FY-15 Strategies Build Upon Success of The Perfectly Peanut & Peanut Allergy Initiative

AUGUST 19, 2014--ATLANTAThe National Peanut Board held its quarterly board meeting in Atlanta Aug. 12 and 13 and unanimously approved a Fiscal Year 15 Program of Work and budget of $8.9 million. FY-15 begins Nov. 1, 2014 and ends Oct. 31, 2015. Before implementation, USDA must approve the budget and Program of Work.

The Program of Work for FY-15 is designed to extend and expand two major initiatives launched in 2014: NPB s brand platform, The Perfectly Powerful Peanut, and the peanut allergy consumer education campaign.

“The Perfectly Powerful Peanut has helped unify the industry, and has been well-received by media and consumers,” said Bob Parker, president and CEO of National Peanut Board. “In FY-15 we’ll build on that success with increased advertising and digital media initiatives, business development and reputation management programs. Our focus is to position peanut and peanut butter as nutritious foods.” Additionally, NPB will amplify its Peanut Butter for Breakfast consumer campaign to increase use of peanut butter during the breakfast time.

Also in FY-15, NPB will build upon the peanut allergy consumer education campaign launched during FY-14. NPB will continue to position the website, PeanutAllergyFacts.org as a key resource to target audiences.

“As we look toward next year, peanut growers are excited to engage with consumers and health influencers, as well as school and foodservice decision makers, underscoring the versatile and nutritious product we grow,”  said John Harrell, NPB chairman and Georgia delegate. “It’s just as important that we continue to be seen as a trusted resource for peanut allergy facts and research and we help school leaders and others manage peanut allergies in their communities.”

Production research is a key component of the Board s mission. The FY-15 budget continues the Board’s allocation of funds to the Peanut Genomics Initiative, as well as to production research projects and germplasm collection funding. To date, the Board has invested more than $20 million in 900+ production research projects.

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