August 14, 2013—ATLANTA—The National Peanut Board held its quarterly board meeting in Atlanta Aug. 6-8 and unanimously approved the Fiscal Year 14 Program of Work with a new NPB brand platform, “The Perfectly Powerful Peanut” and a heightened consumer-focused campaign addressing peanut allergy education.
The board unanimously approved a budget of $8.6 million for FY14, which begins Nov. 1 and ends Oct. 31, 2014. Before implementation, the FY-14 budget and program of work must be reviewed and approved by USDA.
“The Perfectly Powerful Peanut” brand platform advances NPB’s strategic brand direction based on consumer trends toward health and wellness. One of the main reasons consumers are buying nuts today is for their health benefits. The new brand platform provides a message that is unifying to the entire peanut industry and leverages peanuts’ competitive consumer benefits.
“The Perfectly Powerful Peanut connects with health and wellness news that peanuts have 7 grams of plant-based protein and are a Superfood with more than 30 vitamins and minerals,” said Vic Jordan, NPB chairman and farmer from Louisiana. “We want to build on these nutrition benefits and the love Americans of all ages have for peanuts and peanut butter, while increasing our competitiveness in the market place.”
“The Perfectly Powerful Peanut” lines up the National Peanut Board’s messaging with any industry initiative and works equally well across all industry groups, brands and with other stakeholders. It is an opportunity to galvanize the entire industry and garner broad support for a common theme and direction.
To maximize reach for “The Perfectly Powerful Peanut” brand platform, NPB will execute an integrated advertising media campaign and public relations initiative during the first quarter of 2014 to work effectively with consumer and trade audiences.
Peanut Allergy Education Effort Expands
In other initiatives, the Board voted unanimously to approve a more vigilant program to educate consumers on the subject of peanut allergy. The program of work will increase understanding about accurate diagnosis and provide science-based allergy information to consumers. While the Board recognizes that scientific data shows approximately one to two percent of Americans are allergic to peanuts, consumer research shows that millions of American consumers who think they have a peanut allergy may be misinformed or were never properly diagnosed by a trained physician.
“The Board has always believed food allergy research is a priority,” said Bob Parker, president and CEO of National Peanut Board. “We want to accelerate our allergy initiatives with a comprehensive program to connect with consumers, school administrators and health and nutrition experts who make decisions about food allergy policies, to make sure their decisions are based on sound science.” Strategies include a custom website and other programs, such as NPB webinars, online resources and social media engagement.
According to a July 2013 Consumer Allergy Study conducted by The Bantam Group for National Peanut Board, people perceive peanut allergies to be 40 times more prevalent in the general population than reported by the National Institutes of Health. In addition, people are confused about what does and does not constitute a peanut allergy and what triggers an allergic reaction to peanuts.
The Board reaffirmed its commitment that it wants to educate and serve as a resource to those who are truly allergic to peanuts on how to manage their allergy, while at the same time making sure that those who aren’t allergic can enjoy nutrient-dense peanut products. Since its inception in 2001, National Peanut Board has invested more than $9 million in allergy research and education initiatives.
Before implementation, the FY-14 budget and program of work must be reviewed and approved by USDA.