PQ Fall 2021 issue 44
a magazine from the
National Peanut Board
news/food/innovations/wellness/marketing
feature story
Reaching Gen Z: NPB Markets to a New Generation Sustainability and Gen Z
Peanut Product Trend Watch
The Future of Carbon Credits
Sustainability becomes a driving force for the postmillennial generation
Consumers embrace store brands in 2021
Q&A with Jessica Kelton discusses its viability for peanut farmers
Do you dig peanuts? See page 26
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.
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A Message from Our Chairman
National Peanut Board 2021 Officers and Members Andy Bell, Chairman Les Crall, Vice Chairman Paul Rogers, Treasurer Greg Baltz, Secretary Alabama Tom Corcoran Thomas Adams, alternate Arkansas Greg Baltz Allen Donner, alternate Florida William Carte Nick L. Marshall, alternate Georgia Andy Bell Casey Cox, alternate Mississippi Lonnie Fortner Alan D. Atkins, alternate Missouri Clay Deane Russ Hoggard, alternate New Mexico Bruce Lee North Carolina Ray Garner Jr. Julie Ward, 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 West Drake, alternate
Dear Fellow Peanut Farmers, As my time as chairman comes to a close, we are seeing a new generation of peanut lovers enter the market. Generation Z has been invited to the table by the National Peanut Board (NPB) starting with our “Grow It Yourself” campaign, and will be a focus of next year’s campaign, “Peanut Better Together.” But who are Gen Z? Well, for starters, they were born from 1997 to 2012. They are a diverse, sustainability-focused generation who value authenticity and the message behind the company. Lucky for NPB, we’re authentically ourselves and the story behind peanuts is one we love to share. According to research, both millennials and Gen Z rank sustainability as a higher priority to them than older generations. It’s a key factor in this new customer’s decisionmaking process and as the ones who use sustainable practices in our everyday lives, we need to be the ones that tell that story and boy is it a great story to tell. The Peanut Trust Protocol is a way to document our sustainable practices. I urge you to embrace sustainability and help NPB spread the word of the perfectly sustainable peanut.
Since this is my final letter as chairman, I would like to reiterate that the story of peanut allergy research at NPB is one of slow change, but great progress. I’ve said it many times, when I first joined the Board, any mention of a peanut allergy would strike fear in any peanut farmer. Not because we didn’t want to talk about it, but because we didn’t have answers. A lot of progress has been made and we now have a treatment and guidelines that help prevent peanut allergies. With a projected record consumption number for peanut and peanut products, I hope a new generation of peanut lovers will continue to make that number even higher. It is an exciting time in our industry for a number of reasons and I’m optimistic for a bright future.
Andy Bell Chairman
Member-at-Large Micah Barham Lucy Shackelford, alternate
Bob Parker NPB President and CEO PQ Editorial Staff & Contributors Editor: Lindsay Stevens SVP & Chief Marketing Officer: Ryan Lepicier Lauren H. Williams
Laurel Sprague
Jada Linton, RDN, LD
Nichole Bigley
Sherry Coleman Collins, MS. RDN, LD
Sue Rodman
Mark Dvorak
Sandra Flores, Art Direction Silvia Flores, Copy Manager and Editor Cecilia Lozano, Lead Designer Zarina Waldo, Designer Abel Ramos, Contributor Designer
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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
The Perfectly Sustainable Peanut BY BOB PARKER President & CEO
Sustainability. A word that is becoming more crucial for peanuts now and in the future. Consumers want sustainability, but don’t really know the meaning, or are confused by conflicting reports from the media and academics. Regardless of understanding, sustainability is a major driver in purchase decisions for food, only behind flavor and cost, according to the International Food Information Council. It’s important that the peanut industry defines the terms for sustainability for peanuts—not someone else who may not understand U.S. production agriculture or who has ulterior motives. An opportunity in the right direction for the peanut industry is an initiative by the American Peanut Council (APC), the Peanut Trust Protocol (PTP). The National Peanut Board wholeheartedly supports the PTP and believes it is the best format to document our excellent sustainability record and track improvements over time.
Peanuts are the most water-efficient major nut, requiring only 4.7 gallons to produce one ounce. New data from the University of Alabama is currently being analyzed and may show even more improvement in peanuts’ water footprint. The PTP is similar to and modeled after the Cotton Trust Protocol, which is familiar to many peanut growers. The PTP will help the industry document other key elements of peanut sustainability. Implementing the PTP will require broad industry support and funding, as APC doesn’t have the funds within current budgets. Peanuts have a great story to tell on sustainability. However, consumers and retailers— domestically and in key export markets—want evidence. The PTP is the best path forward for our industry to influence how sustainability is defined and to back up our sustainability story with real data over time.
Source: International Food Information Council. 2021 Food & Health Survey. 19 May 2021 https://foodinsight.org/2021-food-health-survey/
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REACHING
GEN Z NPB Markets to a New Generation
The oldest members of Gen Z (the generation born from 19972012) are entering the workforce. They are getting their first apartment, first car and buying their own groceries. This generation grew up during an economic recession, as well as a global pandemic. They are focused on saving money, value authenticity and are independently themselves. According to Pew Research, Gen Zers are also more racially and ethnically diverse than previous generations. They are well-educated and digital natives—having never seen a world before smartphones. To reach them, Total Retail states the marketing message must be short, concise and inclusive. Successful campaigns are mobile first and tap into Gen Z’s need for authenticity. As digital natives, social media is the ideal way to engage with this still emerging customer, but it must be on their preferred platforms and delivered in a genuine way.
