Peanut Quarterly 32

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 32

INSIDE THIS ISSUE:

page 2

Innovative Marketing to Keep Pace with Production

Treading Lightly:

THE WATER FOOTPRINT OF PEANUTS

page 7

The Perfectly Powerful Peanut Pop-Up Tour

page 13

Peanut Butter: Doing a World of Good

page 15

Powdered Peanut Butter Goes Mainstream

The National Peanut Board represents all of America’s peanut farmers and their families. As farmers and stewards of the land, our mission is to grow, cultivate, and promote the best-tasting peanuts in the world. We seek to be responsible in all that we do, from production research that results in a more healthful, sustainable crop to sharing all the nutritional and culinary benefits of USA-grown peanuts.

National Peanut Board 2015 Officers and Members Bob White, Chairman Monty Rast, Vice Chairman Gayle White, Treasurer Ed White, Secretary Alabama Ed White Tom Corcoran, Alternate Arkansas Gregory Gill Gregory Baltz, Alternate Florida Jeffery Pittman Georgia John Harrell Andy Bell, Alternate Mississippi Joe Morgan Lonnie Fortner, Alternate New Mexico Wayne Baker Kenneth Cox, Alternate North Carolina Dan Ward Ray Garner, Alternate Oklahoma Gayle White Les Crall, Alternate South Carolina Monty Rast Bud Bowers, Alternate Texas Bob White Peter Froese Jr., Alternate Virginia John Crumpler II Paul Rogers, Alternate Member-at-Large Vic Jordan Bob Parker NPB President and CEO PQ Editorial Staff & Contributors

A Message from Our 2015 Chairman

BY BOB WHITE Chairman

Dear Fellow Peanut Farmers, I hope you’ve had good growing conditions for your peanut crop. I’ve enjoyed having the opportunity to serve with other growers on the National Peanut Board and acting as chairman this year.

One of the most significant areas of investment for the National Peanut Board is production research. Since 2001, the Board has committed more than $22 million to production research projects to help make peanut farming more efficient for growers. An extra grower dollar contributed to production research by NPB returned $4.29 to producer profit between 2008 and 2013, according to the most recent return on investment report. The U.S. peanut industry’s investment in research has helped American farmers become the world’s low-cost producer of peanuts over the past three years. And over the past 10 years, peanut yields have increased 33 percent.

Working with the research institutions and state groups, we came to a consensus that includes research institutions consulting with the National Peanut Board when considering potential international licensing for specific peanut cultivars.

We maintain our opposition to the international licensing of seed varieties developed with funds from American peanut growers. We take seriously our challenge to protect the U.S. peanut farmer and appreciate our research partners agreeing to consult with us and our state associations before entering into international licensing agreements on seed. I believe we all share a common goal of doing what is in the best interests of our peanut growers.

We have had a strong Board over the past several years, and I am optimistic about the future with solid leadership from growers and our super staff.

Bob White Chairman

This year, NPB had an opportunity to revise the standard agreements between state peanut producer organizations and research institutions to ensure consistent terms.

Editor: Cathy Johnson Sr. VP, Marketing & Communications: Ryan Lepicier Bob Coyle

Lauren H. Williams

Mark Dvorak

Sherry Coleman Collins

Lindsey Roberts

Gene Powers

Keegan Treadaway

Steve Saari

On the cover: Virginia peanut farmer Jeffrey Pope

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

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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

Innovative Marketing to Keep Pace with Production

How in the world are we going to sell all of these peanuts? That’s a question I hear a lot as I travel around the peanut industry. Our peanut production has grown by leaps and bounds as our yields have increased by a third compared to just 10 years ago. With new technology ranging from new seed varieties to precision agriculture, our farmers have become the world’s low-cost producer of peanuts. Farmers want to grow peanuts, and the National Peanut Board is working hard to find markets for these peanuts.

Domestically, consumption should finish the July 31 marketing year up better than five percent, one of the best years of growth in a while, but even that rate of growth can’t keep pace with production. That’s why we’re taking a hard look at how we market peanuts to domestic consumers, developing new products using peanuts, and ramping up our support of export activities through the American Peanut Council.

We recently opened up our public relations, advertising, and marketing business to allow competition from new agencies to bring fresh ideas and approaches to domestic marketing. We had interest from over 60 agencies, written proposals from over 40 agencies, and had seven finalists pitch their ideas in person.

After two tiring days, a committee of staff and board members selected NPB’s present public relations firm, Golin, to take on the advertising and marketing business in addition to public relations. What you will see ahead is a strong marketing focus toward millennials, generally those from age 20 to 40. This group represents only 25 to 30 percent of the U.S. population, but they are hugely influential on other generations and their purchasing decisions.

To reach millennials, we will have to go where they are, which is in the digital world. Traditional print advertising is not as

cost effective and doesn’t reach this key audience. If you have a millennial in your life, you realize that they don’t get their news and information where their parents did. We have to target social media, YouTube, and other digital platforms to reach these consumers and future consumers. We want the millennial generation to develop a love and affection for peanuts just as their parents did.

On exports, we need to continue to partner with our traditional customers. But we are also excited about the potential market for U.S. peanuts in China and about opportunities to find ways to help U.S. manufacturers sell branded products directly to Chinese consumers through e-commerce platforms.

