By Lindsay Stevens
This story was originally published in PQ 50.
Over the years, the National Peanut Board (NPB) has worked to drive impact through our dedication to funding research for peanut allergy prevention, funding production research and creating consumer promotions that increase per capita consumption. We’re proud of what we’ve accomplished and what we will achieve in the future. Below are some of our most important milestones to date.
2001: The National Peanut Tour & First Production Research Grants Issued
One of the Board’s first promotional activities was the introduction of a 32-foot traveling peanut festival truck. This truck traveled across the country to spread information about peanuts and how they are grown. While there wasn’t a full, dedicated exhibit to peanut allergies, our first Board knew it was a topic we couldn’t avoid, so they trained those staffing the tour on how to answer those questions and created handouts for those who wanted more information.
This year also saw the first round of production research project funding. Of the 70+ projects funded in the first year, seven of them focused on the tomato-spotted wilt virus (TSWV). NPB’s investment in the peanut industry’s genomics initiative a few years later supported the research that created a TSWV-resistant seed that will be available next growing season. In total, NPB contributed $2,240,545 in that first year of production research funding.
“The three major categories of research we’ve funded are breeding and genomics, pest and disease, and production and agronomics,” said DeMarquiné Houston, NPB IT and compliance director. “Looking at the way funding has been allocated to these categories over the last 24 years, it was interesting to me to see investments shift from largely production and agronomic focused to breeding and genomics focused then to the nearly equal focus (based on the amount allocated) among all three categories the last couple of years. To me, that demonstrates an understanding that one area of research, one voice, if you will, can’t stand on its own. It takes many researchers, with differing concentrations of study and areas of interest, to build a solid foundation of scholarship from which relevant and usable findings can be discovered.”
2002: Launch of Buddy McNutty & First Key Allergy Research Grants Issued
In 2002, NPB welcomed a new mascot – Buddy McNutty. Buddy was presented to the Board in early 2002, and it was decided three mascot suits would be created and used on the National Peanut Tour. Auditions were held, and a professional mascot was hired to bring Buddy to life both on the National Peanut Tour and for other official appearances. That year, Buddy had a (peanut) packed schedule, including launching the Peanut Tour in Tampa, Florida, attending the NYC Walk America event with Joe Namath, helping out with our Radio Disney partnership by attending our PB&Jam concert series, and cheering on the Atlanta Braves at home games.
NPB also stepped up our dedication to furthering production research. In addition to funding state research projects, NPB had the first annual George Washington Carver Award, which Bridget Robinson of North Carolina State University won.
While the National Peanut Tour and Buddy McNutty were traveling around the country, an allergy researcher at King’s College in London was noticing a discrepancy between peanut allergy in Israel and the United Kingdom. Dr. Gideon Lack learned that Israeli children were often fed a peanut-based teething snack within their first year of life, contrary to guidance from the U.S. and UK at the time. In 2002, NPB provided some of the very first funding to examine the role of early infant feeding to prevent peanut allergies.
2003: First National Ad Campaign
In 2003, NPB created its first ad campaign, which centered around the platform, “a friendly reminder from the National Peanut Board.” The campaign was meant to remind people that peanuts, peanut butter and peanut candy are fun. The Board created versions of these ads for everything from billboards to shopping carts to magazines. The campaign generated more than two billion consumer impressions annually, helping America’s peanut farmers win in the marketplace.
2004: First Return on Investment Study & First Referendum
The Board really got confirmation that they were making an impact when the first return on investment study was published, and the first referendum took place. The original return on investment study looks different than the one done today. While now we see exactly how much money is returned for every dollar spent, the original report did not show that. What it did show is that in those four years since the creation of NPB:
- Peanut butter sales increased 9.7%,
- Consumers are eating more peanuts and peanut products every day according to consumer research,
- And there has been a significant increase in the awareness of peanuts according to consumer research.
Additionally, U.S. peanut producers reaffirmed the Board in its first referendum. The referendum passed by an 81.7% margin—higher than the initial vote to form the national peanut check-off five years prior. To date, the results of the referendum have gone up with each vote, with the 2024 referendum showing that 93.23% of voting farmers said yes to continuing NPB’s research, marketing and promotion program.