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Creating a successful marketing campaign isn’t easy, but it can be done. Spotify’s annual “Wrapped” campaign is a perfect example. The company created an annual playlist personalized to each user of their most played songs, delivered within the Spotify app. The report gave users a time capsule, an Instagram story and an identity marker all rolled into one. A new feature in 2020 showed if the listener fell within the top 1%, 0.5% or even 0.05% of an artist’s listeners, showing them as an authentic super fan.
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NPB Invites Gen Z to the Table In FY21, the National Peanut Board (NPB) created their first marketing campaign targeting Gen Z, as well as young millennials. The campaign used influencers and media partners with a Gen Z audience to be an authentic voice. In addition, the campaign was hosted on mobile, where Gen Z lives, within the social media platforms of Instagram, TikTok and YouTube. The messaging—“Grow It Yourself”—resonated with the fiercely independent generation, as they could choose how and where to engage. They could grow peanuts in real life with a beloved ‘plantfluencer’ through our sharable greetings or grow a virtual peanut on TikTok. For Gen Z’s who are passionate gamers or watch game streaming, our third activation showcases the differences between real farming and virtual farming games in a ‘flip’ with a trusted YouTube creator team. Today more than ever marketing tactics are changing quickly. Each year, NPB creates a platform and develops several activations within that platform to drive our messaging home while staying flexible enough to take advantage of current trends.
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Engaging Gen Z with “Peanut Better Together” Young generations at this stage are always giving older generations the side eye. In FY22, NPB will continue to make inroads with Gen Z by tapping into their independent natures and authentically showing how much they need to learn from—and teach—their elders. We’ll introduce the new generation to some old favorite peanut and peanut butter combos, and the older generation to some new favorites. Titled Peanut Better Together, the ‘22 platform shows that ‘weird’ peanut and peanut-butter combos aren’t weird at all. Sweet, salty, nutty and savory, peanuts and peanut butter enhance everything no matter your age. Peanuts and peanut butter are America’s worstkept secret ingredients to keeping it interesting. And everything can be better together, especially when it includes peanuts and peanut butter.
Sources: Mitnick, K. (2021, March 3). 3 brands getting Gen Z marketing right. Total Retail. https://www.mytotalretail.com/article/3-brands-getting-gen-z-marketing-right/. Parker, K., & Igielnik, R. (2021, July 14). What we know about Gen Z so far. Pew Research Center's Social & Demographic Trends Project. https://www.pewresearch.org/socialtrends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/. Young, H. (2021, May 14). Millennials vs. Gen Z: How are they different? The 360 Blog from Salesforce. https://www.salesforce.com/blog/how-millennials-and-gen-z-aredifferent/.
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GEN Z AND MILLENNIALS: MORE SIMILAR THAN THEY THINK MILLENNIALS AND GEN ZERS BELIEVE THAT INCREASED DIVERSITY IS GOOD FOR SOCIETY
62% 61% Gen Z
Millennials
SHIFTING TOWARD A MORE PLANT-BASED DIET 65% of Gen Z say they want a more “plant-forward” diet and 54% of millennials are saying they are incorporating more plant-based foods into their diets.
SUSTAINABILITY IS KEY Both Gen Z and millennials tend to rank sustainability as a higher priority compared to older generations.
BOTH FEEL THAT CLIMATE CHANGE IS DUE TO HUMAN ACTIVITY
56% 54%
Millennials
Sources:
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Gen Z
Cone Communications. (2018, May 23). 2017 Cone Gen Z CSR Study: How to Speak Z. Cone. https://www.conecomm.com/research-blog/2017-genz-csr-study. Durfy, L. (2020, June 11). Millennials vs Generation Z on social media. PostBeyond. https://www.postbeyond.com/blog/millennials-genz-social-media/. Generation Z Spending Habits for 2021. Lexington Law. (2021, February 8). https://www.lexingtonlaw.com/blog/credit-cards/generation-z-spending-habits.html. Mucerino, C. (2021, January 15). Survey: 54% of millennials are eating more Plant-based for health. The Beet. https://thebeet.com/survey-54-of-millennials-are-eating-more-plant-based-call-themselvesflexitarian/?utm_source=tsmclip&utm_medium=referral.
GEN Z AND MILLENNIALS ARE MORE LIKELY TO BE ENROLLED IN COLLEGE THAN PREVIOUS GENERATIONS
57%
Millennials aged 18-21 in 2003
52%
Gen Zers aged 18-21 in 2018
BOTH GENERATIONS HAVE A SHORT ATTENTION SPAN Millennials have a 12-second average and Gen Zs have an eight second average. BOTH GENERATIONS HAVE POWERFUL BUYING POWER
GEN Z AND MILLENNIALS ARE THE MOST DIVERSE GENERATIONS
Millennial spending was projected to reach $1.4 trillion in 2020 and Gen Z held $34 billion in buying power in 2020.
52% of Gen Z are non-Hispanic white, compared to 61% of millennials.
