PO P E A N U T
Q U A R T E R L Y
INSIDE THIS ISSUE:
A POWERFUL STORY
A Publication of the National Peanut Board for Americaâ€™s Peanut Farmers | Issue 29
A Perfectly Powerful Message
Ad Campaign Behind the Scenes
Reaching Dietitians and Doctors
Harvest Tours with Former President Carter
The National Peanut Board represents all U.S. peanut farmers and their families. Through research and marketing initiatives, the board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts.
A Message from Our 2013 Chairman. BY VIC JORDAN Chairman
National Peanut Board 2014 Officers and Members John Harrell, Chairman Bob White, Vice Chairman Month Rast, Secretary Gayle White, Treasurer Alabama Ed White Tom Corcoran, Alternate Florida Michael Davis Jeffery Pittman, Alternate Georgia John Harrell Andy Bell, Alternate Mississippi Donald Self Mike Steede, Alternate New Mexico Wayne Baker Kenneth Cox, Alternate North Carolina Cindy Belch Dan Ward, Alternate Oklahoma Gayle White Les Crall, Alternate South Carolina Monty Rast Bud Bowers, Alternate Texas Robert White Peter Froese Jr., Alternate Virginia John Crumpler II Paul Rogers, Alternate
I’ve had an incredible experience being chairman of the National Peanut Board this past year. It’s been an honor to represent America’s peanut growers, and I’d like to welcome John Harrell as the new chairman. I’ve had the opportunity to further appreciate and learn about the many sides of the peanut industry, and to work with the Board’s CEO during his first year on the job. As Board chairman, I traveled extensively across the United States, as well as internationally from London and Gothenburg, Sweden, to Japan. USA-grown peanuts have a significant role in the export market, and there is a big opportunity for American peanuts in the near future as other countries’ demand for high-quality American foods grows. We also celebrated Bob Parker’s first year as CEO and president of the National Peanut
Board. I’ve been especially impressed with how Bob took a well-oiled and successful machine and pushed the Board into overdrive with little if any setbacks. Bob’s long-standing relationships within the industry have been an asset to the National Peanut Board this year and will continue to be helpful moving forward. I’ve been involved with the National Peanut Board for many years, and serving as chairman has reaffirmed my belief that the Board staff always puts the American peanut farmers first and foremost. I believe we all—National Peanut Board members and alternates, staff and the entire industry—are working toward the common goal to increase demand and consumption of USA-grown peanuts. Cooperation will be a huge asset in the coming year as the Board introduces the new Perfectly Powerful Peanut brand for the industry and takes the peanut allergy issue head-on. We’ve covered both of these initiatives in this PQ, which I encourage you to read and share with your fellow farmers.
Members-at-Large Vic Jordan Kyle Baltz, Alternate
Vic Jordan Chairman
Bob Parker NPB President and CEO PQ Editorial Staff & Contributors Editor: Cathy Johnson Sr. VP, Marketing & Communications: Ryan Lepicier Sherry C. Collins Bob Coyle Mark Dvorak Jewel Hazelton Lauren H. Williams
Gene Powers Lakeshia Poole Steve Saari Hilary Stiefelmeyer
(l-r) Bob White, vice-chairman and Texas delegate; John Harrell, chairman and Ga. delegate; Gayle White, treasurer and Okla. delegate; and Monty Rast, secretary and S.C. delegate.
CONTACT INFORMATION 3350 Riverwood Parkway, Suite 1150 Atlanta, GA 30339 tel: 678.424.5750 fax: 678.424.5751 toll-free: 866.825.7946 email: firstname.lastname@example.org web: nationalpeanutboard.org
3350 Riverwood Parkway Suite 1150 • Atlanta, Georgia 30339 • toll-free tel: 866.825.7946 • tel: 678.424.5750 • fax: 678.424.5751 email: email@example.com • web: nationalpeanutboard.org
The National Peanut Board is excited
For 2014: A Perfectly Powerful Message as a Focal Point for the Industry
to introduce a new brand platform in 2014, The Perfectly Powerful Peanut. Our goal is to project an effective marketing and promotion message centered around a health and wellness strategy. Our research tells us that The Perfectly Powerful Peanut as a brand platform will be unifying, powerful, motivating and memorable to consumers, the trade and industry stakeholders. The new brand platform will support three key health pillars, which are featured in our new ads: • Peanuts have 7 grams of plant-based protein; • Peanuts have over 30 essential vitamins and nutrients; • And nothing beats a handful of nuts for heart health.* In consumer testing, The Perfectly Powerful Peanut was found to be very effective in conveying the desired messaging. As further confirmation of its effectiveness, Planters, independently of our work, recently introduced an ad campaign called Harness the Power of the Peanut. Planters’ campaign was extensively consumer-tested and focuses on peanuts’ high protein, nutrients and heart healthiness. The peanut industry will benefit as a whole from the synergy of the common messaging from the two campaigns. The Perfectly Powerful Peanut will broaden our platform message to meet the changing marketplace. Energy for the Good Life has served us well over the past five years. However, the growth in the energy drink segment has created confusion around the term “energy.” Many consumers equate the term “energy” with a quick
*Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts, including peanuts, as part of a diet low in saturated fat & cholesterol may reduce the risk of heart disease.