2005: Partnership with Culinary Institute & Busch Entertainment
This year showed the Board the power of partnership as we started our relationship with Busch Entertainment and the Culinary Institute of America (CIA). Before 2005, NPB had co-sponsored CIA Worlds of Flavor with the Peanut Institute, however, this year, we decided to kick it up a notch. NPB sponsored a new event for our culinary initiative called the CIA’s Worlds of Healthy Flavors. The CIA and Harvard School of Public Health created this event to assist corporate and executive chefs and senior food service directors and managers in expanding options for healthy meal choices within their businesses. More than 30 of America’s most influential corporate chefs and other food service leaders, together with top nutrition scientists, world cuisine experts and key consumer trade media attended.
NPB also started working with Busch Entertainment and signed a partnership that allowed NPB to include information on their map and brochure and introduced new restaurant menu items like a peanut-encrusted grouper or salmon. The Board also did in-park promotions to educate consumers about the fun and great taste of USA-grown peanuts. The Board also created the thrillin’ and grillin’ peanut satellite media tour from Sea World-Orlando. Our partnership with Busch Entertainment would continue for the next few years.
“Our work with Busch Entertainment and the Culinary Institute in Napa Valley showed us the way we could use entities to increase consumption,” said Donnie White, 2005 chairman in a PQ 40 article.
2006: NPB Starts Funding Genomics Project & The Cocktail Peanut Dress
The 2006 January Board meeting included a presentation from Howard Valentine of the Peanut Foundation. During his presentation, Valentine emphasized how important it was to map the DNA, components and their function, of the peanut. With that, the Board committed to helping fund this research. While many meetings would take place between this initial presentation and the start of this research project, one could say this is where the idea was planted in the Board’s mind. In 10 short years, this initial research would lead to two peanut genome research initiatives that would propel peanut genetic and genomic knowledge and significantly improve peanut breeding.
While not exactly a milestone in the Board’s history, this has to be one of the most creative activations we’ve done. NPB, Peanut Butter & Co. and Broadway costume designer Gregory Gayle joined forces to create the Cocktail Peanut Dress, which was unveiled at the Ninth Annual Chocolate Fashion Show in New York City. Mark DeCarlo, the host of the Travel Channel’s Taste of America, emceed the event, and Rebecca Holiday from TV’s Project Runway modeled it.
2007: Board Assesses Progress, Cements New Strategy
As part of its ongoing efforts to understand consumer perceptions, NPB conducted its Brand Tracking Study with the Bantam group. The study showed that consumers were increasingly recognizing the healthful and flavorful benefits of peanuts and peanut butter. Additionally, in 2007, it was time to revise our strategic plan. During this planning session, the Board addressed the new challenges it was facing, such as drought and disease during the growing season. This strategic plan was a critical tool in ensuring that NPB remained agile and responsive to industry changes.
2008: American Academy of Pediatrics Updates their Recommendation
Big changes were on the horizon when it came to allergy prevention recommendations. In 2008, due to Dr. Lack’s Israel-UK study and other research refuting the recommendation, the American Academy of Pediatrics (AAP) changed its 2000 guidance on avoidance, stating that the introduction of allergenic foods “should not be delayed” as a means to prevent food allergies. This update fueled Dr. Lack and NPB to continue to pursue research that would lead to recommendations to proactively introduce peanut to help prevent peanut allergies.
2009: Energy for the Good Life
In 2009, NPB started using a new slogan, “Peanuts: Energy for the Good Life.” To launch our new slogan and campaign, the Board took over Grand Central Terminal in New York City. Activities included everything from media events with world-renowned chefs and food experts to creating a ‘peanut field’ in the middle of the building. Timing is always a funny thing, though. Just weeks before the event was set to take place, the peanut salmonella crisis took over the news and had the public concerned about whether their peanut butter was okay to eat. In addition to the original launch activities, NPB also took out a full-page ad in USA Today to educate the public on the situation. Farmers used the event as a way to tell the story of the delicious, healthy and nutritious aspects of peanuts to help regain trust.
