PQ Fall 2019 issue 40
a magazine from the
National Peanut Board
news/food/innovations/wellness/marketing
feature story
The Food Trends Issue: Putting Your Best Plant Forward The Plant-Forward Movement The National Peanut Board examines what it means for peanuts.
Restaurants and University Dining How and why plantforward eating is transforming foodservice and university dining.
International Food Trends How changing global concerns impact peanut exports.
The National Peanut Board represents all of America’s peanut farmers and their families. As farmers and stewards of the land, our mission is to grow, cultivate and promote the best-tasting peanuts in the world. We seek to be responsible in all that we do, from production research that results in a more healthful, sustainable crop, to sharing all the nutritional and culinary benefits of USA-grown peanuts.
A Message from Our 2019 Chairman
National Peanut Board 2019 Officers and Members Dan Ward, Chairman Peter Froese Jr., Vice Chairman Andy Bell, Treasurer Les Crall, Secretary Alabama Tom Corcoran Thomas Adams, alternate Arkansas Gregory Gill Gregory Baltz, alternate Florida William Carte Jeremy Rolling, alternate Georgia Andy Bell Casey Cox, alternate Mississippi Joe Morgan Lonnie Fortner, alternate New Mexico Jim Chandler Karen Jackson, alternate North Carolina Dan Ward Raymond Garner Jr., alternate Oklahoma Les Crall Gayle White, alternate South Carolina Bud Bowers Neal Baxley, alternate Texas Peter Froese Jr. Jeff Roper, alternate Virginia Paul Rogers Westley Drake, alternate Member-at-Large Micah Barham Clay Deane, alternate
Bob Parker NPB President and CEO PQ Editorial Staff & Contributors Editor: Cathy Johnson Sr. VP, Marketing & Communications: Ryan Lepicier Lauren H. Williams
Jada Linton
Sherry Coleman Collins
Lindsey Johannesen
Keegan Treadaway
Dear Fellow Peanut Farmers, My time as chairman of the National Peanut Board is winding down, but my appreciation of this organization and my knowledge of the peanut industry continues to grow. Our peanut check-off won the support of America’s peanut growers with a 93 percent approval rating in the recent referendum, and I’m proud of your confidence in how successful we’ve been with your investment. Peanut growers spend money on research to increase efficiencies (to keep our families in farming) and on promotions (to increase demand for our crop). A high-quality peanut is what both domestic and export customers look for, and what we hang our hats on. As farmers and as an industry, we need to continue to protect the quality of our crop. For me, creating a better peanut means planting in light sandy land, digging for maturity and harvesting mature peanuts that have a great peanutty flavor with a prettier hull. I believe consistently providing high-quality peanuts keeps customers long term, maintains export markets and sets us apart from competitors. My mind is often on the future. I didn’t start preparing to be chairman of the National Peanut Board yesterday. It’s something I couldn’t imagine 11 years ago when I got involved at the state level. Important people in my life— Donnie White, Jack Brinkley, Bob Sutter and Cindy Belch of the North Carolina Peanut Growers Association—tapped me to serve at the state level and were preparing me even back then for a broader role.
As growers, we get wrapped up in the day-today management of the farm and it’s easy to forget about who will follow in our footsteps. I regularly see three or four young men in town who ask about the National Peanut Board and marvel at the commitment. I tell them it doesn’t happen overnight and encourage them to get involved with the state peanut organization and learn. We can all do this more with our sons, daughters, trusted employees and others. Without that early encouragement from those leaders, I wouldn’t know half as much as I do, my farm wouldn’t have benefited, and I wouldn’t have made as many trusted friends from across the growing regions as I have. We need to do what we can now to ensure that we continue to produce high-quality peanuts that customers love and will consistently demand. And, we have to help support young people’s participation in industry leadership and give them that extra push to follow in our footsteps—or to forge an even better path for the future of our industry. Sincerely,
Dan Ward Chairman
Sandra Flores, Art Direction Silvia F. Tavitas, Editor Cecilia Lozano, Lead Designer Anais Quintanilla, Design
1
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
Peanuts Perfectly Positioned for Plant-Forward Eating Trend BY BOB PARKER President & CEO
One of the hottest trends these days is “plant-based” or “plant-forward” eating. This trend is a result of research that says diets focused on eating more fruits, vegetables, legumes, whole grains, nuts and seeds—and less meat and dairy—lead to improved health outcomes. The term, “plant-based,” is confusing and may seem to promote a vegetarian or vegan diet—a turnoff to many. The term, “plant-forward,” coined in an attempt to clear up the confusion, means we can still have our dairy and meat, but should try to get more of our protein from plants, which is in line with diets like the traditional Mediterranean diet. The National Peanut Board sees peanuts as perfectly positioned to benefit from the plant-forward movement. When it comes to including more nuts, seeds and legumes into the diet, peanuts fit all three categories. Not only do peanuts have more protein than any other nut, at seven grams per one-ounce serving, they are also an excellent or good source of essential nutrients. The team at the National Peanut Board is mindful that many of our stakeholders are in the livestock and poultry business. We also understand the importance of peanut meal and peanut hulls as markets for use as animal feed. You won’t see us promoting a vegetarian or vegan diet, because meat and dairy work just fine in a well-balanced diet. But for those who choose to follow a vegetarian, vegan or plant-forward diet, you will see us loudly promoting that peanuts should be a part of their diets.
College dining operators already see the major movement toward plant-forward, vegetarian and vegan eating and are constantly looking for ways to expand their offerings to keep the food interesting (See PQ story on page 12). The general restaurant industry sees their core customers as less interested but recognize they must be ready as the younger generation moves into the mainstream (See PQ story on page 9). In addition to a focus on healthier eating, young people also see sustainability as an important factor in their purchasing decisions. Again, peanuts are perfectly positioned with an enviable sustainability footprint. Peanuts are the most water-efficient nut, using only 4.7 gallons per one-ounce serving; and are among the lowest users of water of any source of protein. As a legume, they require very little fertilization and improve soil health for the crops that follow. (See www.PeanutVision.org for more.) When it comes to plant-forward eating and sustainability, peanuts truly are perfectly positioned. As both factors become more and more important to young consumers, the National Peanut Board is ready to tell the story. We will also continue to remind consumers, regardless of the kind of diet or lifestyle they choose to follow, peanuts should be a part of their lives from infancy to old age.
2
PUTTING YOUR BEST PLANT FORWARD By Cathy Johnson
3
All the signs point to an American desire to eat more “plant-forward” to take care of our health and our environment. What does plant-forward really mean and how can the peanut industry ensure peanuts are the plant everyone wants to put forward? Knowing the types of foods consumers prefer to eat, and their values and buying patterns directly influences what farmers grow and how their crops are marketed. That’s why the National Peanut Board watches for food trends and listens closely to chefs, menu developers, manufacturers and dietitians to understand what their customers want. What are culinary experts talking about? The huge rise in plant-based everything. So, in this issue of PQ magazine, we scanned the current culinary world to explore what the plant-forward movement is all about. We’re especially looking at what plant-forward means for peanuts.
4
Plant-Based or Plant-Forward. What’s the Difference? When many people hear plant-based and plant-forward, images of vegetarian or vegan foods come to mind. It seems everyone is talking about the benefits of eating more fruits and vegetables—from those in the culinary and food professions to those of us who make food choices every day. Culinary experts at The Culinary Institute of America (CIA) separate the terms plant-based and plant-forward. Plant-based is referred to as “the ingredients and foods themselves, i.e., fruits and vegetables; whole grains; beans, other legumes [like peanuts] and soy foods; nuts and seeds; plant oils; and herbs and spices.” Plant-forward is defined as “the style of cooking and eating that emphasizes, but is not limited to, plant-based foods—including [the same foods above] and that reflects evidence-based principles of health and sustainability.”¹ Eating plant-forward does not necessarily require you to be vegan or vegetarian, but rather that you adopt a way of eating that does not exclude any food or food group, including animal protein. It’s a style of cooking and eating that emphasizes and finds enjoyment in plant-based foods but is not limited to them.