North Carolina native, Chris Hester, 24, started farming at the young age of 12 and has since made it into a career. As a ninth-generation with Chris Hester, North Carolina farmer, Hester and his family grow peanuts in addition to corn, cotton, soybeans, grain sorghum and wheat on acreage in southeastern North Carolina near Bladenboro. The Hester family also provides custom grain and peanut harvesting services for several local farmers and throughout the year do as much custom spraying as time allows. The North Caroline State University Agriculture Institute graduate received four associate degrees in general agriculture, agriculture pest management, field crop technology and agriculture business management. While in college, Hester continued to help his family with their farming operation. Now Hester helps run the farm full time and is a major part of the operation, with help from his father, Robert, and a few employees. “The most enjoyable part of farming is watching small seeds develop into mature crops, which gives you the ability to see the results of your hard work each year,” said Hester. Many young farmers are implementing technology on their farms, and Hester is no exception. “We run GPS on all spraying and spreading operations to ensure complete coverage and to avoid
excessive overlap,” said Hester. “Last year, we started variable rate grid sampling of all our farms, allowing us to apply lime and fertilizer at variable rates within each field to maintain more consistent nutrient levels.” Hester also uses several weather apps for his smartphone in making decisions on day-today tasks that are affected by the weather. One of the apps he uses often is Soilweb. “This app pinpoints the GPS coordinates, Chris Hester, along with his father, Robert, and tells you the soil type and inspect their peanut crop on their farm in southeastern North Carolina. soil profile of your current location,” said Hester. “I use this app in making decisions on what crops to plan and nutrient management.” Hester spends a lot of his free time volunteering with several local agriculture organizations. He is currently president of Bladen County Young Farmers and Ranchers, serves on the executive board of the North Carolina Peanut Growers Association and represents Bladen County on the North Carolina Peanut Board. “It is critical that young farmers get involved in farming to keep the American farming infrastructure strong and viable with the increasing average age of the American farmer,” said Hester. When not on the farm, Hester enjoys duck hunting, going to the beach, and spending time with his friends and family.
BY BOB PARKER President and CEO
burst. When we use the term, we mean endurance and long-lasting energy. The new marketing campaign based on The Perfectly Powerful Peanut will give peanuts the health credit they deserve. We know that people love peanuts. They need validation that peanuts provide the same benefits as other nuts. Our campaign will continue to give consumers a reason to eat more peanuts and to do so more often. We want to maintain and grow consumer affection for peanuts. We also want to improve consumer perception about peanut health and nutrition, and create unifying messaging that will help spur growth. The Perfectly Powerful Peanut campaign will connect with surprising and compelling health news about peanuts. The messages will be simple, entertaining and engaging. Above all, our goal is to shake up the status quo in the nut category. Stay tuned. It’s going to be a fun ride.
HAVE YOU SEEN MY POWER PLANT?
Nothing beats a handful a day for heart health
Over 30 essential vitamins and nutrients
7 powerful grams of plant-based protein
The most preferred nut in America
A rallying cry for the entire U.S. peanut industry:
“The Perfectly Powerful Peanut” IT’S NO SECRET Americans of all ages like and buy peanuts and peanut butter. A consumer tracking study conducted by the Bantam Group in 2012 backs up this belief: Everyday consumption of peanuts has doubled since 2001 and everyday consumption of peanut butter increased 71 percent in the same time period. The same study said people are talking about and using peanuts more than in 2001. People today have heard more about peanuts, thought more about them as a meal or snack, and learned something new that made them want to consider peanuts. Why are people buying more peanuts? The number one reason for buying more snack nuts, according to the research, is for health and wellness. But the problem is people’s health perceptions about peanuts lags behind other nuts. “We know people love peanuts and peanut butter,” said Bob Parker, president and CEO of the National Peanut Board. “But we feel many people don’t give peanuts the nutrition credit they deserve. All nuts have nutritional benefits, but peanuts have more protein than any other nut, and have 30 essential vitamins and minerals. We want to make sure the peanut’s nutritious qualities become top-of-mind for today’s consumer.” In order to keep pace with marketing and advertising spending for other nuts, the peanut industry needs a singleminded message, according to Parker. The need to focus consumers on the peanut’s nutritional benefits, as well as create a unifying brand platform the
entire peanut industry can tap into, gave birth to a new brand platform, The Perfectly Powerful Peanut. The Perfectly Powerful Peanut advertising campaign was introduced by Parker in December at the American Peanut Council annual luncheon. Developed by LBVD, an Atlanta-based marketing and advertising firm, the advertising campaign features visually distinctive artwork of actual peanut plants created by some of the world’s foremost botanical artists. The art serves as a backdrop for photographic portraits depicting those who benefit from peanuts and peanut butter. SM Two peanut farmers, Jeffrey Pope, of Virginia, and Charles Hardin, of Georgia, are showcased in the advertising campaign. The National Peanut Board will roll out this national media campaign in the first quarter of 2014. “People naturally associate plants with health and vitality. Part of our strategy is to link peanuts to their roots – quite literally – to let people see peanuts in a whole new light, one that coincides with the natural healthfulness they’re increasingly looking for,” said Bob Coyle, managing director of LBVD. “Our goal is raise consumers’ health and wellness association with peanuts and peanut butter,” said Ryan Lepicier, NPB’s senior vice president of marketing and communications. “The new brand platform revolves around consumer preferences for health and wellness, and provides a message that is unifying to the entire peanut industry.” To maximize reach for The Perfectly Powerful Peanut brand platform, NPB will execute an integrated advertising media campaign and public relations initiative during the first quarter of 2014 to work effectively with consumer and trade audiences.