UPCYCLING IS BECOMING TRENDY
57% 59%
Millennials
Gen Z
are buying upcycled products
Parker, K., & Igielnik, R. (2021, July 14). What we know about gen z so far. Pew Research Center's Social & Demographic Trends Project. https://www.pewresearch.org/social-trends/2020/05/14/on-thecusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/. Petro, G. (2020, January 31). Sustainable retail: How gen z is leading the pack. Forbes. https://www.forbes.com/sites/gregpetro/2020/01/31/sustainable-retail-how-gen-z-is-leading-thepack/?sh=45ab84112ca3. 50+ Statistics on Millennial Spending Habits in 2021. Lexington Law. (2021, February 8). https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html.
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Percentage of Gen Z and millennials using the social networks to connect to others in the U.S. in 2020
Sustainability and Gen Z “The pandemic didn’t start the sustainability revolution, but it has put it into hyperdrive, and Gen Z is in the driver’s seat.” – Forbes It’s not lost on Gen Z that they are in line to inherit the earth. Sustainability is a driving force for the post-millennial generation, and it is factored into every decision they make, from choosing lunch to choosing where to work. According to a report from Forbes, 62% of Gen Zers say they prefer shopping from sustainable brands. They further noted that “the majority of Generation Z (54%) state that they are willing to spend an incremental 10% or more on sustainable products.”
Snapchat
TikTok
YouTube
100%
91%
87%
83%
71%
71%
Gen Z may be influenced somewhat by their elders. General interest in health and sustainability continues to be important to the population as a whole. In fact, a 2021 survey of 1,014 American adults conducted by the International Food Information Council found 42% of Americans believe their food and beverage choices have an impact on the environment. More than half (53%) said if it were easier to understand the impact of their choices, it would have a greater influence. For those who believe their choices have a significant impact, 67% say environmental sustainability is a key purchase driver. Peanuts can play an important role in helping advance a more sustainable future. Over the years, researchers have helped farmers increase peanut yields without increasing land use or inputs. Peanuts also require significantly less water and have more protein per ounce than other nuts, making them a more sustainable choice for consumption. Plus, all parts of the peanut plant can be used, making it a zero-waste plant. For a sustainability-minded generation, peanuts are the perfect crop to feed the future.
Sources International Food Information Council. (2021, 19 May). 2021 Food & Health Survey. https://foodinsight.org/2021-food-health-survey/ Petro, G. (2021, April 30). Gen Z is emerging as the sustainability generation. Forbes. https://www.forbes.com/sites/gregpetro/2021/04/30/gen-z-is-emerging-as-the-sustainability-generation/?sh=59b4f90c8699. Petro, G. (2020, January 31). Sustainable retail: How Gen Z is leading the pack. Forbes. https://www.forbes.com/sites/gregpetro/2020/01/31/sustainable-retail-how-gen-z-isleading-the-pack/?sh=45ab84112ca3.
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Explore Peanut Hot Topics on Demand with The Peanut Podcast If you’re a regular PQ reader, you already know that the National Peanut Board (NPB) consistently delves into key issues and explores trends that are likely to impact the future of the industry. Now, we’re taking that quest for understanding and curiosity to a new channel: the world of podcasts. In September, NPB launched The Peanut Podcast, a monthly exploration of peanut hot topics and future trends co-hosted by NPB’s Lauren Highfill Williams and Lindsay Stevens, and featuring special guests in each episode. The Peanut Podcast covers topics including peanut allergies, nutrition, agriculture, sustainability, consumers, culture, product development and more, to give you a better understanding of these important issues and to empower you to communicate about them confidently. “We’ve heard from many growers that they are already listening to podcasts for a variety of reasons—from news and politics to just wanting to have a good laugh,” Williams said. “After we’ve spent so much time on screens over the past couple of years, a limited-screen experience is a welcome change. By downloading or streaming a podcast, you can listen wherever you are: in the field on a tractor, driving into town or doing paperwork in the office.” Use the QR code, visit nationalpeanutboard.org/podcast or search “The Peanut Podcast” on your favorite podcast app to learn more.
The Peanut Allergy Journey Part 1 The Peanut Podcast
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23:25
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The Future of Carbon Credits:
Q &A with
JESSICA KELTON NPB: Southern soils are known to be lower in organic content. How realistic are carbon credits for peanut farmers?
An emerging way for farmers to make extra money is through the rising carbon market. According to Time magazine, carbon markets are created when businesses are given an allowance of how many metric tons of carbon dioxide they can emit. Those who emit less than their allotment can sell their extra credits to other businesses. One carbon credit is equivalent to 1,000 kilograms of greenhouse gas emissions. One way to reach emissions targets is through carbon sequestration, which is the process of capturing and storing atmospheric carbon dioxide. Farmers can contribute to carbon sequestration by storing carbon dioxide in soils, trees and plants. Jessica Kelton is a Cooperative Extension Service regional agent based in Headland, Alabama. She currently works on the ACES farm and agribusiness team and observes the carbon market from a Southern viewpoint.
