PQ Fall 2020 Issue 42
a magazine from the
National Peanut Board
news/food/innovations/wellness/marketing
Our Special 20th Anniversary Issue NPB’s Founding Members—20 Years Laterl
At the Helm—Insights from Board Chairs
Our 20-Year Journey Conquering Peanut Allergies
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
Nichole Bigley
Laurel Sprague
Sherry Coleman Collins, MS. RDN, LD
Dear Fellow Peanut Farmers, As chairman of the National Peanut Board I had big plans for 2020. I would lead our board meetings, serve on industry committees and travel domestically and abroad serving as an ambassador for the industry. In February when I traveled to Mexico on a trade mission with the American Peanut Council, I would not have guessed it would likely be my last business trip of the year. Now my travel schedule is more like going from the bedroom, to the kitchen, to the office, to the farm. Things are different for all of us this year, with a cloud of uncertainly affecting everything from our families to our businesses.
When Major League Baseball announced play in fans-less stadiums our team saw an opportunity to get baseball fans eating in-shell peanuts at home. We secured a positive feature in The New York Times, “Ballpark Peanuts, a Classic Summer Pleasure, Have Been Benched,” which led to significant additional media coverage. Using cost-savings from cancelled activities, our team recommended, and the board approved, an advertising campaign to remind baseball fans to buy in-shell peanuts. The highlight was a national TV commercial that aired in August and September.
Nonetheless, during this unusual time, I am particularly proud to be a peanut farmer because of the way Americans have turned to peanuts for comfort, value and sustenance. In March, as consumers stockpiled food, peanut butter sales were up 75 percent compared with the previous year. And peanut snack foods were up 24 percent. Well into June peanut butter manufacturers reported they couldn’t keep up with demand from food banks. It’s humbling to know that a crop you grow can provide a simple and nutritious lunch, be the beloved snack for America’s favorite pastime, and feed the hungry—all at the same time.
With Fall upon us, I believe this difficult year has made us stronger and allowed us to build resilience for the years ahead. And that’s what farmers do every difficult year. That’s why for me, being a farmer is a calling. It is a privilege to have the faith to plant a dormant seed in the soil, and trust in God to bring about the fruit. We continue to make our living and raise our families in this way because this is who we are. The pandemic can’t take that away.
After this period of crisis, I will not look back on all of the things I couldn’t do as board chair. Instead, I will reflect on all that we accomplished to further our mission in spite of the challenges. Technology and ingenuity have allowed our board and staff to carry on. We successfully held our July board meeting via video conference, approving our budget and Program of Work for our next fiscal year. And I am especially appreciative of how our staff quickly and artfully adjusted our programs.
Peter Froese Jr. Chairman
Sandra Flores, Art Direction Silvia Flores, Copy Manager and Editor Cecilia Lozano, Lead Designer Tomás Moya, Contributor Designer Monica Garza, Contributor Photographer (Cover) Marcela F. Tavitas, Contributor Cake Decoration
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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
20 Years of the National Peanut Board—Outhitting Our Weight BY BOB PARKER President & CEO
In the late 1990s, peanut consumption had been in freefall. A group of visionary peanut farmers mobilized to organize a Research, Marketing and Promotions program, the National Peanut Board, which began operations in 2000. Back then, I was a part of the industry in a different role. I saw the impact falling demand had on farmers, resulting in limited contract offers. Shellers went out of business and shelling plants closed permanently, depriving farmers of local peanut markets.
approved treatments based on immunotherapy. Many NPB members have said this peanut allergy work has given them their greatest sense of accomplishment.
That first board in 2000 thought hard about what NPB should be and worked tirelessly to bring it about. Importantly, they wanted a marketing and promotion program governed, overseen, and directed by peanut farmers. They wanted decisions on how research dollars were spent guided from the state level, by growers who deal with issues in their states and counties daily. These research, marketing and promotions activities are handled much the same today.
NPB funding is limited compared to many other commodities. Accordingly, we must work smart and collaborate with other industry organizations to be effective as an industry—to outhit our weight. We value our relationships with the state grower organizations; the Peanut Institute; the American Peanut Council; the Peanut Research Foundation; and other scientific, sheller and buying point organizations. By staying on the same page and with shared messaging, we make ourselves even more effective.
Soon after NPB formed, the seriousness of peanut allergy became evident and money was allocated for research to understand the cause and find a prevention and treatments. Research funded by NPB eventually resulted in federal guidelines on the early introduction of peanuts to help prevent the development of peanut allergy. Other research funded by NPB led to recently
In 1996 peanut consumption hit a low of 5.5 pounds per capita. In 2020 we set the all-time record of 7.6 pounds per capita. To play a part in this increase in consumption of two pounds per person over a population of 330 million people is a source of pride for our board and staff.
This 42nd edition of PQ looks back over time to the many accomplishments of the National Peanut Board and some of the many people who made it happen. Because of their dedication and commitment, we are a successful organization today.
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NPB FOUNDERS 20TH ANNIVERSARY
“We Became Our Own Entity, Our Own Voice, Our Own Identity.”
The first chairman, Murray Campbell and first president, Marie Fenn, set up a promotion in the National Peanut Board’s “first office”.
It’s the turn of the 21st century and there’s a new commodity board in town. The story of the National Peanut Board’s formation is one of thinking outside the box, learning to trust and meeting each other halfway. In the late nineties, peanut farmers across the southeastern United States had been meeting, discussing and debating the possibility of a national peanut commodity board—one that would address the stagnant peanut prices and lack of consumer enthusiasm over peanuts and peanut butter. (See page 2). In 2000, USDA-AMS issued the Peanut Promotion, Research and Information Order¹, authorizing the formation of the National Peanut Board. The nine primary peanut-producing states (now there are twelve) selected one member and alternate to represent their state. One at-large member and
alternate represented the minor peanut producing states. The initial meeting of the National Peanut Board was held on March 29-30, 2000 in Washington, D.C. The first NPB members were: Murray Campbell, Camilla, Ga.; Ted Higginbottom, Seminole, Texas; Jay W. Hardwick, Newellton, La.; Ben Bowden, Eufaula, Ala.; Richard Barber Jr., Ocala, Fla.; Donald White, Williamston, N.C.; Dee Dee Darden, Smithfield, Va.; Alva Carter Sr., Portales, N.M.; Floyd King, Hydro, Okla.; and Robert Scott, Aiken, S.C. Ten alternates were also appointed.
National Peanut Board. Organizational Meeting at Washington, D.C. March 29-30, 2000.
¹ https://www.ecfr.gov/cgi-bin/text-idx?SID=719053f16050a70daea5f746f306d462&mc=true&node=pt7.10.1216&rgn=div5
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Murray Campbell
Dee Dee Darden
Donnie White
Jay Hardwick
Ryan Lepicier
Ted Higginbottom
An Original Board Reunion Twenty years later, NPB gathered some of these initial board members, via Zoom, to describe what it was like to bring together a passionate, yet disparate, group of farmers to create something new. Ryan Lepicier, NPB’s senior vice president & chief marketing officer, facilitated the roundtable discussion with Murray Campbell (Camilla, Ga.), Dee Dee Darden (Smithfield, Va.), Ted Higginbottom (Seminole, Texas), Donnie White (Williston, N.C.) and Jay Hardwick (Newellton, La.). Ryan Lepicier: At the time, what gaps in the industry and in the market did growers want to close? Murray Campbell: In the late nineties, peanuts were under a government quota system. The number of peanuts you could grow depended on how much the market demanded. Peanuts couldn’t compete with other crops or with other nuts. There was a lot of mistrust of other farmers. But a lot of farmers had a vision for what could happen to increase prices if we all came together as a national peanut board, one that worked for all farmers. Jay Hardwick: I’m from a state with only a handful of peanut farmers. A lot of farmers were isolated and did not know peanut farmers from other regions. I felt I was in no-man’s land. When I first got together with other farmers for peanut board meetings, it was a real eye opener for me. Donnie White: All of us came into those first meetings with our own baggage—about what our own state’s farmers wanted. We weren’t initially interested in building up the peanut crop in a state halfway across the country. Lepicier: What were the hottest issues to overcome? How did you solve early problems? Murray: No one knew each other. That first year we all came to the meeting knowing we had to compromise. A willingness to compromise is why NPB has moved forward.
