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 33
INSIDE THIS ISSUE:
page 2
Earning Relevance with a New Generation
page 9
Meet a Millennial Farmer
page 11
New NPB Physician & Dietitian Study Results
page 13
Setting Culinary Trends for Peanuts
THE FOOD FOR THE EARTH’S FUTURE
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.
A Message from Our 2016 Chairman BY GAYLE WHITE Chairman
National Peanut Board 2016 Officers and Members Gayle White, Chairman Ed White, Vice Chairman Dan Ward, Secretary Gregory Gill, Treasurer Alabama Ed White Tom Corcoran, Alternate Arkansas Gregory Gill Gregory Baltz, Alternate Florida Jeffery Pittman William Carte, Alternate Georgia Andy Bell Neil Lee, 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 Bud Bowers Neal Baxley Jr., Alternate Texas Peter Froese Jr. Bob White, Alternate Virginia John Crumpler II Paul Rogers, Alternate Member-at-Large
Eileen Jordan Micah Barham, Alternate Bob Parker NPB President and CEO PQ Editorial Staff & Contributors
Dear Fellow Peanut Farmers, I’m honored to be chairman this year and look forward to continuing the National Peanut Board’s great work to increase demand and consumption of our peanuts. Preserving the reputation of our nutritious crop is part of the Board’s job, and peanut allergy—and the misperceptions around it—have been on the Board’s radar since the beginning. Understanding and finding a solution for peanut allergies has been important to me for as long as I’ve been a part of the Board. I’ve participated in meetings of NPB’s Food Allergy Advisory Council and former Scientific Advisory Council, which includes researchers who are on the front lines and influencers in school nutrition and restaurants. I’ve also had the opportunity to meet and talk with pediatricians at conferences to help spread the word about the latest food allergy research and I’ve contributed to NPB’s food allergy resource, PeanutAllergyFacts.org.
I’ve seen firsthand how this important research is affecting children today. When my first grandchild was born two years ago, the pediatrician advised my daughter to avoid introducing peanuts into the baby’s diet. Two years later, the results of the groundbreaking LEAP study were published and my third grandchild was born. The doctor now advises his patients that peanuts can be introduced into the baby’s diet along with other solid foods and there’s no evidence to delay. We’re set to change a generation and help eliminate peanut allergy, and I’m proud that NPB has led this effort for the industry and allocated more than $10 million in support since 2001. On the allergy front and in domestic promotion, business development and export, the National Peanut Board is poised for another exceptional year. Thank you to the 2015 chairman, Bob White from Texas, for his inspirational leadership.
Gayle White Chairman
Editor: Cathy Johnson Sr. VP, Marketing & Communications: Ryan Lepicier Lauren H. Williams
Mark Dvorak
Sherry Coleman Collins
Laurel Sprague
Keegan Treadaway
Lindsey Roberts
Sandra Flores, Art Direction Maricarmen Guevara, Design
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
Earning Relevance with a New Generation I am excited about an important new direction the National Peanut Board is taking in our marketing and promotion efforts in 2016—a focus on millennials through digital and social media. In years past, we won the hearts of the baby boomer generation relying primarily on BY BOB PARKER print advertising, using beautiful artwork President & CEO and catchy phrases to entice them to eat peanuts and peanut butter. In 2016, our target audience will be millennials, generally ages 21 to 37. To reach this audience, we will have to go where they are: digital and social media. Early in 2015 our board decided it was time to conduct an agency review. For the second time in NPB’s 16-year history, we sought proposals from advertising/marketing and public relations agencies to compete for our business by presenting fresh ideas on how to promote peanuts. The response was overwhelming, with interest from 66 and detailed written proposals from 40 agencies. We found out that having the National Peanut Board as a client is a big deal in the agency world. We selected nine agencies, including our two long-time existing agencies, to make in-person presentations to a group of staff and board members. After two fascinating days of presentations, we realized what we suspected was right—we needed to change our target audience and our approach to advertising. Here are key takeaways from those two days: • • •
Baby boomers already have a long-standing love affair with peanuts; Peanuts have lost relevance with millennials and we need to win them back; Millennials are influencers, affecting the buying decisions of both their parents and children;
•
Less than 20 percent of women ages 25 to 49 look at print advertising, and if we want to reach them we have to do it through digital and social media channels.
Many of the top agencies proposed handling both our advertising and public relations, which is the route we chose. The lines between advertising, marketing and PR continue to blur and having one integrated agency is the most effective path. Our incumbent public relations agency, Golin, won the advertising and marketing portion of our business while retaining the public relations business. Their proposal, based on extensive consumer research, was to focus on millennials and to use digital and social media to reach them. Our print media approach has been effective over the years because “boomers” have relied on magazines and newspapers for entertainment and information. Those of us with millennial family members know they rarely buy a magazine. They go to computers, tablets and smart phones for their information and entertainment, and social media is an important part of their lives. Our research found that millennials rely on the opinions of others through social media to help them with their buying decisions more than traditional advertising messages. On January 4, the online persona, The Peanut Vendor, launched on Twitter with a huge national splash under @PeanutsHere, posting 365 Tweets predicting what he believes will be the major pop-culture moments of the year. (See page 8 for full story). Peanuts offer exactly what millennials are looking for. They are a sustainable, authentic, whole food. Peanuts connect the consumer to American agriculture and farmers, and provide seven grams of plant-based protein and over 30 essential vitamins and nutrients. Through the persona of The Peanut Vendor, our goal is to connect millennials to the farmers who grow their food, so they ultimately develop the same deep emotional attachment to peanuts that their parents have.
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Simply Peanuts:
A Vital Food for the Earth’s Future
By Mark Dvorak
Feeding a burgeoning world population while following sustainable practices are two of the most serious issues of our times. How can peanuts provide a solution to the world’s pressing need for foods that meet both goals?