2010: 10th Anniversary Event in Washington D.C. and PRSA Silver Anvil award
NPB celebrated its 10th anniversary in 2010 with a “Peanuts: Energy for the Good Life” themed luncheon and media event in Washington, D.C. The “Taste the Change” event was held at Eastern Market, the oldest continually operating fresh food public market in the D.C. area. Event attendees were surrounded by displays of hundreds of retail peanut products and peanuts’ versatility was displayed through peanut-inspired dishes prepared by some of D.C.’s most celebrated chefs. Additionally, each of the three chefs was assisted by selected students enrolled in Brainfood, a non-profit youth development organization.
NPB also won a prestigious Silver Anvil award from the Public Relations Society of America (PRSA) in 2010. Following the 2009 salmonella crisis and the resulting extensive peanut butter recall, part of the farmers’ response included a Resumption of Consumption Tour. Board members and staff traveled to major cities, such as Atlanta, Houston, Chicago, Minneapolis and Los Angeles, to drive consumers back to peanuts.
"It would have been easy to just let time eventually get peanut butter sales moving again, but the Board understood millions of families count on having peanut butter on hand day in and day out, and that inspired them to travel the country to answer questions and reassure consumers that commercial brands had always been safe to purchase and consume," said Mark Dvorak, Golin executive director. "Acting boldly in the face of adversity certainly got the attention of the Silver Anvil judges."
2011: Skinny on Nuts Campaign & Planters Awards
The year 2010 brought about new Dietary Guidelines for Americans that called for eating a more plant-based diet rich in fruits, vegetables, whole grains, nuts and other plant-based foods. One key finding in research commissioned by NPB was that only a third of people believe they’re knowledgeable about how to have a diet rich in plant-based foods. This led to the creation of NPB’s new website, Skinny on Nuts – a website focused on helping consumers decipher the new guidelines and increasing their consumption of peanuts.Along with information about plant-based diets, skinnyonnuts.com featured nutrition and health information, recipes and energy-boosting snack ideas. It also presented tips on eating a gluten-free diet and managing food allergies.
Also, in 2011, NPB partnered with Planters to create the Remarkable Planters Sustainability Initiative. The “Celebrating Remarkable Planters” program recognized growers who utilized best practices to ensure the sustainability of the environment, farm communities and individual farming operations. Billy Bain (former NPB Alternate Board member), Barry Martin and Otis Lee Johnson each received the award. Sample packs of Planters peanuts co-branded with the “Peanuts: Energy for the Good Life” logo were featured at the event, and NPB also presented Planters with several new products and brand positioning concepts.
2012: Energize Your World & Peanut Butter for Breakfast Campaign
Who couldn’t use a little more energy? That was the message behind NPB’s 2012 “Energize Your World” campaign. Throughout that spring, consumers had the opportunity to win a 2012 Ford Focus and hundreds of other prizes, including a family vacation to Six Flags. NPB Board members promoted the giveaway by handing out peanut product samples and spreading the message of how peanuts provide sustainable energy in places like Grand Central Terminal in New York City and Six Flags Theme Parks in Georgia, Texas and Southern California. More than 1.3 million entries came in from across the nation.
NPB also launched its Peanut Butter for Breakfast initiative that year. In anticipation of National Peanut Month in March and to help make mornings easier, NPB equipped peanut butter fans with nutritious breakfast tips and recipes at www.PB4Breakfast.com. Visitors were also encouraged to vote for their favorite peanut butter breakfast dishes. For every vote, America’s peanut farmers donated $5, up to $10,000, to help serve a nutritious breakfast to the hungry.
This year also brought one of the biggest changes to NPB when Marie Fenn retired from the Board. Fenn joined NPB as president shortly after the Board’s inception in 2000 and served in that role until December 2012.