Ted: Several of us were pressured to have NPB operate as a bank, but we didn’t see ourselves as a bank. We came to believe that the best way to serve all peanut farmers was for us to have a say in how assessments were used. We had to think outside the box. We felt more could be done than what was being carried out at that point. Looking back, we made the right decision to work in conjunction with the state and industry marketing programs and their ongoing success— not replace them. Donnie: As we all got in a room together, if we disagreed, we heard everybody out. We had lots of long, hard meetings and disagreements. But once we came outside, we acted as one voice for the industry. We each took the position, when you go back to your states with this or that plan, what are you going to face with your state’s growers? All of us knew each of us would have to go home and persuade our own constituency about what we decided. It unified us. Dee Dee: In the beginning we put our stake in the ground to be our own entity, be our own voice and make our own identity. We weren’t going to do the same things in the same ways it had always been done. With the peanut allergy issue, we made some people in the industry mad at first when we decided to put the peanut farmer voice into the center of the peanut allergy conversation. But sometimes you’ve got to ruffle some feathers to get done what you want to get done. The board made a courageous and smart decision to meet the challenges of fighting peanut allergies early on.
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At a 2002 promotional event, (L-R standing) Ben Bowden (1933-2014),Ted Higginbottom, Jay Hardwick, Bob Scott (1931-2016), Richard Barber, Dee Dee Darden. (L-R, kneeling) Donnie White, Murray Campbell, Marie Fenn.
Jay: I had no baggage. It was a real treat to be engaged. I saw, as I met these other peanut farmers, they were quite willing to expose themselves to thoughts outside of their one rural area. These were strong individuals, willing to hold and assert strong opinions. I admired them right away and I learned a lot from them right from the start. Also, there was truly little money to set up a board and we had to be creative with what we had. Murray: The only way to grow more peanuts was to sell more peanuts. A huge issue was how to increase consumption. There was a drumbeat going among peanut producers that we needed a national check-off. I think the board set the stage to keep it growing. We did diverse kinds of marketing We thought outside the box. Donnie: We all become good friends. When you’re friends, you can discuss challenging situations and let there be compromise. Lepicier: What made you give time and energy to the board’s formation? Murray: I was intrigued. Farmers had already been paying into the program before we had the first board meeting in Washington, DC.
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Donnie: I was involved in a lot of discussions with peanut farmers who were convinced something must be done to improve peanut consumption. I saw this as an opportunity to do something different. Ted: I had been involved in discussions where we hammered out the pros and cons of a national board. I had not planned to take it any further but got voted to put my name in to the secretary of agriculture. In the end I believed, whatever you’re interested in, you need to have a say. So, I joined. Dee Dee: My husband was the one attending a lot of planning meetings and we were already involved with the wheat and corn industries. I was surprised when some Virginia farmers asked me to be on the board. Any woman at that time wondered if they were chosen as the ‘token’ woman. I set the record straight, ‘I was not going to be their token woman.’ We all had common interests, we all wanted to accomplish the same goals. I was very honored to represent Virginia on the National Peanut Board. Jay: When USDA announced they were looking to fill an at-large seat on a new peanut board, Louisiana didn’t have any representation. I saw this as a chance to get involved with something larger than my state and was honored to be chosen to serve on the board.
Looking back t 20 years, wha is it you are f? most proud o Ryan Lepicier
I’m most proud that we tackled the peanut allergy issue head on. I was proud to represent farmers who cared enough to invest their own money into finding a solution. People were so desperate at that time to help others who had a peanut allergy. It was rewarding when people came up and thanked me and others.
I’m proud the first referendum passed with a wide margin and that it’s passed with a wider margin every five years.
Dee Dee
Donnie
e when t can be don nified. a h w f o l e d We set a mo each other and are u that p t people trus ave been part of a grou sion s h a to p d m I’m prou ss and a co te. More e n g n li il w ther sta showed a lems in ano ed that way. b ro p e th t u lv abo one were so ry e v e r fo s issue ay
J
To see how widely respected the Nationa l Peanut Board is toda y, both within the pean ut industry and in the eyes of the public.
Ted
rd as a Trust. We learned to trust each other. We learned how to go forwa to create unified board with a unified purpose: sell more peanuts. We tried s that board the that an atmosphere of trust, respect, and unity. I’m proud otion prom the came after us have kept that foundation. They’ve changed hanging strategies and the research projects to keep pace with this ever-c world we live in, but the basics have stayed the same.
Murray 6
Setting a Foundation for Success NPB's first president, Marie Fenn, tells her story “Marie inspired the good in us. She made us be better than we were. She made us believe we could do anything we wanted to.” Dee Dee Darden
Marie Fenn, the National Peanut Board’s first president and managing director, was hired a year after the board was formed. She retired in 2012, but her professionalism and can-do spirit infuse the board’s activities still today. Here is her story. “I wasn’t looking for a job when I got a call from a search firm about the opportunity at NPB. I was incredibly involved through my work with Rayonier in national and state forestry groups and public affairs. I looked at the job description and told the search firm representative I didn’t have a degree in agriculture. He said, ‘I think you’re what they need, they just don’t know it yet.’ In the interview, I got tough questions and didn’t think some members connected with me, but thought some did. Right away, I was impressed that these peanut farmers voted themselves an assessment of their crop. They had a vision, and it took courage and guts to pull it off. I said, ‘you already grow the best product in the world. You really need a marketer to take your crop to the world.’ I was impressed by the clarity of what they were trying to do. I like that farmers are not risk adverse—they take risks every day. I was surprised their vote for me was unanimous—I accepted the job.” The early board members give Fenn credit for shaping and implementing initial successful programs.
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Darden said, “We needed a strategic plan and Marie hired an outside expert to help us create that. Marie spearheaded its implementation which helped us tremendously to move forward.” Campbell said, “We all had the same concept in what we were looking for, which was to sell more peanuts. Marie ‘got’ that right away.” Higginbottom said, “Marie was great at the business side and we needed that. She contracted with public relations and advertising firms to put peanuts on the map.” White said, “Marie was proactive. She gave a lot of herself to help shape the board into what it is today.” Hardwick said, “She moved us from defense to offense with peanut allergies. She taught us, ‘you’re the experts. You don’t have to be defensive with the media.’” Fenn summed, “The best move we made in the early years was to form strategic partnerships. We all saw first-hand that creating partnerships maximizes grower dollars. I’m most proud that we stood by our belief to get involved in finding solutions to peanut allergies. I’m proud of putting together a structure to hire an incredible and diverse staff, many of whom are still with NPB today. We saw the peanut, which people referred to as the ‘lowly’ peanut, sit on top of the world stage. I was never more honored than to be able to work for America’s peanut farmers.”
2001 1st promotion. Peanut truck national tour.
2003 First national ad campaign.
2006 Strategic partnerships such as CIA, celebrity chefs.
2009 “Peanuts: Energy for the Good Life� at NYC Grand Central Terminal.
2014 Perfectly Powerful Peanut pop-up in NYC.
2017
Pivot to all-digital advertising and promotions. Peanut Vendor launched.
2020
Spreading Good campaign.
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At the Helm: Meet the Peanut Producers Steering the National Peanut Board For Two Decades The National Peanut Board was formed to fulfill a vision: Increase peanut demand and consumption, and lower production costs. But once a bold vision is in place, how do you make it work? Who are the people who bring the vision to life? Told in their own words, here are the peanut farmer/leaders who took the helm as chairpersons and steered the ship to build the National Peanut Board into what it is today.
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Murray Campbell 2001-2002 Camilla, Georgia.
HIGHPOINT I think the original Board addressed promotion and research well. We were fortunate to have some great Board members. Research chairman Richard Barber from Florida was laser focused on production research. From the demand side, Ben Bowden from Alabama, who had been involved in the peanut industry for years, was aware of the efforts ongoing at state and regional levels. Ben wanted NPB efforts to be different and targeted in ways that had not been done before and that could be measured. That was an innovative approach and allowed us to try a lot of things, and some were more successful than others. With the tireless efforts of our Executive Director, Marie Fenn, the goal was to bring peanuts to the top of mind to as many consumers as possible with the funds available. CHALLENGE I am enormously proud of the fact that we learned to work together. When the Board was created there was a certain amount of mistrust between growers across the country. We overcame that. I think our group worked extremely hard to understand how every decision we made would be perceived across the different states. We worked together as one National Peanut Board for the benefit of growers across the country. WISDOM We all need to work and move forward together. Many of the ways we have marketed peanuts in the past that were quite effective may not be as effective now and in the future. When NPB first started, something as ubiquitous as email was new. The internet web was growing and there was no such thing as social media. But the aim of NPB remains unchanged; now, as it was 20 years ago.