According to USDA officials, there are over 600 million Chinese online and over 300 million shoppers online—a number equivalent to the U.S. population. Chinese consumers see U.S. products as safe and high quality, and are willing to pay premium prices for our products. We are working with the APC to learn more about how we can help U.S. companies connect with Chinese consumers in an effective manner.

In the area of product development, NPB has developed a delicious, high-protein, and highly nutritious peanut milk product. We are working diligently to find partners to bring this product to market.

At NPB, we take our role of maintaining and growing our markets to keep pace with production seriously. We’re willing to look at new and innovative approaches to achieve our goals as we work together with our fellow industry organizations. I believe we have exciting times ahead.

Steven Godwin, a fourth-generation peanut farmer from Jay, Florida, is the winner of PQ’s Readership Survey sweepstakes and is with Steven Godwin, Drone Winner the proud recipient of a DJI Phantom 2 Vision+ Drone. As announced in the last issue of PQ and online, all growers who participated in a published survey were entered for a chance to win a drone.

“I’m thrilled to get the drone and see what its capabilities are,” said Steven. “Initially, I plan to use it to scout fields.”

Steven and his father, Randall, operate a farm of about 1,000 acres and grow peanuts, cotton, soybeans, and wheat.

“Peanuts are the backbone crop of our operation today and have been for as long as I can remember,” said Steven. “I enjoy the challenge of growing peanuts, and that’s why I love it. You never know just what you’ve got until time to harvest.”

Steven said as far back as he can remember, farming is the only thing he has ever wanted to do. “I’ve been farming on my

own since I was about 16 years old,” he said. “I’ve learned to be successful by just getting out there in the field and doing it. I try to learn from my mistakes.”

A career turning point came in 2010 when he graduated from the Peanut Leadership Academy, sponsored by Syngenta Crop Protection and the American Peanut Shellers Association.

“Because of that program, I became more involved in the overall agricultural community,” he said. He is now a board member of the Florida Peanut Producers Association and says that leadership role has helped him grow as a person and provides a way to give back to the peanut industry.

“I learned how important it is to step up and be a voice for the farmers here Steven Godwin, Jay, Florida in northwestern Florida. We have some unique growing conditions in this area, but I’ve learned that other growing regions have their set of challenges. It’s always helpful to hear how growers across the country are solving problems. It benefits me to bring their ideas back to my farm,” he said.

BY BOB PARKER President & CEO

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to rainwater, blue is the surface and groundwater used for irrigation, and grey is the freshwater used to disperse nutrients and fertilizer. 5 By defining freshwater consumption in these terms, the researchers were able to estimate the average water footprint for hundreds of different commodities.

Measuring the water footprint is important because it establishes a basis for understanding how much water individual commodities consume, and evaluating the long-term sustainability of those commodities based on freshwater availability. Increased demand for food crops has meant that countries are relying more on underground aquifers in the absence of rain. And recent reporting from NASA’s satellites indicates that many of the world’s underground aquifers are rapidly being depleting.6 Since the world’s freshwater supplies are not infinite, it is critical to know the crops’ water footprint in order to study, measure, and implement more efficient practices for producing these foods.

Small Impressions from the Peanut Water Footprint From the outset, peanuts were already poised to be less of a concern, because most of America’s peanut crops are grown in the Southeast.

And even though states such as Georgia and Alabama have experienced extreme droughts in recent memory, the majority of peanut crops are nonirrigated and rely on (green) rainwater. USDA-ARS Research Leader and scientist at the National Peanut Research Laboratory Marshall Lamb, PhD, says that only 35-40 percent of the nation’s peanut crops are irrigated.

Because peanuts have some inherent capabilities, the plants are water consumption.3 And in the Western states where demand has been

Treading Lightly:

The Water Footprint of Peanuts

By Keegan Treadaway The ongoing drought that has plagued California and other Western

As demands for food have increased, the agricultural economy has subsequently demanded greater use of water resources. In fact, a

the availability of freshwater. California is, in essence, America’s own

UNESCO study published in 2010 on the water footprint of crops found

modern-day Fertile Crescent, with over half of the nation’s produce and

that the global agricultural sector makes up 85 percent of the world’s

tree nuts hailing from the state’s Central Valley.1 But the region’s average

annual freshwater consumption.2

rainfall and snowmelt has continued to dwindle over the years, forcing

Managing water has been essential for farmers throughout recorded

That figure is on par with the U.S. agriculture industry’s own freshwater consumption. The USDA says that America’s agriculture sector accounts for approximately 80 percent of the country’s average

history, and continual improvements have increased efficiency in water use over time. But the burgeoning global population and the shrinking supply of freshwater are now testing the limits of modern advancements in water management.

annual basis? And how does the water footprint of peanuts compare

U.S. House of Representatives Committee on Natural Resources. (February 5, 2015). California’s Central Valley: Producing America’s Fruits and Vegetables. Retrieved July 16, 2015, from Committee on Natural Resources: http://naturalresources.house.gov/news/documentsingle.aspx?DocumentID=368934

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Mekonnen, M. & Hoekstra, A. (2010). The Green, Blue and Grey Water Footprint of Crops and Derived Crop Products. University of Twente, Enschede, The Netherlands, Twente Water Centre. Delft: UNESCO-IHE Institute for Water Education.

