Just when we were getting settled in with the target of millennials, a new generation has entered the scene—Gen Z! Young people born between 1997-2012 are included in this latest demographic. They are entering the workforce, increasing their buying power and have behaviors and values that both complement and conflict with their millennial elders. We'll explore the key attributes of Gen Z, why they’re important to marketers and how a common love of peanut butter will bring the two youngest generations together. Our conversation features Ginny Lewis from Golin, Brendan Brannock a Gen Zer, Jeanne Cashman from Hampton Farms, and Arkansas peanut farmer Greg Baltz. 

Show Notes: 

Peanut water usage data: This data presents U.S. water usage per ounce based on blue water (irrigation) for the period 2000/2016 and grey water (to assimilate applied nitrogen) for 2004/2013. The sources of the data are the California Department of Food and Agriculture; Food and Agriculture Organization of the United Nations; Mekonnen, M.M. of the University of Alabama; and the United States Department of Agriculture. Limitations of the results include the quality and availability of data.

Since its inception, NPB has continued to stay on top of up-to-date trends in marketing to put farmer’s money to work. This week, we explore marketing trends for 2022 by talking to NPB senior vice president and chief marketing officer, Ryan Lepicier; Nichole Bigley from Golin; Les Crall, 2022 chairman of the National Peanut Board; and Kimmi Wernli, president and owner of Crazy Richard’s Peanut Butter Company. 

New data shows per capita peanut consumption continued to reach new heights in 2021. What’s behind this growth and what’s on the horizon? We explore how changes in marketing, product innovation and on the farm have driven peanut consumption to record levels by talking with National Peanut Board’s Bob Parker, Peanut Butter & Company’s Lee Zalben and Texas peanut farmer Peter Froese, Jr.

Show Notes:

National Peanut Board Website

Peanut Per Capita Consumption Breaks New Record for Second Year in a Row

USDA Peanut Stocks and Processing Numbers 

Sustainability has been in industry conversation for years, and it’s starting to grow as a driving force in consumer behavior. In this episode, we talk with an industry leader, researcher, farmer and corporate executive about what sustainability means today and for the future of the peanut industry.

Show Notes: 

PeanutVision.org

Song attribution: "Solo Acoustic Guitar" by Jason Shaw

In part 2 of our peanut allergy journey, Lindsay and Lauren do 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. Join us as we speak with NPB CEO Bob Parker, NPB consultant and registered dietitian Sherry Coleman Collins, and NPB agency partner marketing expert Mark Dvorak.

For more information on early introduction and federal guidelines, see the Dietary Guidelines for Americans.

In the inaugural episode of The Peanut Podcast, hosts Lauren and Lindsay dive into the National Peanut Board’s peanut allergy journey. Interviews with NPB CEO Bob Parker, NPB consultant and registered dietitian Sherry Coleman Collins, NPB Chairman Andy Bell and NPB inaugural Virginia Board Member Dee Dee Darden shed light on the early dark days of peanut allergies, challenges with diagnosing peanut allergies and our commitment to peanut allergy research.

For more information on early introduction and federal guidelines, see the Dietary Guidelines for Americans.

In this introductory episode, we discuss why NPB decided to start a podcast and what you can expect coming up. Make sure to subscribe to our channel so you’ll stay up to date on episodes to come.