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KELTON: Southern soils, particularly sandy soils, are typically lower in organic matter than some regions, such as the Midwest. Over time these soils can gradually build soil organic matter and have the potential to sequester carbon. However, whether it is due to the acreage of farms or soil type, many companies offering carbon credit contracts are focusing efforts on Midwest farms. To date, there are a few companies with a presence in Southern states with eligibility that might allow peanut growers to take advantage of carbon credits. It is important for growers to understand what requirements each company sets and if peanut production and their operation would qualify. NPB: Some companies seem to offer more for carbon credits; and some don’t give credit for current conservation practices, only new ones. How should a farmer go about selecting a company? KELTON: Finding the right company is a challenge for growers. To start, the industry currently isn’t standardized in how sequestration is determined or in price structure. Some companies utilize audits of farming practices, while others use modeling to determine how much of a credit is earned per acre. Companies may vary in contract length and management practices that qualify for a payment. There is concern that companies offering carbon credit payments may only sign up acres that are newly converted to some conservation management practice and exclude acres currently in conservation practices. This is due to the idea of additionality that is mentioned frequently with carbon credits. Credits are based on how much ‘extra’ carbon equivalent is stored in the soil over current or baseline practices. In this case, current use of conservation practices already set that baseline at a higher level, so implementing an additional practice that increases carbon storage even further would be necessary to realize an increase over the current sequestration level. However, there is discussion about how to include those acres in payments for carbon credits, but it may not be available yet. Ideally, growers would compare multiple contracts before deciding what company to work with, but that may not be realistic due to only having a
few companies offering contracts or only qualifying for payments with a small number of companies. Ultimately, a grower should read any contract and be comfortable with practices, contract length and pricing listed before signing. NPB: What are some practices that a farmer might be able to use to earn carbon credits? KELTON: Practices that would qualify for a payment will vary by company, but will most likely include conservation practices, such as adopting minimum or no-till practices, planting cover crops or any practice that leads to carbon storage in the soil. For peanut producers, it will be important to understand how any of these conservation practices could impact peanut yield, especially in the first few years of adoption. Speaking to other producers about what types of cover crops and tillage practices are easily managed, easy to plant into, result in similar yields, etc., would be beneficial before adopting new practices. NPB: How much per acre could farmers earn from carbon credits? KELTON: That is tricky because there is no set standard on carbon credit value. Some companies make a flat-rate payment while some allow growers to ‘bank’ the credits for some amount of time and price them in the future. Currently, in most cases, payments being offered may help offset the cost of adoption of some conservation practices, but the payment itself shouldn’t be the primary reason for deciding to implement a practice.
NPB: Farmers dispose of peanut vines and leaves by baling them for hay for animals or leaving them behind for fertilizer and carbon regulation. What is the value for each and what is the potential carbon credit that farmers can get? KELTON: While all the companies offering carbon credits differ in eligibility for payments, most have focused on the addition of a winter cover crop as a qualifying practice, and removal of crop residue may or may not affect payment or eligibility. In some cases, a grower may be able to continue to bale peanut hay and plant a cover crop, and still qualify for a carbon credit contract. Again, this would be specified in a contract as to what would be allowed or not and specific to each company. Bottom line, each practice a grower uses has some amount of costs and value, so growers need to evaluate practices for their farm from an overall perspective rather than just from a perspective to qualify for a carbon credit payment. At this point, a carbon credit payment would probably not equal what a grower could get for peanut hay but leaving the residue in the field and adding to soil organic matter can have value, though not always easy to calculate, even without a payment from carbon credits. Sources: Nugent, C. (2019, December 12). What are carbon markets and could they help fight climate change? Time. https://time.com/5748374/carbon-marketsparis-agreement/.
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NEW! Free “Peanut Pros Certification” Opportunity for RDNs At the National Peanut Board (NPB), we’re committed to fueling nutrition professionals’ knowledge about the nutritional benefits of peanuts and the role they play in the nutrition and well-being of people across America. With that, we are pleased to offer a continuing education program for dietitians called, “The Peanut Pros Certification Program.” The program, which has already been completed by over 200 people, consists of eight 15-minute on-demand webinar modules that RDs can complete at their own pace. This fresh, new content led by NPB registered dietitian nutritionists and a respected guest-speaker line-up, introduces relevant material to help support dietitians across work environments.
Mod 1: History of Peanut Growing and Farming Techniques Amy Myrdal Miller, MS, RDN, FADN and Lexi Floyd, Texas farmer. History, farming, environmental footprint, agriculture, manufacturing, purchasing Mod 2: Peanut Nutrition 101 Sherry Coleman Collins, MS, RDN, LD and Jada Linton, RDN, LD. Nutritional overview, plant-based diets, peanuts through the human lifecycle
Mod 7: How Peanuts Can Fit in School Nutrition Dayle Hayes, MS, RD Allergy management in school nutrition programs, increasing meal satisfaction, nutritional intake and removing barriers within foodservice operations
Mod 3: Plant-Based Food Trends and the Accessible, Affordable Peanut Serena Ball, MS, RD, and Deanna Segrave-Daly, RD Plant-forward diets, combination protein sources, ways for RDs to support
Mod 8: Unlocking Unconventional Uses of Peanuts and Peanut Butter in the Kitchen Andrea Mathis, MA, RDN, LD Techniques to incorporate peanut products into culturally appropriate eating patterns, the ubiquity of peanuts and peanut foods in cuisines from around the globe
Mod 4: Peanuts Role in Preventative Health Kathleen Zelman, MPH, RD, LD Health claims, health benefits, leading recommendations
Learn more information and access to the National Peanut Board Peanut Pros Certification Program by using the QR code below or by going to www.nationalpeanutboard.org.
