PQ 36 A Publication of National Peanut Board

PQ October 2017 issue 36

a magazine from the

National Peanut Board

news/food/innovations/wellness/marketing

feature story

Market Innovations for Peanut Products, Businesses Elmhurst™ Milked Peanuts and Milked Peanuts-Chocolate Has Arrived An entirely new peanut product category is inaugurated.

Weighing the Cost of Waste Management State-by-state resources help disposal and recycling.

NationalPeanutBoard.org

Peanuts Fit Emerging Plant-Forward Movement No longer a fad, plant-based eating becomes a priority.

The National Peanut Board represents all of America’s peanut farmers and their families. As farmers and stewards of the land, our mission is to improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research. Through promotions that grow a receptive market and research that continues to increase yields, we strive to preserve farming families and communities.

National Peanut Board 2017 Officers and Members

A Message from Our 2017 Chairman

BY ED WHITE Chairman

Ed White, Chairman Gregory Gill, Vice Chairman Dan Ward, Treasurer Peter Froese Jr., Secretary Alabama Ed White Tom Corcoran, alternate Arkansas Gregory Gill Gregory Baltz, alternate Florida Jeffery Pittman William Carte, alternate Georgia Andy Bell Neil Lee, alternate Mississippi Joe Morgan Lonnie Fortner, alternate New Mexico Jim Chandler Karen Jackson, alternate North Carolina Dan Ward Ray Garner, alternate Oklahoma Les Crall Gayle White, alternate South Carolina Bud Bowers Neal Baxley Jr., alternate Texas Peter Froese Jr. Vacant, alternate Virginia John Crumpler II Paul Rogers, alternate Member-at-Large Eileen Jordan Micah Barham, alternate

Bob Parker NPB President and CEO PQ Editorial Staff & Contributors

Dear Fellow Peanut Farmers, I hope that you’ve been blessed with a bountiful and high-quality crop this season.

It’s been a pleasure to serve as the National Peanut Board chairman this year. I’ve especially enjoyed traveling across the growing regions and meeting many of you at state grower meetings, as well as traveling to China to promote high-quality USA-grown peanut products to e-commerce buyers.

One of the items that I’m most proud to have been part of during my chairmanship is the development of a new strategic plan. NPB staff and board members on the design team were challenged to answer important questions during the process. What would be lost if the National Peanut Board no longer existed?

What does the Board ultimately value and what principles should guide our work? What are our threats and opportunities, and what assumptions can we make about the future?

How can we make the biggest impact on our goals within our budget?

Unveiled this spring, the new strategic plan guides the Board’s strategies and activities into the year 2020 and establishes our new, unwavering mission statement: “To improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research.”

We exist to help keep you and future generations in the peanut farming business.

Through promotions that grow a receptive market for your crop and research that continues to increase yields, we strive to preserve your farm, your family and your community.

You’ll find the key elements of the strategic plan in this issue. As a regular reader of PQ, you won’t be surprised by our continued focus on millennial marketing, peanut allergy or production research. I hope that your pride and faith in the Board grows stronger with the ambition we’ve put into our vision and goals and the detailed actions we’ll take to get there.

We have planned our work and we will work our plan. There may be tweaks and adjustments along the way, but I challenge you to keep the Board accountable to the core mission, strategies and goals. Stay in touch with the Board, ask questions, share feedback and be our “boots on the ground” to help share the good news of peanuts.

Sincerely,

Editor: Cathy Johnson Sr. VP, Marketing & Communications: Ryan Lepicier Lauren H. Williams

Laurel Sprague

Sherry Coleman Collins

Caroline Bearden

Keegan Treadaway

Lindsey Johannesen

Ed White Chairman

Jessica Winski Sandra Flores, Art Direction Silvia F. Tavitas, Editor Cecilia Lozano, Design

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National Peanut Board Strategies and Initiatives

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

Our Mission

To improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research.

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Preventing Peanut Allergies Is Now Possible Through Early Intro, But Are Parents Convinced?

What if you could invent a medicine that that would reduce the odds of a future peanut allergy in a child by 81 percent? Some might call this a miracle drug. Well, we have something just as effective–the peanut itself.

Research now confirms introducing peanut foods to babies, in a form that avoids a choking hazard such as diluted peanut butter, reduces the risk of peanut allergy by 81 percent. Peanut allergy is the single greatest barrier to peanut consumption that we face, and this new information has the potential to be a game-changer.

Giving your child peanuts early seems obvious and simple now, yet the medical community told parents just the opposite for many years. Doctors told parents to avoid giving their children peanuts until age three to reduce the risk of peanut allergy. Yet there was no research to back up the advice to withhold peanuts.

Researchers at King’s College in London suspected that delaying peanuts might be the culprit behind a steady rise in peanut allergy after noting it was practically non-existent in Israel, where babies are routinely given a peanut-based snack called Bamba. With funding from the National Peanut Board and other sources, they undertook a years-long study comparing children who got peanuts to those who did not. The results of the Learning Early about Peanut Allergy (LEAP) study, published in 2015, showed an 81 percent reduction in peanut allergy in high-risk children who started eating peanut-containing foods as babies compared to those who did not.

It took two years for the National Institute of Allergy and Infectious Diseases (NIAID) to release official guidelines

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BY BOB PARKER President & CEO

for doctors and families on how to safely introduce peanuts to babies beginning at four to six months of age.

NIAID established three risk categories to guide whether the introduction could be done at home or under a doctor’s supervision. Fortunately, most children are at low risk and parents can freely introduce peanut foods into their diets.

With solid research and official guidelines firmly in place, our job of telling the “early introduction” story is more important now than ever before. A national survey NPB commissioned of young parents showed only 44 percent are aware of the new NIAID guidelines. And many of the young parents who have heard about the guidelines are confused and don’t understand why the advice suddenly changed. Understandably, “You were wrong then, are you wrong now,” seems to be their attitude. Other parents are fearful of introducing peanut foods to their infants. Fortunately, we have the scientific evidence to back up the advice now and one of NPB’s major strategic objectives is to get information on early introduction out to families everywhere.

The LEAP study may be the best news ever to come out of the peanut allergy world. Now it’s up to NPB to make sure this great news reaches all parents. If we succeed, instead of making every effort to avoid peanuts, parents will make every effort to feed their babies peanut-based foods. Our hope is that the practice of early introduction will have positive, long-term implications on peanut consumption as the children in this generation fall in love with America’s favorite nut.

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Why Millennials Matter and How They’re Impacting the Food Product Landscape

By Lauren Highfill Williams

What impact does the millennial generation have on food retail and product innovation?