Behind the Scenes of
“The Perfectly Powerful Peanut” Have you ever wondered what it takes to put together a new advertising campaign with eye-catching photography and messages that compel people to sit up and take notice? Well, here’s your answer. We went backstage with NPB’s creative design team, Lawler, Ballard, Van Durand (LBVD), and captured a preview of The Perfectly Powerful Peanut ad campaign in the making. The campaign’s big idea revolves around the power inside of every p e a n u t— t h e 7 grams of protein and the 30 essentials vitamins and minerals that make peanuts a Superfood. All ads start with the word “Peanuts” in an earthy, brown-tone cursive font. Headlines speak to the health and wellness realities consumers are looking for today. Examples include: “I work hard for them. They work hard for you.” (featuring an actual peanut grower) and “Have you seen my power plant?” (see page 4). A unique feature is the incorporation of a peanut plant as a background for every ad and message. Beautifully illustrated by professional botanical artists, the peanut plant helps the consumers connect the natural elements of the farm with the good nutrition found in every peanut they eat.
Two actual peanut farmers, Jeffrey Pope, of Virginia, and Charles Hardin, of Georgia, are part of the overall campaign, which also features professional models representing Americans from all walks of life. The National Peanut Board talked with Pope and Hardin during the photo shoot, and here’s what they had to say: NPB: What does it feel like to be a part of the National Peanut Board’s new campaign? Pope: It’s exciting; I never would have imagined it, but they chose me to be a part of it. I told them I could come, and here I am.
Botanical artist Rose Pellicano uses an actual peanut plant to render her drawing.
Hardin: This is my very first photo shoot. It’s definitely not my element, but it’s okay. I’m taking a couple of pointers from Jeffrey; he’s doing a good job. Looks like it’s going to be fun. NPB: What do you think about the new campaign slogan? Pope: I think it’s an awesome slogan. I think people in the industry are really going to rally around it, and it’s going to be something we can all get behind. It represents USA-grown peanuts very well, and people can learn from it. From what I’ve seen in the preliminary work NPB has done, they’re putting the message across very well. Hardin: I think it’s great. It’s very true, which makes it easy to sell. I definitely think it truthfully represents our product.
Both Wendy Hollender (pictured here) and Rose Pellicano (above) are renowned botanical artists.
NPB: What do you hope are the results of the new campaign? Pope: I hope this campaign brings more consumer awareness. Hopefully, it allows us to compete better with other nuts and brings people to the realization that we are a good choice. Hardin: I hope people buy more peanuts and realize all the good that comes from eating them.
Actual peanut farmers and professional models representing everyday Americans are part of the campaign to appeal to people from all walks of life.
Georgia peanut farmer Charles Hardin displays a handful of peanuts for a grower ad.
I WORK HARD FOR THEM. THEY WORK HARD FOR YOU. When asked what it was like to be on the other side of the camera, Pope laughed, “It’s hard to imagine that people make a living doing that type of thing. It wasn’t real hard work compared to what I’m accustomed to.”
7 powerful grams of plant-based protein
Each participant, as shown here by Virginia peanut farmer Jeffrey Pope, posed several different ways and went through many wardrobe changes throughout the day.
Nothing beats a handful a day for heart health
Over 30 essential vitamins and nutrients
The most preferred nut in America
Charles Hardin, Georgia Peanut Farmer
Scientific evidence suggests but does not prove that eating 1.5 ounces per day of most nuts, including peanuts, as part of a diet low in satu rat ed fat & choleste rol may reduce the risk of heart disease.
The handful of peanuts becomes the finished ad: “Peanuts: I Work Hard For Them, They Work Hard For You.”
Chris Crisman works with the talent to capture the perfect pose.
1/31/14 3:13 PM
Reaching Dietitians and Doctors through Media and Conferences nutrition-focused Twitter
Registered dietitians are the go-to nutrition resource when school foodservice professionals, doctors, consumers or reporters need answers to nutrition questions. The National Peanut Board takes a proactive approach to reach dietitians and other health influencers with the most up-to-date research findings, and important facts about the nutritional benefits of peanuts and peanut butter.
to engage with these influencers on a daily basis. New this year, we’ve advertised with nutrition industry media. “Our competitors are investing
reaching this important market.
advertising and outreach, we’re reminding nutrition educators that peanuts go head-to-head nutritionally with other nuts,” said Ryan Lepicier, National Peanut Board senior vice president of marketing and communications. Reaching more than 100,000 subscribers, the October 2013 issue of Today’s Dietitian included a full-page National Peanut Board ad. SmartBrief for Nutritionists, a daily email to 32,000 readers, featured NPB ads running from March to October promoting the protein power of peanuts. In addition to advertising, NPB engaged dietitians and other food influencers with positive messages about peanuts in person at the annual Academy of Nutrition and Dietetics Food and Nutrition Conference Expo (FNCE) in Houston, and the American Academy of Pediatrics (AAP) in Orlando. FNCE is the premier event for food and nutrition professionals, attracting more than 8,000 attendees, and national and international food entities, including Hershey’s, Kraft, McDonald’s and the Dairy Council, among others. NPB met with attendees during the Expo, sharing nutrition information and samples of the Get Up and Go Peanut Crunch Bar. NPB also conducted an education session, We have a Dietitian Network of reputable and media-savvy
“Unraveling the Science of Food Allergies,” with presentations by
experts to call on to promote the nutritional benefits of peanuts
Lynn Christie, MS, RD, LD, and Todd Mahr, MD, to help share the facts
and peanut butter throughout the year. We also support several
and to correct misconceptions about peanut allergies.
conferences for nutrition professionals, and we have a dedicated
Food allergies again took front and center when the National
University Dietitian Spreads Peanut Love Across Campus
At FNCE, more than 700 nutrition professionals attended the NPB-sponsored food allergy education session presented by Dr. Todd Mahr (center) and Lynn Christie, RD (not pictured).
Peanut Board participated in the AAP conference. Chair of the National Peanut Board’s Food Allergy Education Advisory Council, Dr. JJ Levenstein, a pediatrician, attended and talked with her peers about food allergy diagnosis and the latest in the food allergy research. “Engaging nutrition and health professionals through a variety of channels with the right information about peanut nutrition and food allergy facts helps remove barriers to consumption, and encourages the industry to recommend peanuts and peanut butter to clients and patients,” said Sherry Coleman Collins, MS, RD, LD.
The National Peanut Board’s program of connecting with health influencers turned into a business development opportunity recently. At the 2013 summer conference of the National Association of College and University Food Service, NPB exhibited with Hampton Farms and Peanut Butter and Co. The custom make-your-own peanut butter sandwich bar caught the attention of Lisa Eberhart, a registered dietitian with North Carolina State University Dining, which serves about 30,000 meals per day. Eberhart appreciated the nutritional benefits of peanuts and the innovative way the peanut butter bar, with its wide array of peanut butter choices and toppings, gave students a creative, delicious and nutritious food option. NPB partnered with NC State in the fall for a special event honoring NCSU alum and alternate on the National peanuts, peanut butter, Peanut Board Dan Ward and NPB’s Lauren Highfill Williams celebrate the good nutrition and two of the univerof peanuts and peanut butter with university sity’s alumni and peanut students. farmers: Dan Ward, North Carolina alternate National Peanut Board member, and Brandon Belch, son of Cindy Belch, North Carolina Board member and immediate past chairman. The event was part of the university’s Fresh Start Mondays program to encourage students to make nutritious food choices. Throughout the day, the menu featured Peanut Butter Yogurt Parfaits with chopped peanuts, Energy Boost Sandwiches on multigrain bread with peanut butter, fresh strawberries and granola, and a custom sandwich bar with a variety of bread options and peanut butter flavors. Ward, his daughter and current NC State student, Emily; Bob Sutter of the North Carolina Peanut Growers Association; and Lauren Highfill Williams with NPB were on-site to share promotional items and talk with students about peanut farming and nutrition. The peanut butter bar proved popular “NC State students have alwith students and has been included in additional university dining promotions. ready made the on-campus peanut butter grinders a popular option. The peanut butter bar concept and creative recipes offered diners even more reasons to add peanuts and peanut butter to their meals and snacks,” said Williams.
M E E T I N G
T H E
Food Allergy Challenge
Board Expands Allergy Education and Outreach Since its inception over a decade ago, the National Peanut Board has invested funds each year for research and education surrounding allergies and potential cures—to date, total funding for peanut allergies comes to about $10 million. Now, NPB is putting its mouth where its money is, so to speak. With the results of the recent Bantam Group research study about perceptions of allergies and prevalence of school bans (see related story), NPB has stepped up its efforts to educate consumers and key influencers about this important–andoften divisive–health issue. “In today’s consumer-generated media world, where having a voice is as close as a click away, it’s critical to make sure that misinformation and falsehoods don’t go unchallenged,” said Mark Dvorak, executive director at GolinHarris, which is NPB’s public relations agency of record. With GolinHarris’ help, NPB each day monitors coverage of peanut allergies in news stories, blogs and other social media. When factual errors are made, the team reaches out with scientific research to clarify and correct statements. The result, Dvorak said, is that NPB is helping to ensure that Americans have a correct impression of peanut allergies and the impact they have on families. The work doesn’t stop there. NPB has form a Food Allergy Education Advisory Council to help the board implement a well-rounded and proactive education program. Chaired by pediatrician and Scientific Advisory Council member Dr. JJ Levenstein, the council includes allergists, school leaders, food service executives and others on the front lines of food allergy management. Some members of the council will also serve as spokespeople for NPB in traditional and social media. Among other initiatives, the council will guide NPB in the development of a peanut allergy management website and proactive media relations program.
Slated to launch in 2014, the website will provide resources for parents, schools, restaurants, media and others when it comes to successfully managing food and peanut allergies– while ensuring that those who don’t suffer from a true food allergy can continue to enjoy this nutritious, versatile and affordable food. “The board obviously has great compassion for people with peanut allergies, and I think our record speaks to the fact that we’re doing everything we can to help,” explained Bob Parker, NPB president and CEO. “But this program will help ensure that the 99 percent of Americans who aren’t peanut-allergic don’t face more barriers when it comes to enjoying a favorite food in schools, restaurants and other public places.”
School bans having significant impact on peanut consumption, study finds
New NPB Peanut Allergy Education Initiative to Increase Awareness of Facts Forty-one percent of households with school age children– or approximately 17.5 million American families–have a ban or restriction on peanut foods at their schools. And nearly a quarter of those with bans or restrictions report that their children’s overall peanut and peanut butter consumption is down. Those are among several important findings of a recent study completed by the Bantam Group on behalf of the National Peanut Board, which discusses perceptions and the impact of food and peanut allergies in the United States. “We have long suspected that school bans were hurting consumption–not just in schools, but also at home,” said Bob Parker, president and CEO of NPB. “Now we have data to back up those assumptions, and the findings are certainly a cause for concern.” The nationwide online survey of 2,000 parents and caretakers with at least one child in school was designed to help NPB understand what people know and do not know about peanut allergies, and, more importantly, what they know and how they feel about
PeanutAllergyFacts.org will be an online hub for peanut allergy information as part of NPB’s drive to correct misinformation, decrease peanut bans and increase understanding of accurate diagnosis.
peanut bans in schools, and the roles that allergies and bans are playing in consumption. Sixty-three percent of households whose schools currently have a ban or restriction on peanut foods say their children would take peanut foods to school or eat them at school if there were no restrictions. The study also showed that Americans perceive peanut allergies to be 40 times more prevalent in the general population than government statistics indicate. Survey respondents said they believed 24 percent of people in the country are allergic to peanuts, while the National Institutes of Health reports that peanut allergies affect as little as 0.6 to 1 percent of the total U.S. population. “We have long Equally troubling is that suspected that school many people appear to be bans were hurting self-diagnosing food allerconsumption–not just gies–and, in the process, in schools, but also at misinterpreting what they see/experience as an alhome. Now we have lergy. Nearly 30 percent of data to back up those households with schoolassumptions…” age children claim to know Bob Parker, president someone who has had a and CEO of NPB life-threatening reaction to a peanut food. However, among households with a self-reported peanut allergy, only 52 percent keep epinephrine on hand to treat an allergic reaction. Most (70 percent) use antihistamines, and 30 percent are using inhalers. On a positive note, many households are not in favor of bans or restrictions and feel nonallergic children should still be able to consume peanut foods at school. Three-quarters of all households with school-age children (and 71 percent of households with a selfreported peanut allergy) oppose complete bans on peanut foods. “This study confirms for us that the peanut industry must become more proactive and aggressive in setting the record straight if we are going to ensure a receptive market for our product,” Parker explained.
Outreach to Food Professionals Supports Peanut Usage on Restaurant Menus
Whether learning more about the latest food trends or taking a new look at a classic ingredient, chefs, product developers and others in the industry are continuously looking for new ideas in food, and often finding great new food concepts in trade magazines or from other experts. Trade media highlights ideas from across the country and around the world to excite food professionals and the consumer market. To help showcase how food professionals can use more peanuts and peanut products in their operations—and why they should —the National Peanut Board reaches out to food trade media throughout the year, pitching ideas that are on-trend, and relevant to food service and product development audiences. The National Peanut Board again generated stories for yearround coverage of peanuts at the annual meeting of the International Foodservice Editorial Council in Portland, Oregon. NPB staff had one-on-one meetings with editors from Progressive Grocer, Flavor & the Menu, School Nutrition Association magazine and Restaurant Hospitality, among many other publications. “We highlighted the National Peanut Board as a go-to resource for food
NPB’s Jewel Hazelton (l) and Lauren Highfill Williams (c) had productive meetings with editors for year-round coverage of peanuts in food service, product development and retailer media outlets. Photo credit: John Valls
professionals and media for all things peanut, including recipes, nutrition information, menu items and more,” said Lauren Highfill Williams, NPB marketing and communications associate. Taking media relations away from the office and onto the farm this fall, NPB joined with the American Peanut Council for a mediafocused peanut harvest tour (see page 18). Journalist and tour attendee Amanda Westbrooks said, “The opportunity to see the entire cycle of a peanut from farm to market was a learning experience I will never forget. It’s rare that an editor from the city gets the opportunity to see farmers and their equipment in action, and all the labor that goes into harvesting a crop. It makes a big impact to observe the process firsthand, and hear about it faceto-face from the farmers and production facility managers, in order to correctly explain it, in turn, to an audience of foodservice professionals who may never have a similar opportunity.” Promotional and business development activities like these are having an impact on peanut usage and appearances on restaurant menus. Recent data from Technomic’s Menu Monitor shows that peanut menu listings have more than doubled on American menus, increasing 122 percent from January-June 2007 to AprilJune 2013, and continuing to outpace almonds.
Domestic and international media got an up-close look at peanut production in South Georgia with the American Peanut Council and NPB.
Agriculture Apps According to an article published in 2013 in USA Today, 94 percent of farmers own a smartphone, and more than half of farmers are using Apple or Android phones. To help you sort through the evergrowing number of apps being introduced on a regular basis, we compiled a list of useful apps for mobile phones that will hopefully make your job easier. AGRIplot Platform: Apple Cost: $0.99 About the App: AGRIplot allows you to plot any area on a map. You can walk around your farm and add a landmark point, or drag and drop pins anywhere on the map. AGRIplot will automatically calculate the area enclosed by the points and provide the distances between each point. This app also allows you to take photos of your farm to represent the area you plotted. You can also save each measured area and e-mail it to yourself. ID Weeds Platform: Apple and Android Cost: Free About the App: ID Weeds was developed by the University of Missouriâ€™s College of Agriculture, Food and Natural Resources Division of Plant Science to help farmers research weeds by their common or Latin names. Each search provides a detailed result with photos. Farm At Hand Platform: Apple Cost: Free About the App: Farm At Hand is a data management app that allows multiple users and devices to update, track and access your farming operation. With this app, you can manage and track field activity. In addition, you can keep up with storage, contracts, deliveries, equipment information and maintenance records. Farm At Hand has several tools that are used daily, such as conversion and yield calculators.
Connected Farm Platform: Apple and Android Cost: Free About the App: This app allows you to use GPS for mapping field boundaries, locating irrigation pivots, marking flags and entering scouting information for points, lines and polygon areas. You can also capture photos and integrate them into your scouting attributes. Mix Tank: Agriculture Tank Mixing Order and Spray Logs Platform: Apple Cost: Free About the App: Mix Tank is an awardwinning app designed to assist farmers in prevent tank mixing problems and conveniently maintain accurate spray log records. MySci Pubs Platform: Apple and Android Cost: Free About the App: The MySci Pubs app allows you to research and have full access to peerreview journals related to agriculture. Radar Now Platform: Android Cost: Free; paid upgrade available About the App: The Radar Now app allows you to have updated and accurate weather reports from the National Weather Service. Growing Degree Days Platform: Android Cost: free; paid upgrade available About the App: The Growing Degree Days app allows you to accurately measure the maturity of your crop from first planting to present day based on your farmâ€™s location. http://www.usatoday.com/story/news/nation/2013/03/03/ farming-technology-ipad-apps/1959139
State Co-Promotions Encourage People to
“Eat More Peanuts” Alabama-Georgia-Florida
The Alabama Peanut Producers Association, Florida Peanut Producers Association and Georgia Peanut Commission, under the umbrella of Southern Peanut Growers, partnered to give peanuts a high profile among high school football fans in the southeast. They worked with PlayOn! Sports and Comcast Sports South to televise 15 weeks of big-time Friday night high school football matchups in the southeast. A 30-second commercial aired on the Comcast Sports South television station during the Friday night game of the week for 11 weeks and streamed live on its website for eight weeks. Half-time interviews with peanut farmers rounded out the co-promotion. Live game impressions at the end of November averaged more than 7,000 per game in the Atlanta market, according to Leslie Wagner, executive director of Southern Peanut Growers. Replay game impressions in the same market averaged more than 3,500 per game, and weekly website traffic averaged 12,500 page views.
Southern Peanut Growers partnered with PlayOn! Sports media company to advertise during high school football championship games. Video portals receive nearly 400,000 visitors annually.
Mississippi Peanut Growers The Mississippi Peanut Growers partnered with the Mississippi Diabetes Foundation to promote the nutritional facts about peanuts and the vital role eating peanuts can play in the lives of people with diabetes. The Mississippi Peanut Growers sponsored the Mississippi Diabetes Foundation’s annual “Walk for Diabetes.” This year’s walk had more than 3,000 participants. Each participant was given a gift bag filled with peanuts, along with educational material about the nutritional benefits of eating peanuts and peanut butter. The Mississippi Growers also participated in the Mississippi Diabetes Super Conference, where they were able to reach more than 400 individuals and offer Mississippi Peanut Growers partnered with the Diabetes Foundation educational information to those with a of Mississippi to sponsor the annual “Walk for Diabetes,” reaching specific interest in diabetes. In addition to more than 3,000. a partnership with the Mississippi Diabetes Foundation, the Mississippi Peanut Growers partnered with the Mississippi School Nutrition Association (MSNA) to reach school nutrition professionals and cafeteria workers at their annual meeting. The Mississippi Peanut Growers sponsored an educational booth at its conference and advertised in the association’s publications.
Virginia-Carolina Peanut Growers This year, growers from Virginia, North Carolina and South Carolina created two peanut mascots to appear at each state’s events throughout the year. In addition, they developed new promotional materials such as recipe cards, informational brochures about each state’s organization, nutrition brochures, measuring spoons, stress relievers, stickers and posters.
Blueberry Peanut Smoothie Start to finish: 5 minutes Serving size: 11.2 oz Ingredients: 2 cups fresh blueberries 3 tablespoons peanut butter ½ cup 1% low-fat milk 2 cups fat-free vanilla yogurt ½ cup ice
Blueberry Peieanut Smooth Preparation:
In a blender, place blueberries, peanut butter and milk. Cover and blend at high speed for 30 seconds. Add frozen yogurt and ice; continue to blend for 30 seconds or until smooth. Pour into three 8 oz glasses and serve.
Nutrition information per serving:
Calories: 306 Calories from fat: 100 Fat: 11g Trans fats: 0g Cholesterol: 0mg Carbohydrate: 42g Protein: 14g Fiber: 3g Sodium: 200mg
For more delicious recipes, visit aboutpeanuts.com
The V-C Peanut Growers developed new promotional materials such as new recipes cards seen here.
Texas Peanut Producers The Texas Peanut Producers Board conducted an advertising campaign in Texas Co-Op Power magazine, including a special promotion in the holiday issue. Included was a sample of holiday peanut recipes to encourage consumers to cook and bake more with peanuts during the holidays. Texas Co-Op Power has close to 1.2 million subscribers and an estimated 3 million readers. The magazineâ€™s target audience is farmers and people who work in the agriculture industry.
For its co-promotion, Texas Peanut Producers Board conducted an advertising campaign. One example is an ad in Texas Co-Op Power magazine reaching 3 million readers.
Oklahoma Peanut Commission In partnership with the National Peanut Board, the Oklahoma Peanut Commission participated in the annual Septemberfest held on the grounds of the Oklahoma Governorâ€™s Mansion. The daylong festival brings in more than 25,000 people each year. As a part of the co-promotion, festivalgoers had a chance to learn about how peanuts are grown from our Board member Gayle White and Mike Kubicek, executive director of the Oklahoma Peanut Commission. NPB staff member Lauren Highfill Williams passed out peanut promotional items, peanuts and educational materials.
For their co-promotion, Oklahoma Peanut Commission sponsored and exhibited at the Septemberfest festival giving more than 25,000 visitors the opportunity to learn more about peanuts.
New Mexico Balloon Fiesta The National Peanut Board and the New Mexico Peanut Growers Association partnered for the first time to participate in the New Mexico Balloon Fiesta. More than 700,000 people from around the world attended the nine-day Albuquerque International Balloon Fiesta in October. NPB staff members and New Mexico peanut growers were on hand throughout the event to educate the masses about the nutritional benefits of eating peanuts and peanut butter, and about peanut farming. NPB Oklahoma representative Gayle White, NPB New Mexico representative Wayne Baker and New Mexico Peanut Growers Association board members Don Sanders, Jim Chandler and Naveen Puppala volunteered their time during the event.
New Mexico Peanut Growers Association participated in the New Mexico Balloon Fiesta as a co-promotion. More than 700,000 attended.
How a Seed Library Saved Today’s Peanut Crop Twenty-five years ago, tomato spotted wilt virus and their wild relatives, but they also conserve and store seed, (TSWV) was the nemesis of peanut farmers across the evaluate and characterize their properties, document their Southeast. This particular virus took hold stealthily, findings and distribute seeds worldwide. “Over time, we regenerate new seeds of these conserved lines spread quickly and infected a large number of plant for breeders and educators to use. It’s important to maintain the species during several growing seasons. original lines of seeds,” said Noelle Barkley, PhD, plant geneticist at the lab, “because we can’t always go back and retrieve some of the original seeds. We preserve so many Farmers and researchers found the different varieties because you don’t know factors causing the widespread damage were what might be valuable. A plant that looks complicated, and there was no singular insignificant could have one gene that treatment or practice to consistently could make all the difference.” and effectively control outbreaks. Case in point: the discovery of To make matters worse, when Plant Introduction PI-203396, the TSWV attacks a crop, its seeds right cultivar for combatting are not usually suitable for TSWV. future plantings. It doesn’t “With tomato spot wilt take long for the entire virus, pesticides don’t really peanut crop to be adversely bring it under control, and affected. farmers don’t get seed How can you break produced from the plant. this cycle? Researchers So finding a line that’s and breeders began by resistant to TSWV becomes investigating peanut valuable for the crop and germplasm (the heredity the industry as a whole,” said material) collected from the Pederson. places of the peanut plant’s The resistant line, PI-203396, wild origins—South America, Asia was collected from Brazil in 1952 and Africa. and stored in Griffin. This line was one But they didn’t need to travel far and of the 90,000+ lines in storage when TSWV wide to find the original genes. They had hit southeastern U.S. crops in the late what they needed at the Plant Genetic Plant Introduction PI-442759 was regenerated in 2013 as part of the germplasm collection in Griffin, Ga. Noelle Barkley, PhD, a 1980s. Breeders noticed cultivars with Resources Conservation Unit in Griffin, geneticist, photographs seeds so others can see the seed variations PI-203396 were more resistant to TSWV Ga., where 91,930 seed varieties, called and different colorations. and began concentrating on those. “accessions,” are stored. Holding up a bag of seed labeled PI-203396, Pederson said, “Our mission is to maintain the plant genetic resources for all the Southern crops for present and future researchers, educators “This particular peanut is the reason we have TSWV resistance in and farmers or other industry professionals,” said Gary Pederson, almost every cultivar today. Either one-fourth or one-eighth of the genetic makeup of seeds today is from this particular line.” PhD, and research leader at the Griffin Conservation Unit. This breakthrough in TSWV resistance has led to increased The researchers at this large “seed library” in Griffin not only help collect seed for sorghum, peanut, vegetables, legumes, efforts to incorporate additional germplasm in U. S. breeding warm-season grasses, cowpeas, annual clovers, new crops populations. Three researchers, T.G. Isleib, NCSU; C.C. Holbrook,
USDA-ARS, Tifton; and D.W. Gorbet, University of Florida, studied based on age and demand, so breeders stepped in to help out the economic impact of introducing germplasm into breeding the staff at Griffin. “Each breeder takes 50 to 100 lines, grows programs. them and brings back seed for us,” said Lewis. Recently, the conservation unit stepped up its storage capacity Their findings, published in the July 2001 issue of Peanut Science, showed these efforts have had a significant economic impact on for peanuts. Peanuts were moved from refrigerators—where U.S. peanut farmers, the largest impact coming from cultivars they are thought to remain viable for approximately 10 to 15 with resistance to sclerotinia blight, root-knot nematodes and years—to freezers, which is expected to double the refrigerated tomato spotted wilt virus. “Use of these resistance cultivars has storage time. “We’re still studying to see if freezer temperature an economic impact of more than $200 million annually for U.S. will allow us to store peanuts longer and maintain high viability of the seed,” said Barkley. peanut producers,” quotes the study. Funding the program is an ongoing challenge. “We have a large Making sure enough seed is available and viable when researchers and others want it is another part of the mission of investment in people. We don’t use a lot of modern equipment in the germplasm facility. Availability means the lab is not running our work. A lot of work is done by hand to maintain the purity of low on a certain variety of seed, and viability means the seeds the cultivars, and keep the accessions separate and catalogued. We physically label bags, move them to the freezer and enter can germinate. data by hand. “Right now, about Recent cutbacks 88 percent of our peanut lines in funding at the federal and are available to state levels have researchers. We been felt,” said plan every year Pederson. which seeds are “It’s so important low and which we to preserve all of need to cultivate. A large plant originally collected in Peru shows researchers and breeders the rough veining and other features our 91,930 seed We maintain a unique to these pods. This pod type is Valencia. threshold before we can release certain varieties to researchers,” lines. You never know which lines may be needed to save a crop in the future. The environment could change in the years ahead said Barkley. Another concern is backing up the seed in other locations. ,or a new disease could threaten the crop. An investment in the Angie Lewis, peanut technician for the lab, said, “One tornado seed library is an investment in the future of agriculture,” said could wipe out the seed in Griffin. I’m happy to say we are about Barkley. 97 backed up at a similar facility in Fort Collins, Colorado. We could get them back here, but we’d have to grow them out again.” T.G. Isleib, C.C. Holbrook, and D.W. Gorbet (2001) Use of Plant Introductions in Peanut Cultivar Development. Peanut Science: July 2001, Vol. 28, No. 2, pp. 96About 700 to 1,000 lines need to be regenerated every year, 113. doi: http://dx.doi.org/10.3146/i0095-3679-28-2-11
Peanuts plants from seed from the U.S. core collection were grown last year in Citra, Florida, and are part of the University of Florida (IFAS).