“As the Board’s first managing director, Marie Fenn laid the foundation for the Board’s success well beyond her tenure,” said Ryan Lepicier, NPB president and CEO “Because of Marie’s wisdom and leadership, the Board rallied around effective consumer promotions, robust business development activities and the groundbreaking work they initiated to place America’s peanut farmers front and center on uncovering peanut allergy solutions. Marie truly loved peanuts and our farmers who grow them.
2013: Allergy 2.0
In 2013, NPB took a refreshed and new look at our strategy for ending peanut allergies. We decided to build on our original Scientific Advisory Council and create a new Food Allergy Education Advisory Council. Additionally, NPB refreshed focus on our K-12 efforts after the release of the CDC Guidelines for Schools discouraged bans.
Also, in 2013, Bob Parker took over as CEO of NPB. Parker came from Golden Peanut Company, where he worked for 25 years in various roles of increasing responsibility, becoming an officer of the company in 1996 then serving as vice president of industry relations and seed.
2014: 24/7 Energy
NPB aimed to inspire people everywhere to incorporate peanuts more and in different ways to reach their goals of living a better, healthier life with its “24/7 Energy” campaign. As part of the campaign, we partnered with peanut-loving food bloggers to create a 24/7 Energy recipe resource guide that was distributed at events across the country. These same recipes were also available on our website. Also, as part of this campaign, NPB brought to life another sweepstakes with their Energy to Burn Sweepstakes, where the winner would get an energy-packed vacation to Florida. The sweepstakes attracted more than 550,000 entries and in addition to the grand prize winner, over 1,400 winners received instant prizes that ranged from Apple’s iPad Mini and gift cards to products provided by the program’s co-presenters Hampton Farms, Planters and Skippy.
2015: Perfectly Powerful Peanut Launch and LEAP Study Published
In 2015, the groundbreaking “Learning Early About Peanut Allergy (LEAP) study showed introducing peanut-containing foods to infants as early as 4-6 months of age can reduce the development of a peanut allergy by up to 86% – leading to new recommendations for parents and pediatricians. In an editorial accompanying the study results, Rebecca S. Gruchalla, MD, PhD, and Hugh A. Sampson, MD, wrote, “…we believe that because the results of this trial are so compelling, and the problem of the increasing prevalence of peanut allergy is so alarming, new guidelines should be forthcoming soon.” Though the study was published in February, by June 1, a consensus guideline was published by the American Academy of Asthma, Allergy, and Immunology, American Academy of Pediatrics, American College of Allergy, Asthma, & Immunology, World Allergy Organization and other international organizations.
Also in 2015, NPB launched the Perfectly Powerful Peanut Pop-Up in New York City. Inside the pop-up was a grower station where consumers could get education on peanut farming, information on sustainability and nutrition and take photos with a peanut farmer. We also featured a food station stocked with breakfast and snack creations and recipes to take away, as well as a humanitarian station with Peanut Butter for the Hungry information, a program for donations and education on humanitarian relief efforts. We advertised the event online using #peanutpower, through NYC Transit ads running during the event, and through a Monday night preview event where media, bloggers and VIPs were invited to get a sneak peek. NPB took the pop-up on tour to Chicago, Atlanta, Washington D.C., Los Angeles and Lake Tahoe. At each location, NPB would also host a spreading party, where farmers partnered with the restaurant chain, Which Wich. More than 4,200 peanut butter sandwiches were donated, and $6,000 was raised for Peanut Butter for the Hungry.
2016: NPB Goes All-In on Digital with Golin
After 15 years of working with Golin as its public relations agency of record, NPB announced the agency would expand its role to include advertising and marketing. The expanded scope of work focused on both consumer and trade engagement and included content creation, digital and traditional advertising, and business development – in addition to earned and social media, special events and reputation management. One of the first things Golin did was launch the Peanut Vendor, NPB’s online consumer-facing voice. Active on both Twitter (now known as X) and Instagram, the Peanut Vendor created fun and relevant ways to toss peanuts into trending conversations with millennials to keep them top of mind.
Additionally, NPB held its first-ever Millennial Dining Summit (later called the Next Gen Food Summit) at the CIA Napa campus. The entire summit was focused on starting a conversation about how peanuts are a perfect fit for a generation of diners changing the way we eat and showing how peanut products deserve a place at the table in all kinds of restaurants.