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Schaible, G. & Aillery, M. (June 7, 2015). Irrigation and Water Use. (U. ERS, Producer) Retrieved July 16, 2015, from United States Department of Agriculture Economic Research Service: http://www.ers.usda.gov/ topics/farm-practices-management/irrigation-water-use.aspx

rooting crop,” says Lamb. “A peanut will root to over six feet deep in the soil, which gives it a tremendous bank of water to draw from, and it’s an indeterminate fruiting crop, which means it will wait on a rain, and if you get a rain, it will start back fruiting.”

with that of almonds, walnuts, and pistachios?

According to Lamb, whose team used data from the UNESCO study to determine U.S. crop figures, the blue water footprint for irrigated

of California’s agricultural commodities, members of the peanut

crops of shelled peanuts is 2.7 gallons per ounce.7 An analysis of

industry immediately began evaluating the water footprint of U.S.-

research by USDA’s National Peanut Research Laboratory supports those

grown peanuts using the widely accepted UNESCO data. Because of

findings. But the total water footprint of freshwater use also includes

their specific growing regions, relatively compact size, and fruiting

the grey water used, which, for the purpose of the UNESCO report, only

underground, peanuts have a light water footprint. And peanut

considered water used to disperse nitrogen. Based on the UNESCO

growers, along with the entire peanut industry, have an outstanding

data, for shelled peanuts, the grey water use averaged two gallons per

sustainability story to tell.

ounce. That puts the water footprint of shelled peanuts at 4.7 gallons per ounce. Measuring whether or not that figure decreases with future

Measuring the Size of a Footprint The UNESCO study has become a key source of information for

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But how much water does the average peanut crop consume on an

In the wake of media headlines concerning the water consumption

states for several years is sounding an alarm in the United States over

the area to rely heavily on groundwater for irrigation.

high and availability low, that figure is closer to 90 percent.

resourceful at using water. “We’re fortunate that peanuts are a deep-

production will determine progress in efficiency of water use. But based on this current data, peanuts are already more efficient than other nuts.

measuring a commodity’s individual water consumption, and it defines water footprint as “the total volume of freshwater that is used to produce the product.”4 The study further differentiates the freshwater used by classifying it as green, blue, or grey. Green refers

– continued next page Mekonnen, M.M., et al.

4

Mekonnen, M.M., et al.

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Meyer, R. (June 17, 2015). The Earth’s Evaporating Aquifers. Retrieved July 16, 2015, from The Atlantic: http://www.theatlantic.com/technology/archive/2015/06/earth-running-out-water-aquifiers/396152/

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Mekonnen, M.M., et al.

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4

Referencing the UNESCO data again, U.S.-grown shelled almonds have an approximate average blue and grey freshwater footprint of 80.4 gallons per ounce.8 For walnuts, shelled or peeled, that figure is approximately 73.5 gallons per ounce. And for pistachios, whether shelled or not shelled, the total estimated freshwater footprint is 18.8 gallons per ounce. Thus, based on the

“Peanuts are a very limited biomass crop, which means we’re not feeding a significant amount of foliage compared to other crops.”

data presented in the UNESCO

Marshall Lamb

study, peanuts have the

technological advancements

manufacturers, have invested in the environmental sustainability

markers as well as high-yielding markers to develop seeds with more

in irrigation. But other water-

of peanuts.

efficient properties.

efficient technologies have also been developed through breeding certain seed varieties.

Traditional breeding of

getting protein with relatively small inputs and impacts. Why I really

for thousands of years to

environmental impact of peanuts. While industry partners have come

enjoy doing this is because the industry understands that, and they feel

develop plants with beneficial

together to fund various studies with regard to sustainability and water

a responsibility to continue to use peanuts for the benefit of mankind

characteristics. More recently,

efficiency, one of the most promising programs currently in the works is

and to continue to do better. They’re not just resting on their laurels.

peanut breeding has led

the Peanut Genome Initiative.

They really want peanuts to be part of the future.” This new wave of

to some new varieties that specifically address increasing yields without coincidentally

higher yield than other runner varieties, yet still receive the same amount of water. This makes them more efficient at water use in terms

crop, which means we’re not feeding a significant amount of foliage

of production and reduces their water footprint. And peanut farmers

compared to other crops.” But knowing a crop’s water footprint allows

have readily adopted these seed and irrigation technologies for water

farmers and researchers to measure advances in more efficient water

use management.

and implement technologies to increase water use efficiency.

Absorbing Changes in Water Use Technology Farmers are stewards of the land, and they consistently seek new ways to sustain the viability of their land while also efficiently producing crops. Peanut farmers in particular have been keen on embracing new technologies that address water use management. Low-pressure and Low Energy Precision Application (LEPA) irrigation systems, for example,

on information such as soil moisture and topography.

End-gun shutoffs for spigot irrigation have also been installed on many farms so that water is only applied to areas where the crops are planted to help eliminate water waste.

And many peanut farmers have already adopted these

breeding, the time it takes to bring a commercial variety to market is accelerated by years compared to the trial-and-error methods breeders have always relied upon. According to Prybylowski, “With genomics, you can tell what those markers are that tell you how to breed a seed” and “it will speed up that process.” One of the end goals of the genomic mapping of peanuts will be to identify drought-tolerant

technological advancements will hopefully help peanuts further reduce their environmental impact and make them more efficient with water use. Peanuts by nature have a smaller water footprint than most other major commodities grown in the U.S., but it may be possible to shrink that footprint even further. Knowing where peanuts stand with current water use and output makes it possible to gauge future progress in producing them more efficiently. Just as farmers in ancient civilizations used ingenuity to manage water through irrigation, it is time to again apply innovation to manage water by shrinking footprints. Peanut farmers have already begun the process.