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Schoolchildren and farmers alike have heard the story many
Amber Pankonin, a registered dietitian whose views were shaped as
times over. In the years following the Civil War, Southern growers
the granddaughter of Nebraska farmers, favors a broad definition of
struggled. Cotton, the region’s mainstay crop, was depleting the soil
sustainability that includes elements of farming and feeding.
of nitrogen, upon which other plants depended. Enter Dr. George Washington Carver. A passionate and innovative scientist, Carver convinced farmers to plant peanuts because of their soil regenerating properties. And when farmers grew more peanuts than they could easily sell, Dr. Carver discovered more than 300 new uses— creating a market that continues to expand today.
“I think about sustainability in terms of agriculture, nutrition, food security, food waste and inspiring the next generation of farmers,” she said. “We have to think about producing more food with fewer resources. We have to make sure we’re preserving land and water while we grow more, nutritious food. There’s also the issue of food security: We need to think about the needs of a growing population, how we can improve nutrition
It’s no surprise that many historians credit Dr. Carver and peanuts
through advanced breeding practices, and how we can prevent food
with saving the South. But today, more than a century later, we face
waste. We also need to set up the next generation of farmers for success
a new and bigger challenge: How we can produce enough food to
by giving them tools they need.”
meet the needs of a rapidly growing global population while paying attention to the impact on the planet.
Farmers in 2016 still count on peanuts’ nitrogen fixing properties. But the peanut sustainability story has only grown from there. Today, peanuts use significantly fewer inputs (water, land, etc.)
According to the World Food Programme, 805 million people do not have access to enough food today.1
and have less environmental impact than many other crops. (For a detailed study of peanuts’ water footprint, visit http:// nationalpeanutboard.org/farmlife-sustainability/treading-lightlythe-water-footprint-of-peanuts/.)
Hunger poses the number one threat to health and kills more people than AIDS, malaria and tuberculosis combined. The problem is only expected to get worse, with the earth’s population projected to reach 9 billion by 2050, an increase of some 2 billion from today. As nongovernmental organizations, political leaders, farmers and others search for answers, one question comes to mind. Just as they did at the end of the 19th century, could peanuts—the sustainable, nutritious powerhouses they are—be a key ingredient in a 21st century solution, as well?
Casey Cox is a sixth-generation peanut farmer from Georgia, who also understands the issues and opportunities from multiple sides. When she’s not farming, Cox manages the Flint River Partnership, which helps farmers in the region conserve soil and water resources. “Peanuts are more drought-tolerant than many other crops and other nut-producing crops,” Cox said. “Because water availability is expected to decrease over the next few decades, peanuts will likely become more of a staple than they already are. Drought tolerance is also an important factor in the context of water resources, which will be one of the biggest global challenges facing agriculture as an
Peanuts: The Sustainable Solution
industry in my lifetime and beyond.”3
In many ways, Dr. Carver was one of the earliest champions of
Peanut yields, particularly in the South, are at an all-time high. Much of
“sustainability.” For organizations like the United Nations that are
the credit goes to farmers themselves who—through state and national
marshalling public will and resources to address hunger, feeding
checkoff boards—have allocated millions of their own dollars to fund
the world today must never be done at a cost to future inhabitants
research and advances in production, including seed breeding.
of our planet.
Pankonin, who toured Jeffrey and Stephanie Pope’s Virginia peanut
While there may be debates far and wide about what sustainability
farm with NPB at harvest last year, said she was impressed about
means, a widely accepted definition comes from the Report of the
how nearly every part of a peanut and plant is used. “(They) did not
World Commission on Environment and Development, which says,
have a lot of waste in their crop. That’s another thing that makes it
“sustainability is development that meets the needs of the present
sustainable. I found that very interesting.”
without compromising the ability of future generations to meet their – continued next page
own needs.”2 http://wfpusa.org/fact-sheets
1
Gro Harlem Brundtland, et al., Our Common Future: World Commission on Environment and Development, Oxford, Oxford University Press. 1987, 43. 2
http://nca2014.globalchange.gov/highlights/regions/southeast#narrative-page-31938
3
U.S. Department of Agriculture, Agricultural Research Service. 2010, USDA National Nutrient Database for Standard Reference, Release 25. Nutrient Data Laboratory Home Page, http:// www.ars.usda.gov/ ba/bhnrc/ndl. 4
Scientific Report of the 2015 Dietary Guidelines for Americans Committee. 2015. Available at http:// health.gov/dietaryguidelines/2015-scientific-report/PDFs/Scientific-Report-of-the-2015-DietaryGuidelines-Advisory-Committee.pdf. 5
http://health.gov/dietaryguidelines/2015-scientific-report/pdfs/scientific-report-of-the-2015-dietaryguidelines-advisory-committee.pdf 6
http://nationalpeanutboard.org/the-facts/fun-facts/
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http://health.gov/dietaryguidelines/2015-scientific-report/pdfs/scientific-report-of-the-2015-dietaryhttp://www.who.int/maternal_child_adolescent/topics/child/malnutrition/en/
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The Solution for Nutrition and Affordability Given an oversupply of peanuts in the United States this year, the industry is looking at new ways to increase demand in both domestic and global markets. Fortunately, a giant threefold tailwind is
habits to include an increase in the variety of protein foods we consume. That doesn’t mean giving up meats and poultry, but it does encourage more nuts and legumes.”
blowing at peanuts’ back. Peanuts are nutritious and affordable—
Dietitians like Pankonin will tell you that despite the messages we
and consumers love how they taste.
hear every day about eating better, taste still trumps nutrition when it
At seven grams per serving, peanuts have more protein than any nut. And at two cents per gram, they are among the most affordable
comes to choosing what we put on our plates. Even though we say we want to eat better—and many of us are—we gravitate to foods we like.
sources of protein of any food.4 The fats in peanuts are primarily
“People are not going to accept a healthy eating plan if it’s not
“good” (unsaturated) fats that researchers say we need for optimum
sustainable to them—and fits within their budget and culture,”
health. And overall, peanuts have more than 30 vitamins and minerals
Pankonin added. “As a dietitian, you have to look at all those aspects
and are a good or excellent source of many, making them a nutrient
when it comes to making recommendations.”