How Did America Become a Nation of Meat Lovers? For centuries, meat was viewed as a privilege for the wealthy and only members of the upper classes in both Europe and the United States could afford to serve meat regularly. In the twentieth century, as Americans were facing the Great Depression, the slogan “a chicken in every pot” became the aspiration of middle-class citizens. The description for hard-working, down-to-earth Americans was “meat and potatoes,” showing meat as working its way into the American psych, no longer exclusive, but becoming the standard. Coming out of the twentieth century, protein from animals was considered the rightful choice for the center of the plate, with vegetables and salads occupying the sides. But change is afoot in the American culinary landscape and plant-based vegetables, beans, legumes, whole grains, nuts and seeds are taking center stage.
¹ Miller, Amy Myrdal. “Plant-Based vs. Plant-Forward.” Produce Business, Produce Business, 1 Mar. 2018, https://www.producebusiness.com/american-menus-plant-based-versus-plant-forward.
5
Marinated Halloumi with Vegetables and Chipotle-Lime Peanut Sauce
This dish, created by Naturally Ella, uses halloumi, a hard cheese that does not melt when heated. (NationalPeanutBoard.org/recipes).
Farro Stuffed Mini Pumpkins
Farro is a chewy, crunchy grain that leaves us satisfied with the blends of plant-based protein in this attractive dish (NationalPeanutBoard.org/recipes).
Peanut Stew
For those who love the sensory satisfaction they get from animal protein, hearty soups deliver the same type of flavors expected from meat (NationalPeanutBoard.org/recipes).
Quinoa Bowl with Chicken Maitake Mushroom Sausage and Peanut Dukkah
An Egyptian nut and spice blend, this dish, created at National Peanut Board’s 2019 Food Summit, brings protein in peanuts and quinoa, along with plenty of delicious nutrition in fresh vegetables.
6
What’s Driving the Change from Meat Centric to Plant Centric? There’s an increase in consumer demand for plant-based food.
The International Food Information Council (IFIC) Foundation surveys consumers each year to understand their perceptions about food. The 2019 survey found familiarity and interest in plant-based diets is high. Nearly three in four consumers say that have heard of plant-based diets and half of all consumers are interested in learning more. One-third say they eat plant-based protein daily. While very few say they are actively following a plant-based diet, 34 percent say they consume plant-based protein daily. One-quarter also say they eat more plant-based protein than they did 12 months ago.²
Millennials, now the largest demographic group,³ are driving the shift.
Millennials are increasingly conscious of the food they eat and its impact on their bodies, the planet and animals. GlobalData’s consumer analyst, Fiona Dyer, said in Forbes, “The shift toward plant-based is being driven by millennials, who are most likely to consider the food source, animal welfare issues and environmental impacts when making their purchasing decisions.”⁴ But the plant-based trend goes way beyond the millennial demographic. The demand for plant-based is growing globally and there’s a global shift away from meat. A report from GlobalData said, “70 percent of the world population reportedly is either reducing meat consumption or leaving it off the table altogether.”⁵ Also, global cuisines, often plant-forward, continue to be a preferred choice among millennials and other demographics, whether they are dining out or experimenting with new foods at home. Peanuts have been a global favorite and core ingredient in many world cuisines over the centuries in Mexican Moles, African stews and Asian sauces.
Consumers see a closer connection between the foods we eat and environmental impact.
Taking care of the environment is gaining in importance around the world. Forty-six percent of millennials state that sustainable farming practices influence what they eat, according to NPB’s 2018 consumer tracking study. Consistent evidence indicates that, in general, a diet that is higher in plant-based foods and lower in animal-based foods is more health promoting and is associated with lesser environmental impact than is the current average U.S. diet, said the Scientific Report of the 2015 Dietary Guidelines Committee. A new report published in The Lancet⁶ recommends a 50 percent cut of red meat and sugar and a 100 percent increase in nuts, legumes, fruits and vegetables globally.
7
Knowing that millennials say sustainable farming practices influence what they eat, Oklahoma peanut farmer Austin White, son of Joe D. and Gayle White (NPB alternate, Okla.), carefully inspects his crop.
There’s a growing penchant for protein and eating healthy.
Over the past few years, protein has become the mark of health and good nutrition in the food space. Peanuts are an affordable, plant-based protein. According to Datassential, 44 percent of consumers want to increase their consumption of plant proteins. Peanuts are a nutritious plant-based food with seven grams of protein per ounce and over 30 essential vitamins and minerals, contributing to a positive impact on health. Not only do peanuts have the advantage of being a plant-based protein and a nutrient-dense food but research shows that nut consumption (including peanuts) is linked with a reduced risk for heart disease and type 2 diabetes. (For more on these evidence-based benefits of eating peanuts, see page 17 of this issue of PQ).
Plant-Based “meats” are showing up in retail and on menus across the U.S.
Ways to replace meat with plant-based protein have been around for years—for instance, substituting portobello mushrooms for beef in a burger—but recently companies, leveraging research to create plant-based “meats” are gaining in popularity in restaurants and grocery stores. Two leading companies developing plant-based “meats”, Beyond Meat and Impossible Foods, say they do not expect their customers to be strictly vegan or vegetarian, but they are targeting consumers who want to cut down on meat consumption.
The Impossible Burger is shown here.
Beyond Meat created the Beyond Burger to resemble real meat. When cooked, the plant-based burgers use beet juice to “bleed” as does real meat and the goal is for the burger alternative to smell and taste like real meat. The company has won over numerous investors, including Tyson Foods. In addition to grocery stores, Beyond Burgers are included on the menu of all 469 locations of the national chain, TGI Fridays. In August of this year, Burger King rolled out the Impossible Burger with plant-based patties from Impossible Foods. The Impossible Burger was well-received in test-marketing trials, so Burger King is bringing it out for a limited time to all 7,000 locations. There has been a lot of publicity surrounding these offerings, but major retailers and national chains are making the investment to see where plant-based meat alternatives take them. Going plant-based doesn’t have to be an all-or-nothing way of eating. Overall, more people are eating fewer animal products and more whole plant foods—which can be great steps for health and for the environment. ² “Interest in Sustainability, Plant-Based Diets Among Trends in IFIC Foundation's 2019 Food & Health Survey.” FoodInsight.org, IFIC Foundation, May 22, 2019, https://www.foodinsight.org/interestin-sustainability-plant-based-diets-among-trends-in-ific-foundation-2019-food-and-health-survey. ³ Fry, Richard. “Millennials Expected to Outnumber Baby Boomers as America's Largest Generation.” PewResearch.org, Pew Research, 1 Mar. 2018, https://www.pewresearch.org/facttank/2018/03/01/millennials-overtake-baby-boomers/. ⁴ Rowland, Michael Pellman. “Millennials Are Driving the Worldwide Shift Away from Meat.” Forbes.com, Forbes, 23 Mar. 2018, https://www.forbes.com/sites/michaelpellmanrowland/2018/03/23/ millennials-move-away-from-meat/#b7f6b7ea4a49. ⁵ Ibid. ⁶ Willett, Walter. “Food in the Anthropocene: the EAT-Lancet Commission on Healthy Diets from Sustainable Food Systems.” The Lancet Commissions, vol. 393, no. 10170, 22 Feb. 2019, pp. 447–492.