Crop Comparison | Water Footprint

come out, and they’re using irrigation scheduling models and soil

Gallons of Water per Ounce (Blue and Grey)

moisture monitoring to help make decisions. So they really are applying the science in the field.”

And peanut farmers have also had the support of the peanut industry in advancing the sustainability of their crop.

All In: The Pool of Peanut Sustainability

“Peanuts have a great

Since its inception, the National Peanut Board

nutritional message…great

has allocated over $2.5

social message, and they

specifically addressing

have this environmental

and efficiency, irrigation

message where peanuts are quite positive.”

David Prybylowski

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growth and minimum impact. Using marker-assisted traditional

technology, they’re quick to adopt the genetics or new varieties that

wind drift, and water runoff.

locations for irrigating based

where the industry wants peanut seed varieties to be for more efficient

peanuts,” says Lamb. “They’re quick to adopt all of this irrigation

usage with lower evaporation,

farmers to target specific

Lamb said that the Genome Initiative is providing a road map for

“It goes back to the caliber of producers we have these days growing

have reduced irrigation water

Variable rate irrigation allows

great nutritional message…great social message, and they have this environmental message where peanuts are quite positive…as far as

water footprint. As Lamb explains, “Peanuts are a very limited biomass

use. And peanut researchers and farmers have already begun to study

making peanuts more sustainable, Prybylowski said, “Peanuts have a

players in the industry, are taking responsibility for the [sustainability] to be published next summer that will measure and evaluate the

O6G runner variety have a

There are many factors that contribute to peanuts having a lower

Sustainability Initiative Task Force, said, “The industry, and all the issue.” The task force is currently working on a field-to-market study

Varieties such as the Georgia

comparable U.S.- grown nuts.

Asked why peanut farmers and the industry are so invested in

seed varieties has occurred

increasing water consumption.

lowest freshwater footprint of

David Prybylowski, chairman of the American Peanut Council’s

million to research projects water use management

Shelled Peanuts

Shelled Almonds

Shelled Walnuts

Shelled & Unshelled Pistachios

4.7

80.4

73.5

18.8

practices, and drought tolerance. Other industry organizations, including state grower organizations, the American Peanut Council, and peanut product Mekonnen, M.M., et al.

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Source: UNESCO-IHE Institute for Water Education

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The Perfectly Powerful Peanut Pop-Up Tour We took Manhattan… and Chicago, Atlanta, Washington, DC, Los Angeles, and Lake Tahoe

The Perfectly Powerful Peanut Pop-Up Tour

New York City We started with a bang in Manhattan, when New Yorkers who

kicked off in New York City in March and then

tweeted using #peanutpower received a home-delivered lunch

popped up in several cities across the country,

of a PB&J sandwich, sliced apples, and carrots, and an NPB gift bag. All ingredients were donated by Peanut Butter & Co. and NY

introducing Americans to new recipes with

Apple for more than 150 delivered lunches. Two exclusive events

peanuts and peanut butter, showing off

followed. The first was a VIP event featuring recipes from Chef

the sustainable crop we grow, and creating

Joe “JJ” Johnson, chef de cuisine at Harlem’s famed The Cecil.

awareness about the impact peanut butter

More than 80 local media, including Carla Hall from ABC’s The Chew, sampled hors d’oeuvres and cocktails. A dietitian event,

has in feeding the hungry and malnourished.

The takeaway? People everywhere

Navy Pier, a shopping and recreational venue on the shores of Lake Michigan, was the scene of our next stop in April. A cold and rainy day didn’t stop consumers from sampling Skippy peanut butter and apples, trail mix, and Planters® peanuts. A key focus was education about the industry’s Peanut Butter for the Hungry, and many visitors donated $10 to the program to receive a Peanut Envy T-shirt. Families enjoyed seeing a peanut plant and tweeting selfies in front of an NPB ad.

hosted by The Nutrition Twins, brought New York dietitians NPB members, alternates, and staff welcomed New Yorkers in from the rain to the Perfectly Powerful Peanut Pop-Up space and event. Pictured: (L-R) Paul Rogers, NPB Virginia alternate, and Keegan Treadaway, NPB staff.

together to enjoy peanut recipes and learn more about nutritional benefits of peanuts.

Opening The Perfectly Powerful Peanut Pop-Up space to the

experienced easy ways to include peanuts

public, visitors stopped by and sampled easy-to-make peanut

and peanut butter in the meals and snacks

and peanut butter creations, learned why peanuts and peanut butter are a great addition to their diets, and left with a gift bag.

they eat every day and learned more about

NPB teamed up with Peanut Butter for the Hungry, and in return for a small donation, guests received the popular Peanut Envy

the nutrition and versatility of peanuts.

T-shirt. A spreading party, where farmers partnered with the

Farmers and their families made a positive

restaurant chain Which Wich, yielded more than 1,000 PB&J

impression, and Americans now know more

sandwiches in just one hour. Sandwiches were donated to the

about the people who grow their food.

Bowery Mission, with the help of One Sandwich at a Time.

