The Peanut Podcast

We’re a quarter of the way through 2024 and exciting things in marketing are already happening. At NPB, we’re launching a long-term creative campaign called We the Peanut and we have a new chief marketing officer on board. Also state groups are finding fresh ways to connect with consumers. In this episode, we’ll delve into 2024 marketing trends and speak with Ginny Lewis of Golin, Dena Malsom of NPB and Ashley Collins of North Carolina Peanut Growers Association.  

As unique as each crop year, every peanut grower has a noteworthy story to tell about their journey to farming and agriculture. Back by popular demand, we’re sharing a second round of our How I Got Here series. In this episode, we hear from Florida peanut farmer Mikaela Massey about her family’s support of her involvement and learning on the farm; Executive Director of the Virginia Peanut Growers Association Caitlin Joyner on navigating to agricultural leadership through Future Farmers of America; and National Peanut Board member from Oklahoma Mark DeLeon on his remarkable journey as a first-generation farmer and youngest of 14. 

Sources

• 2022 Census of Agriculture Highlights: Farm Producers 
• Family-Owned Farms Account for 96% of U.S. Farms, According to the Census of Agriculture Technology Report: Small Family Farms Make Up 88% of All U.S. Farms

The National Peanut Board is in new yet familiar leadership hands. Former senior vice president and chief marketing officer Ryan Lepicier is the new president and CEO of the National Peanut Board as of January 1, 2024. In this episode, Lepicier shares his vision for the future of NPB and his passion for the industry. We talk with guests involved in the hiring process and industry members excited about what Lepicier will bring at the helm of NPB, including NPB Chairman Greg Baltz, Georgia board member Casey Cox Kerr, executive search consultant Garland West, and Crazy Richards owner Kimmi Wernli.

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.

Episode 23 of the Peanut Podcast will be released on Tuesday, December 12. This episode is all about celebrating NPB’s success under Bob Parker’s leadership and setting the course for the future of NPB after his retirement at the end of the year.

Mexico is known for its rich cultural heritage, vibrant traditions and delicious cuisine. The country has also recently established itself as the top export market for U.S. peanuts. In this episode, we explore the work the American Peanut Council has done to nurture this market, the popularity and uses of the peanut in Mexico (and the potential for peanut butter) and what characteristics of peanuts matter to Mexican buyers and consumers. Guests are the American Peanut Council’s (APC) Peter Vlazakis, Mónica Moreno Arellano from Grupo PM, dietitian Esther Schiffman and Evelyn Lopez from Hormel.

Peanut production in the US is skyrocketing. Ten years ago, US peanut farmers produced a two-million-ton crop. Today it’s three million. In ten more years, it will likely be four million. Putting future peanut crops to good use will take innovative approaches and requires attention now to set farmers and the industry up for success. In this episode, we’ll learn about promising areas of innovation—like peanuts’ benefits for poultry and egg production, high-oleic and high oil content peanuts and even peanuts as alternatives for gluten and dairy in food products—to push this crop into new frontiers and keep peanut farming profitable.  We speak with Dr. Nino Brown of the University of Georgia, Dr. Marshall Lamb from the National Peanut Research Lab, Texas peanut grower Larry Don Womack and Stephen Richards of Better Body Foods. 

 Show Notes

• The American Pecan Council is the marketing order that authorizes data collection; research and promotion activities; and regulation of grade, size, quality, pack and containers for pecans. 
• Pecans have 3g of plant-based protein
• You can find the nutrition label for PBFit here and PB Fit Peanut Flour Baking Blend here.
• See more about Peanut Nutrition here.

Whether today’s farmers come from a multi-generational line of growers or they're the first generation to be called to agriculture, those paths are filled with twists and turns, challenges, redemption and kindness. In this episode, we’re sharing compelling stories from the peanut grower community that open up new opportunities, possibilities and appreciation in agriculture. Featured peanut farmer guests on this episode are Karla Thompson of Georgia, Jan Jones of Georgia and Lonnie Fortner of Mississippi.

Sources: 

Whitt, C., Todd, J. E., & MacDonald, J. M. (2020, December). America’s diverse family farms: 2020 edition. USDA ERS. https://www.ers.usda.gov/publications/pub-details/?pubid=100011  

Description: PB&Js have been a school lunch staple for generations—and at most schools they still are. The star ingredient, peanut butter, is nutritious, affordable, shelf stable and tasty. But food allergy concerns are a barrier to schools using more peanuts. Tapping into our recent Summer School Nutrition Summit, we’ll discuss the latest trends, what's on the minds of school nutrition leaders and how schools can serve peanuts while keeping students with allergies safe. We’ll hear from Amy Carroll of Lee County, FL Schools whose district brought peanut butter back to the menu after almost 20 years, Marlon Gordon of Nxt Gen Network, child nutrition chef Rebecca Polson, Leslie Wagner of Southern Peanut Growers and Texas peanut grower Lexi Floyd. 

For more resources on Peanuts in Schools: 

• PeanutsinSchools.org 
• Bringing Back the Peanut: Peanut Allergy Community Guide  
• https://peanutbutterlovers.com/about-spg/   
• National Peanut Board School Recipes  
• Instead of Peanut Free Be Allergen Aware 
• Guidelines on Managing Food Allergies in Schools 
• School Nutrition Association Food Allergy Resource Center 

 For articles on peanuts in schools: 

• School Nutrition Pros Now Have a Peanut Power Toolkit  
• Plan, Don’t Ban article from School Nutrition Magazine 
• How to be Fearless About Food Allergies in Schools 
• Making School Breakfast Cool (and Safer): Adopting Top Trends & Managing Food Allergens  
• Peanuts in Schools: How Peanuts Can Help Meet Today’s Challenges and Why They Belong on K-12 Menus  
• How Peanuts can fit in School Nutrition  
• Making Healthy Choices in the School Lunch Line  
• School Recipes that Deliver on Taste and Nutrition 

 Sources: 

• Wang J., B. T. (2018). The Allergist's Role in Anaphylaxis and Food Allergy Management in the School and Childcare Setting. JACI-In Practice, 427-435.  
• CDC: Managing Food Allergies in School