8
Plant Forward Dines Out
HipCityVeg is a plant-forward, fast casual restaurant in Philadelphia, Pa., founded and owned by Nicole Marquis. On the opening day of Marquis’ first location in 2012, there was a line out the door and they sold out of food by noon. The next day, they made more food and sold out by 1:00. “Who knew that in the cheesesteak capital of the world, people wanted vegan, plant-based food?” said Marquis at the Culinary Institute of America’s (CIA) recent Global PlantForward Culinary Summit. Now there are seven HipCityVeg locations across Philadelphia and Washington, DC, with an additional opening planned in New York City. At HipCityVeg, they’re delivering foodservice classics in a plant-forward way. “One of the keys to our success is making plant-based food familiar to people who maybe thought they otherwise couldn’t enjoy a plant-based meal,” said Marquis. “There’s something satisfying and delicious about a fried chicken sandwich and if you can [provide] that and make it 100 percent plant based and be satisfying to the guest, that’s a step in the right direction.” For example, the Lox and Loaded Bagel on the HipCityVeg menu replaces traditional smoked salmon with smoked carrot, which is remarkably similar in texture and flavor to the fish. Salads at HipCityVeg aren’t just iceberg lettuce topped with a few tomatoes and chicken strips. Their Udon Noodle Salad includes sprouts, arugula, carrot, cabbage,
9
daikon radishes, scallions, peanuts and a chicken replacement that’s spiced in-house—all topped with a Chinese black bean dressing. While not all plant-forward styles of eating completely exclude meat, the experience that Marquis offers at HipCityVeg is indicative of a growing demand and need for plant-forward dining options. The Culinary Institute of America (CIA), the center of thought leadership in the culinary world, has put a stake in the ground (pardon the pun) on plant-forward eating as “one of the most significant culinary mega-trends underway in America and in global foodservice […] Over the next 10 years, the plant-forward juggernaut will transform our expectations of restaurants and away-from-home dining.”
Alejandra Ramos of Always Order Dessert created an innovative plant-forward dish at NPB’s Millennial Food Summit in 2018.
Culinary Leaders Explore Plant-Forward Menus. To take a leadership role in helping foodservice professionals capitalize on this movement in a way that’s sustainable for their operations and appealing to consumers, the CIA brought together a select audience of culinary leaders in foodservice to experience flavor strategies and explore critical opportunities around plant-forward menus for the Global Plant-Forward Culinary Summit (GPFCS) in Napa, Calif. in May. The strategic leadership conference was inspired by the CIA’s long-running Worlds of Flavor and Menus of Change initiatives, and it was designed in conjunction with the launch of the CIA’s Plant-Forward Kitchen digital media project. The immersive culinary summit welcomed an audience of 300 foodservice industry leaders including corporate and executive chefs and other senior-level professionals from all sectors of the foodservice industry. Along with presentations and demonstrations by chefs from around the world, sessions included hands-on culinary inspiration workshops guided by CIA and guest chefs, focused breakout seminars and delicious plant-forward meals and tastings.
Don Cortez, regional culinary director of West Compass Group, created a unique peanut-inspired dish at NPB’s Millennial Food Summit in 2018.
Five Takeaways shared with these foodservice leaders at the CIA during this impactful GPFCS event: TH I N K WO R LDW I D E
Traditional dishes from cuisines all around the world offer whole-food, plant-based menu options; you can think of falafel as the original veggie burger, for example. Chefs should look at those cuisines as the source of tried-and-true craveable plant-forward dishes.
TH I N K F L AVO R
Growing flavorful produce is essential to be able to cook flavorful produce-centric dishes.
TE LL N E W STO R I E S
We don’t have a lot of childhood memories centered around the deliciousness of broccoli. Chefs have the opportunity to tell entirely new stories of flavors around these vegetables and create new memories for their customers.
US E L A N G UAG E TH AT E XC ITE S
The key to marketing plant-forward dishes is to use language focused on indulgence.
TH I N K D I F F E R E NTLY A BOUT TE C H N I Q U E
Culinary students and cooks are usually taught about vegetables in recipes rather than as techniques. There’s a need and an opportunity to shift this perspective, and to think of vegetables as techniques, such as chickpeas as the star in hummus or charring carrots to add smokiness and coax out their natural sweetness.
10
Fast-Casual Restaurants Find Plant-Forward Niche. Another example of an up-and-coming fast-casual restaurant that is applying plant-forward principles includes Tender Greens, a 31-unit chain based in California. At GPFS, co-founder Erik Oberholtzer said he created the concept as a reaction to the gap between animal-centered, expensive dining and fast food burger chains that were accessible, fast and scalable, but didn’t offer what he wanted to eat. “Tender Greens is affordable, relatively fast, ‘slow food’,” said Oberholtzer. “And then ‘slow food’ with a heavy emphasis on plants, not plant exclusive—we’re an omnivore concept—but plants as the leading headline and [thoughtful] protein as an accessory.” For example, in Tender Greens’ Chinese Chicken Salad, a variety of greens take center stage, complemented by cilantro, green onions, pea shoots and crunchy wontons and peanuts, dressed with a sesame peanut dressing and a small amount of grilled chicken. On a larger scale, Baja Fresh, Zoe’s Kitchen and Veggie Grill are regional chains that focus on delivering lots of fresh vegetables and plants—like salsas and guacamoles made fresh daily at Baja Grill and chickpea-based hummus and other plant-forward Mediterranean dishes at Zoe’s Kitchen—that taste delicious, are relatively fast and are less than $15. Even at Veggie Grill, which offers exclusively vegan and vegetarian options, “the audience is not necessarily vegan or vegetarian, for sure,” said restaurant investor and consultant Greg Dollarhyde at GPFCS. Indulgent descriptions and delicious flavors make choices like Veggie Grill’s Masala Bowl—with spiced chickpeas, turmeric-roasted cauliflower, super-grains, braised kale, hemp seeds and cilantro green curry sauce—easy for diners who are open to plant-forward eating styles. While 100 percent vegan restaurants aren’t about to go mainstream, foodservice operators who take cues from the plantforward movement and intentionally and thoughtfully include more delicious plant-based options on their menus are likely see the benefits of responding to this growing consumer desire.
11
Chinese Chicken Salad from Tender Greens in California shows plant-forward with a variety of greens with a small amount of chicken. Cilantro, green onions, pea shoots, wontons and peanuts along with a sesame peanut dressing create a delicious dish.
Why Plant Forward is Reshaping College Dining By Keegan Treadaway
For young adults, plant-forward eating has quickly gone from food trend to ubiquity. Millennials (born 1981-1996) helped set this movement in motion, but it’s Gen Z (born 1997-later) that’s poised to definitively reshape the food landscape from meat-heavy to plant-forward. At the epicenter of this seismic shift in dietary behavior are college and university dining programs. As Gen Z (born 1997-later¹) seeks more sustainable and vegetarian food options, dining operators are finding success in global cuisine and demonstrating the potential for peanuts as the plant-forward movement progresses. Dietitians and health experts have long recommended that Americans consume more produce and whole grains, but meat has consistently held an outsized role at the center of the plate. It wasn’t until the health-minded and environmentally conscientious millennial generation began actively changing their dietary behavior that the portion of meat on the plate began to shrink. “I don’t think operators really had it on their radar until a few years ago,” said Lisa Eberhart, RD, LDN, CDE, Director of Nutrition and Nutritional Wellness at North Carolina State University about the start of the plant-forward trend. Indeed, most in the food industry never would have predicted the speed at which the trend took off or its impact on the industry. Knowing that meat production is resource-intensive prompted millennial consumers to begin seeking out more plant-based alternatives to meat and dairy. They also began to see plant-forward eating as a sustainable way to reduce their carbon footprint by simply scaling back the amount of meat they consume and making plant foods the focus of their meals. (Continued on next page) ¹ “The Generations Defined.” PewResearch.org, Pew Research, 11 Apr. 2018, https://www.pewresearch.org/fact-tank/2018/04/11/millennials-largest-generation-us-labor-force/ft_18-04-02_generationsdefined2017_working-age/.