Finally, consumers made a difference by

Chicago

Peanut growers engaged thousands of New Yorkers with nutritious samples and peanut information. (Forefront: Bob White, NPB chairman and Texas delegate).

donating on the spot or online to Peanut Butter for the Hungry, an industry hungerrelief organization.

A live peanut plant created buzz as people wanted to learn from farmers about how peanuts grow.

Here’s a look at our cross-country tour that spread the love of U.S. peanuts and peanut butter.

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– continued next page New Yorkers who tweeted #peanutpower were delighted to receive a PB&J lunch and a peanut gift bag.

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Coinciding with the Perfectly

Continued from page 8

Powerful Peanut launch in New

Washington, DC

York City, the NPB ad campaign

Just a few weeks

Los Angeles The Original Farmers Market, world famous for its gourmet

later, the tour

foods, shops, and attractions, was the site of our West Coast

ran on NYC transit and

continued in our

pop-up event in June. NPB and volunteers made more than 1,000

generated more than 92

nation’s capital at

PB&J sandwiches at St. Francis Center for the Homeless Well-

the National Harbor

Being Program and for the center’s Senior Pantry and Express

Food & Wine Festival.

Breakfast services. At the Original Farmers Market, consumers

While patrons

donated to Peanut Butter for the Hungry to receive a Peanut Envy

sampled wine and

T-shirt, met peanut farm families, learned about a peanut plant,

million consumer impressions.

Total radio traffic had a reach

other beverages,

of more than 37 million (97.3

opportunity to learn how peanuts and a gourmet trail mix pair

percent of the U.S. for adults ages 18+). The consumer print campaign had a readership of more than 82 million, and our

A spreading party, where people made 1,000 PB&J sandwiches in an hour, benefited Boys and Girls Clubs.

they had the

peanuts, and make-your-own trail mix.

perfectly with America’s favorite nut. The second day kicked off with a spreading party for the Boys and Girls Clubs.

Atlanta In June, two events created peanut buzz in America’s largest peanut-growing state. NPB again teamed up with Which Wich to participate in WXIA-TV’s PB&J sandwich-making day for Action Ministries. Together, station staff and volunteers made more than

online campaign generated

1,000 sandwiches for the nonprofit ministry’s summer hunger

close to 10 million consumer

event at the Georgia Aquarium on the attraction’s busiest day—

impressions. All told, the

and sampled Skippy peanut butter singles, apple slices, Planters®

NPB Oklahoma delegate Gayle White and spouse Joe D. engaged nutrition-minded consumers at Wanderlust in Lake Tahoe.

Lake Tahoe

relief program. Then we continued the tour with a sampling

NPB connected with health-and-wellness-focused consumers

World Oceans Day.

at the Wanderlust Festival. Visitors at this festival had the opportunity to taste peanut and peanut butter samples,

campaign has been a huge

purchase a Peanut Envy T-shirt, meet a peanut farmer, and

success and has reached

and peanut butter. Samples offered included peanut butter

learn about nutritious and delicious snack options for peanuts paired with apple slices, Planters peanuts, and make-your-own

millions of consumers to

trail mix.

change and/or reinforce mind-

On the next page, the “Perfectly Powerful Peanut Pop-Up by donations from the PB & J spreading party.

sets regarding peanuts and

the Numbers” infographic illustrates the amount of nutty snacks and product America’s peanut farmers gave to consumers.

For more information about Peanut Butter for the Hungry, visit

peanut butter.

peanutbutterforthehungry.org.

Consumers could have their picture taken in front of a Perfectly Powerful Peanut ad, as demonstrated here by event participants at the Georgia Aquarium in Atlanta. (L-R: Jeffery Pittman, NPB Florida member; daughter Mary Catherine Pittman; Cathy Johnson, NPB; Jessica Winski, Golin; Keegan Treadaway, NPB.

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Perfectly Powerful Peanut

Pop-Up By the Numbers Over four months, America’s peanut far mers traveled across the U.S. to “spread the love” of peanuts and peanut butter by giving away…

2, ancient grain bagels

7,000

4,500 PACKS OF APPLE SLICES

600 lbs

enough yogurt & Toppings to feed

2,000 People

Peanut trail mix

8,

Hampton

Farms More than

20,000 samples of Peanut Butter, from Skippy, Peanut Butter & Co. and Jif

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TO T H E

American Peanut Council ON I T S 75 T H

________________________________

spreaders

OF PLANTERS PEANUTS

C ONG R AT U L AT ION S

A N N I V E R SA RY

Peanut Butter

12,000 PKGS

________________________________

in-shell peanuts

Thank you for providing With the help of Which Wich, America’s peanut farmers:

Held 4

“spreading parties” and made More than

a forum for peanut industry members since 1940.

It is National Peanut Board’s

4,200

privilege to join APC,

sandwiches for the hungry

and all peanut industry guests,

Pb&J

as we commemorate provided 600

Peanut Envy t-shirts, raising more than

6,000 dollars for Peanut Butter for the Hungry

the industry’s success.

PEANUT BUTTER:

Doing a World of Good

You would be hard pressed to find anyone in the peanut industry unwilling to lend a helping hand to someone in need. Pairing the generosity of the industry with the power of peanut butter, great strides have been made to help feed the hungry at home and around the world.