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rich food.
Peanuts have long been a global favorite and a central ingredient in
In January 2016, the federal government released the 2015 Dietary
many world cuisines—particularly in regions where food insecurity
Guidelines for Americans, used primarily for food policy decisions,
is greatest. While 94 percent of American homes have one or more
but also intended to guide consumer choices. The Dietary
jars of peanut butter in their pantry, we’re far from alone.7 Peanuts
Guidelines for Americans’ Advisory Committee Report gave a
were domesticated from wild varieties in South America thousands
further lift to the case for peanuts: “A diet higher in plant-based
of years ago. Explorers took them back to Spain, and then on to Asia
foods, such as vegetables, fruits, whole grains, legumes, nuts and
and Africa. Africans first introduced peanuts to North America in
seeds, and lower in calories and animal-based foods, is more health-
the 1700s. Today, peanuts are known as core ingredients in molés
promoting and is associated with less environmental impact than
(Mexico), stews (Africa), sauces (Asia) and many other meals people
the current U.S. diet.”6
enjoy and count on every day.
More than 40% of the population fails to eat enough protein or grains for their best health. The newly released 2015 Dietary Guidelines for Americans (DGA) emphasize choosing nuts and legumes, like peanuts, as part of a healthy eating pattern.
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Pankonin notes, “The new guidelines are encouraging a shift in our
The Solution for Malnourishment According to Feeding America, one in seven people in the U.S. struggle with food insecurity. The most requested item at American food banks: peanut butter. Hunger, however, is exponentially more critical in other parts of the world—particularly developing countries. And that’s where the greatest evidence of peanuts’ power to feed a growing and starving population has unfolded. In 1999, Dr. Andre Briend of the World Health Organization developed a Ready To Use Therapeutic Food (RUTF) by combining peanut paste with powdered milk, oil, sugar and vitamins. Since then, the product has revolutionized the treatment of severe malnutrition, encouraging rapid weight gain in the most-at-risk children.
A program at the University of Georgia is working with local experts
In 2007, this peanut-based RUTF was endorsed as the standard of
and farmers there to identify ways to prevent aflatoxin development
treatment worldwide for severe acute malnutrition by the World Health
and incent buyers to offer a premium for those groundnuts that pass
Organization (WHO) because of its particular efficacy at treating children
a safety standard. The program is also training 40 pilot farmers on
6 months to 2 years of age who are most vulnerable.
post-harvest aflatoxin prevention. The benefits of such knowledge-
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Today, instead of walking several miles to a clinic or doctor, children are fed at home by their mothers, using the ready-to-use food product. No water is needed, so the food stays bacteria free, and can be stored for several months without refrigeration, even at tropical temperatures. Through a number of initiatives—including Peanut Butter for the Hungry, Peanut Proud and Project Peanut Butter—the American peanut industry directly supports the creation and supply of RUTF and other efforts to feed people in need here and around the globe. Dr. Steve Brown, executive director of The Peanut Foundation, who has observed RUTFs in use in some of the most poverty-stricken areas on earth, said the peanut industry’s support makes a difference every day.
transfer accrue to U.S. growers, as well. American researchers are learning how to deal with new stressors—making our own production research and varieties that much more effective. “Given the fact that the U.S. peanut industry works hard to export their product worldwide, you wouldn’t expect it to help other countries grow peanuts. In fact, we do just that—mainly through support of Peanut and Mycotoxin Innovation Lab projects in Africa and Haiti,” Brown explained. “However, the flow of knowledge is a two-way street. Scientists from U.S. universities learn how the peanut plant performs in different environments and typically with greatly reduced inputs. Diseases and insects impacting peanut yields in these countries are the same ones we face in the U.S. and scientists gain insight about controlling
“The industry not only helps produce this amazing product, but it also helps impoverished countries produce it themselves, thereby providing a market for farmers and jobs for the unemployed.” Dr. Steve Brown
these pests. Some of the diseases, insects and weeds encountered do not occur in the U.S. but will likely show up in the future. We will be ready for them,” Brown added. The Solution for Today and Tomorrow From the earliest days of peanuts circling the globe, through the times of Dr. Carver to today, peanuts have always had a great story to tell. But industry leaders like Jeff Johnson, president of Birdsong
As much as it would move more American peanuts, one country alone
Peanuts, are seeing an even greater opportunity in the decades to
can’t provide all the peanuts needed to feed everyone in need for
come. And, as evangelists for peanuts, they’re eager to help the
generations to come—particularly given the promise peanuts hold. Nor
story spread.
would such a practice be sustainable—environmentally or economically.
“Peanuts have always been known as nutritious and are enjoyed
Think, for example, of Ghana, where women constitute more than
worldwide. They are already saving countless lives in Africa. The fact
48 percent of the agricultural labor force. They are also the main
they are affordable, widely available and sustainable will make them
purchasers of groundnuts and then use them to make paste and extract oil.
even more essential in the global fight against hunger.”