12
“I work with millennials and Gen Z, and sustainability has always been on their radar,” said Eberhart. “Plant-forward fits that sustainable messaging.” She points to research from GlobalData that showed that consumers claiming to be vegan jumped 600 percent since 2014, with “six percent of U.S. consumers now claiming to be vegan, up from just one percent in 2014.”² Though most consumers are not willing to make the leap to a meat-free lifestyle, many are already embracing a diet with considerably less meat. And Gen Z plans to take it even further by making plant-forward the new norm. “Millennials invest in themselves so they can make improvements to their world; Gen Z invests in their world to improve the experience for the whole world and themselves,” said Dawn Aubrey, Ph.D., Associate Director of Auxiliary, Health and Wellbeing at the University of Illinois, Urbana-Champaign. “Both see the value of plant-forward eating, but the emphasis is different due to their respective experiences.” For Gen Z, environmental sustainability is no longer an aspirational goal. They see sustainability as being necessary for the sake of their futures. As such, Gen Zers are seeking out food sources and cuisines that limit their meat intake but still provide the nutrition they need and flavors they crave.
The Impact of International Cuisines That’s where global cuisines have helped introduce new concepts and innovations in plant-forward cooking. Unlike Western diets, many cultures across the globe have traditionally relied on plant-forward meals. Gen Z, much like their millennial peers, are much more diverse culturally and are more adventurous in terms of trying new foods.
13
In a presentation at the National Peanut Board’s Next Gen Food Summit, Amy Sung, Director of Content, Food and Travel for Smartbrief shared some statistics from Mintel about Gen Z and international foods. She said that 47 percent of Gen Z is made up of people who are Hispanic, African-American, Asian or multiracial. The data also showed
² “Top Trends in Prepared Foods.” ReportBuyer.com, Report Buyer, 2017, https://www.reportbuyer.com/product/4959853/top-trends-in-prepared-foods-2017-exploring-trends-in-meat-fish-andseafood-pasta-noodles-and-rice-prepared-meals-savory-deli-food-soup-and-meat-substitutes.html.
that 36 percent of U.S. parents of kids under 18 reported that their children enjoy eating international foods, and 62 percent of Gen Z use recipes from social media to cook international foods at home.
“Among the items available are Thai summer rolls with spicy peanut sauce, African peanut soup with sweet potato, Dang noodle salad, elote (corn on the cob crusted with mayo, coconut, peanut dust), bibimbap with beef and boiled peanuts, and more,” said Aubrey. Besides their familiar flavor, Their exposure to various cultural foodways has changed both Aubrey and Eberhart note that peanuts have a natural their expectations from foodservice providers and increased sustainability story—from small water footprint to benefitting their appreciation for plant-forward meals. College and unithe soil—that resonates with Gen Z consumers. They see versity dining departments are responding by offering more peanuts as a key ingredient that consumers will gravitate globally-inspired, plant-based foods. toward as they move away from meat and toward more sustainable and nutritious plant-based foods. Highlighting “All ethnic cuisines are growing—like sushi, poké bowls, Korean, the positive benefits of peanuts will help as the next genThai and Middle Eastern cuisine,” said Eberhart. “Many street eration seeks a more plant-forward future. foods from these cultures are predominately plant-based.” “Plant forward is here to stay,” said Eberhart. “Advertise Many cultural cuisines also include sustainable and nutritious the environmental benefits of using peanuts as a protein ingredients like peanuts. Regional Asian cuisines like Thai, source. Peanuts are a cost-effective, healthier protein Szechuan-style Chinese, and Indian have increased in popu- snack that many Gen Z enjoy.” larity, and all of them use peanuts as a common ingredient. And having an ingredient that consumers both recognize and like helps break down the barriers to consumption. Aubrey said that “peanuts are an excellent example of a plant-based protein that is recognizable and delicious.” At her campus they serve a variety of globally-inspired foods that include peanuts.
14
International Food Trends that Impact Peanut Exports By Stephanie Grunenfelder, American Peanut Council Peanuts are an all-in-one solution for these increasingly important international food trends. The United States is still the largest customer for USA-grown peanuts, but export numbers are growing steadily. All segments of the peanut industry realize the importance of understanding consumers outside the U.S., especially as the industry aims to increase sales to international customers in the future. With increasing climate stress and other social and health issues facing populations, people are increasingly concerned with where their food comes from, how it is produced, and what impact it has on the planet and their health. Peanuts are well positioned to take advantage of many food trends around the world because peanuts stand out as both a sustainable and nutritious crop.
Wanted: the young and diverse
In the United States and around the world, the average age of the farmer is rising.š Simultaneously, there is an increasing awareness of the need for diversity in farming. Many countries are not attracting young people or women in sufficient numbers because of falling incomes, rising debt and rural poverty, particularly among younger generations.² The peanut industry in the U.S. and around the world, along with governments in some countries, are already initiating programs to engage young men and women in farming but should continue to mentor young leaders who can resonate with consumers. The industry can also promote technological advances, which result in less physical labor for farming. Child labor is still an issue in some developing countries! A young female peanut farmer (as an example) using technology to grow crops efficiently can be a powerful consumer marketing message.
15
Valuing the family farm
The perception of corporate concentration and consolidation in the food sector sometimes scares consumers. Consolidation can make systems more efficient, but consumers prefer to think of food that is produced by people they can trust and can be traced back to a farm. Most peanuts in the United States are planted and harvested by peanut-farming families on small, multigenerational farms. The family farmer has always been, and will continue to be, an important global marketing point for the U.S. peanut industry.
Quest for alternative protein
People around the world are looking for alternative sources of protein. The supply of alternative protein source is expected to rise sharply by 2050 because of increasing concerns about the environmental effects of livestock farming and animal welfare.³ More consumers are interested in “clean eating,” or eating that emphasizes healthy, whole, unprocessed foods. Meat substitutes are a rapidly growing industry (such as Tyson Foods’ investment in Beyond Meat). However, consumers need to consider that peanuts are already an important plant-based source of protein.
People on the move
People around the world are moving from rural areas to cities. Combined with increasing incomes, this trend means more consumers will buy food that is prepared in advance and ready to eat, both from retail stores and restaurants. Japan has led the way in this segment, with beautifully prepared take-out meals as an important part of the food landscape. To stay in this market, the peanut industry will need to stay engaged with chefs and research and development professionals who cultivate ideas for this market segment.
Food waste worries
Consumers around the world are concerned about food waste. According to research, nearly a third of the world’s food is wasted or lost. The UN Food and Agriculture Organization (FAO) calculates that if food waste were a country, its emissions would rank it as the third largest emitting country after China and the U.S. New applications and programs are being developed to combat this waste and can divert surpluses to people facing hunger. Such efforts can help combat the environmental effects of food waste and improve local food security. The peanut industry is well positioned to take advantage of this trend—we already donate peanut butter to food banks, and peanut products are easily stored and don’t need refrigeration, which allows for less waste from the start. And, every part of the peanut can be used, which contributes to less waste. ¹ “Beginning Farmers and Age Distribution of Farmers.” USDA ERS - Beginning Farmers and Age Distribution of Farmers, www.ers.usda.gov/topics/farm-economy/beginning-disadvantaged-farmers/ beginning-farmers-and-age-distribution-of-farmers/. ² McInnes, David. “Global Food Trends to 2030.” The Economist: Intelligence Unit, Dubai Industrial Park, Edited by Melanie Noronha, 2019, page 10. ³ Ibid., page 15.
