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News In a Nutshell | September 28, 2021

Early Introduction New Parent Campaign Achieves 8.9 million Impressions

Many parents have hesitancies when introducing peanuts to their infant for the first time. To help parents feel confident, the National Peanut Board partnered with influencers and healthcare professionals to document their journey of early introduction to their infants at home. Fans and followers of these individuals can learn about common concerns, introduction techniques and allergic versus behavioral reactions to foods. You can view all of the videos here.

 

Madison Miller  is a mom of two from San Diego. She met with Dr. Jacobs to discuss the importance of introduction how she introduced peanuts to her daughter Riley and how she plans to introduce them to her second daughter, Kinsley. Theresa R. Jacobs, M.D., FAAFP is a board-certified family medicine physician providing the highest quality comprehensive health care to the uninsured and underserved at-risk populations at Oakhurst Medical Centers.

 

Amanda and Dane NewSan are dancers and studio owners in California. They met with Dr. Kathleen Wilson to talk about early introduction methods and share their first time introducing peanuts to their daughter Evie. Kathleen Wilson, Ph.D., CPNP, FNP– BC, BC-ADM, FAANP is on staff at Walden University in Tallahassee, FL where she specializes in endocrine conditions, pediatric primary care, adolescent health, and family health.

 

Blair Flynn is a yoga instructor and a mom of two. She spoke with Dr. Jones about early introductions techniques and made a plan for introducing peanuts to her daughter Paige. Dr. Michelle Jones, MD, FAAFP is with Wilmington Health in Wilmington, N.C. She works in Family Medicine and specializes in Preventive medicine for all ages (newborns, pediatrics, adolescents, adults, and seniors), skin biopsies, joint injections, pap smears, and immunizations.

 

You can check out each influencer’s journey on our Prevent Peanut Allergy website here. Our campaign resulted in over 8.9 million impressions reaching over 15,205 individuals on YouTube with a combined potential audience of over 240,000 subscribers.

     

 PB&Japan Campaign Celebrated Peanut Butter and Soccer

During the 2021 Summer Games, the National Peanut Board and The18, a leading soccer media brand, teamed up to celebrate everyone’s favorite sandwich, as well as our favorite things about the games in Japan.

 

The PB&Japan campaign, which ran from mid-July to late August, featured web content on The18 website and social media platforms including articles, videos and graphics highlighting all things soccer and peanut butter—from cultural happenings surrounding the games to behind-the-scenes to historical look-backs and more. Four of the campaign videos featured well-known soccer players Sydney Leroux who plays for Orlando Pride and Weston McKennie who plays for Juventus.

 

The campaign generated more than 12 million impressions with a 29% engagement rate on content (likes, comments, shares). The18 conducted pre- and post-campaign research among its audience. Based on results of the study, the campaign genuinely increased Millennial affinity towards peanuts and peanut butter. Highlights include:

  • +23% Lift in viewing peanut butter as a good fit for people with an active lifestyle.
  • +13% Lift in purchase intent for peanut butter.
  • +10% Lift in viewing peanuts as a superfood.

     

Cracking the Shell on Sustainability of the Humble Peanut

By: Bob Parker

You may have seen headlines about the Intergovernmental Panel on Climate Change (IPCC) report around the state of the environment. It sounds like a “code red” for humanity.  There may not be agreement on the causes, manmade or natural, but many farmers I talk to have seen climatic changes on their own farms. Without a doubt, our industry and farmers everywhere are and will be impacted by rising temperatures, regardless of cause.

 

So, what does this mean for the peanut industry? Long before intergovernmental reports, farmers were concerned with caring for the land because they knew it meant being able to farm into the future. They want to leave the farm to their children, so investing in conservation research and sustainable practices means investing in their future and their children’s. 

 

However, as evident by the world around us and recent news, the stakes are getting higher. And as an industry, we have an opportunity to be a part of the sustainability solution and an obligation to continue finding ways to be even more environmentally friendly.