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How Millennials Are Changing The Way We Promote Peanuts National Peanut Board’s mission has been clear since its beginnings in 2001—to shape consumer attitudes by promoting the benefits of peanuts and peanut butter. This year, NPB has sharpened that focus to capture millennial consumers—those born from about 1982 to the year 2000. By sheer numbers, the millennial generation has become a commanding force in the marketplace. Millennials, according to a report released by the U. S. Census Bureau in June of last year, “now number 83.1 million and represent more than one quarter of the nation’s population. Their size exceeds that of the 75.4 million baby boomers.”1 Their buying power is impressive, too. Millennials make up 21 percent of discretionary purchases, which is estimated to be over a trillion dollars in direct buying power.2 This younger demographic exerts a strong influence on the food buying habits of their parents and other generations. Millennials are two and half times more likely to be an early adopter of technology than other generations.3 So, millennials are the first generation to get more of their information and news from online sources than from print or traditional news outlets. To reach millennials, we need to go where they are—Facebook, Twitter, Pinterest, Instagram—on phones, laptops and tablets. At the same time, millennials are the first generation to receive mixed messages about peanuts and peanut butter. Whereas
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older generations grew up with an affinity and love for peanuts and peanut butter (94 percent of Americans have a jar of peanut butter on their pantry shelves), millennials hear about school bans, allergy prevalence and other nut choices more frequently. National Peanut Board began asking themselves this year: How are millennials changing the way we promote peanuts? What effects will this new generation of peanut and peanut butter consumers have on our approach to marketing and promotion? “We have long used print media as our primary method of reaching consumers and we have met the challenges of marketing USA-grown peanuts effectively through the years. But times have changed and we know if we want to reach this technology-driven generation we need to come up with some new ideas,” said Bob Parker, president and CEO of National Peanut Board. To help implement a marketing program centered around millennials, the Board appointed Golin as its advertising and public relations agency. Golin’s market research of the millennial mindset toward food added insight about reaching this younger demographic. “Millennials are food trendsetters,” said Mark Dvorak, executive director of Golin-Atlanta. “They want variety and bold, new flavors and even though food to them is about nutrition, it’s also about self-expression and entertainment.”
Introducing:
A Man of the Peanut. Simple. Honest. and a Little Salty. By now you have hopefully been introduced to The Peanut Vendor—NPB’s new consumer-facing voice @PeanutsHere. The Peanut Vendor’s Social Almanac launched on Jan. 4 on Twitter with a year’s worth of prediction and resolutions for every day of the 2016 calendar year. His mission is to simply spread the passion for USA-grown peanuts by tossing peanuts into relevant, social conversations online as if Twitter were a giant baseball stadium.
Further market research into millennial attitudes toward peanuts and peanut butter revealed millennials are open to listening to key peanut messages, but many of the messages they hear are not relevant to them or just aren’t inspiring. New Millennial Focus—New Persona Enter The Peanut Vendor @PeanutsHere—the newest voice on Twitter and Instagram. The Peanut Vendor is a zealous champion for peanuts who lives by the creed that everything is better with America’s favorite legume. His number one job is to break through the noise and bring peanuts to the people—and he is doing that digitally on social media, specifically Twitter and Instagram.
The early January campaign was a success, generating more than 28 million total impressions that first week, as well as earning press coverage in PRWeek, FoodBeast and AdWeek. The content performance of the Peanut Vendor’s Social Almanac surpassed Twitter’s averages for both CPG/Food and non-profit engagement rates. The Peanut Vendor will continue to show his love for peanuts by tossing funny, trendy or newsworthy content into online conversations and engaging directly with influencers throughout 2016. The Peanut Vendor Joins Instagram To expand the playing field to the places millennial snackers frequent, NPB launched the Peanut Vendor on Instagram on National Peanut Butter Day, Jan. 24. The @PeanutsHere Instagram handle shared engaging, peanut-themed snackable content, generating more than 3 million impressions and more than 470 new followers in the first week. You can see more about the Peanut Vendor throughout the year by being part of the new campaign and helping to reach more people. Follow the Peanut Vendor on Twitter and Instagram @PeanutsHere. Then stay tuned to @PeanutsHere in the months to come to see where the Peanut Vendor goes next.
“Our belief is that if we want to build the passion for peanuts, we need to show the passion for peanuts,” said Ryan Lepicier, NPB’s senior vice president of marketing and communications. “Our goal is to ensure this passion eventually becomes infectious and soon our millennial target is talking about peanuts and considering them more often for their snacking occasions,” said Lepicier.
https://www.census.gov/newsroom/press-releases/2015/cb15-113.html
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http://www.millennialmarketing.com/who-are-millennials/
2
http://www.millennialmarketing.com/who-are-millennials/
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Meet Millennial Farmer Casey Cox Casey Cox utilized her degree in Natural Resource Conservation from the University of Florida as a foundation to lead her back to southwest Georgia —with a renewed passion and purpose to be involved in both agriculture and conservation. Now 24, she is the sixth generation of her family to farm along the Flint River. As a millennial farmer—with an interest and training in sustainability —we asked her about her family and farm life, her passion for sustainability and what it’s like to be a millennial farmer.
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Casey, tell us about your family and your farm. My mother’s family dates back to over seven generations of farming in central Florida. On my father’s side, the five generations of my family before me depended on farming as their sole livelihood in southwest Georgia, where I live now. Currently, we farm 1,000 acres with a rotation of peanuts, sweet corn, soybeans, field corn, and we also own 1,400 acres of timberland. Part of this land has been in our family for over 150 years.
