| |
|
|
|
|
|
|
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
(Virtual)
|
August 25
| |
Florida
Nurse Practitioners Network Show (Orlando, FL)
|
August 26-28
|
National Black
Growers Council Model Farm Tour
(Byromville, GA)
| August 27 |
|
|
|
|
|
|
|
|
|
|
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 Director |
|
Jada Linton, RD, LD Associate
Lindsay Stevens Specialist
|
|
Catherine Karanja Specialist
Sherry Coleman Collins, MS, RD, LDN Consultant |
|
|
|
|
|
|
|
|
|
|
.jpg "Douglas Harrell")
