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News In a Nutshell | December 5, 2023
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National Peanut Board Wins Big with PR Awards in 2023
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This year, the National Peanut
Board (NPB) was recognized by marketing, communications and advertising
industry organizations for outstanding strategies and execution of their
consumer marketing campaigns, receiving four notable awards. To reach the
target audience of millennials and Gen Z through compelling and innovative
marketing efforts, NPB developed a consumer-facing platform focused on bringing
the two generations together through their shared loved for peanut butter:
Peanut Better Together. Through data-driven insights and research, NPB with
support from Golin, developed three one-of-a-kind programs to engage with
consumers where they were by sharing new uses for peanut butter and ways to
express their love of peanuts in their homes. Two of these programs, #NuttyNeutralizer and #PBYourSpace, have been honored as
award-winning marketing activations.
NPB’s #NuttyNeutralizer campaign
was recognized by PRNews Digital Awards for its creative influencer marketing
extension, winning the Digital Marketing Campaign category. This exceptional
marketing activation demonstrated influencers participating in the PB Spice
Challenge in their own unique ways and encouraging consumers to discover for
themselves that a spoonful of peanut butter does have the power to neutralize
the spiciest of spices. The PRNews Digital Awards recognizes innovative and
industry-altering digital communicators and campaigns.
The #PBYourSpace campaign has won
two awards this year, including a Golden Flame (gold recognition) from the
Atlanta chapter of the International Association of Business Communicators
(IABC) and a Platinum award from PRNews. The Golden Flame Award recognizes
communications excellence by agencies and brands in the Atlanta region and the
PRNews Platinum Awards honors campaigns and work that have reached the pinnacle
of both innovation and industry knowledge. The #PBYourSpace campaign was
acknowledged as a forward-thinking concept that brought a pantry staple into
consumers’ homes through custom-designed peel and stick wallpaper. This program
also received an honorable mention from the PRNews Digital Awards this year.
The inaugural Summer School
Nutrition Summit event received two Golden Flames from IABC. The concept and
execution of the event was recognized as well as the marketing collateral
developed for attendees promoting safe, easy, and adaptable ways peanuts can be
served in K-12 schools.
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Hitting the Road with
NPB’s K-12 School Foodservice Recipes
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Elementary
students at Cleveland Independent School District in Texas learned about
peanuts from NPB’s Markita Lewis (left) and Chelsea Becerra, CISD dietetic
intern.
In
October, as part of this year’s focus on K-12 school foodservice, the National
Peanut Board (NPB) visited Clay Harmony Leland Elementary School in Mableton, Georgia
and Southside Elementary School in Cleveland, Texas as part of a K-12 roadshow
that highlighted peanut-packed school foodservice recipes and provided a fun
educational opportunity for elementary school students.
Each
school’s foodservice director identified recipes to prepare and share with
third- through fifth-grade students via an interactive session. Each session
taught students about the nutritional value and benefits of peanuts and
included a fun relay race. NPB Marketing and Communications Associate Markita
Lewis, MS, RDN, and consultant Sherry Coleman Collins, MS, RDN, LD, attended
the Texas and Georgia events, respectively. The range of recipes sampled
included the Rockin’ Rice Bowl with Peanut
Butter Sauce & Chickpeas,
Savory Chicken Shawarma Bowl with
Peanut Hummus, West African Peanut Stew and Peanut Butter Overnight Oats.
Each
student gave a Likert-style rating and provided their honest opinions on the
recipes. Overall, both students and administrative staff enjoyed the event and
welcome more visits from NPB. Post-event, each school received a recap report
outlining student feedback with the hopes of encouraging inclusion of peanut
recipes in their school menus moving forward. These new one-pagers also provide
NPB with a tool to support securing additional school visits or recipe usage in
the future.
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NPB
Connects with Health Ambassadors
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Pictured:
Maggie Moon, MS, RDN. As a part
of the National Peanut Board’s (NPB) ongoing outreach to healthcare
professionals, our Health Ambassadors program helps nutrition and wellness
professionals with a passion for nutrition communication increase their
knowledge about the power of peanuts and trending health and wellness topics.
With each quarterly box, ambassadors receive updates on key health and wellness
messages to share with clients or on social media about a variety of topics,
samples of new and trending peanut products, and additional giveaways.
