PQ Spring 2020 issue 41
a magazine from the
National Peanut Board
news/food/innovations/wellness/marketing
feature story
Exports: Peanuts Perform on the World Stage The Peanut Export Story
National Black Growers Council
The Future of Snacking
How the industry creates opportunities, meets challenges. Plus, farmers weigh in.
Meet its new executive director, Dr. Dewayne Goldmon.
New bold and creative peanut products capture attention.
NationalPeanutBoard.Org
The National Peanut Board works on behalf of America’s peanut farmers and their families. Our mission is to improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research.
A Message from Our 2020 Chairman
National Peanut Board 2020 Officers and Members Peter Froese Jr., Chairman Andy Bell, Vice Chairman Les Crall, Treasurer Paul Rogers, Secretary Alabama Tom Corcoran Thomas Adams, alternate Arkansas Gregory Baltz Allen Donner, alternate Florida William Carte Georgia Andy Bell Casey Cox, alternate Mississippi Joe Morgan Lonnie Fortner, alternate New Mexico Bruce Lee North Carolina Dan Ward Raymond Garner Jr., alternate Oklahoma Les Crall Gayle White, alternate South Carolina Bud Bowers Neal Baxley Jr., alternate Texas Peter Froese Jr. Jeff Roper, alternate Virginia Paul Rogers Westley Drake, alternate Member-at-Large Micah Barham
Bob Parker NPB President and CEO PQ Editorial Staff & Contributors Editor: Cathy Johnson SVP & Chief Marketing Officer: Ryan Lepicier Lauren H. Williams
Jada Linton, RDN, LD
Keegan Treadaway
Mark Dvorak
Laurel Sprague
Sherry Coleman Collins, MS. RDN, LD
Dear Fellow Peanut Farmers, Serving in leadership as chairman of the National Peanut Board and on the American Peanut Council’s export committee, I’ve long been proud of our industry’s work to grow export markets. Today we’re exporting 360,000 more farmer stock tons of peanuts than we were in 2012. As you’ll read in this issue of PQ, our grower contributions to this industry-wide export effort are making a difference on the farm. Recently, this work to grow export markets came to life for me when I joined a small delegation from the American Peanut Council and the National Peanut Board on a trade mission to Mexico, which is the second largest international market for USA-grown peanuts. The trip was an opportunity to visit key customers and learn how USDA Agricultural Trade Offices in Mexico are helping to support promotion for U.S. agricultural products like peanuts. Visiting several manufacturers that produce snack products using peanuts, I learned just how popular peanut snacks are in Mexico. From the very popular Mexican “mazapán” candy made from crushed peanuts to the crispy wheat-coated Japanese-style peanuts, Mexican consumers love peanuts and Mexican manufacturers love U.S. peanuts.
consumers there are just discovering peanut butter with only one in 10 households having a jar on hand. But as reported by this brand, growth is strong with year-over-year volume growth of 16.5 percent. They see peanut butter’s potential and are investing in additional marketing and product innovation. The APC helped to support some of their work. Importantly, my trip reconfirmed for me the importance of working together as an industry on a unified strategy to grow export markets. Sure, there are challenges in some markets, but there are also tremendous opportunities in places like Mexico where peanut butter has huge growth potential. Finally, we must continue to support the knowledgeable and experienced professionals, like the team at the American Peanut Council, who help us accomplish this work. Sincerely,
Peter Froese Jr. Chairman
A highlight of our trip was a visit with a major Mexican peanut butter brand using U.S. peanuts and manufacturing their products in the United States. While peanut snacks are very familiar and popular in Mexico,
Sandra Flores, Art Direction Silvia F. Tavitas, Editor Cecilia Lozano, Lead Designer Anais Quintanilla, Design
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CONTACT INFORMATION 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
Industry Groups Working Together Underpins Export Success BY BOB PARKER President & CEO
This 41 st edition of PQ recognizes the importance of exports to peanut growers and to the entire industry. This is a time to celebrate the success of the American Peanut Council (APC), shellers, brokers and others who helped reach unprecedented levels of U.S. peanut exports. The National Peanut Board provides a significant amount of funding and in-kind support to the APC for its export activities, as well as having NPB members serve on the APC export committee. U.S. peanut exports in 2013 were the highest in history, a 92 percent increase from 2012. Prior to 2013, the norm was about 250,000 metric tons of exports. We hit 510,085 metric tons in 2013 as China “discovered” U.S. peanuts were affordable and available. This amounted to 767,392 when converted to farmer stock tons (FST). But how have we done since? The average amount of exports for 2013 through 2019 was 749,960 FST. Even in 2019, with all the issues around international trade, we exported 757,196 FST. We have truly seen a paradigm shift in U.S. exports, from around 375,000 FST prior to 2013 to 750,000 FST now. I see connections between the three-legged stool of production research funding, domestic promotions/ peanut allergy work and export promotions—where all three activities enhance each other. Research helps farmers increase yields, but without growth in demand, farmers would have to reduce acres. Because of increases in domestic and export demand, farmers have had an outlet for their extra peanuts. And as we work to drive increases in demand, we pave the way for everincreasing peanut yields that are sure to come.
The American Peanut Council applies a methodical approach to how and where it promotes U.S. peanuts around the world through its United Export Strategy. The criteria for deciding on a country looks at factors like population, income levels and a desire for U.S. peanuts. Shelled peanuts and inshells have been the focus in the past because they face fewer trade barriers, such as import duties. However, APC is looking at opportunities to grow markets for U.S. peanut butter and other value-added products in targeted markets. At the same time, they work on trade facilitation to deal with barriers for U.S. peanuts entering certain countries, especially the European Union. The EAT-Lancet Commission Report published in 2019 addressed the question of how we will feed a world population of 10 billion in the year 2050. The authors projected that an increase in nut production of over 150 percent from 2010 levels will be needed. The U.S. peanut industry is well-positioned to supply our nutritious, sustainable product to people around the world who are unable to meet their own food demands now and in the future. To have the greatest success will take a continued strategic and thoughtful approach with leadership from the American Peanut Council.
At the time of publication, the public health crisis in the U.S. was critical. To see how the peanut industry is responding in many unique and helpful ways, visit NationalPeanutBoard.org
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EXPORTS By Cathy Johnson
Peanuts Perform on the World Stage How the peanut industry builds global partnerships and creates opportunity to move more peanuts.
Operating in today’s global export market is like balancing on a tightrope—with ill-fitting shoes, while juggling, with the sun in your eyes—all the while uncertain when a gust of wind is going to knock you over. The American Peanut Council (APC) walks this tightrope every day as the peanut industry’s primary organization for the development and implementation of global export strategies and programs. The APC represents almost 100 percent of U.S. peanut production through its association members, which is made up of all segments of the peanut industry (growers, shellers, manufacturers, allied).
The combined investments among peanut industry groups is seeing a good return for its investment. Roughly 17 percent of APC’s export promotions is from industry sources, of which the National Peanut Board and the sheller segment are the largest cooperators. The remaining 83 percent of funding comes from USDA/FAS Market Access Promotion and Foreign Market Development programs. In a return on investment study conducted by Dr. Harry Kaiser of Cornell University in 2018, every $1 invested in APC export promotion by USDA/FAS and APC from 2014-2018 increased industry net revenue, on average, by $13.03.