16
A AN ND D Y YO OU UR R H HE EA AL LT TH H AND YOUR HEALTH Research Research confirms confirms peanuts peanuts provide provide our our bodies bodies protective that are health. Researchbenefits confirms peanuts providefor ourour bodies protective benefits that are essential essential for our health. protective benefits that are for our health. S T Ressential OKE STROKE
High cholesterol is a risk factor for stroke. One ounce of peanuts contains High is a fiber, risk factor ounce ofrecommended peanuts contains 2.4 (aboutfor 10stroke. percentOne of your daily value) S2.4 Tgrams Rcholesterol O Kof Edietary gramsfiber, of dietary 10 percent of your daily recommended including whichfiber, may (about help maintain healthy cholesterol levels.1 value) 1 including fiber, which mayfactor help maintain cholesterol levels. High cholesterol is a risk for stroke.healthy One ounce of peanuts contains 2.4 grams of dietary fiber, (about 10 percent of your daily recommended value) including fiber, which may help maintain healthy cholesterol levels.1
VISION VISION
Zinc is an important nutrient in maintaining eye health. One ounce of Zinc important nutrient in maintaining eyedaily health. One ounce of peanuts more than six percent of the recommended value Vpeanuts I SisI an Ocontains N contains more than six percent of the daily recommended value (DV) for zinc.² (DV) zinc.² Zinc for is an important nutrient in maintaining eye health. One ounce of peanuts contains more than six percent of the daily recommended value (DV) for zinc.²
H E A R T H E A LT H H E A R T H E A LT H
Scientific evidence suggests, but does not prove that eating Scientific suggests, butincluding does not peanuts, prove that 1.5 aseating part of a H Eounces A R evidence Tper Hday E Aof Lmost Tand H nuts, 1.5 per day offat most nuts, including peanuts, part dietounces low in saturated cholesterol may reduceas the riskof a 3,4,5,6,7,8,9 diet low disease. inevidence saturated fat and cholesterol may reduce risk of heart Scientific suggests, but does not prove thatthe eating 3,4,5,6,7,8,9 of disease. 1.5heart ounces per day of most nuts, including peanuts, as part of a diet W Elow I GinHsaturated T M A fat N Aand G cholesterol E M E N Tmay reduce the risk of W heart E I Gdisease. H T M3,4,5,6,7,8,9 ANAGEMENT One ounce of peanuts contains 2.4 grams of fiber, which aids One of peanuts 2.4 grams of fiber, aids10 digestion, bulk to contains feel which full faster. W E ounce I G Hadds T M A toN the A Gdiet E Mand E helps N T you digestion, adds bulk the diet and helps you feel full faster.10 One ounce of peanuts contains 2.4 grams of fiber, which aids digestion, adds bulk to the diet and helps you feel full faster.10
DIABETES DIABETES
Peanuts and peanut butter, when eaten in moderate amounts (2 Tbsp Peanuts eaten do in moderate (2 Tbsp of peanutand 1 butter, ounce when of peanuts), not causeamounts blood sugar to D I A drastically. B Ebutter T peanut E S11,or of peanut butter or12 1 ounce of peanuts), do not cause blood sugar to spike 11, 12 spike drastically. Peanuts and peanut butter, when eaten in moderate amounts (2 Tbsp of peanut butter or 1 ounce of peanuts), do not cause blood sugar to spike drastically.11, 12
H E A LT H Y S K I N H E A LT H Y S K I N
One ounce of peanuts contains 10 percent of the DV for Vitamin E, an 13,14,15 One contains 10 percent of the DV for Vitamin E, an important maintaining skin health. H E Aounce L Tantioxidant Hof Ypeanuts S Kin important antioxidant inI N maintaining skin health.13,14,15 One ounce of peanuts contains 10 percent of the DV for Vitamin E, an important antioxidant in maintaining skin health.13,14,15
NationalPeanutBoard..org NationalPeanutBoard..org REFERENCES REFERENCES
NationalPeanutBoard..org
1
Aune D, Keum N, Giovannucci E, et al. Nut consumption and risk of cardiovascular disease, total cancer, all-cause and cause-specific mortality: a systematic review and dose-response meta-analysis of prospective
12
Aune D, Keum N, Giovannucci E, et al. consumption and risk of cardiovascular disease, total cancer,with all-cause and cause-specific mortality: aInvest systematic reviewVis andSci. dose-response meta-analysis of prospective Chiu C-J, Change M-L, Li T, Gensler G,Nut Taylor A. Visualization of dietary pattenrs and their associations age-related macular degeneration. Ophthalmol 2017;58:XXX-XXX. DOI: 10.1167/iovs.16-20454.
RFraser, E FC-J, EG.RChange E N CAM-L, Epossible S Li T, Gensler Chiu G, Taylor Visualization of dietary pattenrs andheart theirdisease. associations with age-related degeneration. Invest Ophthalmol Sci. 2017;58:XXX-XXX. DOI: 10.1167/iovs.16-20454. (1992). protective eect ofA.nut consumption on risk of coronary The Adventist Health macular Study. Archives of Internal Medicine , 152, Vis 1416-1224. 2 3
Fraser, G. (1992). possible eectonoflifetime nut consumption coronary heart disease. The Adventist Archives of Internal Medicine, ,152, 152,746-758. 1416-1224. (1995). A Eect of riskprotective factor values risk of and on agerisk at of first coronary event. The Adventist HealthHealth Study.Study. American Journal of Epidemiology Aune D, Keum N, Giovannucci E, et al. Nut consumption and risk of cardiovascular disease, total cancer, all-cause and cause-specific mortality: a systematic review and dose-response meta-analysis of prospective Fraser, (1995).Tree Eectnuts of risk factor values on lifetime riskofofclinical and age at firstBritish coronary event. The Adventist Health Study. American Journal of Epidemiology , 152, 746-758. Griel, A.G.(2006). and the lipid profile: a review studies. Journal of Nutrition, S68-78. Chiu C-J, Change M-L, Li T, Gensler G, Taylor A. Visualization of dietary pattenrs and their associations with age-related macular degeneration. Invest Ophthalmol Vis Sci. 2017;58:XXX-XXX. DOI: 10.1167/iovs.16-20454. Griel, (2006). Tree nuts the lipid profile: a review of clinical Journal of Nutrition, S68-78. Hu, F. A. (1998). Frequent nutand consumption and risk of coronary heartstudies. diseaseBritish in women: prospective cohort study. British Medical Journal , 317, 1341-1345. Fraser, G. (1992). A possible protective eect of nut consumption on risk of coronary heart disease. The Adventist Health Study. Archives of Internal Medicine , 152, 1416-1224. Hu, F. (1998). Frequent nutpeanut consumption and risk of coronary disease in women: prospective British Medical Journal , 317, 1341-1345. Jiang, R. (2002). Nut and butter consumption and riskheart of type 2 diabetes in women. Journalcohort of the study. American Medical Association , 288, 2554-2560. Fraser, G. (1995). Eect of risk factor values on lifetime risk of and age at first coronary event. The Adventist Health Study. American Journal of Epidemiology , 152, 746-758. Jiang, R. (2002). Nut andThe peanut butter and risk of type 2 diabetes in women. Journal of the American Medical Association , 288,of2554-2560. Kris-Etherton, P. (2007). role of treeconsumption nuts and peanuts in the prevention of coronary heart disease: multiple potential mechanisms. Journal Nutrition, 138, 1746S-1751S. Griel, A. (2006). Tree nuts and the lipid profile: a review of clinical studies. British Journal of Nutrition, S68-78. Kris-Etherton, (2007). role ofheart