As part of the Perfectly Powerful Peanut Pop-Up Tour across the country this year, the National Peanut Board partnered with Project PB&J, an initiative of Dallas-based sandwich chain Which Wich, to make more than 4,000 peanut butter and jelly sandwiches for local nonprofits. NPB also partnered with Peanut Butter for the Hungry to encourage donations through T-shirt sales at the event sites and online to help the organization raise $6,000.

In 2014, Peanut Proud delivered more than 215,000 Peanut Envy T-shirts encouraged more than $6,000 in donations to Peanut Butter for the Hungry through the Perfectly Powerful Peanut Pop-Up Tour. jars of peanut butter—an increase of more than 19 for peanut-based Ready to Use Therapeutic Food (RUTF). This year, percent over the previous year. The National Peanut Buying Points there are plans to help support Project Peanut Butter’s mobile clinic, Association issued an industry challenge this summer urging every and as part of Hershey’s Energize Learning program, the company is buying point in the United States to donate one pallet of Peanut Proud teaming up with the Ghana School Feeding Programme and Project peanut butter to provide to families in their time of need through Peanut Butter to distribute a peanut-based protein supplement churches, food banks, and crisis centers. to schoolchildren. The program aims to reach 50,000 children by For domestic and international hunger relief, the Peanut Butter 2016 and eventually expand to serve all children in Ghana’s school for the Hungry website (www.peanutbutterforthehungry.org) was feeding program. recently revamped with the Perfectly Powerful Peanut campaign in mind to support promotions and encourage donations. Recently approved by Google as a nonprofit, the organization is now eligible for Google Grant ads to help increase web traffic.

On the manufacturer’s side, Hershey’s has embraced the power of peanuts to help save the lives of malnourished children in Ghana. Last year, Hershey’s staff volunteered their time, labor, and expertise to help Project Peanut Butter build a manufacturing facility

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Project Peanut Butter has also received support from sheller Birdsong Peanuts to increase production and distribution of

Hershey’s Project Peanut Butter Facility: Hershey’s, maker of popular peanut butter candies, has partnered with Project Peanut Butter in Ghana to help improve the health and well-being of communities. Last year, they helped open a new manufacturing facility for peanut-based RUTF.

RUTF throughout Africa.

Birdsong has raised funds, donated and helped local farmers in Malawi to improve their crops.

Find out more about the humanitarian efforts of the peanut industry by visiting www.nationalpeanutboard. org/our-story.

Making the LEAP to Early Introduction of Peanuts to Infants

By Sherry Coleman Collins, MS, RDN, LD

The groundbreaking LEAP study, first published in February’s New England Journal of Medicine, continues to make headlines and headway. The study, which followed 640 high-risk infants for five years, showed an 87 percent reduction in peanut allergy among those children who were introduced to peanuts between four and 11 months (as compared to those who were introduced much later).

NPB is proud to have provided financial support for the LEAP study.

In an editorial accompanying the study results, Rebecca S. Gruchalla, MD, PhD, and Hugh A. Sampson, MD, wrote, “…we believe that because the results of this trial are so compelling, and the problem of the increasing prevalence of peanut allergy so alarming, new guidelines should be forthcoming soon.” To this end, a consensus guideline was published June 1 by the American

positive peanut skin test to determine if they are clinically reactive before initiating at-home peanut introduction.

Both strategies were used in the LEAP study protocol.

The study and resulting recommendations are a significant shift for clinicians and parents. Dr. Gideon Lack, a primary researcher on the study, said, “This will require a change in mind-set amongst both physicians and parents. Although the efficacy and safety of the data is convincing, there is still a persistent belief that eating peanuts and other allergens early in infancy will lead to eczema and other allergic diseases. In fact, it is the reverse, and it is the children with eczema who are most at risk for developing peanut and other food allergies.”

NPB has been hard at work helping to share study results and

“We believe that because the results of this trial are so compelling, and the problem of the increasing prevalence of peanut allergy so alarming, new guidelines should be forthcoming soon.”

Dr. J.J. Levenstein, retired pediatrician and chair of the NPB Food Allergy Education Advisory Council, on Hallmark’s Home & Family Show.

Rebecca S. Gruchalla and Hugh A. Sampson

Academy of Asthma, Allergy, and Immunology, American Academy of Pediatrics, American College of Allergy, Asthma & Immunology, World Allergy Organization, and other international organizations.1 The latest document provides interim guidance while additional research is conducted, and it recommends:

• Healthcare providers should recommend introducing peanutcontaining products into the diet of “high-risk” infants early on in life (between 4 and 11 months of age).

• Infants with severe eczema or egg allergy in the first four to

six months of life may benefit from evaluation by an allergist or physician trained in management of allergic diseases.

Evaluation includes peanut skin testing and/or in-office observed peanut ingestion. The clinician may perform an observed peanut challenge for those with evidence of a

To share the LEAP study results, NPB partnered with Jenna Helwig, food editor of Parents Magazine and author of Real Baby Foods, on a satellite media tour.

the new guidelines. Dr. J.J. Levenstein, retired pediatrician and member of the NPB Food Allergy Education Advisory Council, has used her platform on Hallmark’s Home & Family Show to educate the public.2 In addition, NPB partnered with Jenna Helwig, food editor of Parents Magazine and author of Real Baby Foods, on a satellite media tour reaching millions of Americans to give parents ideas for how to safely introduce peanut products to infants.3 For a question-and-answer session with Dr. Gideon Lack about introducing peanut products to infants, visit www.nationalpeanutboard.org/foodallergy.