Ted Higginbottom
Dee Dee Darden
2003 Seminole, Texas.
2004 Smithfield, Virginia.
HIGHPOINT I tried to work closely with each committee chair in research, promotion, etc. Each chair was highly qualified, so I coordinated between them and the rest of the Board. I’ve always believed if you had people doing their jobs efficiently, the leader needs to let them do it, while offering any assistance needed. I tried to act as a voice to peanut industry organizations. I wanted the state organizations to know we were listening to growers and other industry leaders and taking their input seriously, while working toward our goals. CHALLENGE During my time as chairman, the Board was still having to prove itself to the peanut industry. I tried to meet with other peanut organizations to firm up alliances. I wanted to make sure they understood we had goals also, and by working together, we could stretch grower dollars farther and get more bang for the buck. I felt I succeeded in getting NPB’s message out to most of the other organizations and they realized we had a place and purpose. Over time, NPB gained respect. WISDOM Do not become complacent. Always be willing to look at modern technology and current ideas. Above all, be willing to change with the times. Never be afraid to stand up for what you believe. But on the other hand, if it is not for the good of the Board and all farmers, be willing to compromise to get things done.
HIGHPOINT I think in the beginning my focus was on increasing consumption. During my tenure we were still a new board and trying to identify and establish who we were. I loved our traveling Peanut truck and the idea of spreading the good news about peanuts and peanut butter. However, the allergy issue was a hot topic and that always seemed to be a thorn in our side. CHALLENGE Tackling the peanut allergy issue and trying to be a part of the solution was another focus. There was a lot of industry pushback when we wanted to talk about allergies, as no one wanted to discuss them. However, the scientific community, as well as various allergy groups, were excited and happy to see us even talking about allergy issues, as well as investing in peanut allergy research. WISDOM Dream big! Farmers are resilient and have an attitude that we can do anything we want to do. We have survived hurricanes, droughts, low prices, and keep doing what we love to do. Don’t look back on what we’ve done but look forward to what we can accomplish!
2000
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Donnie White
Larry Ford
2005 Williamston, North Carolina.
2006 Greenwood, Florida.
HIGHPOINT My tenure as chairman was a wonderful whirlwind of a year. It was frightening, but with help and support, I made it through. I cannot overemphasize how important Marie Fenn was to the Board. She came with the expertise in the corporate world that we needed. Our work with Busch Entertainment and the Culinary Institute in Napa Valley showed us the way we could use entities to increase consumption. I was blessed with a great board who became good friends. Larry Ford was the vice-chairman and he kept me calm. I cannot overemphasize the comradery that existed in the first board and I think that is one of the main reasons we succeeded. CHALLENGE We were faced with the referendum and, even with a problem with the ballots; it passed with a wide margin. The primary challenge was to establish and maintain unity, even though we were from different states. We worked hard to do what was best for all American peanut farmers and the industry. My primary objective was to increase consumption and my focus was on promotion. I felt, and still feel, that research is a key component, but if you can’t sell peanuts, there’s no need to grow them. One of the areas of which I am most proud is our work on the allergy issue. By bringing peanut allergy to the forefront, we highlighted a problem that had been ignored. WISDOM Please become involved with your state and national crop associations. Not only is this a way to have input and to stay informed, it is a wonderful way to meet and become friends with farmers all over the nation. We accomplished many things in the early years, but one of the things I cherish most is the friendships that were formed. Continue growing quality crops and take pride in being an American farmer.
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HIGHPOINT I genuinely enjoyed serving as chairman and getting to know members and alternates. I was supportive of the check-off dollars that went back to the states for production research along with the funds for peanut allergy research. Peanut breeding and developing new cultivars are the lifeline to continue producing quality peanuts. As we look back to the early years of the Board, 4,000 pounds were a good yield. Now, many peanut growers are producing 6,000 to 7,500 pounds per acre. This has been made possible by higher yielding cultivars. This translates into lower production cost and increasing yields, which means that check-off dollars have been important in increasing consumption and demand by increasing quality. CHALLENGE The challenges we faced 20 years ago are still challenges today; as many things do change, but many remain the same. Whether in businesses or in a group, leadership is important for growth and working together for the betterment of the organization. We as a group did not always agree, but were able to discuss the various issues and do what was most important for the NPB. WISDOM Be ready for constant change and have an open mind. Innovative technology will continue in all areas of production agriculture, so use it as a tool to help you be more productive and efficient. Remember one thing—no matter how many years you have farmed, you have not farmed this year. Challenges can turn into opportunities to make you a better peanut producer. I certainly thank Marie Fenn as president of NPB for her leadership and dedication to NPB and to each NPB member for their support and hard work.
Richard Robbins 2007 Portales, New Mexico.
HIGHPOINT Being on NPB and working with wonderful people throughout the industry has been a highlight in my life. I always tried to see that production research, in cooperation with the states, was supported. New Mexico was the state with the least acres and Valencia yields are normally lower than other types. We were always on a tight budget with state check-off dollars and appreciated the support provided by NPB. CHALLENGE One of the biggest challenges during my particular year of service was a tight budget due to production shortage during 2006. I worked closely with the president and the Board as we had to reduce spending in several areas, which meant cutting budgets. WISDOM Stay in touch with your local and state organization. This is essential to be informed and equipped to possibly one day serve on the national level. I am immensely proud that I was given the opportunity to serve on the inaugural board, first as an alternate and then as the sitting member from New Mexico.
Wes Shannon 2008 Tifton, Georgia.
HIGHPOINT Production research was and remains top priority for me. After beginning farming in the late 1970s and experiencing a terrible drought in 1980 which led to the failure of a peanut crop, I became aware that I had to have crops to sell no matter what the price I received would be. Production research is the backbone of sustainability.
CHALLENGE The greatest challenge I remember is the salmonella food contamination issue of 2009. I was past chairman at the time, but Chairman Nietsch and I talked almost daily. NPB had an event planned for Grand Central Station (Terminal) in New York City. There was much debate on whether to go ahead as planned or cancel. It was a time when NPB put its best foot forward and represented peanut farmers well. NPB has always been on the cutting edge of new and innovative ways to promote peanuts, products, and peanut farmers. From the beginning, the Board dove head-first into the peanut allergy issue. After millions of dollars and much research, proudly, much progress has been made. WISDOM I encourage the current NPB leaders and future boards to keep the pace and stay innovative in thoughts and plans. Much has been accomplished in the first two decades of NPB, but the possibilities are almost endless for the humble ole peanut. Stay as unique as the legume itself that we grow, stay strong in the belief of what we do, and stay proud in the profession we are blessed to be in.
Roger Neitsch 2009 Seminole, Texas.
HIGHPOINT My most proud programs of work were the NPB national slogan campaign, “Peanuts: Energy for the Good Life,” and a “Crisis Management Program” to answer questions that arose from peanut allergy issues and the salmonella crisis. All the programs of work at NPB are much needed and the difference of priority from year to year depends on what the circumstances are and recent problems as they arise. CHALLENGE The year I was in leadership, salmonella-tainted peanut butter made front page headlines and caused the largest food recall at the time. The public lost confidence in the safety of eating peanut butter. NPB became a “go to” organization in crisis situations such as peanut allergy deaths and salmonella contaminated peanut products. NPB shared our sympathy with those victims of peanut allergies and salmonella contaminated products. NPB suddenly had to establish a “Crisis Management Program” to answer the media’s
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PQ attacks on peanut products and peanut farmers. With heartfelt sympathy, compassion, educational answers, and valid information, the truth about peanut allergies and food borne illnesses was told. The allergy issue will always be a problem and our allergy research can and will always help the consumers deal with the allergy problem. In 2009, we put forth a significant effort to create a national slogan campaign, “Peanuts: Energy for the Good Life,” to be launched in New York City at Grand Central Terminal. Activities included live media events with world renown chefs and food experts and live media interviews. This major event was scheduled just as the peanut salmonella crisis was in full force. We had a full-page ad in USA Today that first told of our sorrow and compassion for all the victims and their families of this crisis. We educated the public of the few bad actors that caused the salmonella outbreak. Also, we told the story of the delicious, healthy, and nutritious aspects of peanuts. The public, media, chefs, foodies, and the everyday families were so receptive of all the programs we put on. WISDOM Realize that you are a member of the NPB family and always listen, befriend, and keep working together for the good of America’s peanut farmers. I will always treasure the time I spent serving with all the NPB board members, alternates, and staff. I made tons of new friends and fully enjoyed the many successes NPB had. God has truly blessed our peanut farmers!