Mod 5: Fueling the Athlete in You Chris Mohr, PhD, RD Active-lifestyle nutrition plans, plant-based proteins and muscle growth, maintenance and recovery
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Mod 6: Peanut Allergies Malina Malkani, MS, RDN, CDN Research and guidelines on introduction to infants, early allergy screening, ways for RDs to support peanut allergies
New Resource for Managing Peanut Ingredients in Food Processing Facilities Controlling food allergens in processing environments can be a challenging, but not impossible, task. Brands and manufacturers of all sizes often have questions and concerns about managing allergens, specifically peanut, in their facilities, especially as of late with the FDA recognizing sesame as a major allergen. To help, the National Peanut Board (NPB) has partnered with the renowned Food Allergy Research and Resource Program (FARRP) to create “Controlling Peanut Ingredients in Food Processing Facilities,” a free, downloadable roadmap for processors to develop and implement allergen control plans, with a specific focus on controlling peanut ingredients. “There are many reasons to manage food allergens appropriately to include peanut ingredients in processed foods,” said NPB consultant Sherry Coleman Collins, MS, RDN, LD. “Peanuts have the most protein of any nut—7 grams per oneounce serving. Granulated, chopped, peanut flour, peanut butter, peanut paste, refined and unrefined peanut oil—the options for peanut ingredients are nearly limitless. Peanuts are also popular, and Americans consume an average of 7.6 pounds each year. Many of the top-selling candy brands include peanut ingredients and they are the preferred nut of the sought-after millennial market. Peanuts also fit the bill for sustainability, requiring less than five gallons of water to produce one ounce.” To complement the guide, NPB hosted a webinar in conjunction with FARRP. Collins and assistant professor at FARRP, Melanie Downs, Ph.D. explained the basics of food allergies and best practices for allergen management, including hazard analysis, supply chain controls, ingredient receiving, storage and handling, preventing cross-contact during processing, labeling and packaging controls, allergen changeovers, and precautionary allergen labeling. Then, viewers had the opportunity to hear from representatives from the Hershey Company, Crazy Richard’s Peanut Butter Company and Mission MightyMe on how and why they include peanuts in their products.
To view our guide or the recording of the webinar, you can access it by scanning the QR code or by going to https://www.nationalpeanutboard.org.
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What a Global Pandemic Has Taught Us About Our
DIETS & LIFESTYLE By Sherry Coleman Collins, MS, RDN, LD As we work our way through year two of the global pandemic, people are considering what our “new normal” might be, knowing that a lot has changed. The past 18+ months have helped us gain perspective on the things that matter most–family, friends and good health. Here are four pandemic habits worth keeping as we move forward.
More Home Cooking People began cooking more and dining out less often to avoid crowds, or because restaurants were closed. In addition to regular meals, some consumers adopted more challenging culinary skills, such as baking bread, perfecting their peanut sauce or making pasta from scratch. Bonus: when we choose nutritious ingredients, homecooked meals tend to have less fat, sugar and salt, and may include more fruits, vegetables and whole grains. These also present the perfect opportunity to incorporate more plant-based proteins into meals, like in the National Peanut Board’s build your own power bowl. All of this is a recipe for a healthier diet.
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Supporting Local Restaurants & Small Businesses While online food shopping was a necessity, consumers also began turning to small businesses to help meet their needs with an eye toward supporting their local community by buying staples from smaller producers and getting takeout at their favorite restaurants. Dining out is part of our social experience, and helps full-time working parents keep their family fed, which became especially important when parents also became full-time home-schooling parents. The most prolific local shoppers tend to be millennials and Gen X consumers.
Online Food Shopping Social distancing, a key characteristic of pandemic life, encouraged people to shop for groceries online. Being able to save time in return for small delivery fees or tips, is a trade many consumers will gladly make over in-person shopping. According to the 2021 International Food Information Council 2021 Food & Health Survey, 42% of Americans now report shopping online at least monthly for groceries with 20% shopping at least once a week.
A Focus on Staying Well As people focused on staying well and out of medical facilities, telemedicine became THE way to staying connected with the doctor for routine and non-emergency care. However, many important preventative screens (e.g., colonoscopies and mammograms) were missed. Because early detection makes a difference, skipped services should be rescheduled ASAP. Purchases of home gym equipment skyrocketed when gyms closed. Online fitness classes became a vital way for fitness studios to stay connected and the use of fitness apps rose in popularity. Sales of supplements and immuneboosting foods also surged during the pandemic.
The Big Takeaways All these things—strategic grocery shopping, cooking healthy meals and staying well—are powerful tools for good health. Regardless of the pandemic, eating a nutrient-rich diet and incorporating regular exercise can help protect us from the much more common causes of death in the U.S.— cardiovascular disease, stroke and cancer. As we eagerly move toward “normal,” let’s take time to consider what changes in our diet and lifestyle are worth bringing with us into a better normal.