When did a passion for farming and sustainability really take hold with you? My affinity for the outdoors began as a child—I love to explore. The Flint River borders the majority of our farm, and I grew to love this river as an extension of our home. At the time, the economic and ecological significance of the river was still unknown to me, but I knew it was a special place to be treasured and protected. (Editor’s note: Today, the Lower Flint River Basin is recognized as one of the most ecologically rich river systems in the southeast.) Right before I left for college, there was a major drought that inflamed the conflicts concerning the river. My parents thought
it was important for me to know what was happening in my backyard regardless of what career I decided to pursue in college. A short time later, when choosing my college major, I discovered Natural Resource Conservation and knew it was the perfect fit. Throughout college, I interned with the Flint River Partnership. It was tremendously exciting to see some of the most innovative, conservation-driven technologies in the country (and in some cases, the world) were being developed in southwest Georgia. Even though I grew up on a farm, I never knew that producers in southwest Georgia contributed so significantly to the country’s food, fiber and fuel supply. Stewardship of these resources is the key to continue our lifestyle and livelihood of farming in perpetuity.
What’s it like being a female millennial farmer? Are there challenges? Growing up in the information age, my generation’s culture revolves around technology and communication. The effects of this cultural shift are evident in agriculture—it is an exciting time to embrace innovation on the farm, implementing the use of sensors, drones or GPS technology. Agriculture faces similar challenges today that have always been present, but we have new tools to confront these challenges.
Also as a millennial, I understand the power of communication and marketing, especially in the era of social media. With 99 percent of the American population engaged in professions outside of farming, we have the capacity to share our stories, our lifestyles, through the power of the Internet in a way that is truly just incredible to comprehend. I have the opportunity to advocate for the industry I love and share my perspective with the 99 percent of the population who do not farm for a living. Most farm families know that women have always played a vital role in the success of a farm, but with my generation, there is no hesitance for women to be at the forefront. The agricultural community has already given me so many opportunities to be a leader in the two and a half short years that I have been home. I am learning so much from my mentors in this area, who have the experience and wisdom on how to be a leader at the local level and beyond.
For more about the Flint River Soil and Water Conservation District, where Casey helps farmers conserve soil and water resources in the Flint River Basin of Georgia, visit flintriverswcd.org
The efficiency to keep each of my tractors and each of my operations moving in a timely manner increased almost overnight,” he said.
With Greg Baltz, NPB Alternate, Arkansas New technology is improving the farming operation and contributing to sustainability for peanut farmer Greg Baltz from Pocahontas, Arkansas. He recently instituted a computer program and mobile app called Granular that is allowing him to digitally measure inputs and costs, thereby increasing his overall efficiency. “It’s a new program that just came out last spring. So this is the first opportunity we’ve had to use it,” said Baltz. The program tracks every input applied to his fields and it even allows him to issue work orders directly to his employees’ smart phones, which he says benefits productivity. “The program actually gives them a visual of what they’re doing. The man who’s planting peanuts will see what fields to be planted that day, what variety of seed to plant, and at what planting rate.
But from Baltz’s perspective, one of the most useful components of the program is the ability to evaluate the financials of the operation. “You put a projected price on a yield so you see the revenue off of a field. Then you also have the breakout of every piece of equipment that operated on that field and every product that was applied to that field,” said Baltz. And comparing the costs and benefits of those inputs is also making his operation more sustainable. “Being able to see the economics field-by-field tells you where you can afford to cut back and where you really shouldn’t. It helps you find out how you can operate with less inputs and disturbance,” he said. Now that he has integrated the program into his entire operation, he’s enthusiastic about being able to measure the data, as well as his success. “It’s a new way of operating for sure. I’ve been farming for nearly 40 years, and we do what we do because we’ve done it so long and it works. But this gives us a record of 90 percent of the work we do on the farm. We have it in a system that allows us to view that data and compare it, and learn where we can make improvements. And you can do that from the desktop without having to just use your gut feeling when you’re in the field.” For more information on Granular Farm Management Software, visit www.granular.ag.
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National Peanut Board’s 2015 Physician and Dietitian Study:
New Survey Shows How Health Professionals View Peanut Allergies, Peanut Nutrition By Sherry Coleman Collins, MS, RDN, LD
In 2015, the National Peanut Board enlisted the services of The Bantam Group to administer its 2015 Physician and Dietitian Study. Targeting dietitians, pediatricians and internal medicine/ general practice physicians (100 of each group), the survey aims to give NPB an understanding of the current gaps in knowledge that health professionals have toward peanut allergies and peanut nutrition. Survey results from a similar 2010 study have been helpful in guiding NPB’s efforts in previous years toward outreach and education to this important group. The most positive results from the study are in the area of peanut allergies. All healthcare professionals rated higher than in previous years in accurately understanding current food allergy guidelines and are more likely to recommend introduction of peanuts to young children. There remains some confusion about breastfeeding recommendations (research shows there’s no reason to avoid allergens during breastfeeding) and IM/GPs continue to be conservative with their recommendations to moms —indicating the need for additional education. In fact, 25 percent of IM/GPs surveyed rated their own understanding of the latest research in food allergies as “low + below average.” Pediatricians and dietitians scored better, indicating that efforts to reach them with the latest research have been successful and convincing. When it comes to dietary recommendations, peanuts still don’t get their due. Most health professionals surveyed continue to
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rank peanuts behind almonds and walnuts in protein, antioxidants and total nutrients, and believe almonds are lowest in fat among all nuts. Among all possible benefits of peanuts, “high in protein” remains the most recognizable positive attribute for peanuts. Overall, dietitians have a good understanding of the value of peanuts and peanut butter in all types of diets; however IM/GPs and pediatricians are still less likely to recommend peanuts and peanut butter than other nuts. This research supports the efforts of the National Peanut Board to reach health professionals with accurate, science-based information about the health benefits of peanuts. Further effort to educate physicians in particular about the nutritional value of peanuts will be of benefit. Although understanding of the food allergy research is good among pediatricians, 18 percent of dietitians still rate their understanding as “low + below average.” NPB, in collaboration with its agency, Golin, is working to reach health professionals with science-based, accurate information on peanut nutrition and food allergies using best practices. In 2016, NPB plans include in-person conference attendance, print media and advertising, and building relationships with influencers within these groups to build on successful initiatives and identify new ways to provide education.