The recent buyout of natural grocery chain Whole Foods by online retail giant Amazon gives us a glimpse of the answer. “The combination of procuring high-quality products from the physical world with sophisticated technology for doorway delivery is a millennial dream come true,” said Forbes contributor Kathleen Kusek.

The food business is responding to millennial values of transparency, quality convenience, social consciousness, food as an experience, holistic wellness and perceived value. But what do these values really mean?

• Transparency: This generation is much more connected to and interested in food information; they desire to easily discover the story behind what they eat.

• Convenience: Millennials expect to eat whenever they want without sacrificing quality, and they seek technology for added convenience.

• Consciousness: They support sustainably or responsibly sourced products. They’re conscious about the impact that their food decisions have on the environment and the world around them.

Millennials, currently 22-39 years old, are the largest percentage of the U.S. population; they have $2.25 trillion in spending power and they do almost everything on a smartphone—date, buy a car, look up product sourcing information, compare prices, and share silly faces in Snapchat with friends; to name a few. Ninety percent of millennials made an online purchase last year¹ and 30 percent bought groceries online.² Brick-and-mortar grocery stores and large retailers like Walmart and Target are changing their store designs and locations, the products they carry and their marketing to appeal to millennials and their values.

These significant moves in the food retail space are similarly reflected by food brands and product developers. Last year, Hormel, makers of Skippy peanut butter, purchased Justin’s Specialty Nut Butters, which shares a ranking with Coca-Cola as a top brand for millennial consumers.

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¹“Millennials Coming of Age.” Goldman Sachs, Goldman Sachs, www.goldmansachs.com/our-thinking/pages/millennials/. Accessed 16 Aug. 2017. ²Karolefski, John. “3 In 10 Millennials Buy Groceries Online.” Progressive Grocer.Com, Progressive Grocer, 16 June 2016, www.progressivegrocer.com/departments technology/three-10-millennials-buy-groceries-online-study.

• Experience: Food is an experience that carries social capital for millennials. Food choices are another opportunity to gather notable experiences and stories to share.

• Wellness: This generation is attracted to healthy, natural, non-processed products, but balance indulgence. They see wellness and health as much more holistic. They value balanced lifestyles and look to incorporate health, natural, non processed products balanced out by the occasional indulgence • Perceived Value: While previous generations may have been characterized as more strictly cost-conscious, the millennial generation factors a wide variety of components into the value equation–not only price but the other benefits listed above.

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That’s what millennials value, but what are the characteristics of their lifestyles that product innovators are responding to?

Busy on-the-go lifestyles. Young people today are shunning the idea of three square meals a day in favor of snacking.

They adapt mealtimes to fit into their busy schedules as opposed to adapting their schedules to fit mealtimes, and they value products that can conveniently fit their lifestyles.

exposed to different cultures and cuisines as they grew up.

They also view traveling as a vital component to their personal growth and life experience.³ Traditional products and flavors need an innovative twist to appeal to millennials.

For instance, Chobani has taken the conventional plain or sweet flavored yogurt category to a millennial-appealing level. Their Flips include complex flavors like mango sriracha and pineapple chipotle.

“The Flavors of America collection was inspired by the unique tastes of iconic, U.S. summer destinations,” said a spokesperson from the Hershey Company. “Consumers enjoy exploring new flavors and variations of brands they love. Our limited-edition collections tapped into this consumer mindset with new flavor variations from our most popular brands, including Reese’s and PayDay.”

One new product that fits well is Kutoa’s Peanut Butter & Jelly bar. It’s positioned as a “nutrient-packed snack with a social impact.” The company’s cause is to fight childhood malnutrition by donating products, including Plumpy Nut, in the U.S. and around the world. Their call to action is “for every bar you buy, we feed a child in need.”

Sargento, with their line of Balance Breaks, specifically designed snack packs that serve as a quick source of protein and energy, some which include peanuts. From Mars, Strawberry & Peanut Dark Chocolate snack squares allow the consumer to control their portions, whether they want to eat all four squares at once or savor them square by square over time. They can be consumed on-the-go.

“Our research shows that [millennials] gravitate towards multitextured experiences when it comes to their candy choices.

Whether it’s cookies, nuts or even pretzels, adding different crunchy elements provides our consumers with a new way to enjoy some of their favorite brands,” according to Hershey.

Redefining healthy and natural. Millennials are shunning the low-cal, no-carb, restrictive diets of previous generations in favor of eating styles that make them feel well. Some experts think that perhaps the idea of balanced, consistent choices every day is sinking in. To this group, a healthy food is as close to its natural form as possible, without a long list of complicated ingredients. The result might not be pretty— as in the ugly produce trend—and it might have a shorter shelf life, but it connects to millennials’ new definition of health. Frozen foods with minimal added preservatives have experienced a resurgence in popularity with this group.

Consumers want a surprise and new experience in their food choices and new product introductions from Mars and Hershey deliver. On the heels of the brand’s successful introduction of Coffee Nut Peanut M&Ms last year, Mars launched Strawberry Peanut M&Ms for an unexpected combination. Hershey introduced “Flavors of America” collections for several of its iconic brands, including BBQflavored PayDay bars that combine the tang of bold BBQseasoned peanuts surrounding a chewy caramel center, and Reese’s Peanut Butter Cups made with honey-roasted peanut butter.

Nestlé's Lean Cuisine has introduced 12 new meals focused on wholesome, balanced nutrition and global tastes, including a peanut option with 21 grams of protein. Additionally, EatingWell’s frozen Thai Style Peanut Chicken is free from artificial flavors and colors, made with chicken raised without antibiotics and contains one cup of vegetables. All-natural ice cream brand Ben and Jerry’s has made it easier to indulge in a balanced way with their introduction of individually wrapped Pint Slices, including a peanut butter cup flavor.

Adventurous palates. Eating is an avenue for adventure and new experiences. This generation is more diverse than previous generations, making millennials likely to have been

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³Swartz, Leah. “What You Need to Know About Millennial Travelers.” Millennial Marketing, Futurecast, www.millennialmarketing.com/2016/05/what-you-need-to-knowabout-millennial-travelers/. Accessed 16 Aug. 2017.

Instant access to information. Millennials grew up with computers and the internet. Most younger millennials never had to go to the library or make a phone call to learn more about a topic. From the desktop computer to smartphones, millennials are accustomed to having nearly instantaneous access to any information. Anything they want to know—from prices to nutritional information to where it comes from and how it’s made—is just a Google search away.

Beyond the story behind the product, food brands are being more transparent about their ingredients, focusing specifically on ingredients that are simple and recognizable, which play into the millennial need for transparency and their evolving definition of healthy and natural.