Sources Chiquoine, J. (2020, August 11). Staying Healthy at Home: How COVID-19 is Changing the Wellness Industry. https://www.uschamber.com/co/good-company/launch-pad/ pandemic-is-changing-wellness-industry. PR, H. (2021, January 14). America Keeps On Cooking. https://www.prnewswire.com/news-releases/america-keeps-on-cooking-301208005.html. Martin, K., Kurowski, D., Given, P., Kennedy, K., & Clayton, E. (2021, April 16). The Impact of COVID-19 on the Use of Preventive Health Care. Health Care Cost Institute. https:// healthcostinstitute.org/hcci-research/the-impact-of-covid-19-on-the-use-of-preventive-health-care. International Food Information Council. 2021 Food & Health Survey. 19 May 2021. https://foodinsight.org/wp-content/uploads/2021/05/IFIC-2021-Food-and-Health-Survey. May-2021-1.pdf Mint.com. (2021, January 11). Buying Local Statistics for 2021: Survey finds 70% of Americans shop small. Retrieved from Mint.intuit.com: https://mint.intuit.com/blog/moneyetiquette/buying-local-statistics-survey/
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New NPB-Sponsored Course Prepares Providers to Champion Early Introduction Know a pediatrician, family physician, nurse practitioner or other healthcare provider who cares for infants (and their parents)? Help them fulfill their continuing education credit requirements while becoming more powerful champions for peanut allergy prevention with their patients and others. Made possible by funding from the National Peanut Board (NPB), Peanut Allergy Prevention through Early Introduction is an online course now available—free of charge—by the American Academy of Pediatrics (AAP). It is one of several ways the Board is working with the nation’s leading experts on children and child health to overcome barriers slowing early introduction from becoming the standard of care. “Studies of pediatricians, in particular, continue to show a gap between what they know about preventing food allergies and what they are doing to encourage new parents to act,” explained Sherry Coleman Collins, MS, RDN, LD. “We worked with AAP to create a course that directly addresses the most common barriers and equips providers to answer tough questions. It continued to rise to the top of the list of ways NPB could best advance prevention today.” The online course takes a little more than one hour to complete and begins with a short pre-test to help providers assess their knowledge. As providers work through the course content, they are exposed to some of the nation’s leading pediatric allergists through short videos that offer coaching and support. At the end of the course, a post-test evaluates improvement. Early results show, on average, a 25% increase among all providers who have completed the course on all test questions. Peanut Allergy Prevention through Early Introduction is available for credit for pediatricians and most other allied health care providers—though the content is so important a number of parents, medical students and allergy activists have also completed it. Encourage providers you know to visit https://shop.aap.org and search the course name or “peanut allergy” for more information and to get started.
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The Best Peanut Butter Milkshake
Ever (According to Us)
The National Peanut Board’s Sherry Coleman Collins, M.S., RDN, LD, set out to create the most delicious, creamy, peanut buttery milkshake ever. Not only is the milkshake delicious, it’s also among the top 10 Gen Z foods. It took about five tries to create this recipe, but we believe she’s done it! Here's how to make a peanut butter milkshake everyone will love. Time: 15 Minutes Serves: 2 Serving Size: 10 oz
Ingredients:
½ cup peanut butter
1 ½ cups premium vanilla ice cream
½ cup whole or 2% milk
1 teaspoon pure vanilla extract
Directions: Add all ingredients to the blender at once. Blend, just until starting to look frothy and pourable. Don’t overmix! Serve immediately. Optionally, you can top with whipped cream, chopped peanuts, chocolate syrup and/or chopped pretzels.
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Product Trend Watch: Consumers Embrace Store Brands By: Ryan Lepicier, NPB SVP & Chief Marketing Officer Growth of new private label products continues to increase in 2021, despite supply chain challenges many manufacturers faced due to the COVID-19 pandemic. According to the Food Marketing Institute, 91% of food retailers and manufacturers expect to significantly or moderately increase investment in private brands over the next two years. A key driver of this trend is renewed interest in store brands among consumers. “During the pandemic, many more consumers gave private brands a try, and this has resulted in new acceptance among today’s shoppers,” said Doug Baker, vice president of industry relations for the Food Marketing Institute. “At the same time, the rise of e-commerce and home cooking offers the food industry an opportunity to further grow their private brand’s programs.” Trader Joe’s, a specialty grocery chain beloved by loyal shoppers, is known for its innovative private label products. This summer, the chain released Peanuts for Chocolate!, a chocolate ice cream mixed with pieces of chocolate peanut butter Joe-Joe’s cookies and a peanut butter swirl. The ice cream was just one of several new peanut products Trader Joe’s introduced this year. Private labels allow retailers to offer consumers a range of options from familiar favorites like cocktail peanut and trail mixes to interesting and fun products like the Trader Joe’s ice cream, which fans raved about on social media. More traditional retailers like Safeway, Target, Kroger, Walmart, Aldi and Lidl all released several new store brand peanut products this year. Safeway released a series of new peanut products earlier this year under its Open Nature private label, including peanut butter and jelly sandwich bars in two varieties—strawberry and blueberry. They also introduced Open Nature peanut butter and date bars in two varieties. From the freezer case to the snack food aisle, new private label products containing peanuts can be found in every part of the store, including foods for special diets like low carb. Earlier this year Walmart introduced Keto Peanut Butter Fat Cups under its Equate brand. We’ve included a few more examples of delicious peanut products on the next page.