Peanuts Power College Community Service Outreach During exam week last fall, National Peanut Board challenged college service organizations to host a “Snack Attack” party for a chance to win donations to fuel ongoing service projects in their communities. This digital campaign also gave millennial students a way to build awareness for their organization while spreading the word about the power of peanuts. “When it comes to service, today’s students are doing things most of us would never have imagined when we were in college,” said Bob Parker, NPB president and CEO. “From creating and
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supporting on-campus food banks to promoting social justice, the compassion and resourcefulness they’re demonstrating are impressive and worthy of our support.” Participating schools each received a Snack Attack box containing shelled peanuts, Peanut Power-themed goodies and a gift card to create a unique Peanut Power trail mix. The students were asked to generate social engagement through Instagram and Twitter—using a unique hashtag representing their school and #peanutpower. Each school also received more 1,000 peanut butter samples for their campus food bank.
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Above: Peanut Lemongrass Chicken
PEANUTS ON THE MENU:
A Trailblazer’s Approach to Culinary Trendsetting How do chefs and restaurateurs set the course for the next menu item, and how can peanuts play a role in the changing landscape of food trends? Photography Credit: Patrick McDonnell Photography
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One behind-the-scenes trendsetter who inspires change in culinary cuisine is Patrick McDonnell, chef consultant and senior partner of McDonnell Kinder and Associates, LLC. He is an avant garde innovator with a keen sense of understanding and developing the food trends that make it to restaurant menus. And he’s helping to highlight peanuts in the repertoire of culinary ingredients for chefs across the nation. McDonnell began his culinary career at a young age in Europe by training in classical French cooking. “My first gig was 18 months in the Savoy kitchen with 85 chefs from various disciplines,” he said about the famous Savoy hotel in London. Then after working for Peter Morton, founder of Hard Rock hotels and cafés, he moved to the United States and opened up two restaurants, Sarabande and French Quarter. He gained notoriety when food critic Michael Batterberry wrote a piece about him in Food & Wine magazine, and from there built an astounding resume that includes Executive Chef at the Rainbow Room at Rockefeller Center and Corporate Chef for General Foods Corporation. Today he advises both retail and foodservice corporations on menu development and innovation. And he uses his experience and influence to set the stage for new trends on American menus. Unlike most restaurants and food companies that track point-of-sale data for clues about what’s trending in food, Patrick says, “that’s not good enough.” “I’m not looking for food items; not looking for menu mentions. I’m looking for a general consumer-based direction. That’s much more complex. You can’t categorize it. You’ve got to look at the movement rather than the categorization.” Instead of analyzing the data sets, and pouring over food trade publications, he’s guided by other elements of popular culture to see which food trends might soon be realized. “I’ll see some sort of a blip in an unrelated food magazine. It might be Vogue or Vanity Fair or an article in the New York Times. It may be a mention of someone who’s doing something, or someone who’s buying something a certain way. It’s all about understanding where the country’s going. And the best way for me to do that is by looking at articles unrelated to food; or related to food, but not the traditional.” His unconventional approach at seeing what’s on the horizon has helped him to set food trends for chain restaurants. That’s also enabled
Basque Grilled Flank Steak
him to perfectly position peanuts as a versatile ingredient. By understanding how to use peanut products, and knowing how to incorporate them in trending dishes, Patrick advises chefs to create inventive and popular new dishes like the PB&J wings at TGI Fridays. His work has helped transform peanuts from trite bar snack and sandwich staples, into ingredients that add flavor, texture and complexity to a dish. “I think in a lot of ways we were the groundbreaker on peanuts. If you start talking peanut flour, peanut oil, toasted peanut oil, peanut butter, treatments of different kinds of peanuts; all of a sudden you’ve opened up a complete world of flavor options there. So we’ve had a lot of success with that.” Indeed, peanuts have seen a 208 percent increase on restaurant menus since 2008. (Source: Technomics) And Patrick has noticed creative peanut dishes becoming a trend in themselves. Independent chefs across the nation are experimenting with peanut products and are adding them to their menus with great success. From carrots in a peanut molé sauce served on waffles at Dirt Candy in New York City, to a peanut milk dessert at State Bird Provisions in San Francisco, independent chefs are leading the charge in developing peanut powered cuisines. So what culinary trend with peanuts does Patrick foresee for the future? He said there are a couple of interesting preparations that have him intrigued. But he thinks that peanut milk may be the most exciting development because it has so much potential as an ingredient. Another possible trend: pickled peanuts. “Pickling has become a really interesting foray for independents and it’s starting to come into the mainstream. Pickled peanuts are really interesting. They’re fun. But the contrast between the flavor, texture and the acidity appeals to a lot of people.” In fact, independent chef Ian Boden at The Shack in Staunton, Va. has already begun introducing pickled peanuts to some of his dishes for an added level of flavor and texture. Whatever starts showing up on restaurant menus in the future, innovators like Patrick will likely have a hand in populating that trend. Peanut products are in the culinary toolbox of menu innovation, and chefs have already begun to break the mold with clever incorporations in their dishes. Patrick McDonnell is their muse.
Peanut Pie & Salted Caramel Ice Cream
Soba Noodle Bowl
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State Co-Promotions Extend Peanut Advertising Reach The National Peanut Board provides sponsorships to state grower organizations to fund local advertising and marketing initiatives. Goodness Never Gets Old Alabama Peanut Producers Association The Alabama Peanut Producers Association used co-promotion funds to produce new packaging for one-ounce bags of promotional peanuts. The peanuts are handed out at consumer events throughout the state, and the bags feature both the Alabama Peanut Producers logo and the Perfectly Powerful Peanut logo.