“Our U.S. export strategy is part of an industry-wide global The third-party study concluded, “APC programs met or strategy to increase U.S. peanut exports of all types of USA- exceeded performance on most measures. For the few cases grown peanuts and peanut products,” said APC President, where performance fell short of goals, there was substantial Patrick Archer. “Our members—the National Peanut Board, progress. The bottom line is that APC has a highly effective U.S.-based shelling organizations, state grower groups and export market development program.” other industry partners are working together toward the same goal—to move more peanuts. Exports open up new As yields increase year over year, export markets are markets to sell more peanuts.” becoming more and more vital to the financial success of the peanut industry. U.S. production has increased significantly The U.S. peanut industry is well-positioned to take advantage since 2012 as farmers have continued planting larger crops of opportunities as they arise around the world. Through the each year after that. (See graphs on pages 9 and 10.) years, favorable farm bill policies, improved seed varieties, and efficient production practices resulting in higher yields “The peanut industry witnessed a paradigm shift between have made the United States one of the world’s lowest-cost 2012 and 2013. We doubled our export capacity after the peanut producers. The APC can confidently promote USA- highest yielding crop on record,” said Bob Parker, the National grown peanuts as premium quality; emphasizing flavor, long Peanut Board’s president and CEO. “We realized at that point shelf life, strong food safety controls, and overall consistency we could do very well in exports.” of supply. On average, over the past five years, production from over Peanut farmers and exporters in all growing regions are one in four acres has been sold outside the U.S. The total direct beneficiaries of peanut export markets. According to volume exported in 2019 for all peanut products was 512,188 a 2019 report from Market Solutions LLC, exported peanuts MT, or 757,196 farmer stock tons; essentially double the contributed more than $1.52 billion to the state economies of volume exported since 2012. The value of exports in 2019 all peanut producing states in 2018. was $679,530,215.
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How does the peanut industry decide where to prioritize its exports? Simply put, the overall strategy is to focus on markets where efforts, using limited funds and staff, have the greatest global impact. “The majority of exports are raw kernels and inshells, which face fewer trade barriers than processed products, such as peanut butter,” said the American Peanut Council’s Senior Vice President, Stephanie Grunenfelder. “Promotions for kernels and inshells primarily target manufacturers and retailers, while snack peanuts and peanut butter are promoted to consumers also.” “The five key markets—Europe, Canada, Mexico, Japan and China—represent about 90 percent of total U.S. exports,” said the American Peanut Council’s International Programs and Technical Manager, Peter Vlazakis. “We’ve seen sustained growth in those regions year over year.” The American Peanut Council prioritizes export markets that show most of the following criteria:
1. Will we positively impact sales? “This is our priority. Our two largest export markets, Canada and Mexico, meet this most important criteria,” said Grunenfelder.
2. Is there a workable trade policy? Although barriers exist, opportunities must outweigh barriers. “Canada and Mexico have open borders and no tariffs, which is optimal,” said Grunenfelder.
3. Will the importers pay for higher quality peanuts? “Some populations eat a lot of peanuts, but are not interested in or cannot afford high-quality,” said Vlazakis.
4. Is there a history of peanut consumption? “It costs a lot to introduce a culture to peanuts, as opposed to an area that is already snacking on peanuts or is familiar with peanut butter,” said Grunenfelder.
5. Is there an established trading relationship? “When we started working in the Japanese market, the Japanese peanut industry already had an industry structure in place. They had an active organization like the APC and they were easy to work with from the start,” said Grunenfelder.
6. Can the U.S. export significant volumes? “We assess a country’s capacity to sell volume before we export,” said Vlazakis.
7. Is there substantial growth potential? “Mexico has growth potential because of a growing middle class, a love for peanuts and a young population to influence toward eating more peanuts,” said Vlazakis.
8. Are there increased distribution channel opportunities? “We look at areas that are already manufacturing snack products and ask, ‘if peanuts enter the distribution system can it increase sales?’ Nigeria has a large peanut production capacity, but the APC spends minimal resources there because Nigeria is already meeting their own demand,” said Grunenfelder.
9. Is there a way to help local processing and distribution? “China is an exception to this criterion. Even though they have a large processing and distribution system, their demand outpaces their domestic production,” said Grunenfelder.
10. Are markets receptive to health and nutrition messages? “Japan is a very health-conscious culture, but they don’t associate health and wellness with peanuts. We prioritize educating the Japanese about the nutritional and health benefits of peanuts,” said Grunenfelder.
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The strategy for each market is not a one-size-fits-all—cultural practices and global conditions must be further honed based on the complexities of changing world markets. On the next pages are salient points about each key market, identifying unique characteristics and various activities for success.
CANADA
MEXICO
CANADA
MEXICO
Since the mid-1990s, Canada has been the largest single country importer of U.S. peanuts, with the 25-year average staying around 32 percent of total exports. In 2019, Canada maintained this position with exports totaling more than 127,500 MT, nearly a nine percent increase from 2018. U.S. market share of total Canadian imports remains strong at 88 percent.
Mexico and Canada, when combined, are historically the largest export destination for U.S. peanuts, making up nearly 48 percent of the total peanuts shipped in 2019. Even though the Mexican market is not as mature as other export markets, the Mexican market has been growing at a faster rate than other target markets and is expected to surpass Canada in the near future. Exports to Mexico totaled nearly 118,000 MT in 2019, increasing 7.5 percent as compared to the previous year.
Canadians eat more peanut butter per capita than do Americans, primarily because of its popularity for breakfast. The peanut and peanut butter market in Canada is mature, with 95 percent of households reporting peanut and peanut butter consumption. According to Euromonitor, all categories of nuts and spreads grew this past year and projections show these categories will continue to grow.
Other good news concerning Mexico is that the market share for U.S. peanuts came in at 90 percent in 2019, up from 70 percent in 2018.
Recent surveys show decreases in peanut butter consumption among children under age six because of the increased prevalence of food allergies in Canada. To combat this issue, APC, in coordination with the National Peanut Board, promoted guidelines recommending feeding infants peanut products to help prevent peanut allergies. APC has a long-standing partnership with Food Allergy Canada and an aggressive program to educate health officials on the new guidelines. “These efforts seem to be paying off,” said Grunenfelder. “In 2019, 43 percent reported hearing about these recommendations, up from 13 percent the year before.” Canada is likely to remain the U.S. peanut industry’s largest export market in 2020. The APC has a two-pronged strategy: first, promote the value, quality, better flavor, superior food safety and quality control of U.S. peanuts over other origins; and second, promote not only the nutritional attributes of peanuts and peanut butter but also inspire more meal occasions for peanut products.
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NPB’s Ryan Lepicier (third from left) and NPB chairman and Texas member Peter Froese Jr. (center), along with APC's Peter Vlazakis and Stephanie Grunenfelder (far right) and members of Grupo PM, promoted U.S. peanuts on an APC trade mission to Mexico in February.
EUROPEAN UNION
JAPAN
“Besides the duty-free access we enjoy with Mexico, transportation costs are less expensive because we can truck and rail product there,” said Vlazakis. “We have robust trading relationships with Mexican peanut manufacturers that produce innovative snacks.” In Mexico, peanut butter represents a growth market, also. Only 47 percent of Mexican consumer have peanut butter on their pantry shelves, unlike the U.S. and Canada where over 90 percent and 80 percent, respectively, have peanut butter at home.
CHINA
EUROPEAN UNION Because the European export market represents the 27 countries in the European Union (EU) plus the United Kingdom, Switzerland and Norway; and because of its large population (508 million versus 327 million in the U.S.), the potential for U.S. peanuts remains huge. Peanut exports to this market accounted for nearly 24 percent of total exports in 2019.