Campbell’s Well Yes! is a good example of this as they showcase ingredients that people know and understand with impactful imagery on their packaging, including wholesome grains, meats and vegetables. The second example fits both the recognizable ingredient and functional nutrition trends. The RXBars are marketed as having five ingredients and nothing else. Four of the ingredients are prominently listed on the front of the package.

Marrying millennials’ values and characteristics, there is a new opportunity for brands to further engage and connect with consumers. Because purchase decisions involve factors well beyond price, food brands are being increasingly upfront about the stories and purpose behind their products, satisfying not only the millennial need for access to information but also their desire to be more conscious, aware consumers.

One of the ways brands are being more transparent is through origin stories–revealing more about the company, its products and employees on packaging and in marketing materials.

Kashi Co. is a good example of this as they’ve reinvented their packaging to feature employees, farmers, and friends of Kashi who have had a deep impact on their food. Food that connects consumers with a good cause plays into the origin story that millennials crave.

With access to information comes a more sophisticated understanding of the body beyond basic nutrition. As a result, millennials are going beyond the nutrition label and focusing on the functional benefits that food can offer them as an important aspect of overall health and wellness.

Functional foods and beverages that address the needs of ultra-specific niches–pregnant women, athletes or stressed professionals, for instance–continue to gain traction.

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PQ Appealing to athletes and active families, a new peanut product called P-nuff Crunch was created by a former corporate food product developer who is also an amateur endurance athlete.

P-nuff Crunch pairs peanuts with beans and brown rice to create a complete plant-based source of protein.

“From the inception of the company to the creation of P-nuff Crunch, we have considered millennials to be our target consumer,” said Dr. Juan Salinas, founder of Perfect Life Nutrition and P-nuff Crunch. “Creating a quality product that tastes great is one of our core principles: Authentic food should still be quality products. Long gone are the days when the consumer would buy a product just for its nutritional content and let the taste slide. We use only top shelf ingredients of the highest quality which provide the best flavor. Millennials will not re-buy a product if it does not taste good. They will search for other products that will provide them with the nutrition and taste they want.”

All signs point to millennial influence on the marketplace maintaining or growing stronger into the future. As more companies realize the impact of this generation’s values and characteristics, food businesses will continue to adapt and change.

5 Ways Peanuts Can Further Leverage Millennial Trends

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Different portion sizes or snack packs: New designs could fit better into this on the go lifestyle. This could include smaller packages that are designed to be easily added to recipes or used for snacking without having to purchase an entire bag or jar.

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Celebrate the naturalness of peanuts: Take advantage of the shift in what defines healthy and natural.

Peanuts come in all shapes and sizes with variations in colors and tastes, which is something that this new generation values.

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Warm up to frozen foods: Knowing that perceptions around frozen foods have shifted dramatically, there may be an opportunity to explore this category for further integration with globally inspired peanut sauces and peanut ingredients.

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Leverage functional health benefits: Knowing that this generation is more sophisticated about their health, think beyond just the nutritional facts that go on the label and emphasize the functional health benefits associated with peanuts.

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Tell a story: Peanuts have a strong origin story and that transparency in this regard is important to the millennial generation. Consider innovating around packaging or labeling to help better tell the story behind the product.

Elmhurst™ Milked Peanuts and Milked Peanuts-Chocolate Has Arrived The Introduction of Peanut Milk Varieties Opens Up a New Peanut Product Category

Elmhurst™ Milked Peanuts and Milked Peanuts – Chocolate debuted at the Natural Products Expo in September, inaugurating an entire new product category for peanuts. The new Elmhurst™ Milked varieties will be available nationally in retail stores in January 2018.

from 2011.’ We felt peanuts could enter the alternative milk space with a product with high protein and nutritional value and still be price competitive. The lower cost of peanuts allows for a nutrient-dense product at a reasonable price to the consumer.”

National Peanut Board played a key role in guiding the development of the plant-based peanut beverage and securing a company to bring peanut milk to market.

Elmhurst™ Milked uses a patented cold-milling process called “milking,” described as a unique process of using water to separate and draw out all the nutrients from the whole, raw nuts, grains and legumes. Once the water is released, the nutrients re-combine naturally to form a smooth, creamy beverage without the use of chemicals or thickeners.

“Peanuts need to be in the alternative milk space because alternative milk has seen phenomenal market growth over the years,” said Bob Parker, National Peanut Board president and CEO. “According to a Forbes article earlier this year, ‘sales of non-dairy milk products are growing strong, gaining another nine percent in 2015, with a 30 percent increase

Elmhurst™ Milked Peanuts is made with 31 peanuts per eightounce glass and has a simple ingredient list of just filtered water, peanuts, cane sugar, natural flavors and salt. The chocolate variety has the same ingredient with the addition of Dutch processed cocoa.

“We believe peanut milk has the potential to boost sales of USA-grown peanuts,” said Parker. “Peanut milk will expand the market for our farmers. Consumers are looking for more plant-forward products, and as consumers see the nutritional advantages and great taste of peanut milk, it will grow in acceptance. We hope this market for peanuts will be substantial.”

The National Peanut Board is working closely with Elmhurst™ to ensure a successful product rollout in 2018.

“A new product category like this is a once-in-a-lifetime opportunity,” said Parker.

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For Rogers, that’s often the most common issue that his office encounters. What he refers to as “legacy material” is the stockpile of pesticides that a farmer has stored over the years, and then those who inherit the farm are left with figuring out what to do with it. Often, the containers on those products lose their labels, or the product has been transferred to a different container. They may even degrade and crack if improperly stored. That presents an expensive problem since those chemicals must then be analyzed to determine how best to dispose of them.

Weighing the Costs of Waste Management

America’s peanut farmers are constantly looking for ways to improve the environmental and water footprint of peanuts.

The industry has banded together to adopt new technologies, allowing farmers the ability to reduce inputs and tractor drives through the field. Those successes add to the narrative about peanut sustainability, and position peanut farmers as leaders in conservation.

A potential blight on an excellent environmental record may be lurking behind a barn, or stacked inside a shed. As peanut farmers use less pesticides, including herbicides and fungicides, they may have more unused chemicals piling up. That’s a good thing for their bottom line, but improper storage or disposal of those chemicals could be a costly mistake.

“I know sometimes the public gets the idea that farmers just want to spray everything,” said Arthur Whitehead, County Extension Director for Halifax County, and employee of the North Carolina Cooperative Extension Service. “And that’s the last thing they want to do because when they spray, in 30 days they’re going to get a bill and those things add up.”