“We went from what we were all familiar with, and had seen so much success with, to a whole new strategy to promote peanuts,” said Gayle White, 2016 chairperson. “While there was wide support for this direction, trying to understand a new way of doing things was scary at times. Looking back, reaching the millennial audience where they were – online – was the best strategy to help us sell more peanuts.”
2017: #ShellOut Campaign and NIAID Early Introduction Guidelines Published
In 2017, the Board wanted to build millennial excitement and passion for peanuts, so we encouraged peanut lovers to “Shell Out” and share their passion for peanuts. NPB partnered with football player Charles “Peanut” Tillman to encourage consumers to interact with our owned social channels as well as with social influencers, and in exchange, they would get paid in peanuts—literally. This would all lead up to the big finish – The Peanut Bowl. The campaign reached over 21 million people, and when users were exposed to both brand and influencer tweets, there was a 5.2x increase in purchase intent.
This year also brought huge advancements when it came to the early introduction of peanuts. The groundbreaking LEAP Study led to updated guidelines by the National Institutes of Allergies and Infectious Disease (NIAID), truly making early introduction the standard best practice when it comes to preventing peanut allergies.
2018: Early Introduction Becomes Standard of Care and Peanut Bowl Activation
After months of #ShellingOut, NPB ended the campaign with a bang. We went to Texas, the heart of high school football and peanut-growing country and took over a major rivalry game that we coined as the Peanut Bowl. NPB partnered with another football great, LaDainian Tomlinson, to help host the event. To hype the schools up for the game, NPB promoted the event through a series of pregame interviews with local media, created Snapchat filters for each high school and created promotional posters. Fans and the teams got peanut-bowl-branded swag as they entered the stadium. The peanut bowl resulted in 70M+ impressions and 80 earned media placements.
In 2018, NPB also worked to make early introduction the standard of care. First, we researched to see how many people knew about the updated allergy guidelines. We found that more people needed to know about the benefits of introducing peanut foods early, and our research showed that they also needed the information and confidence to take the next step. Next came the strategy. NPB identified both popular online parenting influencers and everyday families our target audience could relate to directly. Then, to cut through the clutter of the media landscape, we turned to actor and new dad Justin Baldoni. Justin was not only the star of the hit show Jane the Virgin, but he also frequently wrote about the role of fathers. This helped reach an audience curious to hear Justin’s personal behind-the-scenes experience with introducing peanut foods to his son, which NPB delivered through a heartfelt three-part video series. As part of the campaign, NPB conducted pre- and post-test surveys that showed 67% of those exposed to NPB’s campaign agreed that peanut-containing foods are safe to feed children less than 12 months old (33% for those not exposed to the campaign), and 56% of those exposed to the campaign said they intended to introduce peanut foods to their children at home before 12 months of age (27% for those not exposed to the campaign).
2019: 4 to 6 Months Campaign
To capitalize on the new guidelines released by NIAID and the progress we made with our campaign featuring Justin Baldoni, NPB launched our Size 4 to 6 Months campaign. Size 4 to 6 months was a limited-time, custom-designed clothing line specifically made for babies to wear during the most critical time for introducing peanut. Of parents exposed to the “Size 4 to 6 Months” campaign, 76% confirmed they introduced peanuts to their child before 12 months of age – compared to the 48% who were not exposed to the campaign. And on top of that, 80% recommended or shared their experience of introducing peanuts to their child(ren) with family or friends.