World Allergy Organization. Consensus Communication Early Peanut Introduction. Available at http://www.worldallergy.org/consensus-communication-early-peanut-introduction. Accessed on July 9, 2015.

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Hallmark Channel: Home & Family. Baby Food Allergy Guidelines with Dr. Levenstein. Available at http://www.hallmarkchannel.com/home-and-family/videos/baby-food-allergy-guidelines-with-dr-levenstein.

Accessed on July 9, 2015.

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National Peanut Board. Parents Magazine Editor Helps Parents Properly Introduce Foods to Babies.

Available at http://nationalpeanutboard.org/nutrition-wellness/parents-magazine-editor-helps-parentsproperly-introduce-foods-to-babies/. Accessed on July 9, 2015.

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Powdered Peanut Butter Goes Mainstream

It used to be that powdered peanut butter and peanut flour were mainly used in commercial applications to enhance

peanut butter buyers to consider adding the powder to their pantries as an easy, delicious, and nutritious addition to

the flavor and nutrition of countless recipes.

Natural peanut butter brand Peanut Butter & Co. has entered the powdered peanut butter category with four varieties. packaged bars, cereals, and Jif introduced a line of other foods. But just this year, powdered peanut butter (or peanut butter powders across retail this summer, available in 6.5 peanut butter powder) has exploded onto the retail scene with oz. packages and two flavors—regular and chocolate. Jif consumer options, coming from sources from small niche encourages consumers to use the powder in recipes like companies to heavy hitters.

Overnight Peanut Powder Oatmeal, with oats, Greek yogurt, and The future looks even brighter. The peanut butter powder honey, and in Granola Peanut Powder Pancakes that pack three category is projected to more than double over the next three grams of fiber and eight grams of protein into a single hotcake.

1 years, according to J.M. Smucker President and COO Vince Byrd.

Peanut Butter & Co. is the first natural peanut butter brand to It’s also the fastest-growing segment of the peanut butter category.2 enter the peanut butter powder category. The company In general, brands with powdered peanut butters promote the launched its Mighty Nut line in June in four varieties: original, product as a way to reduce the fat and calories of traditional chocolate, vanilla, and flax and chia. Peanut Butter & Co. peanut butter and still keep other beneficial nutrients such as partnered with several bloggers to create a variety of consumer fiber and protein. The health-conscious consumer may know recipes to promote product usage, from Garlicky Broccoli Peanut that the fat found Butter Fritters to Peanut Butter Vanilla Quick Bread. naturally in peanuts Other new and is mostly good fat, established brands of but the calorie powdered peanut count of traditional butter on the market peanut butter can include Bell Plantation still be a barrier to PB2, Better Body Foods, frequent Chike PB, Crazy Richards, consumption. Peanut Dowd & Rogers, butter powder is Honeyville, Just Great poised to win back Stuff, Montebello Kitchens, consumers who are MyOatmeal.com PB Lean, concerned about Naked PB, and Tru Nut. calories and to http://wcfcourier.com/lifestyles/sneakencourage current peek-food-makers-new-products-promise1

to-be-less/article_a3dfe2b8-fc2f-59f9-9a3511b84e6c8fe4.html

http://www.prweb.com/releases/2015/06/ prweb12798441.htm

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Recently, Jif introduced a line of peanut butter powders in two flavors, regular and chocolate.

New Educational Materials Deliver Peanut Power to the Classroom This school year, look for elementary-age students to engage with peanuts in the classroom in a new, educational, fast-paced, and fun way. You might see a relay race where students work together to move the sun’s energy (cotton balls) from the sun to a peanut plant and then to paper sacks labeled with the various nutrients found in peanuts—all the while fulfilling educational objectives.

This learning activity is just one part of the total Peanut Classroom Resources Project, jointly developed and funded by the Georgia Peanut Commission, Florida Peanut Producers, Alabama Peanut Producers Association, Virginia-Carolina Peanut Promotions, Southern Peanut Growers, American Peanut Council, and National Peanut Board.

Discover the Powerful Peanut A collection of 12, easy to implement 3rd-5th grade activities that explore peanuts and peanut production.

The project began about a year ago when several state and industry executives saw a need to update classroom learning materials or create new ones. There was also a need for peanut materials to align closely with national education standards and to give teachers high-quality and easy-to-use instructional materials. There was a desire to create a set of unified educational materials for everyone to use.

To explore needs in the classrooms, Joy Carter Crosby of Georgia Peanut Commission and Cathy Johnson of National Peanut Board participated in the National Agriculture in the Classroom conference. The goal was to find out from educators what peanut information they wanted for their classrooms and how they would like to access these resources.

®

nationalpeanutboard.org

This resource is a special project of the American Farm Bureau Foundation for Agriculture, made possible by U.S. peanut farmers and industry.

“We discovered classroom across America are changing,” said Cathy Johnson, marketing and communications specialist with National Peanut Board. “Schools are using the Internet and digital media in classrooms more and more. We felt it was essential to create a curriculum that engaged today’s students with technology and high-quality graphics.”

– continued next page A set of 12 Peanut Activity Cards will be available to use in classrooms, after-school programs, by school volunteers, by parents, and at key marketing events. Contact NPB or your state peanut producer organization for more information.

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The results of an informal survey conducted at the conference showed science and health to be the curriculum areas teachers wanted most. When asked about the easiest-to-use format for these materials, teachers most often requested a web-based, downloadable, and printable format.