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Peanuts for Chocolate Ice Cream Trader Joe’s fans raved about the new ice cream on social media. On Instagram, @traderjoesobsessed wrote, “I had to try this new Peanuts for Chocolate Ice Cream ASAP and it didn’t disappoint! There’s so much peanut butter flavor and generous amounts of pb chocolate Joe-Joe's! This is a must get if you love peanut butter!”
Peanut Butter Keto Sandwich Cookies
Catalina Crunch’s cookies are tailored to those following a keto diet and contain only 1 net carb per serving.
Van’s Gluten Free PB&J Blueberry Sandwich Bars Van’s Natural Foods product come in two varieties—strawberry and blueberry.
Peanut Butter Coconut Cookies Emmy’s Organics offers vegan and grainfree coconut cookies in six flavors.
Peanut Butter & Jelly Stuff’d Oat Bites Bobo’s Stuff’d Oat Bites also come in oat bar form and are offered in a variety of flavors.
Sources: The Food Industry Association. (2021, August 10). Food industry makes significant private brands. FMI. https://www.fmi.org/newsroom/latest-news/view/2021/08/10/foodindustry-makes-significant-investments-in-private-brands.
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“I am thrilled to serve the producers of one of North Carolina’s most iconic commodities and look forward to an exciting future, as the peanut industry is experiencing many advancements in production, research, innovation and consumer demand,” -Ashley Collins
North Carolina Peanut Growers Association Names Ashley Collins New Chief Executive Officer
Earlier this year, North Carolina Peanut Growers Association (NCPGA) named Ashley Collins to replace former NCPGA CEO, Bob Sutter. Collins graduated from NC State University with a Bachelor of Science in agricultural education. She also earned a Master of Science in agricultural education from North Carolina A&T State University. Collins is joining NCPGA with over 16 years of experience in the agriculture industry, most recently serving as the Director of Collegiate Relations and Communication for Agriculture Future of America. There Collins established and fostered relationships with more than 200 colleges and universities across the country. Collins serves on the North Carolina FFA Foundation Board, as well as NC State College of Agriculture and Life Sciences Alumni and Friends Society.
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National Black Growers Council Names Hazell Reed Executive Director The National Black Growers Council (NBGC) named Hazell Reed, Ph.D., as its new executive director in April this year. Most recently, Reed served as vice chancellor for the division of research and economic development at North Carolina Central University (2009-2015) and, in 2014, concurrently served as Interim Director of the Julius L. Chambers Biomedical Biotechnology Research Institute. Reed was involved in higher education administration, teaching, research, outreach and economic development over the past 40+ years. He served as the inaugural chair for the USDA’s National Advisory Committee on Beginning Farmers and Ranchers. Additionally, Reed served on the board of directors for the North Carolina Biotechnology Center. Even after retiring in 2015, Reed remained active in many professional organizations at the state and national level.
“As the new executive director for NBGC, I am looking forward to working with the board of directors and members to achieve the mission of the organization, which is to improve the efficiency, productivity and sustainability of Black row crop farmers,” Reed said. “I hope to accomplish this by expanding the membership, increasing the number of Black farmers and enhancing the relationship with agricultural industries/entities, as well as USDA.” Reed earned his Bachelor of Science in horticulture from Arkansas A.M. & N. College (now University of Arkansas – Pine Bluff), his Master of Science in horticulture/plant science from the Pennsylvania State University and his doctorate in plant science from the University of Arkansas.
The National Peanut Board is a proud supporter of the NBGC in service of our mission to improve the economic condition to all peanut farmers and their families.
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Grower Voices The class XI cohort of the Peanut Leadership Academy (PLA) of the Southern Peanut Farmers Federation completed the two-year-long program in July. The National Peanut Board (NPB) is a longtime sponsor of two seats on PLA.
Lexi Floyd TE X A S
Mikaela Massey F LO R I DA
Lexi Floyd of Texas and Mikaela Massey of Florida are two members of the graduating class who learned leadership skills and gained an understanding of the peanut industry.
NPB: What are the top learnings you took from your time in PLA? Mikaela: I learned how to talk to others in the peanut industry about important matters within it. I also learned more about the sheller’s side of things along with what other growers are doing on their farm. Lexi: PLA offered all of us a unique experience that was backed by its reputation. We each have our positions within the industry, and I was so fortunate to learn about all facets of farm-to-table. I especially enjoyed learning more about the U.S. markets as well as the plant breeding side and research. I also really enjoyed our leadership sessions with personality and leadership workgroups. Identifying our leadership styles is extremely crucial in fostering positive relationships with employees and other industry leaders.
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Lexi: I was most surprised to learn the differences in farm size and how generational family farms are managed and structured. NPB: What did you enjoy most about your experience in PLA? Mikaela: I enjoyed meeting others in the industry and forming relationships with them. I also loved being able to travel and go on informative and fun tours. I was able to learn and have fun at the same time. Lexi: I enjoyed the relationships and friendships that were made. The friendships we made with all of each other are lifelong and the networking of ideas will continue to help all of us further progress in the peanut industry.
NPB: What were you most surprised to learn?
NPB: How has the experience better prepared you for future leadership in the peanut industry?
Mikaela: I was most surprised to learn that each peanut farmer does things a little differently on their farm. It was interesting to see what works for other growers in different areas!