2020: Spreading Good Campaign & DGA’s are published with Early Introduction Recommendation
During this turbulent year, NPB proudly helped consumers spread good while making peanuts the hero through a series of activations. NPB’s Spread More AR effect played off the viral trend of Instagram augmented reality (AR) effects. NPB developed a Spreading Good AR effect that helped people spread good with feel-good with peanutty entertainment and $25,000 in donations to a national charity. For our bake-off activation, we partnered with prominent baker and social media influencer Christina Tosi, which resulted in more than 14.5 million impressions. Finally, we had our Opening Day activation in July. NPB helped fans enjoy baseball’s favorite snack at home while attendees were missing in-person games. Our jumbotron-style digital games and giveaway recreated the ballpark atmosphere, driving more than 260 million impressions and allowing fans to celebrate the return of baseball. Plus, everyone who entered the giveaway received a promo code to purchase Hampton Farms in-shell peanuts. With peanut butter already top of mind, the campaign leaned into ways to uplift consumers when they needed it most. Our Spreading Good campaign garnered over 343.7 million impressions across both digital and traditional media and 2.9 million engagements. When brands were receiving backlash for insensitive marketing promotions, we gave consumers reasons to feel good by creating a positive association between peanuts and NPB’s campaign.
“Over my 18 years at NPB, I have seen how dedication, teamwork and partnerships transform a simple peanut into a powerful symbol of resilience, nutrition and community,” said Catherine Karanja, NPB marketing operations manager. “Whether it was launching campaigns to support our peanut farmers or witnessing the growth of sustainable practices, each project has left an imprint on my career. The moments of collaboration, the challenges overcome, and the achievements shared with an incredible team have made this peanut journey not only one filled with pride and purpose but also more rewarding than I could ever have imagined.”
Additionally, the new Dietary Guidelines for Americans (DGAs) were released at the end of December 2020. For the first time, the DGAs reinforced that to reduce the risk of food allergies, babies should be fed infant-safe, potentially allergenic foods starting around 4-6 months. The inclusion to introduce peanut foods to babies in the new DGAs is the strongest confirmation to date of Addendum Guidelines, first released in 2017 by the National Institute of Allergy and Infectious Disease, which gave hope we could do something to stem the growing tide of food allergies in our country.
2021: Grow It Yourself Campaign and AAP Partnership Begins
Not only did 2021 bring an all-time high per capita consumption number of 7.9 lbs, but NPB also introduced consumers to the Grow It Yourself (GIY) lifestyle. Our goal was to give Gen Z and millennials a way to experience growing peanuts whether in real life at home, digitally through social media or see how their gaming experience translates to a real farm. First, we partnered with PlantKween to create shareable greetings people could send out that included a peanut for them to plant. Another activation we did was a partnership with TikTok, where we created a game within the platform where users had to hit specific poses to help their peanuts grow. Through our creative partnerships on TikTok, the Adopt a Peanut game reached over 97 million people. Our final activation of the year was a partnership with the massively popular YouTube channel Smosh. Board member Casey Cox Kerr hosted two of the channel’s talent on her farm in Camilla, Georgia. There, Casey taught them how peanuts are grown and harvested, and the Smosh talent taught Casey how to play a farming video game.
NPB also began our partnership with the American Academy of Pediatrics (AAP) in 2021. With this partnership, NPB and AAP developed an online PediaLink Course focused on peanut allergy prevention through early introduction. The online course is free and available for continuing education credit for providers who work with infants.
2022: Peanut Better Together and Retail Promotion Launch
In 2022, NPB set out to use peanut butter as a bridge to unite consumers through their mutual love of peanut butter and introduce them to unexpected pairings that work well together. Our first activation was the Nutty Neutralizer, which celebrated peanut butter as the perfect way to neutralize spice. NPB sent out spice kits to the media, which contained a jar of peanut butter and three different hot sauces, so they could try them out themselves. Next, we did Peanut Better Your Space, which had NPB host a giveaway for two peanut-inspired wallpapers, Bloomin’ Peanut and That 70s Shell. After the giveaway was over, we made the wallpapers into digital phone wallpapers you could download. The last activation for Peanut Better Together was our PB Chili Cookoff. For National Chili Month, we partnered with celebrity chef Richard Blais to host a peanut butter and chili cookoff on TikTok. Four foodie influencers participated in the cookoff, and the winner was chosen by which creator had the most likes and comments on their PB and chili posts.