Jeffrey Pope 2010 Drewryville, Virginia.
HIGHPOINT During my tenure we endured the salmonella issue that eventually led to massive Food Safety Regulations throughout the entire food industry. But working through that crisis, I feel, pulled the peanut industry together. We weren’t separated into our own groups in attempting to deal with that crisis. We all pulled together in a common goal and worked towards a greater “good”. I’m proud of the stance and effort that NPB has committed to peanut allergies, an issue that continues to be of importance.
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CHALLENGE We focused on research that would be realized at the farm level and made significant efforts to put research dollars to work efficiently. I feel like we were able to instigate collaboration between states to avoid repetitive research projects, allowing the farmers’ money to serve a greater purpose. WISDOM I would encourage all peanut farmers to get to know their NPB representatives and to share their ideas and concerns with them. I would encourage the industry to continue to innovate and incorporate recent technologies specific to peanuts. It’s important for peanuts to remain relevant so peanut farmers can increase their efficiency at the same rate as grain or cotton farmers.
George Jeffcoat 2011 Gordon, Alabama.
HIGHPOINT I was honored to serve on the original National Peanut Board organized in 2000 as an Alabama alternate for six years and an additional six years as a member. Our goal was to work together with all peanut regions to promote peanuts through marketing strategies and research. I am proud of how we have worked with all segments of the peanut industry to further our goal of providing a high-quality product for consumers. CHALLENGE Speaking at the Culinary Institute of America in California, I carried the Board’s message of how peanut farmers provide a sustainable product to chefs around the United States. We should tell our story about how we peanut farmers grow our crops and how we as peanut producers always protect our land. Peanut genomics mapping is another area that a lot of effort was given during my tenure on the Board. I am glad that NPB and other peanut industries partners contributed and completed this beneficial project. I also thought it was important for the Board to meet in different peanut growing states to bring back ideas from other areas.
WISDOM To have dollars returned to the states to use for marketing and research, it is important to our peanut industry that we as fellow peanut farmers support the NPB check-off.
Cindy Belch 2012 Conway, North Carolina.
HIGHPOINT I had the privilege to witness firsthand how strategic consumer outreach programs and one-on-one interaction with individuals and businesses created excitement about the high-quality crop we grow. The Board crafted “Peanuts: Energy for the Good Life” brand platform that was used in our industry to extend the positive message about peanuts and peanut products. CHALLENGE During 2012, the Board was challenged with finding a new president to replace the first NPB president, Marie Fenn, who announced her retirement. Bob Parker, with vast background and knowledge in the peanut industry, accepted the position. WISDOM U.S. peanut farmers are the most efficient in the world, due in part to NPB’s commitment to funding production research. At the end of the day peanut farmers take pride in growing a nutritious and affordable food, while being responsible stewards of the land to leave a sustainable legacy for future generations.
Vic Jordan 2013 Rayville, Louisiana.
HIGHPOINT Between my 12 years on the Board as an At-Large alternate, member and then chairman and (wife) Eileen’s three years as member, we saw many prominent issues come before the
Board. One important strength I appreciated was that all the members and alternates are peanut farmers. All of America’s peanut farmers should feel confident in knowing that your check-off dollars are spent by a group that completely understands the problems we all face in production agriculture. CHALLENGE The one I remember the most was the peanut allergy issue. Since the beginning, NPB had worked tirelessly to support good allergy research and tell the public the facts. We accelerated all this during my time on the Board by allocating more research funding and stepping up our programming. WISDOM All of us must work to tell the public the story of the American peanut farmer. We are the only ones who are really equipped to do that, and we’re the only ones who really will. Unfortunately, most Americans do not have any connection to agriculture or even know a farmer, so it’s our job to let them know we care about the land to ensure we grow the very best food products in the world.
John Harrell 2014 Whigham, Georgia.
HIGHPOINT While I will always believe that production research is vitally important to farmers, I feel we moved the needle on our mission of promoting peanuts the year I was chairman. We continued with the “The Perfectly Powerful Peanut” messaging and the whole industry united around it. We never forgot that we existed to benefit all peanut farmers and the industry. I knew what NPB could be if everybody got behind it, and we couldn’t make the progress we all wanted unless we were united. CHALLENGE Overall, I had a rather good run as chairman, and we were able to concentrate on all areas of our mission. We did take a stronger look at our production research funding and made some tough decisions to focus our funding only on projects of substance with the intent of benefitting the farmer over the long term.
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PQ WISDOM Never forget who pays the assessment to operate the promotion and research board for peanuts. States need to send members to the Board who are not afraid to think outside the box. Farmers need leaders to look five to ten years down the road to keep moving forward.
Bob White 2015 Clarendon, Texas.
National Peanut Board’s Chairman in 2015 and Texas member Bob White passed away in October 2016. White was a tireless advocate and venerable voice for peanuts, traveling coast to coast promoting peanuts. HIGHPOINT From Bob White’s PQ 32 chairman’s letter in 2015, “One of the most significant areas of investment for the National Peanut Board is production research. The U.S. peanut industry’s investment in research has helped American farmers become the world’s low-cost producer of peanuts over the past three years. And, over the past 10 years, peanut yields have increased 33 percent.” CHALLENGE [In 2015], NPB had an opportunity to revise the standard agreements between state peanut producer organizations and research institutions to ensure consistent terms. Working with the research institutions and state groups, we came to a consensus that includes research institutions consulting with NPB when considering potential international licensing for specific peanut cultivars. (PQ 32 chairman’s letter) Remembered warmly: White was honored in 2018 at a recognition ceremony establishing the Children’s Healthcare of Atlanta at Emory Food Allergy Center where NPB donated to the Center in White’s memory. Bob White’s wife, Pat, says, “Bob’s last two years of his life were lifted by serving on the National Peanut Board. To be a part of this wonderful family gave him the strength and drive to be the best he could be for each and every farmer. He was passionate about his role in the peanut industry. I will always cherish the love that was shown to me and my family at the loss of a GREAT MAN. The memories I have of each of you will always be in my heart. Love to all.”
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Gayle White 2016 Frederick, Oklahoma.
HIGHPOINT We concentrated on expanding peanut exports to open new markets and that was exciting. I’m most proud to have been part of the peanut allergy initiatives since my early days on the Board. NPB was at the forefront of tackling the issues and we contributed to so much life-changing research and to seeing people helped by getting accurate information about managing allergies. CHALLENGE We were in the process of shifting our promotions to focus on millennials, which naturally involved changing our advertising platforms away from print to social media. We went from what we were all familiar with, and had seen so much success with, to a whole new strategy to promote peanuts. While there was wide support for this direction, trying to understand a new way of doing things seemed scary at times. Looking back, reaching the millennial audience where they were—online—was the best strategy to help us sell more peanuts. WISDOM New board members need to never lose sight of why the Board was formed. The result of every project should link back to the mission of improving the economic condition of peanut farmers.
Ed White 2017 Headland, Alabama.
HIGHPOINT By the time I became chairman, production and yields were strong and increasing consumption was my focus. As we worked together, we continued to do an outstanding job of getting peanuts and peanut butter “on the tongue” of every consumer.
CHALLENGE My time as chairman began as we were updating the strategic plan for NPB. We worked hard hammering out NPB’s mission and strategies to make our laser focused. In the end when the strategic plan was updated, I felt farmers were prouder than ever of the Board’s mission and to serve on the Board. WISDOM In the future, the farmer’s livelihood will be in their yield increases, so continue to work with the Board and institutions to support production research.
Greg Gill 2018 Walnut Ridge, Arkansas.