Mikaela: I feel more confident in talking about matters in the peanut industry and I have more knowledge from different perspectives.
Members of the Peanut Leadership Academy class XI traveled to Texas for one of their sessions.
Members of the Peanut Leadership Academy class XI in a peanut field in Texas.
Lexi: This journey helped me feel more comfortable with my position in the peanut industry and encouraged me to continue to take part in leadership roles. This program encouraged us to ask questions, think outside the box and put importance on networking and relationship building with other growers across the U.S. NPB: What would you say to another young farmer who’s considering PLA? Mikaela: Being a part of PLA is truly a once-in-a-lifetime experience and is something that anyone can benefit from! The friendships and memories made along the way are irreplaceable. It’s important to be involved and network in our industry and being a part of a PLA class is the best way to start! Lexi: Don't hesitate to apply! PLA lives up to its name and reputation. If I could do it again, I would in a heartbeat. (L-R) Mikaela Massey, Ashby Massey, Florida Peanut Producers Association's Executive Director Ken Barton and Tyler Brown.
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How APC Evaluates Emerging Markets & Export Work
After becoming the American Peanut Council’s (APC) President and CEO in February 2021, Richard Owen is heavily focused on increasing U.S. peanut exports. To learn more, the National Peanut Board (NPB) asked Owen about emerging markets for U.S. peanuts and how success is measured for exports.
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NPB: What emerging markets are you watching? OWEN: APC utilizes input from the industry to guide our work in targeting current and future international markets, including NPB’s export committee. Over the past several years, APC has been tracking some emerging markets, chosen by the potential to become new customers of U.S. peanuts. There are multiple factors to consider when deciding how to invest limited time and money in learning more. The list includes markets with: • an opportunity to positively impact sales. • a workable trade policy (although there may be barriers, there are also opportunities). • the desire and ability to pay for higher quality peanuts. • a history of peanut snacking culture and/or peanut butter consumption. • an established trading relationship. • an opportunity to export significant volumes. • substantial growth potential. • the possibility of increased distribution channel opportunities. • no significant local production and distribution (in China’s case, demand outpaces domestic production). • exporters who are willing to sell. In addition to the main export markets where the industry invests resources, (Canada, Mexico, the European Union, Japan and China) APC is looking closer at Colombia, South Korea and the United Arab Emirates. This year, APC applied for funding to conduct a market assessment to learn more about the potential for exporting U.S. peanuts to India. Currently, India does allow raw peanut imports, as they are a major producer, but trends indicate that consumption may exceed supply there in the coming decade or so. Learning more about the market to be prepared will position the industry for the future.
NPB: How does APC evaluate its export programs? OWEN: APC’s export programs are funded by a unique “public/private partnership” called the USDA’s Market Access Promotion and Foreign Market Development programs. USDA funds are used to conduct marketing internationally, and the peanut industry supports the APC staff and administrative costs necessary to conduct business. The funding for USDA’s portion is part of the U.S. Farm Bill, and as such is funded by taxpayer dollars. To ensure that those dollars are spent effectively, APC is required to regularly evaluate its activities, using a third-party auditor. The auditor prepares a report that is used by APC staff and Export Committee to improve efforts and help sell more U.S. peanuts internationally. U.S. peanuts exports have been increasing—in the last 10 years, shipments have more than doubled from 242,000 metric tons in 2010 to 669,000 metric tons in 2020. As a percentage, U.S. exports increased from approximately 20% in 2010 to nearly 30% of the crop in 2020.
NPB works collaboratively with other U.S. peanut industry organizations, including APC, to help maintain and increase exports of USA-grown peanuts and finished products made with USA-grown peanuts through funding and hands-on expertise.
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Salty, Crunchy No-Bake Peanut Butter Squares Active Time: 5 minutes Total Time: 1 hour 5 minutes Serves: 16 Serving size: 1 square
2 cups
1 cup
1 cup
1/4 cup
quick cooking oats
crispy rice cereal
peanut butter
butter
1/4 cup
1/3 cups
1/3 cups
1/4 teaspoon
honey
pretzels, broken up
potato chips, broken up
salt
In a large bowl, mix oats and rice cereal. In a separate bowl, microwave peanut butter and butter together in 15-30 second increments until pourable. Mix in honey and salt. Pour this mixture over the oats and rice cereal and quickly mix everything together. Fold in pretzels and potato chips. Pour into an 8” square dish that has been prepped with parchment paper or butter. Press the ingredients into the pan firmly using buttered hands or using parchment paper to prevent ingredients from sticking to your hands. Refrigerate for at least 1 hour until firm, then cut into squares to serve.
Optional Chocolate Peanut Butter Drizzle ¼ cup semi-sweet chocolate chips 1 tablespoon peanut butter ¼ teaspoon coconut oil
Nutrition information per serving: Calories: 233, Calories from fat: 125, Fat: 14 g, Trans fats: 0, Cholesterol: 0, Carbohydrate: 24 g, Protein: 6 g, Fiber: 2 g, Sodium: 193 mg
Mix all ingredients together in a microwave safe bowl. Heat in the microwave in 15-30 second increments until smooth and pourable. Using a spoon or small spatula drizzle chocolate mixture over peanut butter squares.
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