“So, it’s not a matter of taste or convincing them of the “The greatest determining factors year after year for exports nutritional benefits, most Mexicans simply have not tried to Europe are U.S. crop size and U.S. domestic demand, peanut butter. It’s a novel product,” said Vlazakis. both of which affect price,” said Grunenfelder. “The strength of the U.S. dollar affects buying decisions as well as the A challenge with the Mexican export market, and in all shipment’s ability to meet the EU standards on aflatoxin exports, is the strength of the U.S. dollar, making prices rise and pesticide maximum residue limits, which are among the in international markets. “This is especially a challenge in toughest in the world.” Mexico,” said Grunenfelder, “but if there’s a downturn in the economy, this should bode well for peanuts because they By far the snack nut market is the largest end category for are less expensive than many other snacks.” peanuts imported to Europe, whether as inshells or kernels. Plant-based foods and peanut butter are on trend and According to Euromonitor, there is a growing demand for are expected to increase in consumption. Peanut butter is high-quality peanuts across the retail, foodservice, and another on-trend food and is gaining in popularity in Europe. processing sectors in Mexico; thanks in part to the strict Peanut powder, as a boost of plant-based protein to energy quality standards promoted by APC. drinks or bars, as well as aromatic peanut oils used for sophisticated tastes, are sought-after. “We’ve seen changes recently in the Mexican market with health and wellness messages,” said Vlazakis. “Previously, “Given the size of this market and budget limits, we focus on Mexicans consumed a lot of peanuts even though they working with the trade, working with companies to influence didn’t associate nutritional benefits with peanuts. Recently the their buying decisions and promoting the long shelf life, Mexican consumer has become more aware of healthy eating. better flavor and food safety benefits of U.S. peanuts,” said We’ve seen consumption go up as we’ve emphasized the Grunenfelder. nutritional benefits of eating peanuts.” The U.S. market share in Europe is relatively low, hovering U.S. peanut butter will continue to be promoted in Mexico, at an average of 15 percent for the last few years. “I believe,” and the goal of increasing consumption looks optimistic said NPB’s Parker, “the most effective course is to continue through a message of nutrition and convenience for families. to be strategic in our promotional work in Europe to make sure our actions lift usage of USA-grown peanuts.”
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(L to R) Mark Kaiser, Alabama peanut producer; Brent Cuddy, Golden Peanut; Bob Parker, NPB; John Gray, Williston Peanuts; Karl Zimmer, Premium Peanut; Andy Bell, NPB vice-chairman (Ga.), and Jean-Paul Bodourian, Alimenta Agri promote peanuts on an APC export trade mission to Tokyo.
JA PA N
“Japanese consumers are very health conscious,” said Grunenfelder. “They just don’t associate peanuts with health nutrition. We decided to change these views and increase peanut consumption.”
Utilizing funds from the Ag Trade Promotion Program (ATP), the APC conducted activities targeting the media and conFirst identified as an export market in 2008, Japan’s activity sumers, including educational seminars, a TV infomercial and has steadily increased and today is one of the most promising restaurant promotions. Peanuts were featured on Japan’s markets for peanuts in Asia. national broadcast network with APC being interviewed by Nikkei Shinbun, the world’s largest financial newspaper “From a value perspective, Japan is important because there is (daily circulation is 3 million). Because the event included a a profitable market for high-quality kernels,” said Grunenfelder. popular U.S.-born media personality and a well-known nutrition “We believe additional sales can be achieved in Japan as the U.S. scientist, the event received considerable media attention increases its supply of Virginia-type peanuts to ship to Japan.” and buzz. Japan is a buyer of premium quality products, prizes peanut size, consistency and few splits, and is interested in high-oleic varieties. Many Japanese manufacturers are not aware of the supply of quality U.S. Virginia peanuts. Increasing awareness of the United States’ ability to supply Virginia peanuts is an opportunity for the future.
The long-term strategy for Japan is to continue to build relationships with Japanese importers to increase market share. The recently enacted U.S.-Japan Trade Agreement and a new origin disclosure law in Japan should position the U.S. peanut origin even more favorably.
The peanut industry’s long-term goal is to supply 50 percent The APC conducted an innovative media and consumer cam- of the peanut kernels imported into the country, as well as paign in Japan in 2019 in response to consumer research build the volume of high-value processed peanut products that indicated Japanese consumers have some negative (snack nuts and peanut butter, etc.). In 2019, the U.S. had a perceptions about peanuts and peanut butter. 37 percent market share of kernel imports. To gain 50 percent market share, the U.S. will need to increase the supply of Virginia-type peanuts to ship to Japan.
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shipments have not matched the historic levels seen in 2016, the general trend is upwards,” said Grunenfelder.
CHINA
In spite of retaliatory tariffs and the ongoing trade dispute between the U.S. and China, peanut exports to the market recorded their second highest total on record in 2019, increasing by 60 percent as compared to the previous year. Going forward, the U.S. peanut industry will continue to watch trade negotiations.
Despite China being the world’s largest peanut producer, the country has been importing increased volumes of peanuts because of increased demand in country. The American Peanut Council defines greater China as the combination “Most U.S. peanut shipments to China have been raw farmer of mainland China, Hong Kong, Taiwan and Vietnam (where stock peanuts, which are shelled and crushed in China for peanuts are transshipped into southern China). oil. Going forward, U.S. peanuts may continue to be shipped to China for oil crushing, but the U.S. industry hopes to create Greater China’s emergence as a vital U.S. export market is demand for higher-value edible peanuts or value-added seen in the growth of shipments over the last decade or so, products, such as peanut butter and ingredients,” said Vlazakis. making the Chinese region the U.S.’s fourth largest export destination, only behind the EU, Canada and Mexico. Between So, that is how the peanut industry is navigating its export 2007-2012, U.S. peanut exports to greater China averaged tightrope in 2020. The strong export markets of Canada and 3,000 MT per year. This increased to almost 96,000 MT per Mexico look positioned to grow, as nutritional and peanut year between 2013-2019. allergy messaging are taking hold in Canada, and Mexico is growing in snack and peanut butter consumption. Maintaining Due to internal market changes in China and world con- the strong export relationships already in place in the EU, ditions, U.S. exports to this region reached a record high Japan and greater China will only ensure more opportunities 274,900 MT in 2016. They have continued to vary since that for peanut export avenues to remain open and positive. time, with shipments totaling 96,838 MT in 2019. “Although
NPB vice-chairman Andy Bell (Ga.) on a Chinese peanut farm during an APC export trip in 2018
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Peanut Exports U.S. Peanut Exports by Market
What gets exported? Peanut Butter 8%
Mexico 23%
China/Vietnam 18% Japan 4% Rest of world 5%
Inshell 20%
Blanched 4% Prepared 3%
EU 24%
Canada 25%
Kernels 65%
Farmer Stock Tons
Annual Production-Exports-Share Exported 4,000,000
40%
37%
35%
3,500,000
35%
3,000,000 2,500,000
27% 21%
21%
18%
1,500,000
12%
0%
395,720
2009
370,772
2010
356,905
396,960
2011
2012
970,261 767,392
Exports
9 13
20%
20%
15%
1,000,000 500,000
30% 25%
25%
20%
2,000,000
28%
657,389
723,755
631,385
742,343
757,196
10% 5%
2013
2014 Production
2015
2016 %Exported
2017
2018
2019
0%
World’s Largest Peanut Exporters
Units in Metric Tons
700,000 600,000 500,000 400,000 300,000 200,000 100,000
2017
2018
United States
China
2019
Argentina
India
Senegal
Brazil
Peanut producers are not the same as exporters
Units in 1000 Metric Tons
World Peanut Production
Tanzania Senegal Argentina Burma Sudan United States Nigeria India China
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Source: USDA PS&D
Units in Metric Tons
Growth of USA Peanut Exports
700,000 672,851
600,000 500,000
510,095
400,000
440,698
484,000
495,134
512,188
424,570
300,000 200,000
233,198
266,609
100,000 0
2011
2012
2013
2014
2015
2016
2017
2018
2019
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PQ
Grower Voices Today’s peanut farmers bring a vast array of experience, leadership and know-how to export teams.