HIGHPOINT The best part for me was we continued to move strongly forward in peanut promotion. I enjoyed participating in so many kinds of trade shows, from Massachusetts to California; and with diverse audiences—from college students to culinary experts to food buyers. A favorite experience for me and my family was at a “Peanut Pop-Up” event in Los Angeles. We helped make 1,100 PB&J sandwiches in an hour and then donate them to a shelter. It was an eye-opening experience for us. CHALLENGE Hearing the misconceptions about peanut allergies is the hardest obstacle to overcome. There have been great advancements in understanding the science behind helping to preventing peanut allergies and in managing life if you do have a peanut allergy. Our continuous work in early introduction of peanut products for infants and working with doctors and health professionals was challenging and rewarding.
Dan Ward 2019 Clarkton, North Carolina.
HIGHPOINT I am most proud of the research and NPB’s involvement in the research conversation. Bob Parker’s leadership in taking an active to leverage peanut farmer dollars for matching funds with NIFA. I’m proud that the Board is helping to fund Phase 2 of the peanut genomics project. It is meaningful for me that NPB now has all the production research projects NPB has helped fund on their website. I’m most proud that we always pushed for research involvement in the peanut research conversation. We were able to say what would benefit farmers and what would not, so in the end farmers themselves can feel confident in the research that is conducted. CHALLENGE When I was chairman, peanut butter sales were down, while other product categories were holding their own. The executive committee was challenged with choosing the proper format to promote peanut butter and increase sales. We met with agencies, reviewed proposals, and allocated funds already set aside toward an accelerated peanut butter promotion initiative. WISDOM Stay involved and learn all you can about the industry, so you will be able to take advantage of that information in the ever-changing landscape we deal with. In the years to come, research needs may be different. Innovative solutions which are not on the horizon now, may be needed. You can’t lead well unless you have been involved the whole time.
2020
WISDOM Stay on top of technology to reduce water and chemical use. Keep learning ways to reduce inputs and lessen the cost of production. Leave the ground in better shape than when you started farming.
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PR E V E NTI N G A N D TR E ATI N G PE A N UT A LLE RG I ES A 20-Year Journey By Sherry Coleman Collins, MS, RDN, LD and Lauren Highfill Williams The guidance for preventing peanut allergy is as clear and well-supported as it’s ever been. The 2017 Addendum Guidelines from the National Institute of Allergy and Infectious Diseases (NIAID) recommends introducing peanut foods as early as four to six months to help prevent a peanut allergy. And, for the first time ever, recommendations from the U.S. Dietary Guidelines for Americans Committee include introducing peanut and other common food allergens within the first year of life. Additionally, children with peanut allergy have the first ever FDA-approved treatment available, Palforzia. In January, oral immunotherapy (OIT) was approved to help prevent life-threatening reactions to peanut due to accidental exposure. It is not a cure but offers improved quality of life for many families.
The evidence-based guidance, recommendations and treatments did not happen overnight. The 20-year journey to where we are today with peanut allergy prevention and treatment is one of
Compassion
Bravery
Innovation
and a bit of luck.
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The Early Days of the Food Allergy Epidemic In the late 1990s, the rate of food allergy diagnoses was skyrocketing. No one knew exactly why, but pediatricians and new parents were desperate for action to change the trajectory. In 2000, the American Academy of Pediatrics (AAP) issued recommendations based on the best expert opinion at the time: Delay the introduction of peanut until three years of age—and for other allergens, for one to two years. For children and adults diagnosed with a peanut allergy, the only treatment was for reactions and the advice to prevent a reaction was complete avoidance of the allergen. Also, in the 90s, many in the peanut industry became increasingly dissatisfied with the peanut quota system and there were moves to eliminate it (which was done in the 2002 Farm Bill). Simultaneously, there was a move in the peanut world to establish a national check-off program. Tackling the peanut allergy issue head on was a strategic objective. Early board members were convinced that “peanut allergy” was not a passing fad and could become a critical issue to the industry, removing beloved PB&Js from children’s diets and family grocery carts. Board members believed if even one person was harmed by the crop they grew, it was one too many. They were committed to finding solutions for peanut allergy. Furthermore, while peanut was only one of the top eight common allergens, no other commodity board had made a strong commitment to supporting allergy initiatives.
For NPB board member Dee Dee Darden of Virginia, peanut allergies were very personal. “When I was in Canada with the American Peanut Council, someone asked me, ‘How does it feel to grow a crop that can possibly kill someone?’ That really struck me. I’m a mother and a grandmother and God knows that’s the last thing you ever do is harm a child.” At that time some in the industry were reluctant to talk about the peanut allergy issue. “But we embraced it and we went head on,” said Darden. “We never had our head in the sand— we always addressed it. We were involved in Food Allergy Action Network (FAAN) and other meetings. When [inaugural NPB President] Marie Fenn was hired, we formed the Scientific Advisory Committee, which was probably one of the best things we’ve ever done as a board. We got all the scientists together in a forum, including Dr. Lack, so they could communicate oneon-one with each other. That was instrumental.”
In 2016, NPB ramped up its outreach to doctors and health professionals. Here, NPB’s Keegan Treadaway (left) and J.J. Levenstein, M.D., educate pediatricians.
Meanwhile in London, food allergy researcher Dr. Gideon Lack of King’s College was considering the discrepancy between peanut allergy in Israel and the United Kingdom NPB provided some of the very first funding to examine the (U.K.). He learned that Israeli children were often fed a role of early infant feeding to prevent peanut allergies. In peanut-based teething snack within their first year of life, 2002, NPB began to support the work of Dr. Gideon Lack and contrary to guidance from the U.S. and U.K. at the time. Dr. his team to better understand the impact of early feeding and Lack sought to conduct a comparative study of thousands of other factors on the development of peanut allergies. genetically similar children in the U.K. and Israel to determine the cause of the difference in peanut allergy prevalence. “NPB generously supported our original research on the Israel U.K. study, which associated early feeding of peanut foods with lower peanut allergy prevalence. That work led to our subsequent research programs, including the LEAP study,” said Lack. In 2008, due to Dr. Lack’s Israel U.K. study and other research refuting the recommendation, the AAP changed their 2000 guidance on avoidance, stating that the introduction of allergenic foods “should not be delayed” as a means to prevent food allergies. However, there was insufficient data available at that time to strongly recommend that peanut should be introduced at a specific age.¹ A 2011 meeting of NPB’s Scientific Advisory Council: (L-R) Former NPB staff Lindsey Spencer, pediatrician Dr. JJ Levenstein, Dr. Steve Taylor of FARRP, NPB Oklahoma representative Gayle White, Dr. Gideon Lack of King’s College, USDA-ARS researcher Dr. Soheila Maleki, former NPB President Marie Fenn, NPB’s Ryan Lepicier and Lynn Christie, formerly of Arkansas Children’s Hospital.
¹ https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6157280/
This update from AAP fueled Dr. Lack and NPB to continue to pursue research that would lead to recommendations
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to proactively introduce peanut to prevent a peanut allergy. The LEAP Study was a breakthrough in researchers’ understanding of the complex interplay between environmental exposure and oral exposure on natural tolerance. “NPB has continued to support us over the past decade with our Clinical Trials Unit,” said Lack. Dr. Lack’s team has since conducted the LEAP-On Study, a continuation of the LEAP Study, and the separate EAT Study, which looked at the impact of feeding six potentially allergenic foods in infancy. The work of these researchers, at the conclusion of the LEAP Study, resulted in changes in international feeding guidelines to encourage feeding peanut foods to infants starting at ages four to six months to reduce the risk of developing peanut allergies. Their findings continue to help shape our understanding of this critical issue and prevent future cases of food allergies.
Pursuing Treatment NPB was determined to pursue multiple avenues of understanding, preventing, and treating peanut allergies. In the first year of the Board, farmers funded some of the earliest oral immunotherapy (OIT) research conducted in the United States for peanut allergies. This work, by esteemed researchers Drs. Wesley Burks and Stacie Jones, occurred at both University of Arkansas and Duke University. They did the pioneering work of OIT for food allergy in the U.S., and because of that early exploration other researchers and companies have been able to take the OIT concept and bring it to fruition. “Funding from peanut farmers helped with the framework for OIT,” said Burks, who currently serves as executive dean for the University of North Carolina at Chapel Hill School of Medicine. “The National Peanut Board provided initial funding for a pilot study we conducted on egg OIT. That early support helped leverage additional funding from other organizations to continue and expand OIT research.”