 

Today more than ever, consumers are eager to know where their products come from and their environmental impact. Peanuts have an incredible and evolving sustainability story and we must come together to tell it. Here are some places to start.

 

To read more of Bob’s article, click here.

     

October is Pet Health Awareness Month, and we know how much dogs love peanut butter. But you may have questions about whether or not all peanut butter is good for your pup and how much to give to dogs. The good news is that regular peanut butter is safe to give your dog as a treat. The ingredient causing the problem is Xylitol, a sugar substitute found in lower or sugar-free products. If the peanut butter you give your dog doesn’t contain Xylitol, then your furry friend can enjoy it. We spoke with a veterinary nutritionist to get some insight into peanut butter safety for dogs.

 

Dr. Susan Wynn is an author, speaker, veterinary nutritionist and specialist in integrative medicine with BluePearl Georgia Veterinary Specialists. She says that when it comes to animal nutrition, “one of the biggest challenges is misinformation on the internet. You can find any information you want to back up any kind of opinion you have on the Internet and a bunch of them are wrong, so it’s a giant problem.” Still, there are certainly some concerns that are justified when it comes to what is safe to feed your pets.

 

“Most people tend to think of dogs and cats as small humans,” says Wynn. But the fact is while animal nutrition has some similarities to human nutrition, there are things that are ok for human consumption that are not for animals.  For instance, the sugar substitute Xylitol can be found in commercial products for human consumption, including peanut butter. While this sugar-alcohol is safe for humans, it’s poisonous for dogs and cats. According to Wynn, “there have been plenty of cases of toxicity due to xylitol. We know it’s highly toxic in dogs and cats.”

 

That said, regular peanut butter is not toxic to dogs. It’s important to read ingredient labels before feeding any human-grade products to animals. Wynn’s advice is “if you are going to use peanut butter to give your dog treats or medicine, which many people do, it should only have peanuts, salt, and maybe sugar. Make sure it doesn’t have Xylitol.”

 

Find out more here.

     

The Peanut Podcast Releases First Two Episodes

The first two episodes of The Peanut Podcast are live! Visit https://www.nationalpeanutboard.org/podcast/ to give them a listen. Hosts Lindsay and Lauren dive deep into peanut allergy and share why NPB has been committed to the issue for more than 20 years, starting with Virginia peanut farmer, Dee Dee Darden.

 

In episode 1, you’ll hear from NPB President & CEO Bob Parker, NPB consultant and registered dietitian Sherry Coleman Collins, NPB Chairman Andy Bell and NPB inaugural Virginia Board member Dee Dee Darden. Our guests shed light on the early dark days of peanut allergies, challenges with diagnosing peanut allergies and our commitment to peanut allergy research.

 

In episode 2, we speak to Bob Parker, Sherry Coleman Collins and NPB agency partner marketing expert Mark Dvorak and take a deep dive into peanut allergy treatment and early introduction of peanut foods to infants, as well as the study that changed what we know about peanut allergy prevention.

 

In The Peanut Podcast, you’ll learn the high points of where we’ve been, what’s been accomplished and what the future looks like for peanut allergy. Listen and subscribe at https://www.nationalpeanutboard.org/podcast/.

     

Recipe: Peanut Butter Breakfast Cookies

Created for National Peanut Day by registered dietitian and peanut fanatic Elaine Magee, these Peanut Butter Breakfast Cookies are perfectly soft and chewy with lots of yummy peanut butter flavor, and they’re simple to make. Find the recipe here.

     

National Peanut Board Calendar for  

October 1 - 31, 2021

AAFP Family Medicine Conference (Virtual)

September 28-October 2

American Academy of Pediatrics (Virtual)

October 8-11

AND Food & Nutrition Conference & Expo (Virtual)

October 16-19

FARE Research Retreat (Virtual)

October 18-20

International Foodservice Editorial Council IFEC (Annapolis, MD)

October 25-27
     

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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

Director


Lindsay Stevens

Specialist




Sherry Coleman Collins, MS, RD, LDN

Consultant




Catherine Karanja

Specialist




   
     
 
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