Les Crall A proponent of farmer education
A few years ago, Bell hosted a reverse trade mission of 50 Chinese buyers at his farm in Southwest Georgia. “When I went on an APC-sponsored trade mission to China, we visited those buyers who had been on our farm. You can’t buy that kind of relationship or develop it overnight.”
Les Crall has been in peanut farming for 24 years and currently serves as the 2020 treasurer of the National “A lot of the Japanese buyers have been to shelling facilities Peanut Board. Also, he serves as chairman of the Oklahoma in the Southeast and can put a face on those peanut origins. Peanut Commission and is a former member of the Peanut To say, ‘this peanut could have come from my farm or another Standards Board. He grows peanuts, corn, cotton, wheat, farm,’ I think that's positive.” hay and maintains a cow/calf operation. Crall’s advanced degrees in accounting, business administration, and law, as well as experience as an associate dean at Southwestern Oklahoma State University, qualify him to advise on a broad array of topics concerning peanuts, both domestically and internationally. “There’s not a ‘typical farmer’ anymore,” said Crall. “Everyone does more than one thing. I’m a big proponent of education— formal or hands on. APC’s export committee allows growers to learn about the export and international market—a completely different side. I appreciate serving with APC and learning from other growers, shellers, buying points and manufacturers how to make connections and increase my knowledge of the industry.”
Andy Bell Reverse trade missions put a face on U.S. peanut origins
Jeffrey Roper Saw quick results after one APC export trade mission Roper owns and operates Jeffery Roper Farms and produces organic peanuts and wheat, cotton, organic milo, and native grasses. Knowledge gained from his degree in horticulture from Texas Tech University and graduation from the Syngenta Peanut Leadership Academy, as well as service in several Texas peanut organizations, gives him a strong background as he relates to farmers on export trade missions. With five international trips for the peanut industry behind him, Roper says, “Being on the APC export committee has given me a better understanding of how the system works cohesively together.”
“I've always said, ‘the shellers can't do it without the farmer.’ Andy Bell is vice-chairman of the National Peanut Board. Well, the farmer can't do it without the sheller or broker. Once At Bell Farms, Bell and others produce peanuts, pecans, you understand the sheller’s challenges to sell domestically cotton, corn, pine timber, along with brood cattle. Bell is a and abroad, you appreciate the entire system.” graduate of both Abraham Baldwin College of Agriculture (ABAC) and the University of Georgia (UGA) with a B.S. in “I was on the executive committee in 2016 when we went to China and hired Miles Yao to head up APC’s Chinese agriculture. activities. He put our shellers and brokers in contact with He serves in leadership capacities for many local and state buyers in China immediately. The next month was a recordagricultural organizations, giving him broad experience as setting export month to China. Intentionality is key to success he interacts with international farmers in places such as in exports.” China, Japan and Canada.
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A Peek Into the Future of Snacking By Ryan Lepicier A stroll through the aisles of thousands of exhibitors at the Winter Fancy Food Show in San Francisco in January provided clues about what the future holds for America’s grocery shelves. The annual specialty food tradeshow is where smaller, startup brands often go to showcase their products. But many big-name brands are there too. Everyone wants in on the action because this is where retailers go to discover what’s new. Wandering through the exhibits you quickly see snack foods as a dominant theme. So, what are consumers looking for in snacks? According to Mintel’s Snacking Motivations and Attitudes study, consumers are almost equally looking to snack as a treat (fun) and to satisfy their hunger (function). And flavor is the leading driver when consumers choose snacks.
What’s old is new again—with a twist Brand mash-ups, bringing two separate food products together to create something new, and new versions of familiar products are two trending strategies manufacturers are using to capture the attention of consumers, and they hope will result in inceased sales. Snack Pop’s new Snicker’s Candy Pop Popcorn joins the brands Butterfinger and Oreo flavors. By leveraging popular, name-brand candy and cookie flavors, Snack Pop marries the love of popcorn with other flavors consumers love. Creating new versions of familiar products is another way brands are tapping into fun. P-Nuttles, the toffee coated peanut brand, showed new snack mixes at the show. They come in three varieties Sweet & Spicy, Sweet & Salty and Chocolate. They include other ingredients like pretzel sticks, roasted corn, dried cranberries and sesame sticks.
Better for you snacks and bars Consumers are torn between what they want to snack on and what they should snack on. The bottom line is they wish there were more healthy snack options, according to Mintel. Brands at the Fancy Food Show are tapping into this trend with new products like Nelly’s Peanut Butter and Coconut bars. The bars are organic and have seven grams of protein.
Bob’s Red Mill showcased a new flavor of their popular Bob’s Better Bars with a new Peanut Butter, Honey and Oat bar. This new flavor joins five others that all use peanut butter. The bars contain eight grams of protein, are all gluten-free and are made with only six ingredients.
For our part, the National Peanut Board hosted a booth to showcase peanut product innovation. Crazy Richards Peanut Butter, with their Wholly Rollies frozen protein snack bites, was among the brands who joined our exhibit. Their all-natural snack bites include peanut butter and come in three flavors; PB & Cacao, PB & Strawberry and Cinnamon Oatmeal. With fewer than six ingredients the snack bites appeal to consumers seeking simpler, natural products. Last summer, Wholly Rollies were awarded the Best New Frozen Product Award at the Natural Products Expo East trade show. Wholly Rollies brings peanuts into the grocery freezer case in a completely new way. And they provide consumers with a fun, functional nutritious food that’s easy to eat on the go. While product innovation presents challenges for brands, innovation also offers opportunities for growth and for connecting with new and different customers. For peanuts and peanut butter—beloved foods to be sure—continued product innovation will be critical as the snack choices for consumers grow everday. And not just more choice, new choices consumers perceive as trendy and different, which could make the new options more appealing than a traditional standby like peanuts.
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Making Early Introduction the Standard of Care Takes Push and Pull Even when a solution to a pervasive health issue is in front of us it can take years to fully embrace it. Take the flu vaccine, for example. While a landmark study overwhelmingly made the case for immunizations was released in 1968, just over 60 percent of children—and still fewer than half of all adults—were immunized last year.¹ Fifty years later. Since the groundbreaking LEAP study was released five years ago, countless families have made the decision to feed their infant peanut foods as early as four to six months. The one influence most likely to convince them to act—according to research by NPB and others—their pediatrician. Unfortunately, that endorsement is not always a given, and that’s a concern. A 2019 study by noted food allergy researchers Ruchi Gupta and David Stukus pointed out much more must be done to bring these important influencers along if early introduction is to become the standard of care. While 92 percent of pediatricians are generally aware of the existing guidelines, 62 percent of those surveyed said they were following only portions.² Several factors contribute to this reluctance, they found. According to Gupta and Stukus, 41 percent of doctors said they were hesitant to recommend the practice because of parents’ concerns. Scott Sicherer, another noted food allergy researcher, calls this “the assumption of parental reluctance” and calls it a real barrier. Then there are issues of comprehension and time. In the Gupta/Stukus study, 35 percent of pediatricians said they did not fully understand the guidelines. Also, three in 10 pediatricians explained they already lack enough time with parents to cover every important topic. “There is already so much to accomplish at the four- and six-month well visits, and the guidelines are such a departure from previous recommendations, that it can be a difficult transition to make for both pediatricians and parents,” Gupta and Stukus explained.
