell of the freshly-turned earth and peanuts drying in the hot sunshine. My dad used to take me out on the tractor and I would bring a bucket full of peanuts inside for my mom so we could roast them together.
www.youngmarriedchic.com
Peanut Pie Bites Ingredients 3 eggs 1 cup brown sugar 1 tablespoon all-purpose flour 1 cup corn syrup 2 tablespoons melted butter 1 teaspoon vanilla extract 1 1/2 cups peanuts, well-chopped 1 package of mini phyllo shells
Directions Preheat oven to 350 degrees. In a medium bowl, gently beat eggs. Stir in sugar and flour, then the syrup, butter and vanilla. Gently fold in peanuts. Pour mixture into mini phyllo shells and bake for 10-12 minutes, or until middle of the pies are set.
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School Meals Healthy Flavors Mean Healthy Kids
NPB inspired participants to use peanuts in a unique, nutritious and delicious way at the HFHK conference with this yogurt parfait with peanut granola.
Influential school nutrition and foodservice professionals came together at the Healthy Flavors, Healthy Kids conference seeking inventive ways to make every school meal count. “Peanuts and peanut butter are a natural fit [for kids],” said NPB’s Sherry Coleman Collins, R.D.
More than 31 million children each school day participated in the national school lunch program in 2010, according to the USDA. That translates into a mind boggling amount of milk, bread, meat, produce…and PB&J sandwiches! USDA purchased more than 18 million pounds of peanut butter for the child nutrition program and other domestic feeding programs from Aug. 2010 to Dec. 2011. Peanut butter is an overwhelming favorite for students and school nutrition professionals because not only is it delicious, but also it is nutritious, convenient, affordable and makes other nutritious foods (like vegetables) more appealing to kids’ taste buds. School nutrition professionals across the country are more concerned than ever with making every meal count, ensuring that every bite is filled with nutrition for students across the country, while meeting strict financial goals too. That’s where Healthy Flavors, Healthy Kids (HFHK) comes in. In its second year, HFHK brought together nearly 100 influential school nutrition directors, foodservice professionals and thought leaders to cast vision for the future of child feeding programs. As an active participant, NPB tracks the latest trends in school nutrition, networks with national leaders and showcases peanuts and peanut butter in unique and delicious ways. As a sponsor, NPB featured novel recipes including yogurt parfait with peanut granola, PB & J smoothie and watermelon salad topped with peanuts – all delicious and nutritious additions to school meals. Sherry Coleman Collins, NPB senior manager, marketing and communications and registered dietitian, said, “School foodservice is an important opportunity for USA-grown peanuts, since peanuts and peanut butter are foods that kids love and are a source of important nutrients for growing children.” Collins helped dispel common food allergy misconceptions and discussed how peanuts and peanut butter can help meet the dietary needs of students. When NPB shares key messages with this group, it becomes clear that peanuts and peanut butter are a great fit for school nutrition.
Indian Chopped Mixed Salad (Kachoombar Salad) Makes: 8 portions
Ingredients 2 tomatoes, large, ½” dice 2 Granny Smith apples, cored, quartered, ½” dice 1 English cucumber, large, seeded, finely chopped 1 red onion, medium, finely chopped 1 jalapeno pepper, finely diced (seeded and veined, if desired) 1 cup mango, diced 1 cup pineapple chunks ½ cup cilantro, chopped ¼ cup mint leaves, finely chopped 1 teaspoon cumin, toasted and ground 1 teaspoon kosher salt ¼ teaspoon cayenne pepper ¼ teaspoon black pepper, cracked Juice from one lime, or to taste 1 cup peanuts, skin on, toasted
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Reprinted with permission from Chef Suvir Saran
Directions Toss all ingredients together in a large bowl. Taste for seasoning. Adjust the salt, lime juice, or cayenne as needed. Finish with peanuts and serve.