tree nuts and peanuts in the prevention of coronary disease: multiple potential mechanisms. Journal of Nutrition, 138, 1746S-1751S. Kelly, J. (2006).P.Nuts andThe coronary disease: an epidemiological perspective. Britishheart Journal of Nutrition , 96, S61-S67. Hu, F. (1998). Frequent nut consumption and risk of coronary heart disease in women: prospective cohort study. British Medical Journal , 317, 1341-1345. Kelly, J. (2006). Nuts andN,coronary heart disease: an epidemiological perspective. British Journal of Nutrition , 96, S61-S67. Freisling H, Hwayoung Slimani N, et al. Nut intake and 5-year changes in body weight and obesity risk in adults: results from the EPIC-PANACEA study. Eur J Nutr. 2017. DOI: 10.1007/s00394-017-1513-0). Jiang, R. (2002). Nut and peanut butter consumption and risk of type 2 diabetes in women. Journal of the American Medical Association , 288, 2554-2560. Freisling H, Hwayoung N, About SlimaniGlycemic N, et al. Nut intake and 5-year changes in body weight and obesity riskAccessed in adults:on results from EPIC-PANACEA study. Eur J Nutr. 2017. DOI: 10.1007/s00394-017-1513-0). The University of Sydney. Index. Available at http://www.glycemicindex.com/about.php. August 23,the 2017. Kris-Etherton, P. (2007). The role of tree nuts and peanuts in the prevention of coronary heart disease: multiple potential mechanisms. Journal of Nutrition, 138, 1746S-1751S. The University of Sydney. About Glycemic Index. Available at http://www.glycemicindex.com/about.php. Accessed on August 23, 2017. American Diabetes Association. Index and Diabetes. Available at: http://www.diabetes.org/food-and-fitness/food/planning-meals/glycemic-index-and-diabetes.html. Accessed on August 23, 2017. Kelly, J. (2006). Nuts and coronary heart disease: an epidemiological perspective. British Journal of Nutrition , 96, S61-S67. American Association. Glycemic Index and Diabetes. Available at: http://www.diabetes.org/food-and-fitness/food/planning-meals/glycemic-index-and-diabetes.html. on August 23, 2017. Vitamin E. Diabetes National Institutes of Health:Oce of Dietary Supplements. https://ods.od.nih.gov/factsheets/VitaminE-HealthProfessional/#h3. Updated November 3, 2016. AccessedAccessed April 6, 2017. Freisling H, Hwayoung N, Slimani N, et al. Nut intake and 5-year changes in body weight and obesity risk in adults: results from the EPIC-PANACEA study. Eur J Nutr. 2017. DOI: 10.1007/s00394-017-1513-0). Vitamin E. National Institutes of Health:Oce of Dietary Supplements. https://ods.od.nih.gov/factsheets/VitaminE-HealthProfessional/#h3. Updated November 3, 2016. Accessed April 6, 2017. Antioxidants. Medline Plus. https://medlineplus.gov/antioxidants.html. Updated January 12, 2017. Accessed April 6, 2017. The University of Sydney. About Glycemic Index. Available at http://www.glycemicindex.com/about.php. Accessed on August 23, 2017. Antioxidants. Medline https://medlineplus.gov/antioxidants.html. January and 12, 2017. Accessed Aprilhttps://nccih.nih.gov/health/antioxidants/introduction.htm. 6, 2017. Antioxidants:In Depth. Plus. National Institutes of Health:National Center forUpdated Complementary Integrative Health. Updated May 4, 2016. Accessed April 6, 2017. American Diabetes Association. Glycemic Index and Diabetes. Available at: http://www.diabetes.org/food-and-fitness/food/planning-meals/glycemic-index-and-diabetes.html. Accessed on August 23, 2017. Antioxidants:In Depth. 2016;14(1). National Institutes of Health:National Center for Complementary and Integrative Health. https://nccih.nih.gov/health/antioxidants/introduction.htm. Updated May 4, 2016. Accessed April 6, 2017. studies. BMC Medicine. doi:10.1186/s12916-016-0730-3 Vitamin E. National Institutes of Health:Oce of Dietary Supplements. https://ods.od.nih.gov/factsheets/VitaminE-HealthProfessional/#h3. Updated November 3, 2016. Accessed April 6, 2017. studies. BMC Medicine. 2016;14(1). doi:10.1186/s12916-016-0730-3 14 Antioxidants. Medline Plus. https://medlineplus.gov/antioxidants.html. Updated January 12, 2017. Accessed April 6, 2017. 3 4 1 4 5 2 5 6 3 6 7 4 7 8 5 8 9 6 9 10 7 10 11 8 11 12 9 12 13 10 13 14 11 14 15 12 15 13
17
15
Antioxidants:In Depth. National Institutes of Health:National Center for Complementary and Integrative Health. https://nccih.nih.gov/health/antioxidants/introduction.htm. Updated May 4, 2016. Accessed April 6, 2017.
studies. BMC Medicine. 2016;14(1). doi:10.1186/s12916-016-0730-3
Grower Voices
By Lacy Jackson, Communications Intern, Texas Peanut Producers Board
(L to R) Kara, Kinley, Kanton and Grayson Wilmeth, Texas peanut farmer
Grayson Wilmeth, a farmer from Dilley, Texas, never pictured himself going into farming. But now, after almost 16 years in the industry, he can’t picture himself doing anything else. After graduating from Schreiner University in Kerrville where he played baseball, Wilmeth had plans to put his business degree to use. But, when a family member fell ill during harvest, Wilmeth found himself returning to Dilley to help out. “I never had plans to farm, but after taking over my great uncle’s farm for a year or two due to him being sick, I ended up buying a farm with my dad and here we are, a whole lot of years and acres later,” said Wilmeth. It was through this purchase that Mimosa Farms was created, of which Wilmeth is the primary operator. Aside from his primary crop of peanuts, Wilmeth also produces wheat, watermelons, green beans, sweet corn, cotton, milo, sesame, and more; all on about 7,000 acres in Frio County. While sustainability is a hot topic on every farmer’s mind, it is even more pressing in dry South Texas where Mimosa Farms is located. “Everything is irrigated here, and our water level is not recharging at a viable rate. The economics of this is concerning. We may not run out of water, but it’s going to become very expensive to pump,” said Wilmeth. “To combat this, we are always trying to improve irrigation efficiency. We have gone to double-booster pumps, variable speed
panels, LEPA nozzles dropped down to six inches off the ground—anything we can do to conserve water.” On his farm, Wilmeth also battles erosion. “We have lots of hard, fast rains that wash things out due to sloping terrain and sandy soil. So we plant cover crops, even though we have to water them, and we do what we can to avoid plowing.” Some methods used for this technique include strip-till and no-till, which offer protection from erosion and improve overall soil health. In addition to maintaining his farm, Wilmeth serves on the Texas Peanut Producers Board and is involved with the Natural Resources Conservation Service (NRCS), that has conducted tours of Mimosa Farms in the past to showcase Wilmeth’s conservation methods. He also runs a large bird hunting operation on some of his milo and sesame acres, attracting up to 2,000 hunters per year. Aside from work, Wilmeth enjoys spending time with his wife and two children. While he never thought he would be farming, Wilmeth finds true fulfillment in what he does, stating, “There is no more gratifying feeling in the world than planting something and it actually coming up and growing—that makes me very happy. It’s not the money, none of that—it’s just watching my crops come up.”