Putting pediatricians at the center of the target Long before these barriers were identified—and, in fact, almost as soon as LEAP was released—the National Peanut Board made driving the adoption of early introduction a priority with both parents and healthcare professionals. “The first board’s decision to invest in peanut allergy solutions has created tremendous credibility and goodwill for NPB,” explained Bob Parker, NPB president and CEO. “We can show up and have conversations about important issues like this and help make progress.” Among health influencers, pediatricians are far and away the top target for NPB’s outreach, given their unique role in the lives of parents and infants. For the past five years, NPB’s priority has been the American Academy of Pediatrics (AAP) annual conference, attended by some 20,000 doctors from across the country. Each year, the number of pediatricians hesitant to recommend early introduction has dropped significantly, but there are nonetheless some holdouts who need convincing. ¹ https://www.cdc.gov/flu/fluvaxview/coverage-1819estimates.htm ² https://www.contemporarypediatrics.com/pediatrics/paradigm-shift-peanut-introduction-tough-swallow/page/0/1
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“Pediatricians and health providers who have applied the lessons from the LEAP study have related to me that their initial reluctance to introduce peanuts early has been replaced with growing confidence that it is the right preventive strategy,” said J.J. Levenstein, M.D., FAAP, chair of NPB’s Food Allergy Education Advisory Council and a retired pediatrician. “In the five years since the study, more practitioners are trusting the science and participating in, what I feel, is one of the most significant preventive initiatives since the advent of vaccines. And as each primary care stakeholder retires, a new one enters practice—affirming the need for us to continue to inform and support LEAP, early introduction, and evidence-based science.”
Surrounding families with support Think about your own healthcare experiences today. In addition to your doctor, you likely interact with a physician’s assistant or nurse practitioner. Depending on where you live, you might instead see a family practitioner who cares for patients of all ages—including infants. Moreover, more than half of all infants in this country today qualify for the Special Supplemental Nutrition Program for Women, Infants, and Children (or WIC). These families may see neither a pediatrician or family practitioner, but instead rely on guidance from WIC staff or public health doctors.
For that reason, NPB’s strategy continues to be to attend Given the new learnings about pediatricians and NPB’s gatherings of groups like these to drive the early introduction own experiences, the board is stepping up its outreach to drumbeat. Throughout the year you will find the NPB team these groups in 2020. Already in the works is a Visiting staffing a booth in an exhibit hall, speaking from a podium, Professorship program with American Academy of Pedia- conducting a webinar or crafting articles for a publication. trics (AAP), where grower dollars help bring a pediatric allergist to communities around the country that lack that “There are a number of groups invested in making early kind of expertise. In addition to speaking to a large group introduction the standard of care,” Parker explained. “But as we’ve of doctors, these experts conduct Grand Rounds that seen, change takes time. At the end of the day, every dollar allow local pediatricians to see experts in real life settings, NPB dedicates to this cause is well spent and appreciated addressing questions and concerns parents may have. The and will pay dividends for generations to come.” board’s largest investment this year will be an online course that allows pediatricians and others health professionals to earn continuing education credits.
Who influences parents as they introduce peanut foods to their infants? Who influences parents as they introduce peanut foods to their infants? Accelerators American Academy of Pediatricians American Academy of Family Practitioners
Parenting Bloggers
Social Media
Online Health Blogs Parenting Conferences/ Shows
Family Practitioners
Consumer Media
Parenting Media
Association of Public Health Nurses
Grandparents & Other Caregivers
National Association of School Nurse Practitioners
Nurses and Nurse Practitioners
Dietitians
WIC Councelors
Public Health Departments/ Practitioners
Parents (and Parents-to-Be) with infants who are approaching 4-6 months of age
Pediatricians
Pediatric Allergists
Centers for Disease Control and Prevention
School Administrations Government Websites Medical Journals Food Labels
Major Foundation and Individual Funders
Peanut Industry and Partners
Medical Schools and Training
Physician Assistants Lactation Specialists
AAAAI
Allergy Research and Support Organizations
FAACT, FARE AAFA, A&AN, etc.
Allergic Living, Other Allergy Media
American College of Allergy, Asthmas & Immunology
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Filling the Gap in Peanut Foods for Infants
Q& A
With Catherine Jaxon, Co-Founder of Mission MightyMe
If you’ve spent any time around young children in recent years, you’ve likely noticed the prevalence of “puffs” as a handy and convenient snack for infants and toddlers. Before 2015, many puffed snack brands touted the fact that their baby products were free of the top eight allergens.
In 2015, the groundbreaking LEAP (Learning Early About Peanut) study showed that feeding peanut foods to infants ages four and six months reduced their likelihood of developing peanut allergy by 86 percent. While a change in national feeding guidelines¹ marked a turning point for tackling peanut allergy, it also exposed a colossal gap in the market for products that could help make early peanut introduction for infants easy for parents. That lack of convenient peanut baby foods is what motivated parents Catherine and JJ Jaxon to create Mission MightyMe, a dissolvable peanut puff designed for infants. They partnered with Dr. Gideon Lack, pediatric allergist and lead author of the LEAP study to develop the puffs with the goal of making early peanut introduction mainstream. We spoke with Catherine Jaxon to find out more about Mission MightyMe and the new and innovative peanut products for infants, introduced in March. (www.MissionMightyMe.com)
NPB: What motivated you to begin Mission MightyMe? Jaxon: Our oldest daughter is allergic to most nuts. When she was born, the common medical guidance was to avoid feeding babies nuts and other common food allergens in infancy. When she had her first walnut at age 3, she had a violent reaction and our lives forever changed. Food allergies weren't even on our radar, but we've learned a lot about them since that day—including that nut allergies in children have tripled in the two decades since avoiding nuts became the norm for babies! Our third child was born in 2015, the same year that the LEAP study by Dr. Gideon Lack was published. LEAP was a game changer. We were determined to try this with our third child but found it difficult because the baby food industry is peanut and allergen-free. So, JJ and I partnered with Dr. Lack to change that and together we're creating a line of foods that makes it easy and delicious to include peanuts and other common food allergens, in babies’ diets, early and often.
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Catherine and JJ Jaxon
¹ NIAID. 2017 Addendum Guidelines for the Prevention of Peanut Allergy in the United States. Available at https://www.niaid.nih.gov/diseases-conditions/guidelinescliniciansand-patients-food-allergy
NPB: What differentiates this product from other peanut snack puffs on the market? Jaxon: Most of the peanut puffs on the market were developed as an adult snack. We developed our puffs specifically for babies and kids. Mission MightyMe is a small puff shaped like a star—just the right size for little mouths and little hands with developing pincher grasps. They are more than 50 percent peanut, but still dissolve quickly for babies and taste delicious for big kids too. We use simple, organic ingredients that parents can feel good about giving their little ones. We don’t use any oils other than peanut, and we use organic rice flour rather than corn so it’s gentle on babies’ tummies. There is also zero added sugar and very little salt. We developed MightyMe Peanut Puffs in accordance with Dr. Lack’s LEAP study. With 7 grams of peanut protein per pouch, just one pouch per week easily meets the level of peanut protein consumed by babies in the study and as recommended by the American Academy of Pediatrics. We created a delicious snack that would make peanut consumption easy and enjoyable for babies and parents without medicalizing or complicating the process of just feeding children food. We are also launching a peanut and tree nut puff, which will be the first of its kind to market.