Whitehead helps run the North Carolina Pesticide Disposal Assistance Program (PDAP), a non-regulatory service that provides cost-free assistance for the safe collection and disposal of outdated, unwanted, and otherwise unused pesticides and containers. He understands the value of holding on to unused product for a future crop season since it costs so much money.

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“We pay for this program out of our non-general fund, dollars which we get from registering pesticide products,” said Rogers.

“So, this is a way to put those dollars back as a resource or to those pesticide users, who otherwise may not have the ability to dispose of stuff properly that they can’t use, don’t want to use, or for some reason are left with.”

“Even if you have a very small amount of material, you still have to pay for the analytical tests so [waste management] know exactly what they’re dealing with,” said Rogers. “If you don’t, then for them to come out, over-pack, and dispose of it can be very pricey. And that is the biggest hindrance for growers who have material that they can’t use and want to get rid of–cost.”

“That last ounce of chemical in that jug cost as much as the first ounce, so it pays to get it all out,” said Whitehead.

However, he cautions that mismanagement of any carryover pesticides being stored for future use may present a problem with costs that far exceed the savings.

Not far from Halifax, Jeffrey Rogers with the Virginia Department of Agriculture and Consumer Services (VDACS) agrees. He is the Environmental Program Planner for the VDACS Office of Pesticide Service, and he says that as seasons go by, the collection of unused pesticides on a farm becomes a liability instead of an asset.

That’s why Rogers wants farmers to know about available resources, like the one his agency provides, to help properly dispose of both pesticides and pesticide containers. The VDACS Pesticide Collection Program, with participation from Virginia Cooperative Extension and the Division of Consolidated Laboratory Services, “assists agricultural producers, licensed pesticide dealers, pest control firms, golf courses and homeowners with the proper disposal of unwanted pesticides,” according to their website.

Convenient Resources for Disposal and Recycling

With support from state departments of agriculture and partnerships from extension agencies, other states provide similar programs that are free to pesticide users. North Carolina’s PDAP that Whitehead is associated with offers multiple sites across the state to collect pesticides for incineration.

“Chemicals can change as they’re stored throughout the winter,” said Whitehead. “You might forget what’s in there.

The label may have gone. So, it’s time to get rid of it. [This program] offers an opportunity every other year in each county to dispose of these pesticides and they are sent to an incinerator company that destroys them.”

"What we often see is, a little bit turns into a lot over a period of time. Growers may say, ‘I don’t want to throw it away, it’s still good,’ or ‘I’ll deal with it next year.’ Thirty years later they still have that same mentality, but now they’ve created almost a hazardous waste site that is going to be a real challenge for the next person to manage," said Rogers.

As peanut farmers use less pesticides, including herbicides and fungicides, they may have more unused chemicals piling up.

VDACS offers a plastic pesticide container disposal program serviced by USAg Recycling, Inc., that collects triple-rinsed and pressure-rinsed containers and granulates them into chips that are fabricated into approved materials, from pallets and fence posts to field drain tiles.

Since its inception, the program has collected and destroyed over 1.5 million pounds of pesticides that may have otherwise languished in storage sheds, landfills or dumpsites, threatening water supplies including wells, streams and rivers. The service is available at no cost to participants, is non-regulatory, and is not paid for by general tax fund dollars.

North Carolina PDAP offers pesticide container recycling from USAg Recycling, Inc., that processes the plastics into industrial materials and products. They even get support from pesticide dealers who allow roll-off dumpsters to be stored at their offices for convenient drop-offs of cleaned containers.

The goal of these programs is to provide cost-free services that help farmers and others who use pesticides manage those materials so that they don’t become a risk to their

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Resources for Pesticide and Pesticide Container Disposal and Recycling

Grower Voices

The Makings of Oliver Farm’s Green Peanut Oil

For more information and questions about programs in your state, here is a list of resources: Alabama Farm Pesticide and Container Disposal www.adem.state.al.us/programs/land/landforms/PestDisp.pdf Arkansas Abandoned Pesticide Program www.aad.arkansas.gov/abandoned-pesticide-program1

families, pets, fields and streams, or their reputation and that of the farming community.

Florida Operation Cleansweep for Pesticides www.dep.state.fl.us/waste/categories/cleansweep-pesticides/

Rogers recalled a recent example of when his program provided support. A grower was transitioning his farm over to his son, and they found several drums of soil fumigant that was over thirty years old being stored in a packing shed. The son called his local extension agency, and they reached out to Rogers’ office for support on disposing the material.

Georgia Pesticide Container Recycling and Pesticide Waste Disposal agr.georgia.gov/pesticide-container-recycling-pesticidewaste-disposal.aspx

“That, for us, is rewarding that someone made the decision to call the agency, and we can go out and provide some resources to help them get rid of it,” said Rogers. “It’s good for us, it’s good for them, and it’s great to see our program, extension agency and the grower community working together to resolve what could potentially be a serious problem.”

Managing pesticides and empty pesticide containers is a net benefit for both the farm operation, and the local environment. It helps reinforce the sentiment that farmers are stewards of the land, and the original conservationists.

Above all, it is an easy way to ensure farmers maintain their positive image. As Whitehead says, “when farmers dispose of things properly they’re helping themselves in the long run because they’re not going to make the news.”

If unused pesticides and empty containers are lingering around your farm, here are some tips for proper disposal and recycling:

• Always be sure to triple rinse or pressure rinse empty

chemical containers.

• Contact your local extension agent, pesticide consultant/ dealer, or state department of agriculture to find out about programs for disposal and destruction of unused, canceled or unwanted pesticides.

• Ask about recycling programs in your area for empty containers.

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Louisiana Pesticide & Environmental Programs www.ldaf.state.la.us/ldaf-programs/pesticide-environmentalprograms/ Mississippi Pesticide Disposal Day extension.msstate.edu/news/feature-story/2015/pesticidedisposal-day-set-for-dec-16 New Mexico Pesticide Compliance www.nmda.nmsu.edu/pesticides/ North Carolina Pesticide Disposal Assistance Program www.ncagr.gov/SPCAP/pesticides/pdap/ Oklahoma Pesticide Disposal Program pested.okstate.edu/html/unwanted.html/ South Carolina Pesticide Safety www.clemson.edu/extension/publications/index. html#pesticide/safety_ed_prog/storage/unused.html Texas Pesticide Recycling www.texasagriculture.gov/RegulatoryPrograms/Pesticides/ AgriculturalApplicators/PesticideRecycling.aspx The Ag Container Recycling Council www.acrecycle.org The Pesticide Stewardship Alliance tpsalliance.org Virginia Pesticide Collection Program www.vdacs.virginia.gov/pesticide-collection.shtml

(L-R) Clay Oliver with his son Ty and brother Clint on Oliver Farms in Pitts, Ga.