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threshold has helped OIT researchers determine safer doses at which to begin treatment, among other outcomes. Recognizing that multiple solutions may be needed for peanut allergies besides OIT, NPB funded other early research on peanut allergy treatment research. In 2001 and 2002, NPB provided funding to help begin research on anti-IgE therapeutics. Partnering with Tanox Inc. (now owned by Roche Holding), researchers worked toward the development of a novel monoclonal antibody to treat peanut allergies. Promising research, this early effort spurred other developments in this area, including for Xolair and future generations of anti-IgE treatments like Omalizumab and other biologics. Although showing potential, these treatments are not available to consumers to treat peanut allergies at this time, as they are still being researched. The reality is that we still don’t understand many underlying mechanisms contributing to the development of food allergies and reactions. In addition to funding research for treatments, NPB has funded studies to better understand the allergenicity of peanuts, how and why anaphylaxis happens, and how to improve the diagnosis of peanut allergies. Basic research is an important part of moving science forward.
CBS Sunday Morning interviewed Bob Parker, NPB’s president and CEO, in 2018 about the board’s peanut allergy work.
NPB continued its commitment to finding a treatment for peanut allergies with support in 2008, 2009, and 2011 of the important continuation of this work in OIT by Dr. Stacie Jones at University of Arkansas. Early and ongoing support of novel treatments like OIT help researchers lay the groundwork for bigger studies and garner more support from private and public funding sources.
At its seating in 2000, the members of that very first board for the National Peanut Board, recognized their potential to be part of the solution. Darden famously said: “If we’re part of the problem, we want to be part of the solution.” To that end, the National Peanut Board has contributed more than $32 million since its inception toward funding outreach, education, and research on food allergies. Key findings about prevention and treatment for peanut allergies over the last 20 years can trace their roots back to this funding and have led to groundbreaking recommendations that will save lives.
Complementing this work toward treatment, NPB provided some early funding in 2003 for the University of Nebraska Food Allergy Research & Resource Center in their efforts to better quantify threshold doses, which are the minimum amount of peanut protein that causes a reaction in 95-99 percent of peanut allergic individuals. Understanding this minimum
Darden said, “I think it took a lot of courage for those first Board members to commit to peanut allergy back then, when people didn't want to talk about it. But our board stood together as one. We were in unanimous consent. I think that speaks volumes in the early stages for the board and their dedication to do the right thing.”
Grower Voices:
Douglas Harrell, Whigham, Ga. Douglas Harrell is the son of former National Peanut Board Chairman John Harrell and his wife Deena. Douglas grew up on the farm north of Whigham, Georgia. As kids, he and his cousin Lafe were given lots of manual labor on the farm and they both couldn’t wait to get off the farm. “We both went to the University of Georgia and we’re both full-time farmers now,” Douglas said. “I hate to say farming is just in your blood, but there’s something about it that brings you back.” This is Douglas’ 11th crop since he started farming full time in 2010. “It’s an honor and privilege to call myself the seventh generation of the family farm because I know we have such high inputs and operating costs that you can’t get up one day and say, ‘we’re going to farm.’” Douglas’ favorite season of the year is peanut harvest time. “There’s something about September and October. In southwest Georgia we get that cool crisp morning and it’s just like Christmas in the fall. It’s cool enough that you want to be in the sunshine outside. That smell of the dirt and peanuts drying down; it’s as if mother nature was baking.” With his father serving on NPB for more than a decade, Douglas has seen firsthand the bonds that are formed. “I remember of Daddy’s time on the Board, it almost seemed like NPB was an extension of the family. It was board meetings and traveling, but still it was friendships. He would get a phone call from a board member just catching up on rainfall. Good friendships were formed from getting off the farm and getting out there and promoting the product that you grow.” While Douglas is optimistic for his farm to continue into the next generations, there are challenges. “Operating costs and inputs are the biggest challenges for me, but that’s the importance of the NPB. The research is important for your inputs. Results don’t happen overnight, but I feel like I’m better off now than I was in 2010.” Douglas hopes the call of farming doesn’t end with his generation. “What I hope for the future of our family farm is that it doesn’t stop at the seventh generation. That would be cool to see an eighth generation if he or she wanted, that would be amazing.”
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Meeting Consumers Where They Live, Work, Play: The Evolution of Marketing Peanuts By: Keegan Treadaway
Remember getting the Sunday paper? Print advertisements once accounted for a huge slice of marketing budgets, but the media landscape has changed dramatically over the past 20 years. The National Peanut Board has stayed on the cutting edge to make sure its marketing is effective, relevant, and engaging. From live events across the country, to all-digital campaigns that generate millions of impressions, here’s how NPB’s marketing and promotions have changed while continuing to help increase peanut consumption—and peanut love. To celebrate its inauguration in 2000, NPB decided to go big and turn heads with a giant peanut that traveled across the country. It was an eye-catching campaign that grabbed media attention and also provided opportunities to engage with consumers at in-person stops along the way. But when the road trip ended, smart advertising took its place. Advertising in the early 2000s was everywhere, but in order to be effective it had to be memorable. NPB worked with an agency to craft a campaign that would give life to a commodity that was as ubiquitous as advertisements, and as easily overlooked. What was created was a series of simple yet clever ads that made peanuts seem anything but ordinary. “How many things can improve the taste of beer and chocolate?” read one. As “a friendly reminder from the National Peanut Board,” the ads were thought-provoking riffs on public service announcements that reminded consumers what they love about peanuts. Witty and amusing, the ads had broad appeal and appeared in everything from magazines to bus stops until nearly the end of the decade. By March of 2009, a new ad campaign and slogan, “Peanuts: Energy for the Good Life,” was announced at a big media event in New York City’s Grand Central Terminal. At the time, the
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industry was still suffering from a salmonella contamination outbreak that lead to the recall of more than 3,000 peanut products and plunged per capita peanut consumption nearly 20 percent from a year prior. The launch was an opportunity to restore public trust in peanuts and connect farmers with consumers. Farmers were also featured in later iterations of the campaign’s ads along with messaging that touted the many health benefits of peanuts.
Sales and consumer sentiment of peanut butter saw a huge increase as a result. According to a PR Week article published a year after the launch, data showed “peanut butter volume sales rose every month since March 2009 (compared to 2008),” and NPB consumer surveys showed that by May of 2009, 70 percent of consumers had resumed eating peanut butter.¹ In addition to ads, NPB expanded its social media presence on Facebook, Twitter and Flicker to further engage with consumers who were increasingly active online.
also targeting the demographic with the most spending power and least passion for peanuts—millennials. To kick off the transition from print to online marketing, NPB introduced to the world the Peanut Vendor, a new persona on Twitter at @PeanutsHere. On the first day of 2016 the account put out a year’s worth of content to make up for lost time and ended up generating a whopping 28 million impressions from consumers in one day. Engagement rates surpassed the Twitter average for consumer packaged goods and nonprofit. Since then, the Peanut Vendor has been the main voice for NPB’s consumer marketing on Twitter and Instagram. The account, managed by Golin, NPB’s agency of record, engages with consumers in real-time with fun campaigns that aim to increase peanut love among millennials.
Having found success with big in-person consumer events, NPB announced a pop-up tour of multiple cities across the country when it launched its next platform in 2015, “The Perfectly Powerful Peanut.” The rebranded slogan came with a beautiful ad campaign that brought the peanut plant to life with illustrations of the plant drawn by botanical artists, and messaging that extolled the nutritional and environmental benefits of peanuts. I WORK HARD FOR THEM. THEY WORK HARD FOR YOU.
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In 2018, the Peanut Vendor announced a #ShellOut campaign featuring former pro football player, Charles “Peanut” Tillman, that celebrated passionate peanut fans. The campaign earned a lot of media coverage and garnered over 1.3 million impressions on Twitter with more than 7,000 people using the hashtag in the first month.
Over 30 essential vitamins and nutrients
7
7 powerful grams of plant-based protein
Though the marketing has changed, peanuts continue to see an annual increase in per capita consumption. (See page 2 of this issue). According to an NPB survey of 1,500 consumers, millennial respondents reported a seven percent increase in weekly consumption of both peanuts and peanut butter just three years after the transition to an all-digital marketing program.
1
The most preferred nut in America
0
Nothing beats a handful a day for heart health
Charles Hardin, Georgia Peanut Farmer
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.