Peanuts A Natural Fit for the Future By Sherry Coleman Collins, MS, RD, LD
Adults trust advice from health professionals. NPB shows doctors, dietitians and others how peanuts and peanut butter can be part of a healthy and delicious lifestyle at conferences like Healthy Kitchens, Healthy Lives.
USA-grown peanuts are a nutritious, affordable and craveable food to help people reach their nutrition health goals at every age. NPB is strategic in its promotion of peanuts to health and foodservices professionals who influence the food choices of consumers young and old. Peanuts are a natural fit for feeding America’s future as a source of protein, good fats, and have more than 30 essential nutrients and phytonutrients. What’s more, peanuts support the 2010 Dietary Guidelines for Americans and the DASH eating plan. Engaging school foodservice professionals at Healthy Flavors, Healthy Kids (see Healthy Flavors Means Healthy Kids), is part of a strategic effort by NPB to ensure that peanuts and peanut butter remain leading foods served in every K-12 foodservice arena. Kids love PB & J, but they also love peanut butter dips for fruits and vegetables, spicy peanut sauces (yes, many kids love spice!), peanut granola bars, peanut and fruit parfaits, and much more. Because peanuts and peanut butter provide delicious tasting nutrition, they are great options for those seeking to maintain optimal health and promote good nutrition for America’s children. As children transition to young adults, NPB works with college and university dining leaders to develop menu items and peanutfocused marketing concepts. For instance, the PB & J becomes sophisticated as part of a grind-your-own peanut butter station, while peanuts are chic in authentic Asian and Indian dishes. Working with leaders such as Emory University (see page 6), NPB adds value and excitement to the foodservice program to meet the sophisticated palate of young adults.
Adult challenges are a little different, since over two-thirds of American adults are overweight or obese, according to the Centers for Disease Control. At Healthy Kitchens, Healthy Lives (HKHL), hundreds of physicians, dietitians and other health professionals meet at the Culinary Institute of America to discuss how healthy eating can reduce the risk for many common diseases of western society, including being overweight. The event encouraged professionals to get their clients and patients into the kitchen and to include peanuts and peanut products regularly. As a delicious Superfood providing satiety and a low glycemic index, peanuts are the perfect food to help people enjoy a more nutritious lifestyle. On the menu at all meals and snacks and in many of the presentations and hands-on workshops, peanuts were a must-have food on the nutritious plate. From child nutrition and the school lunch program, through college and university dining, to healthcare professionals, NPB leverages peanuts as a natural fit for the future.
Peanuts and peanut butter are nutritious, affordable and craveable foods to help people reach their nutrition goals at every age.
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Media Round-up Influencing the Influencers Culinary Media Talk Up Peanut Power
One of today’s top ten most popular consumer magazines, Family Circle featured Chicken Meatballs with Peanut Sauce for its nearly four million readers. Real Simple magazine, with one million monthly readers showcased Southern Mud Pie with peanuts. NPB helped expedite coverage of peanuts in a New York Times article about the Health Kitchens/Healthy Lives conference. The story featured a Peanut Limeade recipe Whether focusing on nutrition, indulgence or both, consumer magazine editors are constantly finding ways to highlight peanuts and peanut products as a perfect match to inspire readers.
Culinary and consumer media seek new and creative recipe and menu ideas to spark interest in their readers. The National Peanut Board works to keep peanuts and peanut products front and center for these influencers. The relationships NPB has built over the years with the media have resulted in high-impact coverage in several key publications. Fare,® a magazine for 30,000+ decision-makers in food operations such as convenience and grocery stores, recently featured peanuts as a trend to watch and the stunning image of a peanut, apple and Brussels sprouts sandwich. School Nutrition Association magazine’s article “Kids’ Cooking Takes Center Stage” featured kid-friendly recipes such as peanut butter balls and NPB’s Sweet and Spicy Peanut Granola. NPB facilitated an interview with James Beard Award-winning cookbook Author and Chef Mai Pham for National Culinary Review, the magazine of the nation’s largest professional organization for chefs. Known for her expertise in southeastern Asian cuisine, Pham includes peanuts in her recipes.