18
New Campaign Gives Peanut Butter Lovers a Reason to Buy More With the growth in popularity of peanut butter alternatives like almond or cashew butter, the National Peanut Board (NPB) understands that the modern consumer has dozens of options when it comes to spreads. To tackle the competition, NPB kicked off a campaign in April that centered on one of our key priorities—how to drive more sales of peanut butter. After seeing that traditional peanut butter consumption methods are trending down, we set out to inspire millennial families to discover new ways to consume peanut butter. Our approach focuses on engaging shoppers prior to their trip to the grocery store and while they are shopping in-store.
1 Driving Engagement Through Influencers According to YouGov, 84 percent of our target audience said they like to experiment with new recipes. To inspire these families to try new recipes and learn about unique ways to cook and bake with peanut butter, NPB worked with 50 influential food-focused influencers to create outside-the-box recipes. Influencers shared their recipes with their 30 million+ followers using the hashtag, #HowDoYouPB. In just one month, the family-friendly recipes earned over 175,000 views and received 339,000 engagements, and this is just the start, with influencer content launching throughout the year.
Tan Tan Noodles by Erin Lynch of Platings and Pairings (NationalPeanutBoard.org/recipes)
19
West African Kabobs by Yumna Jawad of Feel Good Foodie (NationalPeanutBoard.org/recipes)
PB Chocolate Truffles with Flaky Sea Salt by Samah Dada of Dada Eats (NationalPeanutBoard.org/recipes)
2 Infusing Peanut Butter into Pop Culture NPB reminded consumers about the versatility of peanut butter by inserting peanut butter content into relevant pop culture moments and trending conversation online. We encouraged PB-loving influencers, media and celebrities to share their love of peanut butter and show their followers different ways to use the beloved spread. As one example, to incentivize purchase of PB on National Peanut Butter Cookie Day, top food influencers and media including BarefeetInTheKitchen.com and Simplemost.com highlighted their unique takes on the classic PB Cookie and encouraged their 18 million followers to make their own PB Cookie recipes with the hashtag, #HowDoYouPB.
3 Inspiring New Usage Occasions Through Geotargeting and In-Store
Conversation
To drive families to purchase peanut butter in-store and online, NPB created banner ads that appear on consumers’ mobile phones when they are in the vicinity of a grocery store, while they are in the store or when they are shopping online. Once consumers click on the banner ads, they are taken to a NPB-dedicated page on Myxxrecipes.com that highlights PB recipes from our influencers and shows viewers how to make these recipes for themselves.
NPB also partnered with registered dietitians (RDs) to host events, culinary demos and classes in local grocery stores as a way to reach consumers while they are in a shopping mindset and encourage them to buy one more jar of peanut butter. This summer, 10 events have already been conducted, with 25 more to come with retailers including Hy-Vee, Giant, Hannaford, Shop Rite and Weis. In just one month, the NPB peanut butter campaign has generated almost 60 million impressions, and this is only the beginning, with the campaign running through the end of the year!
Retail RDs host culinary demos for the Peanut Power Bowl Demo at ShopRite in Somerset, NJ
20
Tapping into Consumer Needs, Now and in the Future: Q&A with Smucker’s® Leading Brand, Jif® The J.M. Smucker Company is a Fortune 500 company with nearly $8 billion in sales focused on offering a mixture of leading and growth brands in important categories, including the iconic Jif® brand. Smucker’s® products are found in 90 percent of U.S. homes and countless restaurants and hospitality venues. To find out how this successful company is keeping the beloved staple of peanut butter top-of-mind with today’s consumer, we asked Tina Floyd, senior vice president and general manager of consumer foods, to share her thoughts. National Peanut Board: What are the biggest challenges and opportunities you see for peanut butter, today and in the future? Tina Floyd: The continued evolution of consumers’ eating habits has created a tremendous opportunity for our brands. In today’s ever-busy world, consumers are gravitating toward options that offer convenience, great taste and added nutritional benefits. One solution that consumers have always turned to meet these needs is peanut butter. We are well-positioned in the peanut butter category with our leading brand, Jif®, as well as offerings from other popular brands including Smucker’s®, Adams®, Santa Cruz Organic®, and Laura Scudder’s®. In addition to our diverse brand portfolio, we also have a wide range of innovative product offerings bringing peanut butter to new platforms, including Jif® Power Ups® bars and clusters and Smucker’s® Uncrustables® frozen sandwiches. Tina Floyd, senior vice president and general manager of consumer foods, J.M. Smucker Company.
NPB: Jif® has introduced several new products in the snacking category recently. Can you tell us about them and how they’re performing or expected to perform?
Floyd: We are laser-focused on the needs of our consumer, and that drives how we view our role in each of the categories in which we participate. Our constant focus is to find and address unmet needs. A great example of this was our Jif® Power Ups® launch. We created the Jif® Power Ups® platform to address the needs of both parents and children by providing a wholesome snack with seven grams of protein from peanuts paired with the great taste of Jif®. This innovation offered a fresh presentation of peanuts and peanut butter in alignment with the needs of today’s consumers. The Jif Power Ups® launch was a success—one of the top ten CPG products launched last year. Notably, 40 percent of households that purchased Jif® Power Ups® were not previous Jif® purchasers—reflecting that a new audience has engaged
21
with the brand through this innovation. We will be building upon the successful launch with new formats and flavor combinations to truly expand our offerings for consumers. NPB: How are Jif® and Smucker’s® keeping peanut butter relevant for millennials and their kids? Floyd: Peanut butter continues to be a favorite of parents and children alike and our brands, including Jif® and Smucker’s®, have earned the trust of consumers. With that strong foundation, we are excited by the opportunities to further expand our relevance with new consumers. The most important step in being relevant to consumers is having the products they desire. Our Jif® Power Ups® and Smucker’s® Uncrustables® are examples of products we have developed to meet the needs of parents and children who are looking for convenient, low-prep options.
In addition to having the best products, in today’s marketplace you need to deliver breakthrough creative advertising to engage consumers. We are excited to be launching new marketing campaigns for several of our brands, including Jif® and Smuckers®. We are incredibly proud of the passion that fans have for both brands and our new campaigns will celebrate that in an unexpected way. NPB: It’s been widely reported that Smucker’s® Uncrustables®, frozen PB&Js, are doing exceptionally well and a new production facility is opening this year. How do you see that impacting the Uncrustables® business? Floyd: Smucker’s® Uncrustables® is one of our Company’s most popular brands and has revolutionized the frozen handheld category. Uncrustables® has grown from a 10 million-dollar brand following its launch in 2000 to delivering more than $250 million in sales this past fiscal year—all with minimal marketing support. With tremendous loyalty for the brand and a track record of consistent performance, we are poised for significant growth thanks to expanded production capabilities and increased investment in consumer engagement. This summer we are opening a new 430,000 square foot manufacturing facility in Longmont, Colo. This state-of-the-art facility will employ sophisticated technologies and leverage artificial intelligence to help us deliver efficiently as we double production and bring Uncrustables® sandwiches to an even wider audience. Along with right-sizing our production to address the considerable demand, we are also committed to increasing our investment in engaging consumers with the Uncrustables® brand. Now, with the ability to deliver more products, we are excited to build on the incredible success to date with unique marketing tactics that will help us realize our goal of taking the brand to $500 million in net sales by FY23.