Clay Oliver never fathomed that cold-pressing peanuts could produce such a flavorful and profitable product for his farm located in Pitts, Ga. He certainly never imaged his artisan oils would earn him a 2016 Good Food Award, a 2015 Garden & Gun In The South award and an ever-growing wholesale customer base. Oliver never dreamed there could be so much fuss over a product that came from the soil of Wilcox County.

It all began in 2008 when Clay Oliver, now founder and owner of Oliver Farm’s Artisan Oils, took over the farm due to his father’s passing with help from his brother and mother.

At the same time, the economic recession hit America, forcing Oliver to deal with soaring fuel prices which hit a record high in fall 2008. As a way to make the farm more sustainable, Oliver began looking into biofuel production.

“Initially I intended to grow sunflowers, press out the oil, and make biofuel,” said Oliver, “As I began researching the process I met a couple of people along the way that suggested I make food grade oil instead. I learned about the cold press method of extracting oil and soon I had a dream of growing, pressing and making oil from seeds and nuts native to the South.”

In the fall of 2012, Oliver bought a press and by the end of the year had extracted oil from sunflowers, pecans and finally…peanuts. By 2013, Oliver had formed Oliver Oil Co, LLC, which included a small factory to process, bottle and label the different cold-pressed artisan oils. Cold pressed oils are unrefined by a press without the use of chemicals or high temperatures. This results in oil that keeps its natural flavors and nutrients. To be considered cold pressed, the temperature cannot rise above 120 degrees Fahrenheit.

We take fresh shelled raw Georgia runner type peanuts and extract the oil with a press at much lower temperatures than commercially produced oils. The taste is like you are putting a fresh shelled peanut in your mouth and eating it.

Clay Oliver

As the oil business grows, Oliver spends his time processing oil seeds, manufacturing and marketing the various products Oliver Farm Artisan Oils has to offer. His brother, Clint, operates the farm which has anywhere from 200 to 400 acres of peanuts growing on it depending on the year.

“Our strategy for growing peanuts has changed from conservation tillage to doing more tillage to hopefully suppress palmer amaranth and burrower bugs,” said Oliver. “With the rain we have had this year, the peanuts look real promising.”

You can learn more about Oliver Farm’s Artisan Oils at https://oliverfarmartisanoils.com.

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News You Can Use

What's With All the Peanut Allergies?

You’ve likely heard this question before. With the potential for serious and even life-threatening reactions, and no scientific consensus on what causes peanut allergies, it’s understandable why general concern prompts people to ask the question. Unfortunately, misinformation is contributing to misplaced fears and anxiety, and diminishing quality of life for the peanut allergic and their families.

That’s why in 2013, the National Peanut Board launched PeanutAllergyFacts.org to provide resources to families, schools, healthcare providers and the food industry for managing and understanding peanut allergies. The site is updated with the latest in peanut allergy research to reflect any changes that might impact the food allergy community, and consumers at-large.

Communicating evidence-based information is key to correcting misinformation and ensuring that everyone has the right resources to help manage peanut allergies. That’s where you can help clear the confusion.

Here’s what the research currently supports, and what you should know the next time someone asks about peanut allergies: How many people have a peanut allergy?

Peanut allergies are not as common as you might think. In fact, peanut allergies affect less than 1% of Americans,¹ and food allergies affect about 5% of children and 4% of teens and adults.² Peanut allergies are not the most common, but they are among the top eight food allergens.

Can peanut allergies be prevented?

Research shows that introducing peanut foods to infants reduces their likelihood of developing peanut allergies.³ Guidelines from the National Institute of Allergy and Infectious Diseases recommends that parents introduce infant-appropriate peanut foods starting as early as 4-6 months, depending on their risk for developing peanut allergy.⁴ Questions about food allergies and introducing peanut foods should be discussed with a pediatrician or healthcare provider.

What is the best way to diagnose a peanut allergy?

A common misconception about food allergy diagnostics is that blood or skin prick tests can determine whether someone has a peanut allergy. While these are valuable tools, they are not conclusive in determining diagnosis. An oral food challenge is the gold-standard for accurately diagnosing a peanut allergy.⁵ Food allergy testing and diagnoses should be conducted by a board-certified allergist.

Will peanut-free policies in schools reduce the risk of an allergic reaction?

Ensuring the safety and well-being of students is paramount for school administrators and personnel, but banning peanuts or other potential food allergens is ineffective at preventing allergic reactions. Research has shown that banning peanuts in schools may increase the risk for reactions and does not reduce the frequency of epinephrine use.⁶ ⁷ Bans give a false sense of security, and are not recommended by healthcare professionals. Best practices for managing food allergies in foodservice include using basic food safety techniques, separating allergens, clearly labeling allergens and avoiding cross contact in kitchens and serving areas. Most importantly, allergic customers should use caution when dining out, notify staff of their allergy and be prepared in case of accidental ingestion.

Will smelling or touching peanuts cause a life-threatening reaction?

Many people are under the impression that smelling or touching peanuts or peanut butter will induce a life-threatening reaction in an allergic person. Research does not support skin contact or airborne peanut exposure as a source of anaphylaxis, though hay fever type reactions may occur.⁸ Most instances of anaphylaxis are the result of accidental ingestion of peanut proteins, or exposure through the eyes or mouth.

What is anaphylaxis?

Allergic reactions to foods vary, but systemic reactions affect multiple organs and are potentially life-threatening and should be treated quickly. Anaphylaxis is a life-threatening, systemic reaction that can occur when only a small amount of the allergenic protein is eaten. Epinephrine is the approved treatment for anaphylaxis and should be administered without delay.⁹ Individuals should seek medical help when a reaction occurs, including calling 911 anytime epinephrine is administered since individuals may require additional treatment.