NPBPerfectlyPowerfulPeanut_28x36NPBPosters_2014.indd 2
5/19/14 2:35 PM
Though it was unveiled with consumer events and magazine ads, print media was already on the wane and social media was increasingly where consumers gathered. By 2016, NPB made a strategic decision to pivot its marketing budget away from print media and exclusively toward social media, while ¹ www.prweek.com/article/1269130/national-peanut-board-adds-energy-consumer-outreach
This year NPB is pulling at the heart strings of millennial consumers by spreading good through virtual interactions. The Peanut Vendor has put out a series of programs on both Twitter and Instagram encouraging consumers to “spread good” by engaging with the campaign to initiate a donation to charitable organizations. In a year defined by crises, NPB’s Spreading Good consumer campaign has never been a more welcome call to action. Consumer marketing will continue to live exclusively online in the year ahead, but as times change, NPB is ready to adapt to meet consumers where they live, work and play.
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PEAN U T PROD U CT In n ovatio n Paves Way for Future Growth When peanut butter was first introduced to Americans at the “Part of the peanut success story is that manufacturers St. Louis World’s Fair in 1904 who could have predicted it have invested in innovation to meet changing consumer would become a beloved pantry staple? Today it’s affordable, preferences,” said Ryan Lepicier, NPB’s senior vice president tasty, and now ubiquitous and loved by many. Americans & chief marketing officer. “Ten years ago, nobody had heard also have an even longer history with snack peanuts. Today of peanut powder, now it’s available nearly everywhere in the we recognize them as healthy, affordable snacks that can be U.S. Twenty years ago, when the National Peanut Board was eaten almost anywhere. But it was Civil War soldiers who ate formed, who would have predicted peanuts in baby food?” peanuts as part of their rations that helped drive the nut’s early popularity. In 2020, our connection with peanuts is stronger than ever. With U.S. peanut consumption at an all-time high; product innovation over the past 20 years has been vital to continued growth in peanut popularity. Consumers want new products, variations on products they already buy, more convenient packaging and better quality. Manufacturers and brands that deliver on consumer trends are rewarded with purchases and customer loyalty.
Peanut butter stands out as a familiar classic constantly adapting to keep pace with consumer trends. Peanut butter is no longer limited to crunchy or creamy—today’s choices include organic, natural or conventional, flavored and now even peanut butter with added protein. This summer, Hormel Foods introduced Skippy protein-enriched creamy and chucky peanut butters adding three grams of plant-based protein per serving, for a total of 10 grams. Also, this year the company introduced Skippy no added sugar and squeeze peanut butters.
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Other major brands are also innovating their products. This summer, Smucker’s unveiled product innovations including its own Jif no added sugar peanut butter and a new Jif Squeeze peanut butter.
From marketing, to new products, to upgraded packaging formats, peanut product innovation is pervasive throughout the grocery store. The increased use of peanuts as ingredients mean consumers can get the functional benefits and familiar flavor of peanuts in a variety of products throughout the store. Popular categories include candy, cookies, trail mixes, ice cream and protein bars.
These dietary and packaging innovations address consumer needs for convenience and function as where and how we eat has evolved. Fewer consumers eat regular daily meals as more turn to frequent snacking and often eating on-the-go.
“The widespread and increased use of peanut ingredients in a variety of foods allows brands to reach more consumers,” said Lepicier. “Someone who may not buy peanut butter in a jar may purchase frozen Smucker’s Uncrustables PB&J ready-to-eat sandwiches.”
A bolder move last year from Smucker’s demonstrates the importance of marketing innovation in maintaining relevance with consumers. In 2019, Jif replaced its familiar tagline, “Choosy Moms Choose JIF,” with the edgier “That Jif’ing Good,” in a move to appeal to a younger generation of parents.
As we look to future product innovation, several peanut attributes highlight untapped growth potential. As more consumers embrace plant-based diets, peanuts offer a nutritious, inexpensive source of protein. As consumers become more concerned about the environmental impact of their lifestyle choices, peanuts are the most sustainable nut requiring less than five gallons of water per serving. Finally, explosive growth in categories like pet foods and treats could mean new opportunities. Afterall, have you ever met a dog that doesn’t love peanut butter?
*Product photography: Mighty Me by Sara Hanna. Oliver Farm, Smucker's, Crazy Richard's, Skippy, Kind and Virginia Peanuts by Sandra Flores Photo.
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What’s Next: A Peek Into NPB’s 2021 Marketing Changes The year 2020 has been a challenge for everyone. Navigating a global pandemic has resulted in economic pitfalls and a slow return to what can only be dubbed as a “new normal”. However, as we rise from the pandemic fog, we have an opportunity to grow and evolve from this experience. As we enter a new fiscal marketing year, the National Peanut Board will adapt its marketing strategy to reflect the current cultural climate. Here are ways the board is keeping its strategy nimble and flexible:
Expanding our audience reach to welcome more people to the peanut table Gen Z will now be a part of our marketing efforts. NPB will reintroduce peanut butter, a conventional staple to some, to this up-and-coming generation by educating them about where this plant protein nut got its start. To create new memories with these young consumers, NPB will create digital moments online. This generation cares about where their food comes from. Our digital campaign will motivate people to learn more about how their food is grown. This is the time to educate fans on what it takes to grow their beloved nut.
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Restructuring program elements to address the current climate while balancing the uncertainty of our future Our work with healthcare professionals presents a wonderful opportunity to recognize and take advantage of how innovative technology affects this industry. Parents are open to hearing about early introduction from a variety of sources— including telemedicine. The world is indicating that technology will have a great role in pediatrician and infant visits. Our job in the year ahead will be to focus in and utilize our existing relationships with key stakeholders—like the American Academy of Pediatrics (AAP), the Food Allergy Research & Education organization (FARE) and others—which have the credibility and influence to help us take this important conversation online. We will reinforce the important conversation on early introduction of peanuts to infants, while providing them continuing education credits through online webinars.
Embrace the reality that events and influencer activations will look different In-person meetings with influential members of our industry will be forever changed because of 2020. While we wait for the world to shake out what tradeshows and industry events look like as the world opens back up—NPB will be taking meetings online. For example, our annual Peanut Harvest Tour will convert into a virtual reality experience, allowing participants to immerse themselves into the harvesting season on a peanut farm through a 360-degree educational video experience through their phone or computer. Our parent influencer activations will now include a series of video content, which will detail their personal peanut introduction journey with their baby through Instagram, rather than chatting about their experience in-person at events. By embarking on a virtual journey with household influencers they know and trust, new parents will have their concerns addressed in a way that truly resonates with them. To learn the latest on our programs, news and events, please visit www.NationalPeanutBoard.org.
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Peanut Research: Score One for Science By: John P. Beasley, Jr., Ph.D. Professor and Head of Department of Crop, Soil and Environmental Sciences, Auburn University It is amazing when you stop and think of the advancements in peanut research the past 20 years, or one score* (get it? in the title?).
The past 20 years have seen great advancements in environmental sustainability and cost efficiency for peanut farmers. Dr. John Beasley, with 35 years of professorship and extension work in peanut agronomy, highlights the best-of-the-best in production research.
The first thing that comes to everyone’s mind is the yield potential in cultivars that have been released in the past 20 years that have U.S. producers at a more competitive advantage than ever before. It fascinates me that in the southeastern U.S. over the span of almost 50 years, there have been only three cultivars planted on a high percentage of the acreage. From the early 1970’s through the late 1990’s, Florunner was planted on 90 plus percent of the acreage. There were certainly other cultivars planted during that time such as GK-7 and Southern Runner, among others, but there was no doubt that Florunner was the one that carried the load for yield potential. In the early 1990’s, tomato spotted wilt virus (TSWV) began to spread rapidly and aggressively, severely limiting yield for most producers. Fortunately, Georgia Green, a cultivar with much better tolerance to TSWV, was released around 1996 and, within a year or two, it became the predominant cultivar in the southeast U.S. However, the greatest yield-gain came with the release of Georgia-06G. It has remained the most widely planted cultivar in the southeast over the past 1012 years. The peanut breeding programs around the U.S. continue to develop and release numerous cultivars with various traits that provide producers with a competitive advantage, especially when it comes to disease resistance to problems such as leaf spots, white mold (southern stem rot), rhizoctonia limb rot, CBR and nematodes.