Grab an ice cold cola and a bag of peanuts, and let the memories pour. It's a refreshing tradition enjoyed by generations throughout the South.
www.FLPeanuts.com
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Florida Peanut Producers Association The Florida Peanut Producers Association ran ads in Florida Agriculture Magazine, a publication of the Florida Farm Bureau. The full-page ads feature peanuts in topical pictures, and can be seen in the Nov./Dec. 2015, Jan./Feb. 2016 and March 2016 issues with total estimated reach of 147,000 recipients. Georgia Peanut Commission As part of an increased effort to reach the millennial audience, the Georgia Peanut Commission used co-promotion funds on a nationwide social media advertising campaign. The advertisements were posted on platforms that included Facebook, Twitter, Instagram and Pinterest. Other social platforms included in the campaign were music streaming sites such as Spotify and Pandora.
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Mississippi Peanut Growers Association and Buddy McNutty promote peanuts at a Friday night football game.
Mississippi Peanut Growers Association Continuing their collaboration with the statewide radio program, Friday Night Under the Lights (FNUTL), Mississippi Peanut Growers Association advertised during the 15-week broadcast and ran a parallel campaign with high schools during Friday night football games. Each week a school was selected to be the featured school in which interviews were conducted with players and coaches. Cheerleaders from each of the featured schools also gave a special cheer for the Perfectly Powerful Peanut. Radio scoreboards aired slogan peanut commercials and the FNUTL. com website featured advertising and a video on peanut production. The broadcast ran on nine public radio stations across the state, and the average reach of the website was over one million viewers. The ultimate goal of the overall campaign is to promote the nutritional benefits of peanuts, and educate consumers about peanut production in Mississippi. Oklahoma Peanut Commission In partnership with Oklahoma State University, the Oklahoma Peanut Commission allocated co-promotion funds for the development and launch of an official website and Facebook page. The site features comprehensive information about peanut production in the U.S. and Oklahoma, as well as resources for nutrition and agriculture. It will help OPC expand peanut promotion and marketing in the state, and provide a venue for social media engagement. New Mexico Peanut Growers Association
New Mexico Peanut Growers Association exhibited at the Duke City Marathon and Expo in Albuquerque.
For the second year in a row, New Mexico Peanut Growers Association sponsored the Duke City Marathon and Expo in Albuquerque, NM. The annual race is the state’s longest running fitness event, and is a qualifier for the Boston Marathon. NMPGA displayed a booth at both the health expo and finish line, and handed out peanut packs and custom drawstring bags for the race, reaching nearly 10,000 people. Texas Peanut Producers Board With the support of co-promotion funds, the Texas Peanut Producers board advertised the power of peanuts in the Texas Co-op Power Magazine. Boasting 1.18 million subscribers and an estimated readership of 3 million, the investment had extensive advertising reach to residents throughout the state. Virginia-Carolina Peanut Promotions Co-promotion money for the North Carolina Peanut Growers Association, South Carolina Peanut Board and Virginia Peanut Growers Association were combined under the direction of the Virginia Carolinas Peanut Promotions for advertising in a billboard campaign spanning the Virginia-Carolinas region. Advertisements with the Perfectly Powerful Peanut logo were placed on highway and interstate billboards throughout the area, generating an estimated 200,000 impressions a week. It is the first time that the three state grower groups have collectively advertised through a unified billboard campaign.
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National Peanut Board Welcomes New Board Members and Alternates
In December, the National Peanut Board inducted new members and alternates, who began their terms on January 1. Take a moment to get to know our new Board members.
William Carte Florida, Alternate
Andy Bell Georgia, Board Member
Neil Lee Georgia, Alternate
William Carte grew up on Stonewall Farm, which he became the owner of 16 years ago and now operates. Today he grows peanuts and sesame and has a cattle operation.
Born and raised on a farm, Bell has farmed and been partner of Bell Farms since graduating from college. His farming operation consists of peanuts, cotton, corn, pine timber and 200 head of cattle. Bell served for the past six years as Georgia’s alternate member.
Having grown up and worked on a farm his entire life, Lee established his own farming operation, Lee Farms, in 2002. Besides peanuts, Lee also grows cotton, corn, pecans, wheat, soybeans and raises llama calves.
“I believe it’s important to serve on the National Peanut Board to have a voice in issues that are relevant to all farmers,” said Carte. “Also, being involved with a national board gives me access to peanut industry updates and I can learn more than I would if I were not active in the organization.”
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“It’s important to be involved in leadership in agriculture,” said Bell. “I’m proud to represent peanut farmers and the work that is being done on peanut research and production. I look forward to my new role on the Board.”
“It’s important for farmers to learn new ideas and research being done on the crops they grow,” said Lee. “Being a part of the National Peanut Board allows me to stay on the edge of new things in the peanut industry, and to be a voice for other peanut farmers.”
Eileen Jordan At-Large, Board Member
Micah Barham At-Large, Alternate
Bud Bowers South Carolina Board Member
Eileen Jordan is partner in Jordan Planting Company in Oak Ridge, La. with her husband Vic, former chairman of the National Peanut Board, and father-in-law Francis II. Jordan has been farming for 35 years and grows peanuts, corn, soybeans, rice, timber, pasture and has a cow/calf operation.
Micah Barham is president of Barham and Barham Farms where he grows peanuts, corn and cotton. Barham is in the fourth year of farming himself and grew up in a farming family.
Owner and operator of Corrin F. Bowers & Sons Farm, Bud Bowers began farming in a partnership in 1976. Today, his wife Sallie and children Corrin Bowers III and Louisa Beach all assist on the family farm operation. They farm peanuts, cotton and corn. Bowers served as the South Carolina alternate member for six years.