For more information, visit www.PeanutAllergyFacts.org ¹ NIAID. Guidelines for the Diagnosis and Management of Food Allergies in the U.S. Available at http://www.jacionline. org/article/S0091-6749%2810%2901566-6/pdf ² WAO. White Book on Allergy Available at http://www.worldallergy.org/UserFiles/ le/WhiteBook2-2013-v8.pdf ³ NEJM. Randomized trial of peanut consumption in infants at risk for peanut allergy. Available at http://www.nejm. org/doi/full/10.1056/NEJMoa1414850 ⁴ NIAID. 2017 Addendum Guidelines for the Prevention of Peanut Allergy in the United States. Available at https:// www.niaid.nih.gov/diseases-conditions/guidelines-clinicians-and-patients-food-allergy ⁵ NIAID. Guidelines for the Diagnosis and Management of Food Allergies in the U.S. Available at http://www.jacionline. org/article/S0091-6749%2810%2901566-6/pdf ⁶ AACI. Accidental exposure (AE) to peanut in a large cohort of Canadian children with peanut allergy. Available at https://aacijournal.biomedcentral.com/ articles/10.1186/1710-1492-10-S1-A32 ⁷ JACI. Impact of School Peanut-Free Policies on Epinephrine Administration. Available at http://www.jacionline.org/ article/S0091-6749(17)30472-4/abstract ⁸ JACI. Simonte, S, et al. Relevance of casual contact with peanut butter in children with peanut allergy ⁹ AAAAI. Available at http://www.aaaai.org/conditions-and-treatments/allergies/food-allergies

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Peanuts Fit in Emerging ‘Plant-Forward’ Movement

to improve our health and the health of the planet—also channeling their creativity to bring forward new flavors from plant-based ingredients, including innovative ways to put good fats and proteins on the plate,” said Arlin Wasserman, founder and partner at Changing Tastes and chair of the Menus of Change Sustainable Business Leadership Council.

“Peanuts provide all of the above, and we’re seeing that creativity show up as they appear as green peanut oil, pickled peanuts and savory butters and sauces.”

By Caroline Young Bearden, MS, RD, LD

Aside from taste, peanuts fit into the sustainability piece of the plant-forward movement as a water-efficient crop. According

The 2016 study, which included a sample size of over 131,000 people, concluded that substitution of plant protein for animal protein, especially from processed red meat, may result in substantial health benefits. Note that it was an observational cohort study, which is not the gold standard in research, or a doubleblind randomized trial, therefore a cause-and-effect result was not found. However, the study found that when just three percent of energy (or calories) from plant protein was subbed for the same amount of protein from processed red meat (like bacon, deli meat, or hot dogs), there was an association with reduced mortality. To put it into context, in a 2,000-calorie diet, three percent is not a lot of calories–60 to be exact.⁵

It’s true the majority of Americans’ protein intake comes from animal sources—meat, poultry and eggs.¹ However, another truth has evolved in recent years: “plant-forward” eating is becoming more commonplace, and chances are high that it’s not one of those fad diet trends expected to disappear next year.

What is Plant-Forward?

Used synonymously with “vegetable-centric,” “vegetableforward” and “plant-centric,” plant-forward is a way of eating that does not exclude any food or food group, including animal products. It includes predominately plant-based foods, such as produce, whole grains, beans, legumes, soy foods, nuts and seeds. It refers to the style of cooking and eating that emphasizes and celebrates plant-based foods but is not limited to them.

In 2017, the Culinary Institute of America (CIA) and the Harvard T.H. Chan School of Public Health (Department of Nutrition) hosted two conferences, Worlds of Healthy Flavors (WOHF) and Menus of Change (MOC), both aimed at elevating the notion of plant-forward eating. Audiences for the conferences, both of which NPB was a sponsor, consisted of chefs, scientists, registered dietitians, commodity boards and other business and foodservice industry leaders.

Messages at MOC, in particular, were a “call to action,” as stated by Greg Drescher, CIA vice president of strategic initiatives and industry leadership. Lectures, panel discussions, cooking demos and sampling of plant-focused foods (including peanuts) helped to explain the how’s and

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why’s of shifting toward a more nutritionally-and environmentallyhealthy foodservice industry, by pushing plants to the center of consumers’ plates and maintaining flavor.

The MOC mission is “to advance a long-term, practical vision that integrates optimal nutrition, environmental stewardship and restoration, and social responsibility within the foodservice industry.”

Where Peanuts Come in

Naturally, peanuts and peanut butter fit well into the plant-forward movement as a delicious and sustainable food, protein source, good (unsaturated) fats and other essential nutrients.

During the conferences, peanuts were highlighted during networking breaks as energizing snacks, and at meals and receptions as integral parts of dishes, including a falafel appetizer, a peanut chutney in a vegetarian curry entrée, and an amaranth popped dark chocolate peanut butter cup.

Peanuts can easily be used in plant-forward dishes as a way to add both flavor and satisfaction.

“Plant-forward dining has captured the imagination of culinary professionals, both showing how they can use their talents

¹Part D. Chapter 1: Food and Nutrient Intakes, and Health: Current Status and Trends-Continued. Office of Disease Prevention and Health Promotion. Available at: https:/ health.gov/dietaryguidelines/2015-scientific-report/06-chapter-1/d1-3.asp. Accessed November 10, 2016.

to the MOC executive summary, there is a need to respond more urgently to water sustainability, as the International Food Policy Research Institute (IFPR) estimates that almost half of gross domestic product (GDP), over half the global population and 40 percent of grain production could be at risk thanks to water stress by 2050.² And nutritionally, eating more unsaturated fats (in plant-based proteins like peanuts) than saturated fats (in animal proteins) can lower the risk of heart disease and improve healthy (HDL) cholesterol levels.³ And they have fiber, which helps with digestion and weight maintenance, and can lower your risk of some diseases. One ounce of peanuts gives you 10 percent of your Daily Value (DV) for fiber.⁴ The “protein flip,” or lowering amounts of animal protein and increasing plant proteins, can impact human health, as indicated in a study presented by Harvard professor of epidemiology and nutrition Walter Willett at both conferences, which showed the flip can impact human health significantly.

White Tablecloths to Drive-thrus

People in the U.S. are eating out now more than ever.⁶ And several chefs and foodservice leaders in high-end restaurants, schools and fast-food restaurants are working to shift the “meat-and-three” mindset to a new vision of meat as a side, topping, condiment, and/or occasional food. In fact, one of MOC’s “principles of healthy, sustainable meals” is to move legumes and nuts to the center of the plate.⁷ And the new mindset conveniently coincides with millennials’ interest in a “flexitarian” way of eating, which contains mostly plant-based foods, and some meat and/or fish. And it goes well with millennial consumers’ desire for brand authenticity, transparency and convenience–all areas where peanuts are an obvious fit.

It’s valuable for peanuts to be represented at conferences like Menus of Change, and for National Peanut Board members and staff to be part of the conversation, to ensure peanuts are remembered as a strong part of the solution.