NPB: What were some of the challenges in bringing this product to market? Jaxon: There have been lots of challenges! We are disrupting the baby food industry, so we knew it wouldn’t be easy.
Education and awareness of the new research and guidelines has been a challenge because for 20 years parents have been told to avoid peanuts for babies. Manufacturing has been a big challenge because many facilities in the United States are peanut-free. Fortunately, we have found fantastic partners in manufacturing and marketing who believe in our mission.
NPB: How are you marketing Mission MightyMe, especially as you seek to establish it as a trusted product for new parents? Jaxon: I think the opportunities for parents to embrace this product are huge. Four million babies are born in the U.S. every year and every one of those moms and dads needs to know that early introduction can help protect their baby from developing a peanut allergy. I think parents are hearing that message now, but there aren't a ton of options out there. We have a real opportunity to both educate parents and offer a simple solution. We also have the top expert in the field guiding the development of all our products, which is an important trust factor.
NPB: How would you define success for Mission MightyMe five years from now? Jaxon: Our goal is to help raise a generation of kids that are free from the burden of food allergies. We now know that peanut allergy prevention is possible, but to move the needle it takes education and products. If in five years, we see food allergy rates come down, we will know we're on the right path. Also, we’re giving a portion of proceeds back to food allergy research and awareness because we believe so firmly in the mission.
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National Peanut Board is
Campaign gives back to local communities through peanut-based good deeds while reinforcing millennials’ love for peanuts. The year 2020 may well go down in history as one marked by fast-paced change, disruption of daily life and unique challenges surrounding an unprecedented pandemic. One thing that never seems to change, however, is the generosity and good deeds human beings express toward one another, even in difficult circumstances. Through its 2020 Spreading Good campaign, NPB is implementing purpose-driven activities that spread this kind of goodwill—with peanuts serving as the heroes of these efforts. By identifying causes that its core consumers care about, NPB is supporting these causes by authentically offering what makes peanuts stand out—from how good they taste to how nutritious and economical they can be and more.
Inspiring Action
in 2020.
More than ever, NPB’s Spreading Good campaign can deliver what consumers are craving most—optimism and more good in their lives. Consumers, particularly millennials and Generation Z, expect companies to be socially responsible. As part of their core values, these younger generations care about giving back and being able to contribute to a greater good. The intention of Spreading Good is to inspire millennials and organizational partners into action. The campaign will consist of three large moments in time and three smaller activations for consistent activity throughout the year. “We believe in the potential the Spreading Good campaign presents because it offers peanut and peanut butter fans the opportunity to pass their favorite food forward into the community,” explained Bob Parker, the National Peanut Board’s president and CEO.
“Today’s young consumer likes to support brands and products they believe are doing good. We’re doing this campaign not just because that’s what consumers care about, but because we care about doing the right thing.”
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Fighting Hunger with the Power of the Peanut Even though the ability to purchase food consistently is not a critical concern for some Americans, for one-tenth of the U.S. population, that issue is top of mind every day. The United States Department of Agriculture reports¹ that approximately 40 million people, including 11 million children, in the United States are food insecure as of 2018. That means 1 in 9 individuals (12 percent) and 1 in 7 children (15 percent) live in households without consistent access to adequate food. One of the causes the Spreading Good campaign will proudly support is addressing hunger in underserved communities. Through consumer participation, the campaign goal is to fuel up to 19,000 pounds of peanut butter donations to food banks in markets that are above the national average of food insecurity. Because peanut butter is a shelf-stable source of protein, it is often the most-requested item by food banks. One 16-ounce jar can go a long way, making up to 16 peanut butter sandwiches for a family in need.
into real ones. Peanut emojis that were shared on Twitter between Jan. 24 and March 31 were turned into real peanut butter donations to food banks across the nation. The peanut emoji activation launch was so successful with consumers that NPB reached the campaign goal of five million emoji in less than a week. NPB then increased the activation goal to six million emoji by the end of March while also increasing the peanut butter donation to match.
Going Forward This spring, Spreading Good will continue to identify ways to address hunger, especially with school lunches and job schedules disrupted due to the pandemic. The campaign will commission relevant chefs to create peanut buttercentric recipes made only with food that can be found in food banks. The recipes and final dishes will be shared on social media for anyone to enjoy. From families on a budget to college students, the good spreads beyond social media. The campaign will also continue with more good activity planned in April and smaller activations in the meantime. To get involved with Spreading Good at your local level, scan the QR code on the back of this issue.
Driving Donations with Digital To kick off Spreading Good, NPB partnered with Twitter to give the peanut emoji substance by turning digital peanuts
¹ USDA Economic Research Service (ERS) “Household Food Security in the United States in 2018” Report (September 2019) https://www.ers.usda.gov/webdocs/publications/94849/err-270.pdf?v=963.1
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Wacky and Wonderful New peanut products with a touch of whimsy are coming to a shelf near you.
From the sweet and salty, to the new yet classic, to combos that may have you scratching your head—there is always something new to discover in today’s food market. Retail and grocery stores are opening shelf space to what many people would consider “strange foods”—mainly to appeal to an ever-growing demand from consumers for bold, new flavors from specialty products. In fact, one in 10 European and North American consumers are driven by novelty and variety when buying food and beverage products, according to Innova Market Insights. For the peanut industry, that means proving once again that peanuts really can pair with just about anything. Challenge accepted. Below is a small smattering of weirdly, wonderful peanut products that will be hitting the shelves this year.