22
New Training in Food Allergy Management Equips K-12 Professionals By Sherry Coleman Collins, MS, RDN, LD
Teachers and administrators who work with kindergartners through twelfth-graders (K-12) face a conundrum when it comes to managing peanut allergies. On the one hand, schools want to support the safety of students and keep parents happy; on the other hand, they want to avoid unnecessary, unrealistic and ineffective food allergy policies. Here’s where the National Peanut Board (NPB) can arm K-12 schools with food allergy management resources. NPB’s Sherry Coleman Collins, MS, RDN, LD, has created a new food allergy management training resource called Managing Food Allergies in Schools: What the Evidence Says to help K-12 professionals manage food allergies. Approved by the School Nutrition Association for three years, it provides 1.5 CEUs via an in-person workshop-style training. ¹ Bartnikas, L, Huffaker, M, Sheehan, W, et al. Impact of school peanut-free policies on epinephrine administration. JACI. 2017; 140(2):465-473. ² Cherkaoui, S, Ben-Shoshan M, Alizadehfar, R, et al. Accidental exposures to peanut in a large cohort of Canadian children with peanut allergy. Clin Trans Allergy. 2015;6:16. ³ FDA Website. What consumers need to know about food allergies. Available at https://www.fda.gov/food/buy-store-serve-safe-food/what-you-need-know-about-food-allergies. Accessed June 27, 2019.
23
As the name implies, the training focuses on the evidence for how to best manage food allergens in schools. Some keys from the research include:
• Banning peanuts and tree nuts does not reduce the use of epinephrine, but having peanut-free tables in the cafeteria may help reduce the risk of epinephrine use.
A 2017 survey of 209 school nurses in Massachusetts public schools said, “Policies restricting peanuts from home, served in schools, or having peanut-free classrooms did not affect epinephrine administration rates. Schools with peanut-free tables, compared to without, had lower rates of epinephrine.”¹
• Banning peanuts does not reduce peanut allergy reactions. In a 2015 study of 567 food allergy reactions in a Canadian pediatric cohort, 4.9 percent of reactions occurred in peanutfree schools compared to three percent in schools that allow peanut foods. Authors warned about a false sense of security when foods are banned.²
• A comprehensive food allergy management plan helps ensure that all students, no
matter their allergy, are properly accommodated, while those without food allergies aren’t unnecessarily restricted. More than 160 foods have been implicated in causing food allergy reactions.3
The development of this training happened because the Away-From-Home team at Smucker’s® invited Coleman Collins to present at their annual K-12 Customer Summit. This food allergy management training resource was unveiled at that event on June 13 at the Smucker’s® headquarters in Orville, Ohio when dozens of school nutrition directors, food brokers, and Smucker’s® staff from across the country attended the training. Attendees were encouraged to use the research-based information to create a plan for how they could engage stakeholders in their districts to develop meaningful food allergy management plans, while avoiding blanket bans. Feedback from the training was overwhelmingly positive. By investing in the development of training like this, National Peanut Board is helping ensure that schools have the tools they need to create better plans for food allergy management and avoid unnecessary bans. For more resources, visit PeanutAllergyFacts.org and PeanutsinSchools.org.
The new training resource is approved by the School Nutrition Association for three years and provides 1.5 CEUs for in-person workshops.
Sherry Coleman Collins, MS, RDN, LD, National Peanut Board’s Dietitian Consultant
24
NPB's “Size 4 to 6 Months” Consumer Campaign Doubles Parent Engagement The campaign was twice as successful as last year’s in terms of sparking conversation and encouraging action. After launching in March, the National Peanut Board’s 2019 early introduction consumer campaign, “Size 4 to 6 Months” wrapped in June after a successful campaign run.
2019 versus 39,000 in 2018). This indicates that parents are more likely to educate themselves on how to introduce peanuts early following the 2019 campaign.
NPB created the limited-edition baby clothing line (sized specifically for 4- to 6-month-olds) to remind parents that they can help prevent a potential peanut allergy by introducing peanut foods to their infant as early as 4-6 months. The babywear line was comprised of 10 bodysuits and tees featuring eight unique designs, with the most popular being the “Peanut Butter Belly Time” design.
Further, consumer conversation around the campaign also nearly doubled from the year prior (323 social mentions in 2019 versus 172 mentions in 2018). Some top consumer comments from the campaign this year include:
Results indicate that the campaign had a direct impact on how parents view early introduction. Compared to 2018, the campaign this year was twice as successful for encouraging parents to take action and introducing peanut foods to their infants. On a post-campaign survey, NPB asked those exposed to the campaign if they “plan to introduce peanuts to their child before 12 months” and 76 percent of respondents said yes (an increase of 20 percent points over the question on the 2018 survey). The campaign also saw double the number of visits to the website, PreventPeanutAllergies.org (83,000 visits in
25
• “So adorable! It’s so important to be educated on allergies.” • “So glad to see people promoting this! #StartEmEarly” • “We’ve always introduced early and all five of my kiddos are allergy free!” • “Aww how precious! And wonderful message about introducing babies to foods early on. Great information, thank you!!” • “So cute!! And I definitely need to introduce it to Zen ASAP! I hope it’s not too late.” At the end of the campaign, a portion of proceeds was donated to the American College of Allergy, Asthma and Immunology, directly supporting the advancement of allergy solutions.
Every Dollar Invested Returns Public relations Positions peanuts as the most relevant, sustainable and nutritious nut using social media, influencer partnering, trade shows and special events.
production research funding
Reputation management Removes barriers to consumption and advances peanut allergy progress by driving adoption of early introduction of peanuts, correcting misinformation, helping schools, food service and the public manage food allergies. Since 2001, NPB has invested more than $25.3M for peanut allergy research, outreach and education.
Maximizes the value of production research dollars through funding groundbreaking research to increase grower efficiencies, reduce costs and increase yields. Since 2001, NPB has invested more than $34.5M toward production research projects.
Business Development Increases partnerships with foodservice, retail and manufacturers to increase product innovation and menu mentions. Promotes millennalrelevant peanut offerings among college and university dining services.
advertising Reinforces the benefits of consuming peanuts and peanut butter through influencer marketing, trade print and digital advertising and at events.
The Bottom Line: The ROI of each program area was vastly greater than the cost of the program.
Due to
NPB MARKETING and
NPB SPONSORED RESEARCH FUNDING
Domestic demand PEANUT YIELDS
IS UP ARE UP
14.4% 10.8%
(3,880 POUNDS PER ACRE)
In 2019, the National Peanut Board commissioned an econometric study to measure the return on peanut producers’ investments into the programs managed by NPB. Dr. Harry Kaiser of Cornell University concluded that the return on investment for each program area between 2014 and 2018 was vastly greater than the cost of the program.
26
PRESORTED FIRST CLASS MAIL US POSTAGE
National Peanut Board 3350 Riverwood Parkway, Suite 1150 Atlanta, GA 30339
PAID
ATLANTA GA PERMIT 3832
“Alexa, Open Peanut Butter Jar!” Just ask, “Alexa, open Peanut Butter Jar” to start using the skill!
Here's Sriracha Shrimp Peanut Bowl By saying, “Alexa, Open Peanut Butter Jar”, anyone with an Amazon Echo smart speaker or other Alexa-enabled device can access a virtual Peanut Butter Jar. Called a “skill,” the virtual Peanut Butter Jar houses tons of our favorite peanut butter recipes and offers up a unique sweet or savory recipe when asked.
Take a picture of the QR Code and view a video to see how it works! Then try it for yourself. Enjoy!
@Peanutshere
@Nationalpeanutboard