Consumer Editors Love Peanuts The National Peanut Board’s relationships with some of today’s best-known consumer and health magazines helped carry the good peanut message to hundreds of millions of readers as they highlighted the versatility, great taste and nutritional components of peanuts and peanut butter. The February/March issue of Healthy Cooking magazine, with 3.5 million monthly readers, touted peanuts in “Health Buzz” news and stated, “For years, some of the most comprehensive health studies in the nation have linked nut consumption with lower risk of heart attack and other cardiovascular dangers.”
Fare readers (30,000+) learned the latest peanut menu trends and took in a peanut sandwich image provided by NPB.
Relationships built over time between NPB and culinary and consumer editors keep the attention focused on peanuts in influential publications. Celebrity chef and NPB friend Mai Pham touted peanuts in her feature in National Culinary Review. Peanuts and peanut butter are a natural fit for an article about cooking with kids in School Nutrition Association’s magazine.
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Bud Bowers (r), South Carolina alternate and Upper Southeast winner of the 2012 Farm Press Peanut Profitability Award and his son, Corrin, farm together about 100 miles west of Charleston.
Farm Press Award Winners Have National Peanut Board Connections Maintaining a profit despite the tough 2011 growing season was the common thread among this year’s Farm Press Peanut Profitability Award winners, honored at a National Peanut Boardsponsored award breakfast in Panama City, Fla., as part of the 14th Annual Southern Peanut Growers Conference. The award is based on production efficiency and was presented at the July 21 breakfast to producers from each growing region of the U.S. Peanut Belt. Two of the three winners are connected to NPB. Joe D. White, spouse of NPB Oklahoma delegate Gayle White, and Bud Bowers, NPB South Carolina alternate, represent the Southwest and Upper Southeast regions, respectively. I.C. Terry Farms in Lake City, Fla. received the award for the Lower Southeast region.
Profitability Awards said in a July 5 Farm Press article. “Our award winners this year showed incredible resilience in the face of difficult conditions.” “Our Southwest winner [Joe D. White] does an excellent job of managing fixed costs, which is an important component of the award criteria. His equipment costs are very low, and he also does an excellent job of marketing his crop,” said Lamb. About Bud Bowers’ operation in South Carolina Lamb said, “Our Upper Southeast winner is one of the most innovative producers I’ve seen in the program. He shows amazing flexibility in his management skills, using a field-specific mentality.” “The distinction of being named a Peanut Profitability winner is reserved only for those producers who balance productions costs with excellent yields and quality, across their entire peanut production system,” said Greg Frey, publisher of Farm Press Publications in the same article. Our winners this year—just as in years past— controlled costs while maximizing yield and profits.” To read more: http://southeastfarmpress.com/peanuts/2012-peanut-profitability-award-winners-named
“The winners of this year’s award are truly impressive and are great examples of family farming operations and the hard work and determined spirit representative of all successful peanut farmers,” said John Harrell, Georgia delegate. “All growers can benefit from learning about the production practices and efficiencies of this year’s award winners.” “The Peanut Profitability Awards are based solely on production efficiency and honor those growers who produce the highest yields at the lowest cost per acre,” Marshall Lamb, research director for National Peanut Research Laboratory and advisor to the Peanut
Joe D. White (r), spouse of NPB Oklahoma delegate Gayle White (l) is the Southwest region winner of the 2012 Farm Press Peanut Profitability Award. Here, the Whites take their four-wheeler on a crop inspection tour of their farm near Frederick, Okla.