Life’s Grape® Peanut butter dipped vine-dried grapes in a resealable pouch. The Life’s Grape team utilizes California Selma Pete Grapes and have affectionately dubbed the mixture PBJ. This product is non-GMO and all natural. www.lifesgrape.com
Netflix & Chilll’d™ Ben & Jerry’s launched this new ice cream creation in early 2020. The pint comes filled with peanut butter ice cream, sweet & salty pretzel swirls, and chunks of fudge brownie. This new creation, meant to be paired with your latest Netflix viewing, is considered a satisfying blend for any sweet or salty snack craving. www.benjerry.com
Dateables™ Launched this year as the world’s first spreadable, shareable and portable superfood product—a date and peanut butter spread. The product is produced within the United States, made from sustainable sources, is non-GMO, gluten-free, vegan and kosher. www.dateables.com
Virginia Gold Peanut Coffee™ Produced by fifth-generation Virginia peanut farmer James Harrell, this coffee product is made of 100 percent peanuts. It comes in caffeine and caffeine-free versions. The process involves removing the oil from the peanuts and then roasting them to dark brown before grinding into a powder for brewing. Made in the United States. www.vagold.com
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CULINARY TRENDS 2020 W H E R E TO LO O K F O R P E A N U T S TO S H I N E By Jada Linton, RDN, LD It seems like just yesterday we were raving over the top trends of the past decade: Instagrammable meals, cauliflower everything, and avocado toast. These trends changed how consumers ate and what was on the menu—from fine dining to the drive-thru. While these are wonderful, we will peek into the predicted trends of this year. Get excited for the National Restaurant Association’s new trends, some might have your mouth watering just by reading! Eco-Friendly Packaging This trend was ranked number one for 2020. It’s not surprising since takeout, delivery, drive-thru, and curbside make up about 60 percent of restaurant traffic. Plant-Based Proteins (hello peanuts!) In 2020, in response to increased consumer demand, plant-based proteins and meat alternatives will take off. Delivery-Friendly Menu Items People want dishes that will still be delicious when delivered. Healthy Bowls The bowl trend has been around for years, but it’s still just as hot! Scratch-Made The change to eating out more has consumers wanting meals that are made from scratch. Creativity with Catering Consumers seek great experiences and food in an imaginative way that reflects their personalities and lifestyles. Revamped Classic Cocktails High-ranking beverages in the survey include alcoholic seltzers and mezcal. For non-alcoholic beverages, kombucha, aguas frescas and oat milk were tops. Specialty Burger Blends Mushrooms were ranked hottest produce for 2020. They also crept into the protein category as part of the burger blends. Mushroom-beef ranks among the top blends. Unique Beef and Pork Cuts What are some options? Pork belly, pork skirt steak and pork rib roast are a few. On the beef side, specialty cuts such as hanger, Vegas strip, and oyster steaks are sizzling. There are many ways peanuts can be included in these top 10 culinary trends for 2020. Specifically, peanuts are a plant-powered protein that can be used to satisfy hunger and keep you full longer, while giving great taste and affordability. Peanuts can be included in healthy bowls as well. Tossing noodles in a peanut sauce can be the base of a delicious bowl. Peanut sauce and chopped peanuts can be used as the delicious addition to a peanut-centric meal. Nuts are in the top trends and rank among foods consumers will buy. Peanut butter is an excellent source of vitamin E, which is great for boosting your immune system. In 2020, consumers will purchase more items that are eco-friendly and may contribute to overall wellbeing. Peanuts are the perfect choice! Peanuts have a wonderful taste and millennials know this—it’s their favorite nut! By placing craveability and deliciousness at the center of every culinary concept, flavor will win with consumers this year.
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Q&A with
Dr. Dewayne Goldmon Executive Director of the National Black Growers Council
Dr. Dewayne Goldmon
Recently, Dr. Dewayne L. Goldmon was selected as NBGC’s executive director. Dr. Goldmon has over 30 years of experience in the agricultural chemical and seed industry and is a farmer in southeast Arkansas. Dr. Goldmon has B.S. and M.S. degrees from the University of Arkansas, and a Ph.D. from Iowa State University, all in agronomy. He has worked in research, government affairs and human resources for Monsanto Company (acquired by Bayer Crop Sciences). Throughout his education and career, Dr. Goldmon has worked on diversity initiatives and built relationships with several land-grant universities and community-based organizations.
The National Black Growers Council (NBGC) is a non-profit organization with the mission of improving the efficiency, productivity, and sustainability of black row-crop growers.
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In its mission to improve the economic condition of all U.S. peanut farmers and their families, the National Peanut Board has partnered with NBGC for several years. We talked with Dr. Goldmon about his experience with the Council and goals for supporting the success of black farmers.
www.nationalblackgrowerscouncil.com
NPB: How do you add value for your members as you work toward your goal of improving efficiency, productivity and sustainability for black farmers?
NPB: What is the biggest challenge that black growers face in agriculture and what are some solutions?
Dr. Goldmon: Black farmers are often left out of the circle of information that happens at the coffee shop, seed store, USDA office or country club where we are not present. The Council offers a way for them to receive unbiased, relevant information in a friendly manner. The Council creates networks and develops mentorships to help black farmers succeed. It provides access to information in a manner that’s relevant and relatable to their operations and circumstances.
Dr. Goldmon: In farming, there exists a saying that you’re either born into it or you marry into it. Farming is extremely capital intensive. Today’s black farmers are forced to deal with historical inadequacies that were faced by their ancestors; this is by far the largest challenge. While USDA settlements have dealt with some of the painful and unnecessary discrimination of the past, today’s black farmers still face problems with its cumulative effects. This situation has resulted in black farm operations that often lag in equipment and technology infrastructure, which can make it more difficult for black farmers to be successful. These inadequacies are often exacerbated by farmers not being aware of programs and resources to overcome them. But we remain focused on the future. As growers, we strive to leave the farm to our sons and daughters in even better condition than when we received it. Access to and judicious use of information that will help black growers improve will help meet that challenge.
NPB: Why is it important for all growers to get involved in ag leadership? Dr. Goldmon: Black farmers need to get comfortable about making sure USDA and others understand their perspective. As the saying goes, if you’re not at the table, you’re on the menu. Tight economies make agricultural advocacy even more important. For example, having irrigation in the Southeast, where the majority of our members operate, is a big differentiator for farm profitability and overall success. If a program is only offered to enhance existing systems, our farmers are often left out because prior issues often prevented previous generations of black farmers from installing these systems. If this prior prevention is not addressed, we often find ourselves left out of the programs and being forced to operate at a disadvantage. The creators of that program need more awareness of black farmers’ circumstances in order to better serve all growers. Bringing that awareness that takes leadership and “AGvocacy”, as Council Chairman P.J. Haynie III often says.
NPB: What is the model farm series? How does it benefit growers? Dr. Goldmon: The series consists of regional field days, hosted by black farmers, to hyper-integrate the industry’s latest technologies and USDA agencies’ programs to demonstrate possibilities. These field days help us address the individual components of our mission. They are designed to reach black farmers where they are by providing relevant information and education in a realistic and attractive manner. Key partners in this series include our sustaining members from the agricultural industry, USDA agencies and our land grant universities. We connect the dots for all levels of farm technology by demonstrating the evolution from elementary to high-tech adoption of programs and technologies. We demonstrate these programs and technologies and provide detailed information that farmers need when considering these improvements. In the future, we’re looking to make this series even more applicable and strengthen the win-win situation for growers, companies and USDA.
Dr. Dewayne Goldmon (left) has decades of experience in agricultural outreach.
NPB: The National Peanut Board certainly gets a lot of value from partnering with the Council. What value does the Council receive from partnering with NPB and similar agricultural organizations? Dr. Goldmon: I’ve been familiar with the National Peanut Board for many years in my previous roles. I’ve seen the value that’s come from the research dollars that have been invested and how that has resulted in new products on the farm, for example. It’s important for black farmers to know about that and for all of us to be at the table to share knowledge and come to mutually beneficial, workable solutions.
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Co-Promotions Spread Peanut Love For 15 years, the National Peanut Board and state peanut producer organizations have combined copromotion dollars to creatively promote America’s favorite nut. This year saw peanuts spotlighted in a variety of popular venues—college bowl games, baseball games, state fairs, harvest tours, Pandora radio and along the highways. Peanut promotion was even a part of the Big Game this year! Below are ways hundreds of thousands of people were inspired to think more about peanuts, to love more about peanuts, and to eat more peanuts. Alabama Peanut Producers Association
Georgia Peanut Commission
Alabama Peanut Producers Association hosted a farm-totable harvest tour for 15 food media influencers and chef educators. Guests visited a peanut farm during harvest and toured shelling and manufacturing plants. Participants learned about Alabama’s land grant universities and peanut research. Audience reach was more than 100,000 via social media posts and media coverage.