A partnership was formed with the American Farm Bureau Foundation for Agriculture (AFBFA) to launch new educational resources that include activity cards, lesson plans, parent-oriented activity sheets, and a My American Farm (www.myamericanfarm. org) learning platform and peanut video game. All materials promote key messages of the American peanut industry and align with national education standards.

“Schools are using the Internet and digital media in classrooms more and more. We felt it was essential to create a curriculum that engaged today’s students with technology and high-quality graphics.”

Cathy Johnson Teachers will access all the educational materials via the National Peanut Board website and all the state and industry organization’s websites. All the materials will be branded with The Perfectly Powerful Peanut logo and can be customized with individual state and industry organization logos. Teachers can also download materials and print all materials.

Phase I of the project, the Peanut Activity Cards, will be available for the 2015 fall semester. This set of twelve 15-to-30minute activities will reinforce key messages about peanuts and will be standards-based, attractively designed, and easy to use by professional or volunteer educators.

In early 2016, look for the launch of a new peanut learning video game on the My American Farm gaming platform. This interactive game will tell a consistent story of America’s peanut farmers and explore peanuts and peanut production. Students and teachers can play the educational games free of charge and can access the games through peanut organization websites or directly at www.myamericanfarm.org.

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Apps for Growers Staying on the cutting edge of technology can improve productivity, business performance, and output. We’ve found a few smartphone and tablet apps that might benefit your farm operation and your bottom line.

Peanut Rx Cost: Free

E XPORT UPDATE

China Trade Mission Opens Up Export Possibilities

By Stephanie Grunenfelder, American Peanut Council

Platforms: iPhone, iPad, Android This app allows farmers to predict, monitor, and manage disease risk from tomato spotted wilt virus, leaf spot, white mold, and Rhizoctonia limb rot. It also offers users the ability to access prescription spray schedules and modify them based on updated disease risk information. The app is a collaboration of the University of Georgia, University of Florida, Auburn University, and Mississippi State University. It is currently indexed for peanut farmers in the Southeast.

In 2013, the American Peanut Council (APC) received funding from

Office in Beijing. Participants were selected to be widely representative of

USDA’s Emerging Markets Program to conduct market research to

the U.S. peanut industry and included Bob Parker, president and CEO of

determine the feasibility of selling U.S. peanuts to China. This was shortly

National Peanut Board. (See photo for other U.S. delegates.)

after the U.S. peanut industry sold a sizeable volume of peanuts to China during a period of oversupply and subsequent low prices in 2013. Prior to that year, very few peanuts were sold to China from the United States, because China is the world’s largest producer of peanuts and for decades has been a major competitor of the U.S. industry.

For the first phase of the project, the APC contracted with World

After the trip, participants agreed that there were significant opportunities for U.S. peanut producers in China, but there is much work to be done to capitalize on them. The strategy emerging from the trip is threefold: 1. To partner with the Chinese industry in order to build trust and develop relationships for the long term.

AgSmarts FNS

Agricultural Economic and Environmental Services to conduct a thorough

Cost: Free

market assessment. The assessment identified significant opportunities

2.

To partner with the Beijing Chamber of Commerce, a quasi-

Platforms: iPhone, iPad, Android

for U.S. peanut exporters. After reviewing the report, a trade mission

government agency charged with educating Chinese consumers

to Beijing and to Qingdao, in the Shandong province of China, was

about the nutrition and health benefits of eating peanuts by sharing

organized by the APC. The purpose of the trip was to meet some of the

information and resources regarding peanut nutrition.

Soil moisture monitoring can help ensure more efficient water application to your fields. Apps such as AgSmarts FNS, which connect via Bluetooth to monitoring sensors, can improve efficiency even more by providing real-time data to your smartphone or tablet. This app works exclusively with the AgSmarts FNS monitors, but apps exist for other field monitoring systems as well.

important trading partners involved in the Chinese peanut industry, meet

3. Investigate the possibilities for selling peanut products manufactured

representatives from the Beijing Chamber of Commerce, and learn more

in the United States directly to Chinese consumers via e-commerce, a

about selling products in China from the staff at USDA’s Agricultural Trade

popular way of shopping in China.

TractorPal Cost: Free Platforms: iPhone, iPad, Android Maintaining farm equipment is just as important as maintaining crops. But sometimes keeping track of trucks, tractors, and maintenance schedules can be difficult.

TractorPal offers a solution by providing a digital inventory of all of your farm equipment in the palm of your hand. The app allows you to enter serial numbers, details, and even pictures of the equipment. You can also enter services and repairs to remind you when it is time for the next service.

American peanut industry representatives met with members of the Qingdao Peanut Association as part of a trade mission to China this year. U.S. representatives were (front, L-R) John Powell, The Peanut Institute; Stephanie Grunenfelder, American Peanut Council; Tony Gunter, Golden Peanut and Tree Nut Co.; Don Koehler, Georgia Peanut Commission; Jeff Johnson, Birdsong Peanuts; and Bob Parker, National Peanut Board.

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3350 Riverwood Parkway, Suite 1150 • Atlanta, GA 30339 • toll-free tel: 866.825.7946 • fax: 678.424.5751 peanuts@nationalpeanutboard.org nationalpeanutboard.org PeanutAllergyFacts.org

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