• The Program of Work for FY13 is designed to have a great impact on increasing consumer demand for peanuts and peanut products, as well as meeting NPB’s goals of production research.
The National Peanut Board held its quarterly board meeting in Seattle Aug. 13-15 and unanimously approved a Fiscal Year 13 Program of Work and budget of $8.7 million, with $400,000 slated toward an industry-wide genomics research project in conjunction with The Peanut Foundation.
The Program of Work for FY13 is designed to have a great impact on increasing consumer demand for peanuts and peanut products, as well as meeting NPB’s goals of production research.
“Our board recently developed and adopted a new, highly-targeted and long-term strategic plan designed to have a positive impact on consumer attitudes. This FY-13 Program of Work and associated budget implements strong advertising and promotion initiatives, business development, production research funding and nutrition and allergy education and research aimed at fulfilling that long-term strategy,” said Cindy Belch, Board Chair and North Carolina delegate.
The Board allocated funding for the Peanut Genome Project, an industry-wide initiative under way to develop new and improved peanut varieties through marker-assisted breeding. The goal of the initiative is to reduce production costs, improve yield and varieties and enhance the overall quality of the crop.
“Farmers recognized the enormous potential of peanut genomics for all segments of the industry since the industry-wide research efforts began several years ago,” said Michael Davis, Research Committee chair and Florida delegate.
“Our investments, coupled with funding from other industry segments, will help everyone get involved on equal footing as we continue to support this vital effort focused on ensuring the future of U.S. peanut farming.”
“For FY13, NPB’s marketing and promotional strategies build on the success of NPB’s brand platform, “Peanuts: Energy for the Good Life” with a focus on “24/7 Energy.”
“Research is critical for the grower, but without the consistent and comprehensive promotion and business building effort, Americans would not be as aware of the agriculture that sustains them,” said Don Self, Promotions Committee chair and Mississippi delegate.
“It’s a very competitive marketplace and without NPB’s multi-layered marketing, advertising and promotions programs, I know consumers and decision-makers in foodservice, retail and manufacturing would choose other products.
“NPB’s programs keep our peanut’s versatility, value and nutritional benefits front and center. We must remain proactive about spreading our messages.”
Market research shows that NPB’s business-building strategies are on target with consumer behavior and attitudes.
Trends point to a continued focus on plant-based diets, as well as toward fitness and healthier consumer eating behavior.
For Fiscal Year 2013, NPB is aggressively focusing its initiatives on three specific peanut nutrition pillars: 1) Peanuts have more energy-boosting protein than any nut. 2) Peanuts are nutrient-dense and are considered a Superfood with over 30 vitamins and minerals. 3) Peanuts fight hunger as a good source of fiber and the good fats, proven to keep you fuller for longer.
The new fiscal year will bring the “24/7 Energy” brand initiatives to consumers through social engagement programs, competitive contests, advertising and public relations, business and foodservice development and nutrition education.
Before implementation, the FY-13 budget and program of work must be reviewed and approved by USDA.
EDITOR’S NOTE — The National Peanut Board represents all USA peanut farmers and their families. Through research and marketing initiatives, the Board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts