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News In a Nutshell | July 27, 2021

Grow It Yourself Campaign Update

In FY-21, the National Peanut Board (NPB) created their first marketing campaign targeting Gen Z, as well as young millennials. The campaign used influencers and media partners with a Gen Z audience to be an authentic voice. In addition, the campaign was hosted where Gen Z lives, on mobile, within the social media platform of Instagram.


The message, grow it yourself, resonated with the fiercely independent generation, as they were able to follow the first-time experience of growing food with a popular and beloved ‘plantfluencer’ – Plant Kween. In addition to sharing their GIY journey with followers, Plant Kween encouraged followers to sign up for a sharable greeting – a greeting card with a plantable peanut, one greeting for them and one to give away, because GIY is always more fun with friends.  


The campaign surpassed several benchmarks set by media partner Apartment Therapy and resonated well with Plant Kween’s audience. Total engagement (number of shares/likes/comments) for the campaign were 63,800. Total Impressions (circulation) was 50.1M.


Today more than ever marketing tactics are changing quickly. Each year NPB creates a platform for the year and develops several activations within that platform to drive our messaging home while staying flexible enough to take advantage of current trends.


NPB & TPI Team Up for First-Ever Virtual School Nutrition Conference

The National Peanut Board (NPB) partnered with The Peanut Institute for the School Nutrition Association Annual National Conference, held virtually July 12-15. Usually held in person and completely canceled in 2020, ANC 2021 brought thousands of school nutrition leaders together remotely for education, networking and fun. At the virtual booth, NPB and TPI provided resources on managing food allergies in schools without bans, benefits of peanuts and peanut butter in child nutrition and plenty of inspiring recipes and opportunities to win peanutty prize packs!


Sherry Coleman Collins, MS, RDN, LD, and NPB consultant, presented a session with a school nutrition director and health scientist from the Centers for Disease Control and Prevention entitled “Do I Have to Sit at a Peanut-Free Table?” to share best practices and tips for managing food allergies in the K-12 setting. Hundreds of SNA attendees registered for the presentation, which received positive feedback.


FY-22 Program of Work and Budget Approved at July Board Meeting

At the National Peanut Board’s (NPB) quarterly board meeting, held in Panama City Beach, Florida on July 14 and 15, members unanimously approved the FY-22 program of work, along with a budget of $13,294,559­­­. NPB’s FY-22 begins Nov. 1, 2021 and ends Oct. 31, 2022. Before implementation, USDA must approve the budget and program of work.


For FY-22, the program of work will continue to focus on Gen Z and millennials as our target consumer and embrace the “new normal” as we enter the next stage of the COVID-19 pandemic.


“Promoting peanut products by working with popular influencers on social media platforms like Instagram and Tik Tok will ensure peanuts and peanut butter are relevant to younger consumers” said Ryan Lepicier, chief marketing officer for NPB. “With U.S. per capita peanut consumption at an all-time high, we want them to embrace peanuts like the generations that came before them.”


A year-long consumer campaign “Peanut Better Together” will embrace that Gen Z and millennials both have very diverse food palates and love discovering new flavors and use this common ground to bring the two together. Everything we do in 2022 will center around fun, unexpected or trending peanut butter pairings – both in the food world and out. By tapping into Gen Z and millennial centric trends, we’ll be the common ground between the two generations.


Additional strategies include continuing early introduction work focusing on pediatricians, business development and wellness initiatives. All programs and events are designed to address the needs of the peanut industry to succeed in a new landscape. While virtual formats, webinars, video and audio presentations will still be present, we’re excited to re-enter the world of in-person events once again.


As millennial chefs and foodies seek out authentic global flavors, they are introducing new cultural cuisines to the American food scene. African cuisine is expanding across the country with young chefs delivering new dishes adapted or replicated from the Old World. But as soups, stews and sauces with peanut ingredients are served up in authentic dishes, it’s interesting to note that this is not the first entrée of African flavors on the American culinary palate. In fact, West African dishes, and peanuts themselves, are experiencing a culinary reawakening as chefs trace the roots and discover the indelible influence of African heritage on American culture and cuisine.


Peanuts are a common ingredient in West African cooking and are notable in the nutritional characteristics of West African cuisine. But they also reveal how African heritage played a critical role in shaping American culture and helped make peanuts an American icon.


Learn more about peanuts and African cuisine here.


Make Your Next Family Meal an Indoor Picnic

Staying in is the new going out. Even amidst these unprecedented challenges, this time also gives us the opportunity to bond with our loved ones in new ways. If you’re social distancing at home with your family, your new normal may have inspired you to take on fun or meaningful activities.


Need another activity to keep your family engaged and entertained? Why not create an indoor picnic? No matter how much fun it is when held outdoors, picnics can also work inside your homes. It’s time to step away from the dining room table and have an indoor picnic for your next family lunch or dinner. The simple set up can be traditional or not, cozy, fancy, or whatever your choice. Yes, even casual indoor picnics can be elegant—maybe even more so than the traditional outdoor variety, since the logistics are so much easier. This could work in a backyard for those who would prefer to be outdoors. Check out our indoor picnic ideas to use for your next gathering here.


Here's the Best Peanut Butter Milkshake Ever (According to Us)

Recipe Created by Sherry Coleman Collins, MS,RDN, LD

In a recent team meeting, I pitched the idea of creating the perfect peanut butter milkshake. As you can imagine, there was an overwhelming YES from the whole team. I assured them that, even though I’m a registered dietitian nutritionist, this would not be an attempt at healthify-ing something that should be super indulgent. After all, I believe that even super indulgent foods can fit into a healthy lifestyle. I set out to create the most delicious, creamy, peanut buttery milkshake ever. It took about 5 tries, but I believe I’ve done it!


Get the recipe here.


National Peanut Board Calendar for  

August 1 - 31, 2021

American Peanut Shellers Association and National Peanut Buying Points Association Pre-Harvest Meeting (Albany, GA)

August 10-11

Culinary Institute of America Healthy Menus Collaborative (St, Helena, CA)

August 24-26

Controlling Peanut Ingredients in Food Processing Facilities Webinar


August 25

Florida Nurse Practitioners Network Show (Orlando, FL)

August 26-28

National Black Growers Council Model Farm Tour
(Byromville, GA)
 August 27

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News in a Nutshell is a bi-monthly e-newsletter from the National Peanut Board with the latest on USA-grown peanuts in the media, marketing and promotions, food allergy news, grower resources and much more.

Marketing & Communications Editorial Team

Ryan Lepicier

Senior Vice President & Chief Marketing Officer

Lauren Highfill Williams


Jada Linton, RD, LD


Lindsay Stevens


Catherine Karanja


Sherry Coleman Collins, MS, RD, LDN


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