A flower from a wild species stored in the germplasm collection in Griffin, Georgia.
Harvest Tours Allow Customers and Media to See U.S. Peanuts Firsthand By Stephanie Grunenfelder, American Peanut Council
The American Peanut Council hosted a group of Canadian journalists in South Georgia on September 26-28, 2013. Eleven professionals from various publications across Canada were selected to attend this yearâ€™s tour. Some publish print and online articles, while a few have a regular TV presence. The group began its journey with a visit to a peanut farm in Ocilla, Ga., where veteran farmer Armond Morris provided guests with an up-close-and-personal look into a day in the life of a peanut farmer. The next day, guests visited a shelling facility in Tifton and were treated to a tour of the Mother Administered Nutritive Aid (MANA) manufacturing plant in Fitzgerald, Ga. At MANA, co-founder and CEO Mark Moore shared an overview of the important role peanut products play in treating severe, acute malnutrition in underdeveloped countries. The highlight of the tour was a visit and dinner reception with former U.S. President Jimmy Carter and First Lady Rosalynn Carter, who greeted the group with typical Southern hospitality. The tour ended with the Peanut Festival in Plains, Ga.
On October 6, a group of 36 Mexican manufacturers arrived in Atlanta for a tour of peanut country, and an opportunity to meet with industry folks interested in selling U.S.-produced peanuts to our friends and neighbors south of the border. The Mexican customers visited a farm in Oglethorpe, Ga., and learned about quality U.S. growing practices, courtesy of Donald Chase of Chase Family Farms. The group then toured the Golden Peanut shelling plant and oil processing facility in Dawson, Ga. On the last day, the group visited another shelling facility in Blakely, Ga. Mexicoâ€™s peanut imports continue to grow, with record sales of $77 million in calendar year 2012. In the first seven months of 2013, sales were already at $61 million. In 2007, only six short years ago, sales were $45 million. This increase, from 2007 to 2012, means 60 percent more U.S. peanuts were shipped to Mexico. Tours help facilitate the relationships between buyers and sellers, and assure visitors that they can expect high-quality products from U.S. producers. Seeing is believing!
The American Peanut Council hosted a group of Canadian journalists on a harvest tour across Georgia. Pictured here are the journalists with former U.S. President Jimmy Carter and First Lady Rosalynn Carter at the Plains Peanut Festival.
USDA Referendum for Peanut Promotion & Research Check-Off Underway USDA has issued a document directing that a referendum be conducted among eligible producers of peanuts to determine whether they favor continuance of the Peanut Promotion, Research and Information Order (Order), which authorizes the National Peanut Board. The referendum will be conducted from April 7 through April 18, 2014. To vote in this referendum, producers must have paid assessments on peanuts produced during the representative period from January 1 through December 31, 2013, and must currently be a peanut producer. Under the Commodity Promotion, Research and Information Act of 1996 (Act), the U.S. Department of Agriculture must conduct a referendum every five years or when 10 percent or more of the eligible peanut producers petition the Secretary of Agriculture to hold a referendum to determine if persons subject to assessment favor continuance of the Order. The Department of Agriculture would continue the Order if continuance is approved by a simple majority of the producers voting in the referendum.
Jeanette Palmer and Sonia Jimenez, Promotion and Economics Division, Fruit and Vegetable Program, AMS, USDA, Stop 0244, Room 1406-S, 1400 Independence Ave., S.W., Washington, D.C. 20250-0244, are designated as the referendum agents to conduct this referendum. The referendum agents will mail the ballots and voting instructions to all known producers prior to the first day of the voting period. Persons who are producers at the time of the referendum, and who produced peanuts and paid assessments during the representative period, are eligible to vote. Persons who received an exemption from assessments during the entire representative period are ineligible to vote. Any eligible producer who does not receive a ballot should contact the referendum agent no later than one week before the end of the voting period. Ballots must be received by the referendum agent no later than close of business 4:30 p.m. Eastern time, April 18, 2014, in order to be counted.
USDA Approved Amended Budget FY 13
Prior Year Assessments in excess of Budget Interest Income Prior Years Expense Savings
Carryforward of Royalty Revenue prior year
EXPENDITURES: Domestic Promotion Export Promotion
Dedicated Reserve Contribution Total Expenditures Dedicated Reserve Balance at 10/31/13 totaled $3,800,000.
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