AUGUST 12, 2015--ATLANTA—The National Peanut Board has launched an online consumer educational series called “The Journey of a Peanut Butter Jar.” This series invites readers to learn about how their favorite jar of peanut butter supports farming families, communities, the economy and the environment through personal stories, facts and profiles.
“The peanut butter jar that 94 percent of Americans have in their pantries is deceptively humble,” said Lauren Highfill Williams, National Peanut Board marketing and communications associate. “Outside of rural areas, many people don’t know that peanuts grow underground—let alone that so many people and so much time, money and care are invested in that 16-ounce jar. We’re taking the opportunity to tell consumers the real story about one of their favorite foods, sharing more about the people behind the food on their plates and why that little jar of peanut butter means so much.”
The home base for “The Journey of a Peanut Butter Jar” series is www.JourneyofaPeanutButterJar.org, which includes artwork that complements the natural and wholesome qualities of peanuts and connects all parts of the process back to the farm.
NPB kicks off the series this month with a focus on planting. In August, NPB will highlight how researchers are contributing to success of the plants in the field. October will cover the people of the harvest season, including buying points and shellers. In November, the focus will be on the manufacturers’ perspective and consumers enjoying peanut butter. Also, in November, NPB will celebrate National Peanut Butter Lovers Month by sharing an infographic highlighting key points about the series with consumer media and bloggers. The journey wraps up in December with a focus on how peanut butter supports the global community through exports and RUTF.
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.
The National Peanut Board’s Peanut Promotion, Research and Information Order can be accessed on the USDA Agricultural Marketing Services website, or can be downloaded by clicking here.