²Executive Summary: A Taste of What’s Ahead. 2017 Menus of Change Annual Report. Menus of Change. http://www.menusofchange.org/images/uploads/pdf/2017MOC_ AnnualReport.pdf. Published 2017. Accessed July 26, 2017. ³Choose Foods and Beverages with Less Saturated Fat, Sodium and Added Sugars. Choose MyPlate. Available at: https://www.choosemyplate.gov/saturated-unsaturatedand-trans-fats. Accessed November 10, 2016. ⁴Dahl WJ, Stewart ML. Position of the Academy of Nutrition and Dietetics: Health Implications of Dietary Fiber. J Acad Nutr Diet. 2015;115(11):1861-70. Available at: https:// www.ncbi.nlm.nih.gov/pubmed/26514720. Accessed February 24, 2017. ⁵Song M, Fung TT, Hu FB, et al. Association of Animal and Plant Protein Intake with All-Cause and Cause-Specific Mortality. JAMA Internal Medicine. 2016;176(10):1453. doi:10.1001/jamainternmed.2016.4182. ⁶Marks, Tod. Dining Out: Where America Eats. Consumer Reports. http://www.consumerreports.org/restaurants/dining-out-where-america-eats/. Published Sept. 20, 2016.

Accessed July 26, 2017. ⁷Executive Summary: A Taste of What’s Ahead. 2017 Menus of Change Annual Report. Menus of Change. http://www.menusofchange.org/images/uploads/pdf/2017MOC_ AnnualReport.pdf. Published 2017. Accessed July 26, 2017.

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VIP Chefs and Food Bloggers Taste, Try, Re-Imagine Peanut Dishes at Millennial Food Summit The National Peanut Board and the Culinary Institute of America (CIA) welcomed over 30 distinguished professional chefs and food bloggers to St. Helena, Calif., for NPB’s second annual Millennial Food Summit. Held over the course of two days, the summit allowed influential chefs to join in on the discussion about the impact millennials have on the foodservice industry while introducing themselves to new peanut food concepts.

The event’s programs drove home the key educational points about the relevance of peanuts for today’s generation.

Highlighted speakers included Cathy Holley, editor in chief of Flavor & the Menu; Amy Sung, director of content for Food & Hospitality at SmartBrief; Gerald White, associate publisher at Plate Magazine; and Ken Toong, executive director of auxiliary services at University of Massachusetts Amherst. The CIA gave a hands-on demonstration on the many applications of green peanut oil with commentary provided by Clay Oliver, owner of Oliver Farm Artisanal Oils.

Lonnie Fortner, National Peanut Board alternate from Miss. (center) gets tips from (left) Food Network Chef Jernard Wells during The Market Basket Challenge. Valerie Oliver, of Clay Oliver Farm in Georgia, looks on.

The Market Basket Challenge provided a dedicated time during the summit for attendees to experiment, taste and conceptualize new peanut dishes. Here are some examples of what our attendees created this year:

The National Peanut Board spoke to attendees about The Millennial Food Paradox: a trend that is impacting all sectors of the foodservice industry.

NPB continued to expand on millennial trends occurring in restaurant dining, grocer retail, and food influencer categories.

National Peanut Board’s Mississippi alternate, Lonnie Fortner, attended the summit this year, representing America’s peanut farmers at the summit. “It impressed me that professionals from many different areas of the food industry were eager to learn all they could about agriculture and peanut production.

I enjoyed telling people our story and about the challenges farmers face. And I learned these food leaders have their own set of obstacles and need to evolve to stay relevant in what they do. The summit accomplished a lot in the way of educating key people about peanuts and giving them correct information to use in their areas of influence.”

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Attendees had the opportunity to interview peanut product entrepreneurs Sanjiv Patel, President of Lord Nut Levington and Michael Kanter, Founder of Eliot’s Adult Nut Butters who gave their story on how their new and inventive flavors cater to the millennial consumer.

One of the biggest takeaways from the Millennial Food summit for chef attendees is the exposure they receive in the kitchen to the different ways peanuts could be incorporated into a dish.

Busy schedules and demanding diners take away from a chef’s time to experiment with new products.

Clams with Tomato Broth, Fava & Peanut Gremolata

Chipotle Thai Lemongrass Peanut Smoked Quail and Scallops

The Millennial Food Summit was an overwhelming success.

Each chef walked away with new insights into the millennial mindset and how peanuts can be a part of the culinary discussion.

We look forward to continuing this discussing at our next Millennial Food Summit in 2018.

Attendees included chef representatives from AVIFoodSystems, Hello Fresh, Food Network, Atlanta United, 7-Eleven, Yale University, Stanford University and UMass Amherst.

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In 2011, the U.S. government began buying both RUTF and RUSF as part of the Food for Peace program, delivering them to UNICEF and the World Food Program for distribution around the world. In fiscal year 2016, USAID, the U.S. government agency charged with international aid, purchased 5,266 MT of RUTF and 8,150 MT of RUSF. More has been purchased and distributed by other aid organizations such as World Vision or Save the Children.

Peanuts:

A Humble Solution for Malnourished Children

By Stephanie Grunenfelder, American Peanut Council A peanut-based, nutrient-enriched paste, known as Ready-to-use Therapeutic Food (RUTF) has revolutionized the treatment of severe malnutrition, providing fortified products that are safe and convenient for treating severely malnourished children. Severe acute malnutrition (SAM) is very rare in the United States, but is all too prevalent in developing countries. Though global hunger has been decreasing in recent years, undernutrition affects 795 million people and causes three million deaths annually.¹

* Image taken from: www.nutraingredients.com/Suppliers2/UNICEF-goes-local-with-RUTF-products

RUTF Resources in the U.S.

Remarkable Discovery Until the 1990s, RUTF was based on a tried-and-true F-100 milk formula that had been previously used to treat malnutrition. Then, around 2004, Dr. Briend and Dr. Mark Manary, pediatric researchers working in the field, discovered that by replacing liquid milk with powdered milk and adding protein-rich peanut butter, the new F-100 formula became shelf stable and transportable, allowing aid workers to treat malnourished children in a completely new way. Instead of checking into hospitals, children are now fed at home by their mothers, using the specially formulated ready-to-use products. No water is needed to prepare them, so the food stays bacteria free, and can be stored for months without refrigeration, even at tropical temperatures.

Recovery rates with traditional treatments were 25-40%, compared to 75-95% for home-based treatment with RUTF.² The UN World Health Organization classifies RUTF as a medicine, and it is prescribed to children aged 6 months to 2 years predominantly, who meet the criteria for SAM.³ Peanut paste is a key ingredient in the formula, along with powdered milk, sugar, vegetable oil and vitamins, and minerals.

RUTF has been so successful that producers soon developed similar products to treat moderate malnutrition. Foods that are similar to RUTF but not as nutritionally dense, are called RUSF, or ready-to-use supplemental foods. Many have been tested in the field and have been successful in treating young children and other vulnerable people.