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Raffaela Marie Fenn Announces Plans to Retire from National Peanut Board
President and Managing Director of the National Peanut Board Marie Fenn will retire from her NPB position at the end of 2012. She has been at the NPB almost since the Board was seated in March, 2000. Chairman and North Carolina Board member Cindy Belch said, “Marie has had a tremendous impact on the NPB and the entire peanut industry. She will be hard to replace, but she is leaving a great legacy and organization that surely will carry on her vision.” Fenn has agreed to continue to support the NPB until a successor is identified even if it extends beyond the end of the year. “I have reveled in both the challenges and the successes during my tenure at the NPB,” Fenn said. “I was inspired by the courage and vision of the selection committee that lured me away from corporate America. It takes tremendous time and complete devotion to build something like this from the ground up, to inspire change and build a program to execute a unified vision. It’s been an honor to serve all the peanut farmers of America.” Murray Campbell, former NPB Chairman, Georgia Board member and member of the selection committee that hired Fenn said, "Marie helped us build the NPB from a fledgling idea to an organization that is respected in our industry, across the country, and around the world.” Former NPB Chairman and Texas Board member Ted Higginbottom added, “From the outset, Marie has given 110 percent effort and enthusiasm for the Board and its mission, and without her at the helm the National Peanut Board would not have been as successful as it has been.” Belch listed just a few of the many successes of the National Peanut Board under Fenn’s leadership including domestic growth of consumption, dozens of new products using peanuts and peanut butter, an aggressive college foodservice program, support for food allergy education and exports, coordinated promotional programs with peanut state organizations, robust production research and industry recovery after a nationwide product recall in 2009. The NPB Board expects to make a decision about the position in the Fall to allow for a reasonable transition period. Business development has been a cornerstone of the NPB program under Fenn’s leadership. Through NPB’s active participation in events like the Fancy Food Show, small businesses with gourmet peanuts and peanut products connect directly with domestic and international buyers, increasing and fulfilling demand for USA value-added peanut products. (l-r, Steven Lynch of Montebello Kitchens, Stephanie and Jeffrey Pope of Royal Oak, NPB’s Bob Coyle and Marie Fenn, Former NPB Chairman and Alabama delegate George Jeffcoat and Paul Gelose of Ricky’s Lucky Nuts)
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Author Impressed with NPB Commitment to Allergy Education Sandra Beasley, author of “Don’t Kill the Birthday Girl— Tales from an Allergic Life” (Crown Publishers) connected with the National Peanut Board a few years ago while working on her book. As a person with multiple and severe food allergies (dairy, soy, beef, shrimp, cucumbers, cantaloupe and some tree nuts), Beasley was impressed with NPB’s commitment to the food allergy community. She included interviews with NPB staff and former Board Sandra Beasley’s memoir tells the Chairman Dee Dee Darden in story of living with food allergies in her memoir. a funny, honest and engaging way. Beasley also wrote a guest She notes, “Since I’m not allergic to peanuts, they are one of my ‘go to’ post on the NPB blog (www. travel proteins.” energyforthegoodlife.org) after the book’s hardback release in 2011 and shared how much she relies on and loves peanuts and peanut butter. With the book’s recent release in paperback (Broadway Paperbacks), Beasley toured the country speaking about her experience and the importance of focusing on all food allergies—not just peanuts. In this Q & A, she offers insights on her book, allergy bans and research.
What are some misconceptions about food allergies? While researching my book, I attended the annual AAAAI Conference and hear about the latest scientific breakthroughs in the fields of allergy, asthma, and immunology. There are still people out there who regard allergies as an indulgence, a reflection of a culture obsessed with self-diagnosis where everyone wants to be "special." Our credibility is undermined by those who adopt the label of allergies when what they really have is a dietary preference. Those skeptical of allergies only need to witness the pain of a child left out of Halloween trick-or-treating or a child who'd give anything to be able to ignore his condition and be like everyone else. There are also lingering blind spots in food preparation and party hosting. A chef goes to elaborate effort to make a shellfishfree jambalaya, and then at the last minute stirs it with the same spoon he used on the shrimp-filled gumbo.