Accurate Disease Detection Speaking of diseases and their impact on peanut production, another tremendous impact from research the past 20 years has been the continued development of the Peanut Rx, the disease risk index tool that evolved from the TSWV Risk Index. This tool, based on university and USDA research, has dramatically altered how producers approach disease management. The risk index allows producers to evaluate various management practices on their farm and implement the best
Dr. John Beasley 27
*Score is from late Old English meaning, “twenty.” (Online Etymology Dictionary.) https://www.etymonline.com/word/score).
combination of those practices to reduce the risk of leaf spot, white mold, rhizoctonia limb rot, etc. Multiple university and USDA scientists continually evaluate the risk index for its fit to cultivar releases through the years. Although there have been very few new herbicides introduced for application to peanut over the past 20 years, there have been significant strides in weed management research. For decades, weed management consisted of a grass herbicide applied “PPI”, or pre-plant incorporated, followed by early post and late post emergence herbicides, based on weed species and timing of weed emergence. During the last 20 years there has been far less reliance on PPI herbicides and more of a focus on application of herbicides at the pre-emergence stage of peanut growth. A major focus of weed science research has been on the timing and combination of various classes and families of herbicides and the result has been fewer herbicide applications, which is more environmentally and economically friendly. There is no doubt that the most prominent weed science issue has been the battle of herbicide resistant weeds, especially Palmer amaranth. That problem is still ongoing, and research will continue to focus on the correct combination of chemical and cultural practices to reduce herbicide resistance as an issue.
Water—Great Strides in Efficiency Water is our most valuable resource and, in many years, is the most limiting factor to maximum production. Lack of water when combined with high temperatures lead to serious quality issues, especially increasing the risk of aflatoxin. One of the greatest advancements in peanut research the past 20 years has been in irrigation and water use efficiency. The irrigation industry has certainly continued to make strides in improving the equipment and tools used in irrigation systems, as well as the hardware and software for their systems.
original concepts and initial expert system that was Irrigator Pro were developed in the 1980s, significant advancements in the irrigation tool have been made in the past 10 years. As technologies improved, Irrigator Pro was adapted by scientists to fit those modern technologies. More database driven systems were also developed to assist producers in managing irrigation. Other examples of peanut irrigation tools that have been developed through research the past 20 years are PeanutFarm and UGA EASY Pan. Placing the right amount of water at the right time allows for maximum water use efficiency, which is environmentally sustainable and more cost efficient.
Changes in Conservation Tillage Research the past 20 years on cropping systems and conservation tillage has provided answers for producers to maximize yield while conserving soil and water resources. For decades, tillage for peanut production began with deep turning the soil for creating a raised, well-tilled seed bed. The thought of strip-till or conservation tillage in peanut was consider a “bad” decision. With improved equipment and better weed management systems, research across the U.S. peanut belt has proven conservation/reduced tillage systems are highly effective methods for conserving soil and water resources, while not sacrificing yield. I am excited to see what advancements will be made in peanut research over the next 20 years. The accomplishments I listed above are certainly not all inclusive and I am sure I have missed some you may think of that are more important than these. Just know that there are numerous dedicated scientists across the U.S. working long, hard hours to provide more answers and solutions so that our producers are productive, profitable, economically sustainable and environmentally friendly.
Where the greatest advancements in irrigation and water use efficiency have been made is in how much water and when to apply that water, based on the peanut plant’s physiological growth stage. Crop physiologists and engineers have been able to develop strategies and smart systems that allow producers to manage their irrigation more efficiently. Although the
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Farmer & Industry Involvement Helps Exports Compete and Grow Peanut exports have grown steadily over 20 years. Today, 30 percent of the crop is exported. By Stephanie Grunenfelder, American Peanut Council The American Peanut Council (APC) would like to congratulate the National Peanut Board on their 20th Anniversary. The activities of the Board have done much to advance the peanut industry and boost per capita consumption of peanuts and products in the U.S. to an all-time high. Likewise, NPB’s collaboration with the APC to increase exports has been a key driver of success internationally as well, allowing the industry to leverage their own funds with USDA export marketing and promotion allocations. Peanut exports have more than doubled since 2010 and seen sustained growth since 2012. Exports now make up nearly 30 percent of the crop.
the highest quality and best tasting peanuts but are good for the farmer’s bottom line. This good stewardship will allow future generations of farmers to continue producing an affordable, delicious plant-based protein as the world population swells in the decades ahead. Food safety is an ever-increasing concern as well, and U.S. growers follow Good Agricultural Practices that provide the world with the safest peanut possible.
Partnering to Compete on the World Stage NPB has partnered with the APC for overseas trade shows and exhibitions to showcase American peanuts. The U.S. peanut industry faces stiff competition from Argentina, Brazil, and other producers and a strong presence at international events is important as we keep USA-grown peanuts top of mind. Trade shows are a great place for new customers to discuss the benefits of USA peanuts with growers and shellers. They also present opportunities to present new peanut products such as peanut flour and aromatic peanut oil to food manufacturers and introduce customers to USAmade peanut butter which is usually superior to products made in other countries.
(L-R) Bob Parker, APC London’s Louise McKercher and APC’s Peter Vlaskis showcase peanut products at Gulfood in 2017.
Trade Mission Teamwork Many farmers, several of them NPB board members, have traveled abroad to represent the industry and share the USA-peanut-quality message with customers and potential customers. Customers appreciate meeting growers who understand exactly what it takes to produce high quality peanuts. Best of all, customers learn about the sustainable practices that growers employ to produce the best peanuts. As stewards of the land, growers provide direct accounts of employing the most modern farming practices in the world as well as the importance of minimizing inputs to protect the environment. These methods not only produce
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The American Peanut Council hosts trade missions to key peanut export markets each year. Pictured is a visit in 2007 to DENROKU, makers of peanut snacks, in Japan.
Spreading Peanut Allergy Solutions Worldwide NPB has led the industry effort to educate consumers, health professionals, and the food industry on ways to manage food allergies, while at the same time allowing the majority who are not allergic to enjoy their favorite peanut products. Research has been a critical component of this effort. NPB’s role in helping to fund groundbreaking research, such as the LEAP study, reversing decades of advice on withholding early introduction of peanut products has been key. As the NIAID guidelines are widely adopted, this will greatly reduce the number of children developing peanut allergy in the first place. The APC has worked with NPB to take this information and other allergy management principles to foreign audiences to show that management, not ineffective bans, is the best path forward to protect allergic individuals. With help from NPB, the APC developed a school management pilot project in the U.K. which has already been adopted by more than 100 schools. This project presents a template for success elsewhere.
(L-R) In 2007, Georgia farmer Rodney Dawson and former NPB chairman and Florida farmer Larry Ford visited Japan’s peanut fields.
U.S. peanut growers should know that their check-off dollars are hard at work to build new markets and maintain current markets for expanding peanut production. The APC monitors and advocates on issues such as tariffs, phytosanitary regulations, trade agreements, aflatoxin and pesticide regulations and other actions that may affect exports. Combined with advertising and promotion in key markets of Canada, Mexico, Europe, and Japan and building trading relationships in China and other new markets, the APC and NPB will continue to work hard to build and sustain markets for U.S. peanuts. We look forward to another 20 years of collaboration!
Reverse trade missions hosted by the APC let international buyers see USA-grown peanuts first-hand. Here, NPB member Andy Bell welcomes Chinese visitors to his farm in Georgia.
(L-R) Former chairman Gayle White (Okla.) and export chairman John Crumpler (Va.) help expand the export market in Italy in 2015.
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Since its beginnings, the National Peanut Board has used the winning strategy of partnering with celebrity chefs to promote delicious peanut-inspired recipes. In 2006, Heidi Krahling, acclaimed chef, author and restaurateur, combined high-quality USA-grown peanuts with her interest in diverse culinary traditions to create this celebratory recipe. Enjoy!
S M O K Y PA PR I K A PE A N UTS I N G R E D I E NTS • 4 cups blanched unsalted peanuts • 1/2 cup confectioner’s sugar • 1/2 cup sugar • Peanut oil for deep-frying • Kosher salt • Smoky paprika
PR E PA R ATI O N Toss peanuts with both sugars until evenly coated. Place oil into a deep, heavy pot to a depth of two inches and heat to 350 degrees. Add half of the peanuts and fry for two minutes until golden brown. Using a slotted spoon, transfer peanuts to a sheet pan. Fry the next batch. Sprinkle peanuts with salt and smoky paprika while hot. Once cool, store in airtight container.
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