Georgia Peanut Commission promoted the National Peanut Board’s early introduction campaign, “Size 4 to 6 Months,” on Pandora Radio. The digital advertising ran from April 12 to May 12 and included two display ads with a 30-second audio script. The ads targeted musical programming and podcasts. The estimated impressions incorporated one million audio impressions and 100,000 display impressions.
Florida Peanut Producers Association Florida Peanut Producers Association placed a full-page ad in the Official 2020 NFL Super Bowl LIV Commemorative Souvenir Game Program and a full-page ad in the 2020 NFL Pro Bowl Commemorative Souvenir Game Program. The Hard Rock Stadium in Miami, with a seating capacity of 65,326, was home to this year’s Big Game.
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Mississippi Peanut Growers Association
Oklahoma Peanut Commission
The Mississippi Peanut Growers Voices Association hosted Peanut Day at the Ball Park at the Mississippi State University stadium during “Superbulldog” baseball weekend. Peanut farmers hosted a booth at the entrance gate to distribute peanut educational literature and peanut swag. Peanut fun facts scrolled across the jumbotron and peanut products were passed among fans by “bat girls” between innings. An estimated 14,000 baseball fans were exposed to peanut messages.
The Oklahoma Peanut Commission hosted a booth at the Oklahoma State Fair along with the popular “Cooking with Peanuts Contest.” The Fair staff solicited entries and OPC commissioners provided a narrative, quizzes, trivia and awards to the audience while peanut-inspired entries were judged. OPC provided cash awards and peanut swag to winners. About 1,000 visitors stopped by the OPC booth.
Texas Peanut Producers Board
The Virginia-Carolinas
Texas Peanut Producers Board sponsored the Texas Peanut Tour 2019, a peanut immersion experience for media influencers. The event included a visit to the peanut farm of Mason Becker and a picnic lunch. The dinner menu provided unique peanut dishes, featured a cookbook author and media personality, and a presentation by NPB’s Communications Director Lauren Highfill Williams, who spoke about peanut nutrition, marketing trends and peanut allergy advances. Audience reach was wide as the bloggers each wrote about their experiences.
The Virginia-Carolinas pooled state funds for North Carolina, South Carolina and Virginia and focused on two partnerships. With Southern Ag Carriers, the VC region designed 10 trailer wraps so travelers could see the message, “Peanuts Make a Power Trip” along the east coast. The trailers will continue to be wrapped for the next three to five years. The second partnership was with Gamecock Sports Properties and Tar Heel Sports Marketing LLC, to promote peanuts at the 2019 Belk Bowl in Charlotte. Two college teams in the VC area, University of South Carolina and University of North Carolina, competed and fans viewed a digital banner, “Tackle your hunger with Carolina peanuts!” The Bank of America Stadium has a seating capacity of 75,000.
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Meet Our New Board Members and Alternates New National Peanut Board members and alternates were appointed by Secretary of Agriculture Sonny Perdue to serve three-year terms which began January 2020. Les Crall and Gayle White were reappointed Oklahoma member and alternate, respectively.
Greg Baltz Arkansas member Baltz served as Arkansas alternate before being appointed member this year. He operates Running Lake Farms producing runner peanuts, rice, corn and soybeans. He graduated from University of Arkansas with a degree in agricultural engineering and serves on the university’s College of Engineering Dean’s Advisory Council and Division of Agriculture Rice Processing Program. “I want to engage university research specialists in developing solutions to today’s challenging peanut issues. I am keenly interested in advancing the science behind reducing peanut allergies,” said Baltz.
Allen Donner Arkansas alternate This is Donner’s first year on the Board. He owns/operates Blackwater Farms Partnership growing high oleic runner peanuts, cotton, soybeans and corn. He studied agronomy at University of Arkansas and Arkansas State University and is the president of three organizations: Arkansas Peanut Growers Association; Cotton Growers Gin and NE Arkansas Area Conservation District. Donner said, “I want to learn about the peanut industry and understand how the Board and farmers mutually benefit one another.”
Bruce Lee New Mexico member Lee, who is a sixth-generation farmer and beginning his first term on the Board, is owner/operator of Home-Grown Organic Farms. He has farmed row crops for 36 years, has livestock, and started growing organic peanuts, corn, wheat, sorghum and hay grazer three years ago. Lee is a member of the New Mexico Peanut Growers Association and past member of the Lions Club. Lee said, “Farming in New Mexico has challenges, and by serving with the Board I hope to learn from other farmers about keeping peanuts strong in our area and growing them efficiently.”
Neal Baxley Jr. South Carolina alternate Baxley starts his second term as alternate, after serving from 2016-2018. He is a seventh-generation farmer and, along with his father Steve and brother Gene Robert, owns/operates Baxley Farms LLC. They grow peanuts, corn, cotton, soybeans, and tobacco and have a cattle and hog operation. He graduated from The Citadel with a degree in civil and environmental engineering. Baxley is the current president of the Marion County Farm Bureau and a member of the South Carolina Peanut Board, South Carolina Farm Bureau State Board and South Carolina Pork Board. “It’s an honor to be chosen to serve on the National Peanut Board,” said Baxley. “I’ve been active at the state level and I hope to learn more about operations in other states and help advance the peanut industry.”
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For information about all of our current Board members, visit www.nationalpeanutboard.org/about/board-of-directors/
NATIONAL PEANUT BOARD BUDGET
Financials
Fiscal Year 20 (November 1, 2019—October 31, 2020)
FISCAL YEAR 20 BUDGET
ACCOUNT DESCRIPTION REVENUES Crop Projection
$ 9,000,000
Prior Years’ Crop Overages
$ 620,000
FY 13 Carryforward—Peanut Milk Funds
$ 273,500
FY 16 Expense Savings
$ 668
FY 17 Expense Savings
$ 9,342
FY 18 Expense Savings
$ 595,294
Prior Years’ Interest Overage
$ 88,600
Interest Income
$ 210,000
Late Fee Collection—Prior Year
$ 9,600
TOTAL REVENUE
$ 10,807,004
PROMOTION / MARKET DEVELOPMENT / RESEARCH Domestic—Promotion / Market Development Programs
$ 6,379,000
Export—Promotion / Market Development
$ 460,000
Grower & Intra-industry Communications
$ 604,000
Opportunity Budget
$ 100,000
Production Research Projects
$ 1,694,433
Germplasm Research Funding
$ 7,000
Griffin—Replacement Wild Species
$ 15,000
TPRF Precision Breeding—Phase II
$ 200,000
Sustainability Support
$ 25,000
TOTAL PROMOTION / MARKET DEVELOPMENT / RESEARCH
$ 9,484,433
OTHER EXPENSES Administrative
$ 887,500
AMS Oversight
$ 190,000 TOTAL OTHER EXPENSES TOTAL EXPENSES FOR PROGRAM YEAR
$ 10,561,933
ADDITION TO UNRESTRICTED RESERVE
$ 245,071
TOTAL EXPENSES PLUS ADDITIONS TO RESERVE
* Contingency Reserve = $1,400,000 Unrestricted Reserve = $3,432,849
$ 1,077,500
$ 10,807,004
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You can SPREAD GOOD in your community today and all throughout the year.
Take a picture of the QR Code to go to the Spreading Good Toolkit. You’ll find inspiration and practical ways to get involved in the Spreading Good campaign. Start giving others the good things peanuts can be—from how good they taste to how nutritious and economical they can be! Please use password: Peanuts1
@Peanutshere
@Nationalpeanutboard