You are not allergic to peanuts, but do most people assume you are? It’s ironic that people who host me are often quick to offer assurance saying, “Don’t worry, no peanuts.” But peanuts and peanut butter are one of my go-to travel proteins. I fully understand how acute peanut allergy can be: my sensitivity to dairy, and in recent years to cashews, is life-threatening. The important thing is to recognize that bans and free zones and no-peanut baseball games are all short-term solutions. Avoiding the Big Eight allergens doesn't make an event (or a recipe) "food allergy friendly" in the universal sense. We need to resist making any one food the villain, and instead focus our energy on the enemy of the allergic condition.
Our mission at the National Peanut Board is to support food allergy research. What research is most important to you? We need to continue to test and refine allergen-specific treatments, such as oral immunotherapy and sublingual immunotherapy, while also exploring Chinese herbs and other systemic remedies that may prove helpful to people with multiple severe allergies like mine. In addition, I hope the LEAP study and other clinical trials give us a better sense of how to manage the "Big Eight" allergens in the diets of children under age 3 who have yet to be diagnosed. Do we keep toddlers away from peanuts, or does early exposure make allergies less likely to develop? Because of my allergies my mother not only had to handle all the responsibilities of a household but she also had to play scientist, nurse, detective, lawyer, and teacher. She's my hero.
“Don’t Kill the Birthday Girl— Tales from an Allergic Life” is available in in bookstores nationwide and at www.amazon.com.
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NPB Board Meeting Expands Opportunity to Listen and Learn “It’s important for the Board to gather insight from our state peanut producer organizations in order to better NPB New Mexico delegate and grower and industry communication committee chair Laura Robbins
understand the needs and concerns of the farmers we represent. “
State peanut producer organizations are a great asset for the National Peanut Board to understand the challenges and successes of growers across the Peanut Belt. The NPB representatives of each state are heavily involved in their own state organizations and NPB staff is in frequent contact with state groups, collaborating wherever possible. The Board recently added a new twist on an old idea. This involved setting aside time for NPB Board members to sit with representatives from a state Board with scheduled time for listening and learning.
Exports Important to U.S. Peanut Farmers
By Stephanie Grunenfelder, American Peanut Council
NPB Florida delegate Michael Davis (l), pictured with the American Peanut Council’s European representative George Smith, and NPB Chairman Cindy Belch (not pictured) represent NPB on the APC export board.
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NPB has held meetings in peanut country many times over the years. Laura Robbins, NPB’s New Mexico delegate and chair of the grower and industry communication committee said, “It’s important for the Board to gather insight from our state peanut producer organizations in order to better understand the needs and concerns of the farmers we represent. Working collaboratively with our state organizations, we can deliver maximum return on investment to the producers who pay the peanut assessment.” To create an opportunity for significant conversation about the realities of farming, NPB needed to do more than merely schedule its meetings at the same venue as a state meeting. Representatives from NPB scheduled a meeting with the Alabama Peanut Producers Association (APPA) board of directors during NPB’s quarterly board meeting in March in Clear Point near Fair Hope, Ala. The goal was to promote an open dialogue about the challenges and opportunities peanut farmers face and to help foster candid conversations among growers. The Board also engaged with the Alabama Farmers Federation of Mobile and Baldwin counties “The interaction during the joint meeting of NPB and APPA revealed how much we have in common. We are a small group and we need to continue to work together at every opportunity,” said Carl Sanders, president of APPA. NPB hopes to review the best methods to share information and ideas with state producer organizations. “I think this was a rewarding meeting. This time together allowed other farmers to experience hands-on what the National Peanut Board does,” said Ed White, Alabama Board member. “It was a learning experience for most parties involved; and I think we all felt we should host more events like this one.”