In addition to our Peanut Better Together campaign, NPB also launched a new retail promotion program. Our objective was to promote awareness and purchase intent for the peanut butter category during the summer period when interest typically wanes. NPB worked with 19 retailers operating over 6,200 stores that participated in the program. The program included in-store communications, print & digital ads, outdoor billboards, in-store audio advertising, social media activations, retail dietitian appearances and donations to local food banks. We also partnered with registered dietitians at these retailers, who promoted the nutritional benefits of peanut butter while showcasing its versatility in a variety of summertime recipes. The program resulted in over 5 million print ads in circulation, 4,000 stores with shelf tags, and 4.5 million digital ad impressions.
2023: We Grow Comfort and 1st School Nutrition Summit
First, we launched We Grow Self Care, which focused on how peanuts can be included in comforting at-home rituals. NPB hosted another giveaway, but this time for a self-care box that included peanut oil to use in your hair, a peanut butter candle, and more. Next came our Common Comfort activation, which partnered with dog influencers and their ‘pawrents’ to promote six recipes you can share with your pet (Barkuterie Board, Pawfect Peanut & Salmon Bowl,Pup’s Lazy Sundae, P.B. Pup-Tarts, Pumpkin P.B. Woofles, and Green Pooch Smoothie) on National Dog Day. NPB made the recipes shoppable by working with a Click-To-Shop vendor for the first time. The influencer content was used as paid ads driving to the shoppable site so followers could access the recipes and purchase the supplies in a one-stop shop. For our final activation, we curated a one-of-a-kind, multi-course comfort food menu starring peanuts. We partnered with acclaimed chef Marcus Samuelsson and took over his Atlanta restaurant. To drive local awareness of our peanut-inspired pop-up at Marcus Bar & Grille and bring people together for a real-life memory-making experience, we hosted an exclusive VIP preview night attended by nine press guests as well as nine earned influencer guests. The local event not only ignited conversation locally about peanuts, but it helped us foster and grow key media relationships. When all was said and done, the activation received 7.5 million total impressions and 34,000 total engagements.
Also, in 2023, NPB hosted its first School Nutrition Summit, which brought together 30 key school nutrition leaders at the CIA campus in San Antonio, Texas. The dynamic and exclusive event explored the theme of the Future of School Nutrition through exciting trends, like plant-based eating and global flavors, chef demos of peanut-packed school recipes, actionable advice and education sessions. During the summit, attendees also learned strategies and success stories for managing peanut allergies in schools, including highlighting resources on our website and the Peanut Power Toolkit. The event culminated with the opportunity to cook in the CIA kitchens with a Market Basket Challenge, where attendees put their learnings into action with recipes like Rockin’ Rice Bowl with Peanut Butter Sauce & Chickpeas and Crunchy Peanut Butter Apple Nachos.
NPB CEO and President Bob Parker also announced his retirement after 10 years in the role. During Parker’s tenure, NPB celebrated a number of industry achievements, including per capita peanut consumption reaching an all-time high of 7.9 pounds in 2021.
"We jokingly referred to Bob Parker as Mr. Peanut because of his deep and extensive knowledge of peanuts and the industry,” Lepicier said. “He helped the Board build on and expand its industry relationships. Bob also rallied the team around a heightened focus on making progress on peanut allergy solutions. And through his leadership, he led the Board to a digital-first modern marketing strategy focused on Gen Z and Millennial consumers. No one loves peanuts more than Bob Parker.”
2024: Little Peanut
In 2024, NPB focused on adventurous eating as a way to appeal to millennial’s and Gen Z’s interest in global flavors and flavor smashing. NPB also wanted to make the process of growing adventurous eaters less overwhelming and more friendly, so we introduced the world to Little Peanut. This fun plushie was created to spread the word about early introduction in a cute format kids will love. Little Peanut came equipped with a QR code driving users to its landing page experience. We launched Little Peanut using social media content with influencer partners that introduced it as a must-have toy and educational messaging tool. In addition to influencers, we also partnered with Malina Malkani, MS, RDN, CDN, for media opportunities.
So, after 24 years of NPB, where do we go from here? Forward. Throughout our history, NPB has maintained momentum as we continue on our mission: to improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research.
See the photo album with NPB's favorite memories over the years by clicking here.