State Co-Promotions Power Up State Peanut Marketing Activities

State-certified peanut producer organizations extended their grower dollars by partnering with the National Peanut Board (NPB) in 2022 on co-promotions to drive excitement about peanuts. Seven states leveraged the program this year to promote the great taste, nutrition, sustainability and affordability of America’s beloved nut.

North Carolina Peanut Growers Association, South Carolina Peanut Board and Virginia Peanut Growers Association

North Carolina Peanut Growers Association, South Carolina Peanut Board, and the Virginia Peanut Growers Association used their co-promotion funds to create two full-page advertisements in magazines owned by EatingWell. First was an air fryer roasted peanut recipe, published in Air Fryer Recipes. The second promoted the benefits of eating peanuts daily and was published in Eating for Weight Loss.

V-C Peanuts ad that ran in Air Fryer Recipes.

V-C Peanuts ad that ran in Eating for Weight Loss.

Alabama Peanut Producers Association

Alabama Peanut Producers Association used its funds for consumer engagement. They updated their snack peanut bags, which are distributed to more than 100,000 people, and had new art printed for their pop-up tent for outdoor events.

The updated snack peanut bag. Photo courtesy of APPA.

Georgia Peanut Commission

Georgia Peanut Commission brought social media influencers to South Georgia for a tour of peanut harvest. The group visited a buying point, sheller, RUTF maker and farm; and learned about peanut research and shared the experience with their followers.

(L-R): Julia Chu, UGA; Sean Litza, Our Countertop; Emma Bice, Our Countertop; Regan Jones, This Unmillennial Life podcast; Dr. Ali Berg, UGA; Ashley Covelli, Big Flavors from a Tiny Kitchen.

Photo courtesy of GPC.

Oklahoma Peanut Commission

Oklahoma Peanut Commission passed out roasted peanut samples and “Perfectly Powerful Peanut” themed swag to the estimated 2500+ visitors that stopped by their booth at the Farm-to-Table Festival at the Oklahoma History Center. They also hosted their annual Oklahoma State Fair Cooking with Peanuts Contest on September 22. The winning recipe was Jennifer Howeth’s Peanut Butter and Raspberry Crunch.

(L-R): Les Crall, OPC chairman and NPB Oklahoma alternate; Jennifer Howeth, first place; Ashley Yates, second place; Chip Frady, third place; Lawana Martin, fourth place; Lacy Amen, fifth place; Ron Sholar, OPC executive director.

Photo courtesy of OPC.

Mississippi Peanut Growers Association

Mississippi Peanut Growers Association sponsored the Mississippi State University vs University of Tennessee baseball game that took place on May 21, 2022. The “Perfectly Powerful Peanut” logo was used throughout the game, including on the Jumbotron during the game and on the literature and peanut bags that were passed out. Additionally, peanut mascot Buddy McNutty threw out the first pitch to start the game, and peanut trivia was shown throughout. A radio interview was also conducted to promote MPGA and NPB activities.

(L-R): Dwight Broome; Buddy McNutty.

Photo courtesy of MPGA.