In 2011, the value of peanut products exported to countries outside the United States reached a new record with sales topping $362 million. The top markets for U.S. peanuts and peanut products are Canada, Mexico, Germany, Japan and the Netherlands. Interestingly, sales to Africa continue to grow; perhaps due to the renewed attention to peanut-based ready-to use therapeutic foods for the treatment of malnutrition. Around the world, demand for peanuts is also growing. The total world consumption of peanuts grew again in 2011, as it has been doing for the past several years. The average growth is about three percent per year. National Peanut Board Chairman Cindy Belch and Research Committee Chairman Michael Davis attended the International Peanut Forum held in April in Amsterdam, Holland, and got to see a bit of the world peanut trade firsthand. Belch and Davis represent NPB on the American Peanut Council’s (APC) export board. The APC export board oversees the industry’s export program funded in large part with funds from the U.S.D.A.’s Market Access Program. The International Peanut Forum is organized by the APC and is held bi-annually. Nearly 300 attendees from 37 countries attended this forum, all to network with the other buyers and sellers. U.S. peanuts are considered the quality standard in the world peanut market, and Belch and Davis met with customers around the world who are curious about how U.S. peanuts are grown.
Export Update
China In May, representatives from the National Peanut Board traveled to China to exhibit at SIAL China and to meet face-to-face with key business and university leaders in Shanghai, a city with a population of 23 million, and Fuzhou, a city of nine million. NPB presented the high quality of USA-grown peanuts and value-added peanut products at SIAL and explored business opportunities with this dynamic audience. With more than 1.3 billion inhabitants, China represents more than 20 percent of the world’s population. As the world’s mostpopulated and fastest-growing market, China is an ideal target for many food and agricultural products. China is the third largest importer in the global economy and second largest consumer of food and beverage worldwide. U.S. agricultural exports to China nearly tripled over the past five years (from $6.7 billion in 2005 to $17.5 billion in 2010), making China the new number one market for U.S. agricultural products. China’s food demand continues to outpace its domestic production. This creates a market opportunity for USA-grown peanuts into this vast Asian country that is the largest producer of peanuts in the world, although it is reported that 80 percent is crushed for oil. Through its Small Business Export Initiative, NPB exhibited at SIAL China, with attendance estimated at 33,200 trade-only visitors. With close to 70 companies, the USDA-endorsed USA Pavilion at the Expo was the largest contiguous international pavilion and one of the most heavily visited areas at the exhibition, which included more than 1,500 exhibitors from 76 countries. Joining NPB was Peanut Butter & Company, The Peanut Shop of Williamsburg and Golden Peanut Company who showcased their high-quality peanut
After NPB’s meeting with food science experts at Fuzhou University, research students sampled products made with USA-grown peanuts for possible development.
ingredients, including peanut flour, peanut oil, and peanut extract. “We came away with more than 200 qualified leads and inquiries. USA peanut products were a tremendous hit,” said Marie Fenn, NPB president and managing director. The NPB team also met with companies before and after the show. The Chic Group is a multinational food company with many business interests which would provide strong business opportunities for USA peanuts and peanut products. CP Lotus is a supermarket chain in China that is interested in value-added peanut products from the USA. “Both of these meetings were a success because of prior relationships built through our alliance with the California Institute for Agriculture and Food Research (CIFAR),” said Fenn. The team also met with Hormel in Shanghai. “We gained insight into business practices and feel we better understand the distribution and sales systems in different regions of China. These were extremely valuable and informative meetings,” said Fenn. The team also traveled south to Fuzhou to meet with the food science team at Fuzhou University and learn more about innovation in food products in China and explore co-development opportunities. “Peanut farmers need to continue to explore world markets for our high-quality USA-grown peanuts,” said Michael Davis, Florida board member and chairman of the NPB export committee. “With its huge population and demand for American products, exporting to China just makes sense.”
Already successfully importing and selling fresh berries and fruits from the USA, the CHIC Group is working with NPB to explore importing premium products made with USA-grown peanuts. NPB met with top executives William Pan (second from left) and Steve Schafer (second from right).
Through the SIAL China show, NPB established a China and Asia database of more than 200 contacts who are interested in specialty products made with USA-grown peanuts.
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Peanuts have more energy-boosting protein than any nut.
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