Our year
kicked off with a focus on health equity and the role that peanuts and peanut
butter have in nutrition programs to overcome barriers to healthy eating. In
our webinar about health equity, access and early introduction, we hosted a
panel of dietitians in different specialties who address health equity in their
work - Shamera Robinson, Sherry Coleman Collins, Cindy Culver and Clancy
Harrison. Together they touched on school nutrition, allergy prevention,
overcoming provider bias, and social determinants of health.
Healthy
aging and brain health were the focus of our summer activation. Brain health
nutrition expert Maggie Moon spoke with our ambassadors about the latest
research on the role that nutrition plays in healthy brain aging and its impact
on cognitive and mental health. She also discussed the Mediterranean-DASH
Intervention for Neurodegenerative Delay diet (MIND diet) with practical tips
for dietitians to consider when giving nutrition counseling to clients.
To close
out the year, the winter activation will focus on the holidays and dining with
comfort. NPB staff members will gather and talk about holiday memories,
favorite foods, and how peanuts can be used in recipes that are great at
gatherings or can be quick and easy holiday gifts!
In our
activation boxes, we have featured products from brands including Hampton
Farms, PB Fit and Bobo’s. Ambassadors have also received the book Zero Waste
Cooking for Dummies! by Rosanne Rust, MS, RDN.
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Celebrate
Record-Breaking Peanut Butter Consumption Beyond PB Lovers Month
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National
Peanut Butter Lovers Month in November may be over but high consumption and
menu versatility are two reasons to continue to celebrate. Per capita
consumption of peanut butter reached an unprecedented 4.4 pounds in 2023,
according to recent data from USDA and the U.S. Census Bureau. Total peanut per
capita consumption remains high and stable at 7.7 pounds.
“Increasing
demand and consumption of U.S.-grown peanuts is a priority for the National
Peanut Board,” said NPB President and CEO Bob Parker. “The entire industry has
played a role in achieving these remarkable levels and should be proud.”
“NPB’s
marketing and promotion work has focused on instilling a love of peanuts and
peanut products in younger generations, making headway against barriers like
peanut allergy and investing in production research for growers to produce more
peanuts with fewer inputs,” said NPB SVP and CMO Ryan Lepicier. “As we see the
high per-capita consumption levels reached during the pandemic continue to hold
steady, and exceptional peanut butter growth this past year, demand for U.S.
peanuts is as strong as it’s ever been.” Lepicier will serve as NPB’s president
and CEO beginning Jan. 1, 2024.
Read the
full article here.
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Happy Holidays from the National Peanut Board.
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Episode
23: Bob Parker – 47 Years in Peanuts
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In 2012,
the National Peanut Board hired Bob Parker to become the Board’s second
president and CEO. Parker grew up on a peanut farm, worked for Golden Peanut
Company and had close to 40 years of experience. While some may have initially
been hesitant that a former sheller could have the best interests of farmers at
heart, Bob’s integrity and strong relationships across sectors showed that he
absolutely did. As we approach the end of Bob's 11 year-tenure at NPB, we
highlight his key accomplishments and future thoughts, talk to colleagues who
have become true friends and share insights into choosing a successor.
This
episode features interviews with Parker; food allergy advocate Mary Jane
Marchisotto; American Peanut Council Vice President and European Marketing
Director Louise McKercher; NPB Chairman and Virginia peanut grower Paul Rogers;
and executive search consultant Garland West.
Listen to
the full episode on December 12.
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Recipe: Reindeer Peanut
Butter Blossoms
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Photo
and recipe by: Like Mother Like Daughter
Looking
for a festive way to spice up your cookies? Try the new viral reindeer peanut
butter blossoms. This adorable spin on a classic cookie will bring a smile to
anyone's face. See one of the many takes on the trend here.
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The National Peanut
Board posted a job listing for the Vice President of Marketing and
Communications position on LinkedIn. Find more information by clicking here.
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National Peanut Board
Calendar for
December 5, 2023 - December 31, 2023
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News in a Nutshell is a 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.
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Marketing & Communications Editorial Team
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Ryan Lepicier Senior Vice President & Chief Marketing Officer
Lauren Highfill Williams Director
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Lindsay Stevens
Associate
Sherry Coleman Collins, MS, RDN, LD
Consultant
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Catherine Karanja
Specialist
Markita Lewis, MS, RD Associate
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