“I look forward to continuing the good work that’s been done by the National Peanut Board,” said Jordan. “With my science background, I’m very interested in finding out more about peanut allergy research and supporting NPB’s effort in that area to help find a solution for people with peanut allergies.”
Of his appointment to the National Peanut Board, Barham said, “It’s a great opportunity to be a part of the Board and I expect to learn a lot.”
“I hope to have a farmer’s voice, one recognized by the industry,” said Bowers. “I want to keep farmers in mind. I’ve got a big set of shoes to fill. Monty Rast [South Carolina alternate and member 20052015] has been a great asset to the Board.”
Neal Baxley Jr. South Carolina, Alternate
Peter Froese Jr. Texas, Board Member
Bob White Texas, Alternate
Neal Baxley Jr. is a seventh-generation farmer and, along with his father Steve and brother Gene Robert, owns and operates Baxley Farms LLC. They grow peanuts, corn, cotton, soybeans, wheat and rapeseed and have a cattle and hog operation.
Peter Froese Jr. owns and operates Froese Land and Cattle in Seminole, Texas. A fourth-generation farmer, Froese has produced peanuts for 25 years and also grows wheat, cotton, sorghum and has a cattle operation. Froese served as the Texas alternate member for six years.
Farming for 38 years, Bob White and his wife Pat own and operate White Land Farms and produce peanuts, cotton, wheat, sorghum, potatoes and cattle. White served as Board member for six years and as the Board’s 2015 chairman. White sees his NPB service as a way to give back to the industry and says he has benefitted, as well. “The quality of people I serve with on the Board has given me lifelong friendships. It takes a certain kind of person to serve on a board and we are all like-minded. It’s so easy to relate to each other because they are so much like you.”
About his involvement in National Peanut Board, Baxley said, “Peanuts have become an important crop and we need to be active in grower organizations to ensure that crop is profitable. Being on the Board allows me to demonstrate my commitment to the industry.”
About his service on the National Peanut Board, Froese said, “It gives me great honor to represent the peanut growers of Texas on the national board and I hope my involvement is of benefit to them.”
For additional information about our new board members, visit http://nationalpeanutboard.org/news-releases/usda-appointsnew-members-and-alternates-to-national-peanut-board-2/
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NATIONAL PEANUT BOARD BUDGET
Financials
FISCAL YEAR 16 (NOVEMBER 1, 2015—OCTOBER 31, 2016) Board approved August 12, 2015
Fiscal Year 2016 Budget
Account Description REVENUES Crop Projection
$9,000,000
Prior Years Crop Overages
$1,463,260
Interest Income—Prior Year TOTAL CASH REQUIRED FOR PROGRAM YEAR 2016
$1,740 $10,465,000
PROMOTION / MARKET DEVELOPMENT / RESEARCH Domestic—Promotion / Market Development Programs
$6,008,450
Export—Promotion / Market Development
$490,000
Grower & Intra-industry Communications
$469,000
Production Research Projects
$1,874,050
Genomics Research Funding
$400,000
Germplasm Research Funding
$7,000
UNESCO
$50,000
NIFA Research
$178,000
TOTAL PROMOTION / MARKET DEVELOPMENT / RESEARCH
$9,476,500
OTHER EXPENSES Administrative
$828,500
AMS Oversight
$160,000
TOTAL OTHER EXPENSES
$988,500
TOTAL EXPENSES FOR PROGRAM YEAR 2016 Reserve Balance = $1,400,000
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$10,465,000
APC Team Visits Japan By Stephanie Grunenfelder, American Peanut Council
U. S. peanut industry officials visited Japan as part of a trade mission sponsored by American Peanut Council. The Americans on the trip were Karl Zimmer, Premium Peanut Company; Don Koehler, Georgia Peanut Commission; Miriam Crosby, The Peanut Institute; Aseem Khana, Olam International; Jim Grueff, APC consultant and Stephanie Grunenfelder, American Peanut Council.
National Peanut Board is committed to building strong export markets by working collaboratively with the industry export cooperator, the American Peanut Council. In November, the APC and representatives from the U.S. peanut industry met in Tokyo with the Japan Peanut Association, which includes Japanese nut buyers, importers and manufacturers of peanut products. The meeting was set up to discuss the 2015 U. S. crop and other issues with our important trading partners. The American Peanut Council has been working closely with Japanese importers to solidify relationships that had languished during the late ‘90s due to increased imports from China. As China appears to be exporting less and less product, the U.S. is in a position to pick up additional market share. Japanese buyers, however, are cautious and reluctant to change suppliers. The U.S. must continue to exhibit interest in the market to build our share.
As part of a week-long mission, the industry also visited the U.S. embassy and met with representatives from the Agricultural Trade Office and the Ag Affairs office in Tokyo. The APC team also visited Kameda Seika, one of the most important peanut manufacturers in Japan. Donning protective gear, APC members toured the rice cracker factory, where Kameda mixes locally made rice crackers with oil-roasted and salted peanuts imported (currently) from China. Kameda has been receptive to using imported U.S. peanuts instead, and visited the U.S. several times over the past year to visit potential suppliers. As part of all meetings, the two sides discussed the potential for the Trans Pacific Partnership in improving sales of U.S. peanuts to Japan.
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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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BECAUSE PERFECT POWER SOURCES DON’T JUST GROW ON TREES.
7
7 powerful grams of plant-based protein
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Nothing beats a handful a day for heart health
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Over 30 essential vitamins and nutrients
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The most preferred nut in America
Jeffrey Pope, Virginia Peanut Farmer
Ad seen in February 2016 issue of The Peanut Grower
Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts, including peanuts, as part of a diet low in saturated fat & cholesterol may reduce the risk of heart disease.