1 http://www.bread.org/sites/default/files/downloads/ol16-hunger-poverty-facts.pdf 2 http://www.projectpeanutbutter.org/the-ppb-solution/rutf/ 3 http://www.who.int/nutrition/publications/severemalnutrition/9789280641479/en/

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While RUTF is produced internationally and in countries that directly benefit from these severe malnutrition treatments, four U.S. organizations have grown to meet the challenge of producing these foods for hungry people in the United States. Production is challenging because the formulation requires working with milk products and peanut products in the same facility, both of which are highly regulated.

Edesia Nutrition, based in Rhode Island, recently finished a new facility, and takes its mission to serve home to the community by hiring people from the countries served by the products shipped. Hear some of their inspiring stories here: https://www.edesianutrition.org/

recently been increasing production of their Vitanut Pro, a fortified soy and peanut paste. http://www.breedlove.org/ Tabatchnick Fine Foods, based in Somerset, New Jersey, is a food company with a long history of making food products for retail and food service. The company developed an RUTF product called “Nutty Butta”, a project initiated by the company’s President as a philanthropic endeavor. http://tabatchnick.com/philanthropy/

Mana Nutrition, based in Fitzgerald, Georgia, also aims to work in the local community as well as providing food for hungry children. Read more about Mana, which is an acronym for “Mother Administered Nutritive Aid” here: http://mananutrition.org/

Peanut Butter for the Hungry is an initiative of the peanut industry in the United States (including growers, shellers, manufacturers and allied industry members) to help malnourished children in places where resources are limited.

This includes encouraging the donation of shelf stable, protein rich peanut butter to food banks throughout the U.S., as well as supporting the production and delivery of readyto-use therapeutic food (or RUTF) to food insecure countries in the developing world.

Breedlove, based in Lubbock, Texas, makes RUSF products and distributes them via partners in Latin America and elsewhere. Breedlove makes dehydrated soup products delivered to people around the world in need, but have

Peanut Butter for the Hungry recently developed a Peanut Butter Drive Success Kit, a free resource for any organization or individual planning to run an impactful peanut butter donation drive. Learn more at www.Pb4h.org

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While Peanut Tillman and the group of social media stars tweeted and instagrammed about their peanut passion, the Peanut Vendor also encouraged peanut lovers to #ShellOut with shareable content including guessing games and polls. For example, more than five thousand people weighed in on the Vendor’s National PB&J Day poll asking consumers whether they enjoy their PB&Js with or without the crust.

The results? MILLIONS of Shell Outs!

People posted on Twitter and Instagram, retweeted, replied, liked, shared and watched our Shell Out content…13 million times.

In addition to consumer response online, the media loved the campaign as well. The #ShellOut campaign was featured in 48 pieces of media coverage–including articles in Huffington Post, Chicago Tribune and Food Beast–that reached an estimated 111 million people! NPB also built new relationships with editors and reporters at key millennial outlets like Buzzfeed.

As a grand finale, NPB built off the excitement of #ShellOut and brought the campaign to Texas, where the only thing that’s more important than peanuts is football. Two Texas high school football teams #ShelledOut their rivalry game on Sept. 29 and earned bragging rights during the first-ever Peanut Bowl. NPB decked out the rivalry game with peanuts, enlisted a famous football player to be an integral part of the game and captured video content that highlighted all the action at the game.

Millions 'Shell Out' For Peanuts #ShellOut Campaign Has Us Saying, ‘We’re a fan of peanut fans’ To celebrate America’s love for the perfectly powerful peanut, the National Peanut Board launched a three-month-long consumer campaign that brought together a famous athlete, social media stars and everyday peanut lovers to share their peanut passion on Twitter and Instagram.

The #Crust or #NoCrust contest was the most-engaged-with piece of content during #ShellOut with 5,141 responses.

Team #Crust won by more than 600 votes.

The #ShellOut campaign launched in March for National Peanut Month and featured former NFL player Charles “Peanut” Tillman, motivating people everywhere to sell out—or SHELL out—for peanuts. Tillman and a group of Twitter stars kicked off the campaign with eleven hilarious and entertaining videos spread across the internet and in media publications.

From there, six social media stars shared funny videos about their love for peanuts–videos featured the influencers doing things like hosting a peanut-themed day of competition, creating a homemade peanut beauty mask, and launching a peanut delivery app called “Drive Me Nuts.”

Meanwhile, delicious peanut products lay in waiting ready to be given out to enthusiastic peanut fans who shared their peanut love in creative ways on Twitter and Instagram. NPB received product to be included in the gift packages from Homeplate Peanut Butter, Pizootz, Planters, Lord Nut Levington, Georgia Grinders, Eliot’s Adult Nut Butters, Bliss Nut Butters, Crazy Richard’s Peanut Butter, PB Crave, Hampton Farms, Virginia Diner and Peanut Butter & Co. In addition to providing peanut products for packages, partner brands also joined the conversation online with hilarious Tweets and Instagram posts celebrating how they #ShellOut.

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Some #ShellOut fans received peanut goodies from our brand partners with the message, “We’re a fan of peanut fans, just like you.”

Stay tuned for more information on the Peanut Bowl, the perfect grand finale for the #ShellOut campaign.

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www.sustainablepeanut.com

HOME

PE ANUTS For our health, our planet, and our economy

Refreshing the National Peanut Board Brand Today, authenticity and transparency are key reasons people love and trust certain brands. Research tells us that people–especially millennials–want to know the backstory of a brand. It became the board’s goal to make certain their peanut farming story came to life every time someone looked at their brand identity.

“At the National Peanut Board, we want to make sure we’re authentic and transparent through all our consumerfacing communication channels,” said Ryan Lepicier, VP of Marketing at NPB. “Since our original logo and brand was created more than 16 years ago, it was time for us to produce a more contemporary look and feel that matched the authenticity of America’s peanut farming families.”

Last year, NPB decided to refresh their website to give it a less corporate, more down-to-earth feel. The goal of the new design was for people visiting the site to practically taste the peanuts, feel the dust on their hands and get to know the people who grow peanuts—the true salt of the earth, peanut farming families.

Shortly after, NPB reestablished its “corporate” logo by revising the overall color palette to a gold and navy color.

The gold was derived from the color of an actual peanut. It is warm, inviting and bold, especially when paired with its counterpart, a midnight navy. The logo communicates that NPB takes pride in their product as well as their heritage.

The winding horizontal lines nod to farming, while the stars represent the peanut-growing states.

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Most recently, NPB strengthened its primary peanut allergy information website, peanutallergyfacts.org, to provide the latest research findings on prevention of peanut allergies, while offering a more user-friendly experience. The site incorporates elements of the new look and feel while providing parents, schools, healthcare providers and the food industry with information on food allergy management.

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